{"id":308,"date":"2020-02-21T13:17:14","date_gmt":"2020-02-21T12:17:14","guid":{"rendered":"https:\/\/tech.everysize.com\/?p=308"},"modified":"2023-06-26T09:17:51","modified_gmt":"2023-06-26T07:17:51","slug":"how-google-tag-manager-and-tracking-swiches-distort-the-attribution","status":"publish","type":"post","link":"https:\/\/tech.everysize.com\/en\/how-google-tag-manager-and-tracking-swiches-distort-the-attribution\/","title":{"rendered":"How Google Tag-Manager and tracking-switches distort the attribution (5\/7)"},"content":{"rendered":"<figure class=\"wp-block-image size-large\"><a href=\"https:\/\/www.analyticsmania.com\/post\/reasons-why-you-should-use-google-tag-manager\/\" target=\"_blank\" rel=\"noreferrer noopener\"><noscript><img decoding=\"async\" width=\"1024\" height=\"287\" src=\"https:\/\/tech.everysize.com\/wp-content\/uploads\/2020\/02\/Google-Tag-Manager-scheme-1-1-1024x287.jpg\" alt=\"Modified image of \" class=\"wp-image-316\" srcset=\"https:\/\/tech.everysize.com\/wp-content\/uploads\/2020\/02\/Google-Tag-Manager-scheme-1-1-1024x287.jpg 1024w, https:\/\/tech.everysize.com\/wp-content\/uploads\/2020\/02\/Google-Tag-Manager-scheme-1-1-300x84.jpg 300w, https:\/\/tech.everysize.com\/wp-content\/uploads\/2020\/02\/Google-Tag-Manager-scheme-1-1-768x215.jpg 768w, https:\/\/tech.everysize.com\/wp-content\/uploads\/2020\/02\/Google-Tag-Manager-scheme-1-1-1200x337.jpg 1200w, https:\/\/tech.everysize.com\/wp-content\/uploads\/2020\/02\/Google-Tag-Manager-scheme-1-1.jpg 1298w\" sizes=\"(max-width: 709px) 85vw, (max-width: 909px) 67vw, (max-width: 1362px) 62vw, 840px\"><\/noscript><img decoding=\"async\" width=\"1024\" height=\"287\" src=\"data:image\/svg+xml,%3Csvg%20xmlns%3D%22http%3A%2F%2Fwww.w3.org%2F2000%2Fsvg%22%20viewBox%3D%220%200%201024%20287%22%3E%3C%2Fsvg%3E\" alt=\"Modified image of \" class=\"wp-image-316 lazyload\" srcset=\"data:image\/svg+xml,%3Csvg%20xmlns%3D%22http%3A%2F%2Fwww.w3.org%2F2000%2Fsvg%22%20viewBox%3D%220%200%201024%20287%22%3E%3C%2Fsvg%3E 1024w\" sizes=\"(max-width: 709px) 85vw, (max-width: 909px) 67vw, (max-width: 1362px) 62vw, 840px\" data-srcset=\"https:\/\/tech.everysize.com\/wp-content\/uploads\/2020\/02\/Google-Tag-Manager-scheme-1-1-1024x287.jpg 1024w, https:\/\/tech.everysize.com\/wp-content\/uploads\/2020\/02\/Google-Tag-Manager-scheme-1-1-300x84.jpg 300w, https:\/\/tech.everysize.com\/wp-content\/uploads\/2020\/02\/Google-Tag-Manager-scheme-1-1-768x215.jpg 768w, https:\/\/tech.everysize.com\/wp-content\/uploads\/2020\/02\/Google-Tag-Manager-scheme-1-1-1200x337.jpg 1200w, https:\/\/tech.everysize.com\/wp-content\/uploads\/2020\/02\/Google-Tag-Manager-scheme-1-1.jpg 1298w\" data-src=\"https:\/\/tech.everysize.com\/wp-content\/uploads\/2020\/02\/Google-Tag-Manager-scheme-1-1-1024x287.jpg\"><\/a><figcaption>Modified image of &#8220;11 Reasons Why You Should Use Google Tag Manager&#8221;<\/figcaption><\/figure>\n\n\n\n<p>First of all: I am a big fan of the Google Tag Manager (GTM). It&#8217;s a great and powerful tool that &#8211; with the right training &#8211; saves developers a lot of work and can outsource many tasks to marketing.<\/p>\n\n\n\n<p>But what exactly is a tag manager? According to the <a rel=\"noreferrer noopener\" aria-label=\"Ryte Wiki (\u00f6ffnet in neuem Tab)\" href=\"https:\/\/en.ryte.com\/wiki\/Tag_Management\" target=\"_blank\">Ryte Wiki<\/a>, a &#8220;tag management is a possibility in online marketing to exchange tags automatically with the help of special containers without having to intervene in the programming of a website every time a change is made&#8221;. Usually a tag manager is embedded into the page by JavaScript. Afterwards you can integrate any other JavaScript or other tags via a web interface and then control the delivery via conditions and rules. Side note (important for later): Usually the tag manager is delivered via a cookie-less domain &#8211; i.e. the tag manager itself does not need its own cookies.<\/p>\n\n\n\n<div id=\"ez-toc-container\" class=\"ez-toc-v2_0_82_2 counter-hierarchy ez-toc-counter ez-toc-grey ez-toc-container-direction\">\n<div class=\"ez-toc-title-container\">\n<p class=\"ez-toc-title\" style=\"cursor:inherit\">Table of Contents<\/p>\n<span class=\"ez-toc-title-toggle\"><a href=\"#\" class=\"ez-toc-pull-right ez-toc-btn ez-toc-btn-xs ez-toc-btn-default ez-toc-toggle\" aria-label=\"Toggle Table of Content\"><span class=\"ez-toc-js-icon-con\"><span class><span class=\"eztoc-hide\" style=\"display:none;\">Toggle<\/span><span class=\"ez-toc-icon-toggle-span\"><svg style=\"fill: #999;color:#999\" class=\"list-377408\" width=\"20px\" height=\"20px\" viewBox=\"0 0 24 24\" fill=\"none\"><path d=\"M6 6H4v2h2V6zm14 0H8v2h12V6zM4 11h2v2H4v-2zm16 0H8v2h12v-2zM4 16h2v2H4v-2zm16 0H8v2h12v-2z\" fill=\"currentColor\" \/><\/svg><svg style=\"fill: #999;color:#999\" class=\"arrow-unsorted-368013\" width=\"10px\" height=\"10px\" viewBox=\"0 0 24 24\" version=\"1.2\" baseProfile=\"tiny\"><path d=\"M18.2 9.3l-6.2-6.3-6.2 6.3c-.2.2-.3.4-.3.7s.1.5.3.7c.2.2.4.3.7.3h11c.3 0 .5-.1.7-.3.2-.2.3-.5.3-.7s-.1-.5-.3-.7zM5.8 14.7l6.2 6.3 6.2-6.3c.2-.2.3-.5.3-.7s-.1-.5-.3-.7c-.2-.2-.4-.3-.7-.3h-11c-.3 0-.5.1-.7.3-.2.2-.3.5-.3.7s.1.5.3.7z\" \/><\/svg><\/span><\/span><\/span><\/a><\/span><\/div>\n<nav><ul class=\"ez-toc-list ez-toc-list-level-1 \"><li class=\"ez-toc-page-1 ez-toc-heading-level-2\"><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/tech.everysize.com\/en\/how-google-tag-manager-and-tracking-swiches-distort-the-attribution\/#%E2%80%9CSingle_Point_of_Failure%E2%80%9D\">&#8220;Single Point of Failure&#8221;<\/a><\/li><li class=\"ez-toc-page-1 ez-toc-heading-level-2\"><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/tech.everysize.com\/en\/how-google-tag-manager-and-tracking-swiches-distort-the-attribution\/#Difference_between_tag-manager_vs_tracking-switch\">Difference between tag-manager vs. tracking-switch<\/a><\/li><li class=\"ez-toc-page-1 ez-toc-heading-level-2\"><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/tech.everysize.com\/en\/how-google-tag-manager-and-tracking-swiches-distort-the-attribution\/#Whats_the_trouble\">What&#8217;s the trouble?<\/a><\/li><li class=\"ez-toc-page-1 ez-toc-heading-level-2\"><a class=\"ez-toc-link ez-toc-heading-4\" href=\"https:\/\/tech.everysize.com\/en\/how-google-tag-manager-and-tracking-swiches-distort-the-attribution\/#What_should_I_do\">What should I do?<\/a><\/li><\/ul><\/nav><\/div>\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"%E2%80%9CSingle_Point_of_Failure%E2%80%9D\"><\/span>&#8220;Single Point of Failure&#8221;<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>As practical as tag managers (e.g. GTM) are, there is one problem: they represent a &#8220;single point of failure&#8221; for online attribution. If this fails, e.g. by being blocked, all tracking behind will also fail. Now one could argue that if GTM is blocked, all other trackers will be blocked anyway &#8211; this is also true for the most popular trackers like Google Analytics, Facebook, Pinterest, eTracker &amp; Co. But it is not the case for less popular services and tracking solutions, like direct cooperations or custom events. <\/p>\n\n\n\n<div class=\"wp-block-image\"><figure class=\"aligncenter size-large\"><noscript><img decoding=\"async\" width=\"384\" height=\"180\" src=\"https:\/\/tech.everysize.com\/wp-content\/uploads\/2020\/02\/image14-1.png\" alt=\"The Brave Browser blocks GTM by default\" class=\"wp-image-318\" srcset=\"https:\/\/tech.everysize.com\/wp-content\/uploads\/2020\/02\/image14-1.png 384w, https:\/\/tech.everysize.com\/wp-content\/uploads\/2020\/02\/image14-1-300x141.png 300w\" sizes=\"(max-width: 384px) 85vw, 384px\"><\/noscript><img decoding=\"async\" width=\"384\" height=\"180\" src=\"data:image\/svg+xml,%3Csvg%20xmlns%3D%22http%3A%2F%2Fwww.w3.org%2F2000%2Fsvg%22%20viewBox%3D%220%200%20384%20180%22%3E%3C%2Fsvg%3E\" alt=\"The Brave Browser blocks GTM by default\" class=\"wp-image-318 lazyload\" srcset=\"data:image\/svg+xml,%3Csvg%20xmlns%3D%22http%3A%2F%2Fwww.w3.org%2F2000%2Fsvg%22%20viewBox%3D%220%200%20384%20180%22%3E%3C%2Fsvg%3E 384w\" sizes=\"(max-width: 384px) 85vw, 384px\" data-srcset=\"https:\/\/tech.everysize.com\/wp-content\/uploads\/2020\/02\/image14-1.png 384w, https:\/\/tech.everysize.com\/wp-content\/uploads\/2020\/02\/image14-1-300x141.png 300w\" data-src=\"https:\/\/tech.everysize.com\/wp-content\/uploads\/2020\/02\/image14-1.png\"><figcaption>The Brave Browser blocks GTM by default<\/figcaption><\/figure><\/div>\n\n\n\n<p>So there are some smaller affiliate networks or even private programs that are not on the blocking list of <a rel=\"noreferrer noopener\" aria-label=\"Easylist (\u00f6ffnet in neuem Tab)\" href=\"https:\/\/easylist.to\/\" target=\"_blank\">Easylist<\/a> &amp; Co. Also direct cooperations, e.g. our tracking pixel  which is available for our partner shop in the course of order data processing (DSGVO), are not on the blocking list. However, if these tracking pixels are integrated via the GTM, they are &#8211; so to say &#8211; still indirectly blocked. <\/p>\n\n\n\n<p>Unfortunately, it is not possible to determine the extent of the problem or the failure rate in general. It depends on which third-party services you use (whether they are blacklisted) and on the AdBlock rate of the respective site. But Tom Capper provides an interesting analysis with his article &#8220;<a rel=\"noreferrer noopener\" aria-label=\"How Much Data Is Missing from Analytics? And Other Analytics Black Holes (\u00f6ffnet in neuem Tab)\" href=\"https:\/\/moz.com\/blog\/analytics-black-holes\" target=\"_blank\">How Much Data Is Missing from Analytics? And Other Analytics Black Holes<\/a>&#8220;. According to his measurements, the tracking deviation when using GTM is about 5%.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Difference_between_tag-manager_vs_tracking-switch\"><\/span>Difference between tag-manager vs. tracking-switch<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>But the so-called &#8220;<a rel=\"noreferrer noopener\" aria-label=\"cookie- or tracking switches (\u00f6ffnet in neuem Tab)\" href=\"https:\/\/en.ryte.com\/wiki\/Cookie#Cookie_Switches\/\" target=\"_blank\">cookie- or tracking switches<\/a>&#8221; have a much greater effect on the online attribution than tag managers.<\/p>\n\n\n\n<p class=\"has-background has-light-gray-background-color\">&#8220;A tracking switch is a container that manages multiple code snippets (tracking pixels and scripts) and publishes them according to pre-defined rules. The code of the turnout must be integrated on all sub-pages and internally the possible transaction pixels (e.g. different affiliate pixels, Facebook and AdWords conversion pixels) must be stored. In addition, rules must be defined that determine the hierarchies between the individual pixels (attribution model).&#8221;<br>Source: <a rel=\"noreferrer noopener\" aria-label=\"Projecter-Blog (\u00f6ffnet in neuem Tab)\" href=\"http:\/\/www.projecter.de\/blog\/affiliate-marketing\/cookie-weiche-im-affiliate-marketing.html\" target=\"_blank\">Projecter-Blog<\/a> (German)<\/p>\n\n\n\n<p>Similar to the Tag Manager, a tracking switch is a kind of container. While a tag manager is typically integrated on the entire page and primarily controls individual (additional) functions, the tracking switch takes care of the attribution. Its use therefore usually begins BEFORE the website and ends when an action (for example, purchasing) is completed. A tag manager usually does not need a cookie or other functions to recognize a user &#8211; a tracking switch does. It is almost always based on some kind of identification feature (cookie, fingerprinting etc.).<\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><noscript><img decoding=\"async\" width=\"1024\" height=\"468\" src=\"https:\/\/tech.everysize.com\/wp-content\/uploads\/2020\/02\/Cookie-Weichen-NORMAL-1024x468.png\" alt=\"Simplified representation of a tracking switch and container\" class=\"wp-image-313\" srcset=\"https:\/\/tech.everysize.com\/wp-content\/uploads\/2020\/02\/Cookie-Weichen-NORMAL-1024x468.png 1024w, https:\/\/tech.everysize.com\/wp-content\/uploads\/2020\/02\/Cookie-Weichen-NORMAL-300x137.png 300w, https:\/\/tech.everysize.com\/wp-content\/uploads\/2020\/02\/Cookie-Weichen-NORMAL-768x351.png 768w, https:\/\/tech.everysize.com\/wp-content\/uploads\/2020\/02\/Cookie-Weichen-NORMAL-1200x548.png 1200w, https:\/\/tech.everysize.com\/wp-content\/uploads\/2020\/02\/Cookie-Weichen-NORMAL.png 1252w\" sizes=\"(max-width: 709px) 85vw, (max-width: 909px) 67vw, (max-width: 1362px) 62vw, 840px\"><\/noscript><img decoding=\"async\" width=\"1024\" height=\"468\" src=\"data:image\/svg+xml,%3Csvg%20xmlns%3D%22http%3A%2F%2Fwww.w3.org%2F2000%2Fsvg%22%20viewBox%3D%220%200%201024%20468%22%3E%3C%2Fsvg%3E\" alt=\"Simplified representation of a tracking switch and container\" class=\"wp-image-313 lazyload\" srcset=\"data:image\/svg+xml,%3Csvg%20xmlns%3D%22http%3A%2F%2Fwww.w3.org%2F2000%2Fsvg%22%20viewBox%3D%220%200%201024%20468%22%3E%3C%2Fsvg%3E 1024w\" sizes=\"(max-width: 709px) 85vw, (max-width: 909px) 67vw, (max-width: 1362px) 62vw, 840px\" data-srcset=\"https:\/\/tech.everysize.com\/wp-content\/uploads\/2020\/02\/Cookie-Weichen-NORMAL-1024x468.png 1024w, https:\/\/tech.everysize.com\/wp-content\/uploads\/2020\/02\/Cookie-Weichen-NORMAL-300x137.png 300w, https:\/\/tech.everysize.com\/wp-content\/uploads\/2020\/02\/Cookie-Weichen-NORMAL-768x351.png 768w, https:\/\/tech.everysize.com\/wp-content\/uploads\/2020\/02\/Cookie-Weichen-NORMAL-1200x548.png 1200w, https:\/\/tech.everysize.com\/wp-content\/uploads\/2020\/02\/Cookie-Weichen-NORMAL.png 1252w\" data-src=\"https:\/\/tech.everysize.com\/wp-content\/uploads\/2020\/02\/Cookie-Weichen-NORMAL-1024x468.png\"><figcaption>Simplified representation of a tracking switch and container<\/figcaption><\/figure>\n\n\n\n<p>The diagram shows that the tracking switch is usually called up before the shop &#8211; in other words, the merchant does not use direct links to his offers in his paid channels, but uses tracking links from the tracking provider he works with.  <\/p>\n\n\n\n<p>When the tracking switch is called, this is recorded and usually written to a cookie together with the source of the campaigns. If a goal is reached (e.g. purchase), the tracking container of the tracking provider checks whether and where the customer comes from &#8211; for this purpose it reads the set cookie. Based on the source, further tracking pixels are then triggered &#8220;on-the-fly&#8221;.<\/p>\n\n\n\n<p>Admittedly &#8211; this representation is an extremely simplified model of reality and represents only the simplest variant based on a 3rd party cookie. In reality, there are several, much more complex solutions to either improve tracking or simply to bypass anti-tracking solutions (e.g. ITP\/ETP). These include fingerprinting, local storage, 1st party cookie via JS include or CNAME or server side tracking, master tags etc.<\/p>\n\n\n\n<p>But the basic procedure does not change much &#8211; the tracking switch identifies the source and the user and decides on the attribution at the destination based on this information.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Whats_the_trouble\"><\/span>What&#8217;s the trouble?<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>There is a variety of tracking solutions that are offered either as a standalone solution or as an additional feature of other products &#8211; be it eTracker, DoubleClick, Ingenious Technologies or multichannel providers such as Channelpilot, DataFeedWatch etc. Also, agencies and service providers sometimes provide their own developments. The problem does not even arise with the solutions themselves, but rather with the lack of maintenance or adaptation to new conditions &#8211; not by the providers, but by the customers themselves! <\/p>\n\n\n\n<p>After all, a good tracking solution continuously adapts to market conditions and reacts to changes: ITP\/ETP, SameSite cookie update, 3rd party cookie problems &#8211; just to name a few challenges of the last months. However, not all adjustments can be made exclusively on the part of the tracking service provider &#8211; in some cases the customer must also react and, if necessary, revise an already implemented solution. Master tag or CNAME tracking is a good example. <\/p>\n\n\n\n<p>However, many customers shy away from the effort or delay the adjustments with the risk of getting into a &#8220;single-point-of-failure&#8221; situation &#8211; if the tracking switch fails &#8211; for example due to <a href=\"\/en\/privacy-blocker-the-unknown-danger\/\">privacy blockers<\/a> &#8211; the entire underlying attribution is lost. <\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"What_should_I_do\"><\/span>What should I do?<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>As mentioned at the beginning I\u2019m a fan of the Google Tag Manager \u2013 in my opinion tracking switches &amp; containers are a good thing, too. BUT: You shouldn&#8217;t think that you have to include them only once and then let the tracking provider manage everything. You have to implement recommended updates &#8211; even if they are more extensive. Otherwise you risk a creeping loss of tracking quality, which then affects attribution and thus decision-making, especially in paid channels.<\/p>\n\n\n\n<div class=\"wp-block-columns is-layout-flex wp-container-core-columns-is-layout-9d6595d7 wp-block-columns-is-layout-flex\">\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\">\n<p><a href=\"\/en\/reasons-for-poor-conversions-on-mobile\/\">Part 4: The Reason for increasingly poor conversion of paid channels on mobile<\/a> <\/p>\n<\/div>\n\n\n\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\">\n<p class=\"has-text-align-right\"><a href=\"\/en\/why-cookie-consent-layers-are-not-a-solution\/\">Part 6: Why cookie consent layers are not a solution <\/a><\/p>\n<\/div>\n<\/div>\n","protected":false},"excerpt":{"rendered":"<p>Vorweg: Ich bin ein gro\u00dfer Fan vom Google Tag-Manager (GTM). Es ist ein gro\u00dfartiges und m\u00e4chtiges Tool, dass einem als Entwickler einiges an Arbeit erspart und viele Aufgaben an das Marketing auslagern kann &#8211; zumindest bei entsprechender Schulung. Aber was genau ist ein Tag-Manager? Lt. dem Ryte Wiki ist ein \u201cTag Management (deutsch: Tag-Verwaltung) eine &hellip; <a href=\"https:\/\/tech.everysize.com\/en\/how-google-tag-manager-and-tracking-swiches-distort-the-attribution\/\" class=\"more-link\">Continue reading<span class=\"screen-reader-text\"> &#8220;How Google Tag-Manager and tracking-switches distort the attribution (5\/7)&#8221;<\/span><\/a><\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"inline_featured_image":false,"everysize_hide_nav":false,"footnotes":""},"categories":[19,5],"tags":[],"class_list":["post-308","post","type-post","status-publish","format-standard","hentry","category-analytic","category-tracking"],"translation":{"provider":"WPGlobus","version":"3.0.2","language":"en","enabled_languages":["de","en"],"languages":{"de":{"title":true,"content":true,"excerpt":false},"en":{"title":true,"content":true,"excerpt":false}}},"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.4 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Wie Tag-Manager und Cookie-Weichen das Tracking verf\u00e4lschen | everysize<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/tech.everysize.com\/how-google-tag-manager-and-tracking-swiches-distort-the-attribution\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"How Google Tag-Manager and tracking-switches distort the attribution (5\/7) - everysize TechTalk\" \/>\n<meta property=\"og:description\" content=\"So praktisch Tag-Manager auch sind - es gibt ein Problem: Sie stellen einen \u201cSingle Point of Failure\u201d f\u00fcr die Online-Attribution dar.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/tech.everysize.com\/how-google-tag-manager-and-tracking-swiches-distort-the-attribution\/\" \/>\n<meta property=\"og:site_name\" content=\"everysize TechTalk\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/everysizecom\" \/>\n<meta property=\"article:published_time\" content=\"2020-02-21T12:17:14+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2023-06-26T07:17:51+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/tech.everysize.com\/wp-content\/uploads\/2020\/02\/Google-Tag-Manager-scheme-1-1024x287.jpg\" \/>\n<meta name=\"author\" content=\"Eugen\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:description\" content=\"So praktisch Tag-Manager auch sind - es gibt ein Problem: Sie stellen einen \u201cSingle Point of Failure\u201d f\u00fcr die Online-Attribution dar.\" \/>\n<meta name=\"twitter:creator\" content=\"@everysize_com\" \/>\n<meta name=\"twitter:site\" content=\"@everysize_com\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Eugen\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"7 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\\\/\\\/tech.everysize.com\\\/how-google-tag-manager-and-tracking-swiches-distort-the-attribution\\\/#article\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/tech.everysize.com\\\/how-google-tag-manager-and-tracking-swiches-distort-the-attribution\\\/\"},\"author\":{\"name\":\"Eugen\",\"@id\":\"https:\\\/\\\/tech.everysize.com\\\/#\\\/schema\\\/person\\\/73d2e6eb6b59d7a06ce1c58884353ea0\"},\"headline\":\"How Google Tag-Manager and tracking-switches distort the attribution (5\\\/7)\",\"datePublished\":\"2020-02-21T12:17:14+00:00\",\"dateModified\":\"2023-06-26T07:17:51+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\\\/\\\/tech.everysize.com\\\/how-google-tag-manager-and-tracking-swiches-distort-the-attribution\\\/\"},\"wordCount\":2217,\"publisher\":{\"@id\":\"https:\\\/\\\/tech.everysize.com\\\/#organization\"},\"image\":{\"@id\":\"https:\\\/\\\/tech.everysize.com\\\/how-google-tag-manager-and-tracking-swiches-distort-the-attribution\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/tech.everysize.com\\\/wp-content\\\/uploads\\\/2020\\\/02\\\/Google-Tag-Manager-scheme-1-1024x287.jpg\",\"articleSection\":[\"Analytic &amp; 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