Generally speaking, image tags ("pixels") are the most performant, followed by custom templates, and lastly, custom HTML tags. The impact of tags on performance varies by tag type. This can also impact the newer Interaction to Next Paint (INP) metric and we have seen a correlation between the size of tag managers, and poorer INP scores. Additionally, blocking the main thread can delay the LCP render time.Ĭumulative Layout Shift (CLS) can be impacted, either by delaying loading critical resources before the first render, or by tag managers injecting content into the page.įirst Input Delay (FID) is susceptible to CPU contention on the main thread. Largest Contentful Paint (LCP) is vulnerable to bandwidth contention during the critical page load time. CPU time on the main thread can be spent evaluating and executing JavaScript contained within the tag manager and the tags. Bandwidth can be spent downloading the tag manager JavaScript for your sites, or the subsequent calls this makes. Tag Managers can often impact your Core Web Vitals indirectly by using up resources needed to load your page quickly and keep it responsive. Although this article references Google Tag Manager, many of the ideas discussed are also applicable to other tag managers. This article discusses techniques for optimizing tags and tag managers for performance and Web Vitals.
Tag managers can be compared to an envelope: the tag manager provides a vessel-but what you fill it with and how you use it is mostly up to you. The performance impact of tags and tag managers varies wildly from site to site.
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Although tags and third-party scripts are often fundamentally the exact same thing, the separate terminology reflects the different ways that these scripts are used: "tags" are typically owned by marketing departments and added via tag managers whereas "third-party scripts" more commonly refer to resources added through code changes made by engineering departments.
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