Pharmaceutical, regulated
Their vendor said the tags were missing. They were not.
A pharmaceutical brand and its measurement vendor
The situation
A third-party measurement vendor reported that the high value actions they were contracted to track could not be found in the tag manager. The client had a vendor saying the work was not done and an agency saying it was.
What we found
The actions were firing correctly. They had been built as custom events that carry the relevant dimensions through, rather than as a separate bespoke tag for every individual action. The vendor was looking for one tag per action and not finding them, because that is not how the container was designed.
What we did
Explained the architecture and the reasoning: one tag per action would have added dozens of single-purpose tags to the container, each needing maintenance, to produce output the existing events already carried. Offered the underlying logic so the vendor could match it, then adjusted their triggers to mirror it. Absorbed the work rather than billing it, as continuation of the original build.
Dozens
of redundant tags kept out of the container
“Tagging each action manually would cause a lot of extra items that are honestly not necessary, as well as increased maintenance.”