I have implemented a marketing tag using tealium tags (ex utag.13.js).
When I clear cache and land on the homepage I could see the marketing tag firing in my network tab and when I navigate to any page the marketing tag is not firing but when I refresh the page again the tag is firing for me.
I have given my load rule as all pages.
Can anyone help me what could be the reason for this behaviour and my website is SPA.
The reason that you are only seeing utag.13 fire when you do a hard refresh is because your website is an SPA. With an SPA, there is no hard refresh when moving from page to page. To mitigate this issue, we recommend to fire a manual page view (utag.view()) where you'd expect a hard refresh to occur. Here is documentation on that implementation: