Tag management system

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A tag management system is designed to help manage the lifecycle of e-marketing tags (sometimes referred to as tracking pixels or web beacons), which are used to integrate third-party software into digital properties.[1]


E-marketing tags are used to add functionality to web sites, video content, and mobile apps. Such functionality can include web analytics, campaign analytics, audience measurement, personalization, A/B testing, ad servers, behavioral retargeting, and conversion tracking.

Tag management systems replace these multiple tags with a single container tag and subsequently prioritize and "fire" individual tags as appropriate based on business rules, navigation events and known data.[2] Typical functionality includes testing environment (sandboxing), audit trail and version control, ability to A/B test different solutions, tag deduplication, and role-based access to data.


Typically cited benefits of tag management systems include:

  • Agility: Reduced reliance on technical resources and reduced dependency on IT cycles confers greater agility to business users.[3]
  • Performance: Reduced page load times thanks to asynchronous tag loading, conditional tag loading and tag timeout functionality.
  • Cost savings: Ability to deduplicate tags used to attribute commission.
  • Data control: Ability to control data leakage to third-parties and comply with data privacy legislation (cookie consent, do not track).[4] Tag managers also provide another layer of abstraction for managing the complexity of large websites.
  • Safe preview: Some tag managers, such as Google Tag Manager, include a preview mode which allows checking for formatting and security issues before deploying tags to production.[5]

Notable providers[edit]


  1. ^ "Gartner glossary entry". Gartner Inc. Retrieved 2015-02-13.
  2. ^ "Moz definition". SEOMoz Inc. Retrieved 2015-02-13.
  3. ^ "Understanding Tag Management Tools And Technology". Forrester Research. Retrieved 2015-02-13.
  4. ^ "TrustRadius tag management category definition". TrustRadius. Retrieved 2015-02-13.
  5. ^ Amari, Zaid. "Why you should setup Google Tag Manager". PPC Masterminds. Retrieved 24 April 2016.
  6. ^ "Dynamic tag management, tag manager | Adobe Marketing Cloud". www.adobe.com. Retrieved 2015-08-30.
  7. ^ "Google Tag Manager". Google. Retrieved 2015-02-12.
  8. ^ "IBM Digital Data Exchange". Retrieved 2015-10-27.
  9. ^ https://www.salesforce.com/products/marketing-cloud/data-management/
  10. ^ "Tealium iQ". Tealium. Retrieved 2015-02-12.