Data management has become an indispensable facet of operational efficiency and strategic decision-making in marketing analytics. Among the myriad of tools and protocols employed for effective data management, the use of a data layer stands prominent. A data layer acts as a central repository, facilitating the collection and distribution of data across various platforms and systems. However, with the incessant influx of data, there arises a challenge - the transmission of outdated or irrelevant data, which could distort analytics and decision-making processes. This is where the utility of a cleanup tag comes into play.

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A cleanup tag serves as a pragmatic solution to halt the transmission of stale data residing in the data layer. By deploying a cleanup tag, organizations can ensure that only pertinent and up-to-date data is transmitted, thereby enhancing the accuracy and relevance of the data being analyzed. This, in turn, paves the way for more informed decision-making, optimized marketing strategies, and improved user experiences. Moreover, halting the transmission of old data also contributes to better data governance, ensuring compliance with evolving data protection regulations. By cleansing the data layer of outdated information, organizations also optimize the performance of their data management systems, thereby reaping both operational and strategic benefits.

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Step-by-step Process of Using a Cleanup Tag to Stop Old Datalayer Data Transmission

This guide will show you how to use a cleanup tag in Google Tag Manager to stop the transmission of old data layer data to any event. Follow the steps below to implement this feature in your application:

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#1 Go to tagmanager.google.com and select your container

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#2 Go to the "Tags" section

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#3 Click on "New" to create a new clean up tag

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#4 Click on Tag configuration to select tag type

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#5 Select "Custom HTML Tag"

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#6 Push datalayer with all the parameters with undefined value.

Follow further steps to push the datalayer

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#7 Write your datalayer push code in between script tag like this

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#8 Please list all the parameters currently included in your tags for which you wish to reset the values

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#9 Name your tag

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#10 Now save the tag by clicking on "Save"

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#11 Save your tag without any triggers by clicking on "Save Tag"

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#12 Choose a tag to which you'd like to attach a cleanup tag that will fire after the selected tag has fired.

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#13 Navigate to details

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#14 Expand Advanced settings

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#15 Now Expand "Tag Sequencing" section

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#16 Check the second option which indicates "Fire a tag after your tag fires"

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#17 Now click on "Select tag" to select a clean up tag

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#18 Select your "Clean up Tag"

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#19 Click the "Save" button to save your tag.

And once you publish your  container, the cleanup tag will automatically fire after your selected tag has fired.

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Wrap Up

Employing a cleanup tag to halt the old data layer transmission necessitates a thorough understanding of certain pivotal aspects. Foremost, understanding the architecture and the existing data flow within the data layer is crucial to ascertain the precise point of intervention for the cleanup tag. This preliminary understanding would ensure that the cleanup tag is implemented effectively without disrupting the existing data processes.

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Also, it’s important to figure out what ‘old’ or ‘outdated’ means for the organization. This is necessary to set up the cleanup process right. Plus, we need to carefully check this process to make sure it works as expected and doesn’t cause any surprise issues.

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Also, fostering a culture of continuous monitoring and evaluation post-implementation would not only ensure the sustained efficacy of the cleanup tag but also contribute to an organization's broader data governance and management objectives. 

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This article is contributed by top experts at Tagmate, a no-code/low-code GTM automation tool that will help you manage tags accurately at a scale.

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Signup for a free trial of Tagmate now!