A tag management system helps manage the lifecycle of digital marketing tags (sometimes referred to as ''tracking pixels'' or ''web beacons''), used to track activity on digital properties, such as websites and

web applications A web application (or web app) is application software that is created with web technologies and runs via a web browser. Web applications emerged during the late 1990s and allowed for the server to dynamically build a response to the request, ...

. It can also be used to make dynamic changes to the website or application.

Functionality

Tag management system replaces a multitude of tags with a single ''container tag'' which sits across all areas of the property. The tag management system then "fires" individual tags as appropriate based on business rules, navigation events and known data. Typical functionality includes a testing environment ( sandboxing), an audit trail and version control, the ability to A/B test different solutions, tag deduplication, and role-based access to data.

Notable providers

According to W3Techs survey,

Google Tag Manager The following is a list of products, services, and apps provided by Google. Active, soon-to-be discontinued, and discontinued products, services, tools, hardware, and other applications are broken out into designated sections. Web-based products ...

constitutes 99.7% market share, followed by the Adobe DTM and Tealium with 0.4% and 0.2% market share respectively.

References

Web analytics Customer relationship management Marketing analytics Marketing software Marketing techniques Services marketing {{Business-stub