How do tag management systems work

A tag management system is used to manage different tags on websites and mobile applications. A simple comparison can be made with well-known content management systems CMS , which are used to manage the contents of websites. Similar to the CMS, the TMS also has the ability to define access rights and user groups, manage content, and edit and manage tasks. As a rule, no profound programming skills are required and marketers and other employees can work independently of IP support.

A browser-based, simple user interface is available to use, just like with content management. Users can, for example, implement analytics scripts, remarketing tracking, affiliate tracking, conversion tracking, or manage publisher tags for banner advertising. These are then displayed to visitors on a rule and filter basis. An important note: in general, no analysis is possible via tag management systems.

Some vendors have a web analytics system connected, usually via the TMS, but this is only tag management, and not the thorough analysis you probably desire.

There are various tag management tools on the market, all of which offer different features. Among the most popular commercial solutions are Tealium or Tag Commander. Adobe customers can use the Activation core service to implement tags. Google also provides a tag management solution for websites and mobile apps with its free Google Tag Manager.

Tag management creates the basis for a detailed web analysis and is therefore of great importance in online marketing. Using the central control system and the tag automation saves a lot of time and money. Managing tags manually would be much more complex and costly and often requires IT expertise especially if changes to the source code are to be made. Using a management solution saves IT resources since it only needs a one-time set up and employees can use it themselves after receiving training on how to manage tags.

There are also some risks and stumbling blocks when using the system. Look at each of the priorities below and the corresponding TMS. This should help you limit your choices to just 1—3 of the top tag management solutions.

You can then more easily use free trials or demos to decide which is best for your company. When a company has several websites receiving high traffic or has other complex needs, Tealium helps marketers keep track of all their tags. It also helps them quickly test different marketing solutions. This TMS focuses on helping marketers manage advertising tags and improving website functionality around those tags, covering many different advertising channels. It also improves customer relations by letting viewers opt-out of advertisements.

It allows you to completely define security parameters, and it provides excellent data backup. Made especially for eCommerce companies, Yottaa helps pages load more quickly and improves their functionality in both mobile and desktop browsers, which can help you reach more customers. Marketers can immediately use this TMS as it is, but developers can also customize it at the level of the code base to fit any website.

No matter what TMS system an organization ultimately adopts, the larger questions of governance and data quality still exist as companies who have long been busy gathering data try and learn the most effective, strategic and reliable ways to actually leverage that data. Companies wishing to implement tag management would do well to apply tag governance best practices alongside a TMS, and website audits specifically tag audits are a key component of a successful tag governance strategy.

As you prepare to implement a TMS, use a sample tag audit to see what technologies are currently deployed and start building your tag management strategy. With over 10 years in the analytics world, Michael is an expert when it comes to data analytics, SQL, problem solving, and spreading all good vibes.

A lot hinges on your GTM implementation. Check these three areas regularly to make sure everything is running smoothly. Piggybacking tags are enough to keep the attuned marketer up at night. But what threat do they really pose? Learn more about piggybacking tags in this post. Websites are under a lot of stress. Following website tagging best practices will help you keep your tagging implementation scalable and in good shape.

Use this checklist to verify your data collection remains uninterrupted after any website updates or changes. This article explains 5 tips for creating a bulletproof mobile app and web analytics implementation.

How often do you take the time to verify your web analytics is still working? Website changes can break web analytics, so consistent testing is important to preserve functionality. This post discusses the basics of web tags and tag management. Discover what web tags are, how they work and what advantages they offer to digital marketers. Here are 11 popular web analytics solutions used across the internet by companies large and small.

No longer is it necessary to have to endure the process of putting in a request with a development team to install tracking codes, test the codes, and then deploy only to discover that they were installed in the wrong spot and repeating the entire process. Stop allowing this implementation process to have a negative impact on your ad spend.

Take control of this situation and put the tracking and analytics in the hands of a marketer , where they belong. Our newsletter provides an invaluable source of ad tech industry news, programmatic media research, and advertising inspiration delivered directly to your inbox.

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Please enter your information to download our client success story. Faster and Easier Implementation The traditional way to implement tracking tags has been to file a ticket with IT or the development team, where they would then embed the tracking tag into the literal code of the website. Source: Tealium You are able to track data point s that go beyond w hat is physically viewable on the site. See also: How to Pre-Optimize a Programmatic Ad Campaign Additionally, a s more and more tracking tags and various external scripts are added to a site, the page load speed can increase rapidly.

Final Thoughts on Using a Tag Management System If you are having trouble implementing proper tracking across your various ad campaigns, a tag management system should be your first stop. Become a Programmatic Expert Our newsletter provides an invaluable source of ad tech industry news, programmatic media research, and advertising inspiration delivered directly to your inbox.

Riley Tompkins. Tagged google tag manager , gtm , tag management , tag management systems , tag manager , tms. This reduces the time, cost, and risk and gives business users more control over the system, even though they may still need some technical assistance.

The CDP contains personal identifiers used to target marketing messages and track individual-level marketing results. Reliable products. Real results. View Success Stories. More resources to drive impact. Article How can a Customer Data Platform improve your customer engagement?