What the tool solves
Without it, every measurement tool adds its own piece of code into the site. After two years, nobody knows what is in place, who put it there, or whether it is still useful. The container gathers it all in one place, with a version history and the ability to roll back.
Fixing without deploying
That is the real day-to-day gain. A badly counted conversion is fixed in a few minutes, without involving anybody on the technical side and without waiting for a release.
What the tool makes worse if you let it drift
The ease of adding is also its flaw. A container that is never cleaned accumulates tags from suppliers long gone, each adding weight to the page load and sometimes a collection of data whose purpose nobody knows any more.
Two concrete consequences
Performance, first: every tag is code executed on the visitor’s machine, and the total eventually shows in display speed. Data protection, next: you remain responsible for what a tag you forgot to remove collects.
So we inventory the container at the start of an engagement, and we remove whatever no longer has an identifiable owner.
An honest warning
The tool’s sales argument is that it makes tracking accessible without technical skill. That is true for simple cases and false as soon as a purchase or a form has to be measured properly. A rushed configuration produces wrong figures, and wrong figures cost more than no figures at all.
