O impacto do uso de tags de rastreamento na performance de um E-commerce.

Abstract

This paper seeks to understand whether the use of Google Tag Manager (GTM) tags interferes the performance of a perfectly optimized e-commerce site. Initially, the concept of performance, tags, GTM, and their importance in the context of an e-commerce will be analyzed. Then, to achieve the proposed objectives, performance analyses were conducted on an optimized e-commerce under three distinct scenarios: without the use of tags, with the use of GTM tags, and with the use of robust GTM tags. In all scenarios, outliers were excluded from the analysis, with the aim of eliminating possible inconsistencies in the results. The results show that there was a trend of performance decline as the complexity of the tags increases. It was found that the implementation of GTM tags, although useful for data tracking, can have a negative impact on site performance if not managed correctly. Because of this, it was asserted that in the context of e-commerce this process involves making strategic decisions about which tags are really necessary and how they can be implemented in a way to minimize their impact on site performance, while at the same time, ensuring a positive experience for the user.