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Tag Experiences for SDK tracking and integrations

Tag Experiences configure the Marfeel SDK through the Experience Manager interface rather than by modifying your site’s JavaScript. They compile directly into the SDK at the edge, eliminating development cycles and enabling non-technical users to set up tracking, integrations, and data wiring across platforms.

How Tag Experiences work

Section titled “How Tag Experiences work”

Tag Experiences execute custom JavaScript at specific points in the page lifecycle. Instead of requiring code deployments or site changes, you configure the tag’s logic through the Experience Manager. The system compiles your configuration into JavaScript and bundles it directly into the SDK that loads on your pages. No additional HTTP requests are needed: the code is already present in the SDK itself.

Tag Experiences fall into two categories based on when they execute in the page lifecycle: Pre-targeting tags (run early to enrich targeting context) and Post-targeting tags (run after targeting with full context access). For details on how these interact with the targeting system, see Targeting.

Execution flow

Section titled “Execution flow”

The page lifecycle for Tag Experiences follows this sequence:

  1. User requests page from your site
  2. Page returns and begins loading
  3. Marfeel SDK (marfeel-sdk.js) loads
  4. Pre-targeting tags execute: gather external data, set custom variables (max 3 seconds)
  5. Marfeel collects targeting context (user, session, page data)
  6. System requests experiences and post-targeting tags based on collected context
  7. Post-targeting tags execute: fire tracking pixels, send data to third parties, trigger integrations
  8. Visual experiences render (Flowcards, Inline, Popups)

For details on how Tag Experiences interact with the targeting phases, see Targeting.

Configure Tag Experiences

Section titled “Configure Tag Experiences”

Tag Experiences are configured through the Experience Manager interface. Post-targeting tags support full targeting capabilities (audience filters, page rules, delivery controls), while pre-targeting tags always execute without targeting rules.

Access restrictions: Tag Experiences are currently only operable by Marfeel. The product team is actively working to make them fully available through the Experience Manager self-service interface. Contact your Account Manager if you need Tag Experiences configured.

Available Tag types

Section titled “Available Tag types”

Several pre-built Tag Experience types are available for common integrations:

Additional tag types for Piano integration, Google Ad Manager targeting, and custom tracking implementations are configurable through the Experience Manager. Contact your Account Manager for setup assistance.

When to use Tag Experiences

Section titled “When to use Tag Experiences”

Tag Experiences eliminate the need for code deployments when integrating third-party tools or setting up custom tracking. Use them when:

  • Facebook Pixel tracking: Fire pixel events for specific audience segments (loyal users for lookalike audiences, new users for retargeting)
  • Piano integration: Send Marfeel RFV scores or user segments to Piano for dynamic paywall logic
  • Contextual ad targeting: Pass Marfeel Topics or IAB categories to Google Ad Manager to enrich programmatic deals
  • Recirculation tracking: Tag click targets for Compass recirculation analysis using CSS selectors instead of modifying site JavaScript
  • Conversion event tracking: Trigger analytics events when users reach engagement thresholds or specific content
  • DMP/CDP integration: Send first-party behavioral data to external platforms for audience building
  • Experiment synchronization: Import A/B test group assignments from external platforms (Optimizely, VWO) as Marfeel custom variables
  • Custom paywall logic: Trigger third-party paywall systems based on Marfeel loyalty segments or content access rules

Tag Experiences vs code deployment

Section titled “Tag Experiences vs code deployment”

Tag Experiences offer several advantages over traditional code deployments:

ConsiderationTag ExperiencesCode deployment
Time to implementMinutes through Experience ManagerDays or weeks (dev cycle + QA + deployment)
Technical resources requiredNone, configured by editors or product managersDevelopers required
Targeting capabilityFull access to Marfeel’s 40+ targeting dimensionsRequires custom code for each targeting rule
MaintenanceUpdate through Experience Manager without site changesRequires new deployment for each change
PerformanceCompiled into SDK, no extra HTTP requestsMay require additional script loads
TestingPreview and A/B test through Experience ManagerRequires separate testing infrastructure

The tradeoff: Tag Experiences are limited to the capabilities exposed through the Experience Manager interface. Complex custom logic that requires direct DOM manipulation or intricate conditional flows may still require traditional code deployment.

What is the difference between pre-targeting and post-targeting Tag Experiences?

Pre-targeting tags run early in the page lifecycle to enrich targeting context (with a maximum 3-second timeout). Post-targeting tags run after targeting with full context access, used for firing tracking pixels, sending data to third parties, and triggering integrations.

Do Tag Experiences require code deployments?

No. Tag Experiences are configured through the Experience Manager interface and compiled directly into the Marfeel SDK at the edge. No site code changes, additional HTTP requests, or developer resources are needed.

What integrations can Tag Experiences handle?

Tag Experiences support Facebook Pixel tracking, Piano integration for dynamic paywalls, Google Ad Manager contextual targeting, recirculation tracking, conversion event tracking, DMP/CDP data integration, A/B test synchronization with platforms like Optimizely and VWO, and custom paywall logic.

Going deeper

Section titled “Going deeper”