Using the Dotdigital Tag means that you don’t need to create and maintain a custom Personalization script. Using a combination of data imports and web API calls through the Tag, you can control what data you track and send to Personalization, and how you do it.
Data captured by the Dotdigital Tag is available in both your Dotdigital Marketing and Personalization accounts.
Learn more in our Dotdigital Tag documentation and Developer Hub.
The Dotdigital Tag for Personalization gives you access to all of the same features and functionalities as a custom script, including the Site Editor and Site info bar, personalized content blocks and bespoke visitor Experiences, and triggered messaging through Marketing.
Benefits of the Dotdigital Tag
The Dotdigital Tag offers several advantages over our standard custom tracking script.
Unified data management
Using the Dotdigital Tag means you only need to configure your website data once.
The Dotdigital Tag passes your browsing, cart sessions, custom events, and visitor data simultaneously to both Marketing and Personalization. This removes the need to implement and maintain separate integrations for each platform, saving you development time and reducing complexity.
Full control over tracked data
You understand your website’s structure and data best. The Tag puts you in control of what data is sent, and how it's structured. You can tailor event tracking to match your website’s specific setup, ensuring you capture every metric that matters most without relying on default settings or third-party customization.
Efficient updates
When your website changes—such as updates to your product catalogue or site structure—you can easily update which data is sent through the Tag, with no need to contact our support team or wait for someone else to make the changes. Your technical team can make adjustments on their timeline, so you can start using the new data as soon as it’s on your site.
Consistent experience across platforms
Data captured through the Tag is instantly available in both Marketing and Personalization. This ensures your marketing automations, recommendations, and triggered campaigns are informed by the latest activity and data, across both platforms.
Moving to the Tag simplifies your ongoing maintenance and lets you take control, ensuring both Marketing and Personalization reflect exactly how your site works—and how you want to engage your visitors.