Tag Management

What is Tag Management

What is a tag?

A tag is a segment of JavaScript code that is integrated into an organization’s web and mobile site in order to monitor and collect data on user activity. These tags are usually offered by digital marketing vendors and can be used for tracking, analysis, reporting and advertising.

All You Need to Know About Web Tags

What is a Tag Management System?

Tag management is the process of monitoring and maintaining marketing tags integrated into digital properties. A tag management system (TMS) is a solution, usually provided by a third-party vendor, that simplifies the processes of implementing, maintaining and sunsetting the increasing number of tag implementations an organization employs.

Reclaim your time and increase the productivity of your team using Technology Governance to consistently look for data collection gaps that exist across your entire website.

10 Tag Management Soultions You Should Consider Today

MarTech Growth Necessitates TMS

Over the last five years, the growth of digital marketing technologies has increased dramatically. Marketing technology and service vendors have been racing to develop solutions that address marketers increasingly diverse business needs. Tag management systems developed out of necessity to help facilitate technology implementation and maintenance, without having to rely on IT.

How a TMS works

Tag management systems are integrated on websites or mobile apps and are used to consolidate and control all other tag implementations. With a tag management system, organizations can easily deploy, update or remove any tag on their digital properties with the click of a button. Enterprise tag management systems can also provide customization, data governance, security and privacy controls, technical support and more.

Configuring Your Tag Management Plan

What is a Data Layer?

Simply put, a data layer is a central repository for the data collected by technologies deployed within an organization’s digital properties. The data layer stores types of information such as user behavior data, e-commerce transaction intelligence and mobile app usage. When the data layer is clearly defined, tag management solutions can more efficiently ensure the data is collected by the technologies, sorted into and stored in the data layer and then channeled into analytics solutions.

Learn More About Data Layer

Benefits of a TMS

The Top 5 Benefits of a Tag Management System

Tag auditing and management

Tag auditing means scanning your digital properties to identify all third-party and custom tagging implementations to validate accurate data collection. Even after implementing a tag management solution, things break—tags go missing or are duplicated, links break and JavaScript code is corrupted, old third-party implementations are not fully eradicated, etc.—a data quality assurance solution audits all of your implementations to ensure the data they are collecting is accurate.

Why Audit Your Web Tags

Is a Tag Management System right for You?

Here are a few questions to help decide whether or not you should adopt a tag management system:


  • Do you consistently use five or more digital marketing technologies?

  • Is your organization preparing to launch a major marketing effort such as a site redesign or new campaigns?

  • Are you currently using an enterprise level analytics solution?

  • Do you have a new app that’s about to be pushed live?


  • Do you use only a few digital marketing technologies?

  • Is your team large enough and does it have enough resources to efficiently implement and maintain tags?

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