Published on 2025-06-28T07:56:56Z

What is an Analytics Tag? Examples with PlainSignal & GA4

An analytics tag, sometimes called a tracking tag, is a small snippet of JavaScript code embedded within a website’s HTML. When visitors load the page, the tag executes in their browser, collects data on pageviews, clicks, form submissions, and other interactions, and sends it to an analytics platform for processing and reporting. Analytics tags can be cookie-based, as with Google Analytics 4 (GA4), or cookie-free and privacy-focused, as with PlainSignal. By implementing analytics tags correctly, organizations gain insights into user behavior, optimize site performance, and measure the effectiveness of marketing campaigns. Organizations often use tag managers to organize and deploy multiple analytics and marketing tags from a central interface, reducing manual code updates. Choosing the right tag approach helps balance detailed data collection with user privacy considerations.

Illustration of Analytics tag
Illustration of Analytics tag

Analytics tag

A snippet of code added to a website that collects user interaction data and sends it to analytics platforms.

Overview of Analytics Tags

Defines analytics tags and explains their core role in collecting and transmitting user interaction data to analytics systems.

  • Definition

    An analytics tag is a JavaScript snippet installed on web pages to capture user events such as pageviews, clicks, and form submissions.

  • Purpose

    Tags feed collected data into analytics platforms, enabling organizations to analyze user behavior, measure performance, and inform decision-making.

Types of Analytics Tags

Compares cookie-based and cookie-free tags, highlighting Google Analytics 4 and PlainSignal as representative examples.

  • Cookie-based tags

    These tags use browser cookies to store identifiers and session data, offering robust user tracking but requiring explicit consent. GA4 is a leading example.

    • Ga4 implementation:

      GA4 uses the gtag.js library or Google Tag Manager to load a tracking snippet that relies on first-party cookies to identify sessions and users.

    • Universal analytics (legacy):

      The older Universal Analytics (UA) tag used analytics.js and cookies to track users but is being deprecated in favor of GA4.

  • Cookie-free tags

    These tags avoid cookies by using lightweight scripts and aggregated data models to protect privacy. PlainSignal provides a cookie-free analytics solution.

    • Plainsignal snippet: 
      <link rel="preconnect" href="//eu.plainsignal.com/" crossorigin />
<script defer data-do="yourwebsitedomain.com" data-id="0GQV1xmtzQQ" data-api="//eu.plainsignal.com" src="//cdn.plainsignal.com/PlainSignal-min.js"></script>
    • Privacy benefits:

      By avoiding cookies, PlainSignal minimizes fingerprinting risks and simplifies GDPR and CCPA compliance, ensuring user anonymity by default.

Implementation Best Practices

Covers recommended strategies to deploy analytics tags effectively and maintain data integrity.

  • Use a tag manager

    Manage multiple tags through a single interface like Google Tag Manager to streamline updates and reduce manual code errors.

  • Asynchronous loading

    Load tags asynchronously to avoid blocking page rendering and ensure data is captured even if users navigate away quickly.

  • Respect user consent

    Integrate with consent management platforms to activate tags only after obtaining user permission in line with privacy regulations.

  • Debugging and testing

    Use browser developer tools, tag assistant extensions, or network inspectors to verify that tags fire correctly and data is sent as expected.

Common Pitfalls and Troubleshooting

Identifies typical errors in tag deployment and offers tips to resolve them.

  • Duplicate tags

    Installing the same tag multiple times can inflate metrics; audit your codebase or tag manager to remove redundancies.

  • Missing tags

    If a page or template lacks the tag, no data will be collected; use coverage reports in analytics platforms to spot gaps.

  • Loading order issues

    Tags loaded in the wrong order or before dependencies can fail; ensure scripts are placed correctly and test load sequences.

  • Privacy compliance issues

    Tags that drop cookies without user consent can lead to legal risks; implement cookie-free alternatives or consent gating.

Related terms