As I have already explained, there are many benefits from using a tag management solution. However, with great power, comes great responsibility. Using DTM does not mean that marketers can implement anything they want and publish rules as they like. To the contrary, they must be very strict. The previous example is exactly the opposite of what must be done.
The solution I suggested to my client is to follow a very strict workflow and use wisely the permissions:
- Anybody who needs to create new rules should be given the User role. This allows the user to create new rules and make sure they work fine using the right DTM plugin.
- You need to have a group of testers that have the Approver role. They are responsible of making sure the new rules not only work fine in one browser, but they are cross-browser compatible, do not break the website, capture the expected data…
- Once the rules have been approved, it is time to publish them. Very few people should have the Publisher role and publishing rules should be done very carefully, just like a typical code release.
Some additional recommendations:
- Publish rules at a certain time every week, so that, in case something goes wrong, it is easy to identify that the new rules are the culprit and roll back to the previous approved version.
- The testers, ideally, should be the same as the website testers, so that the tests are full tests, with the right tools and environment.