Why should we use the Piano Analytics tagging?



Piano Analytics tagging is a real step forward from AS2 tagging, and allows you to take advantage of all the flexibility of the new Piano Analytics data model.

Below you will find the benefits of using this tagging, as well as its strengths compared to the Analytics Suite 2 tagging.

Piano Analytics Tagging (Events) only fuels Piano Analytics.

The data collected through its use will not be taken into account within the Analytics Suite 2.
Please don’t use Piano Analytics Tagging if your websites are certified (ACPM / Mediamétrie)

Tagging philosophy



Piano Analytics tagging is based on the implementation of Events on the interactions to be measured.

Events are JSON objects containing the measured event, and the associated properties allowing to qualify it.

They are composed of two properties as follows:

namestringEvent name (lowercase)
dataobjectEvent properties

Its format is as follows:

  "name": "page.display",
  "data": {
    "page": "My Page",
    "page_chapter1": "Page Chapter 1",
    "topic": "Sport",

This format is much more flexible than the one present for the Analytics Suite 2 tagging.

It is no longer a question of helpers dedicated to particular analyses, but simply of filling in the relevant Events on the various elements you wish to measure on your perimeters.

In short, a single syntax to bring up as much information as you want!


Context management

On the Analytics Suite 2 dedicated tagging, it is not easy to manage the context in which the measured interactions are performed.

With the Piano Analytics tagging and the Events, you just have to fill in the properties you want.

All the properties present on the same event will be cross-referenced, allowing you to understand the whole environment around the interaction in question.

Let’s look at an example:

  "name": "click.paywall",
  "data": {
    "click": "Subscription",
    "page": "Article 123",
    "publication_date": 2021-05-23, 
    "topic": "Economy",
    "goal_type": "Paywall subscription",
    "ads_number": 5

Here we can interpret a lot of information:

  • The measured event is a click on a paywall
  • The click in question is called Subscription
  • The paywall is linked to an article Article 123, published on May 23, 2021, in the category Economy with 5 ads displayed at the time of reading
  • This is a goal for the site in question, which will therefore lead to the calculation of a conversion

All this information can be cross-referenced to really understand the click environment on the paywall.

There is no limit to these cross-references, making this tagging extremely powerful!

On the other hand, no context is present by default on the sent events.
Don’t forget to add each information that must be present in order to allow you to make the necessary cross-references later.

By default, geolocation information, technical information on the devices used, sources and time data related to the event will be collected without your intervention.

Combine taggings

The two markings are not mutually exclusive.

You can use AS2 tagging for certain information that you want to report on both solutions, and Piano Analytics tagging for custom events, which will only report on Piano Analytics.

Here is an example of tagging:

var tag = new ATInternet.Tracker.Tag();



    "click": "Subscription",
    "page": "Article 123",
    "topic": "Economy"

Here you will pull up a pageName associated with a chapter chap1. This page will go back to Piano Analytics and Analytics Suite 2 solutions.

You will also trace a click.paywall event named Subscription, linked to an Article 123 page and an Economy theme.

This event will only show up on Piano Analytics.

Some behaviors may differ between the two taggings, we recommend you to use only the “Piano Analytics tagging” when you can.
However, some implementations require the use of both tags (e.g. certification).


Compatibility table

  Piano Analytics Tagging (Events)AS2 Tagging 
Powered solution(s) Piano Analytics

Piano Analytics

Analytics Suite 2

❗ By using the event tagging “Piano Analytics Tagging” only, the Analytics Suite 2 solution will no longer be fuelled ❗
Standard analysis
Custom analysis
 Piano Analytics Tagging is essential to send personalized events
Marketing campaignsV1 (xtor) 
V2 (at_medium)🟧AS2 Tagging expects predetermined values within the “at_medium”
Certifications (ACPM/Mediametrie)  
Last update: 05/01/2023