A tag management system houses all the tags from marketing campaigns inside a single container tag, and allows you to manage and maintain them from within a single application without any help from IT.
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Tag management solutions track marketing data by embedding code, a digital tag, in websites, mobile apps, and IoT devices. They capture information for website analytics. It is an essential tool for digital marketers to track conversions and collect visitor behavior data without the need for IT intervention.
The information it provides informs marketer advertising, improves the customer experience, and supports conversion testing, ad serving, remarketing, marketing automation, and affiliate marketing.
Using a single piece of code (a container tag) that can support multiple marketing vendors, tag management solutions facilitate the implementation, management, and maintenance of tags on digital properties. It consolidates and standardizes the process of updating tags.
Tag management solutions include rules engines that specify when, where, and how tags fire (running the code on a web page) such as when a specific cookie is present, the source of the traffic, a form submission, or a specific page view. Tag managers eliminate the problem of duplicate firing from multiple vendors by only firing when the correct media has been attributed to an order. TMS reporting will track the entire click path.
Enterprise tag management systems offer customization, data management, security and privacy controls, and tech support.
Many of the following features are offered in enterprise tag management solutions:
Consider the following when purchasing a tag management solution:
Enterprise-level tag management systems with advanced features requiring obtaining a vendor price quote. Some tag management solutions are free.
These are some of the popular tag management solution products.
