Browse Definitions :
Definition

tag management system

A tag management system (TMS) is software that can be used to manage tracking tags used in digital marketing. A tag is a short snippet of code that is added to a URL to collect data for analytics and digital marketing tools. A tag management system makes it possible for marketers and analysts to deploy and manage the tags on their site without relying wholly on IT.

Tags are the special headers on websites, tracking pixels used in advertisements and content that enables web analytics.

TMSs are used by marketers to manage digital marketing tags from various advertising services. TMSs serve to make changes to existing advertising services and between services easier and more agile. The systems manage tags for webpages, videos and apps. Real-time advertising is aided by TMS.

TMSs enable faster page loading performance and less complicated changes with less possible site outages. They allow changes to be made to tags such as trying a new service by simply adding the code snippet to the manager, setting rules and going live with the changes in as little as ten minutes without IT involvement.

Normally, changing from one ad tracking system to another or removing one of a number of used systems takes coordinated teams and the server updates can take weeks to complete. A tag management system replaces the tags used on a page with a container. Along with the tags themselves, the container code is used by tag managers to check rules in the software’s back-end for changes. Organizations looking into tag management should apply tag governance best practices together with a TMS. Website audits, specifically tag audits, are an important part of an effective tag governance strategy.

Top TMS vendors include Google Tag Manager, Tealium, Launch by Adobe, Qubit and Signal.

This was last updated in March 2019

Continue Reading About tag management system

Networking
Security
  • DNS attack

    A DNS attack is an exploit in which an attacker takes advantage of vulnerabilities in the domain name system.

  • malware

    Malware, or malicious software, is any program or file that's intentionally harmful to a computer, network or server.

  • cloud security

    Cloud security, also known as 'cloud computing security,' is a set of policies, practices and controls deployed to protect ...

CIO
  • data collection

    Data collection is the process of gathering data for use in business decision-making, strategic planning, research and other ...

  • chief trust officer

    A chief trust officer (CTrO) in the IT industry is an executive job title given to the person responsible for building confidence...

  • green IT (green information technology)

    Green IT (green information technology) is the practice of creating and using environmentally sustainable computing resources.

HRSoftware
  • diversity, equity and inclusion (DEI)

    Diversity, equity and inclusion is a term used to describe policies and programs that promote the representation and ...

  • ADP Mobile Solutions

    ADP Mobile Solutions is a self-service mobile app that enables employees to access work records such as pay, schedules, timecards...

  • director of employee engagement

    Director of employee engagement is one of the job titles for a human resources (HR) manager who is responsible for an ...

Customer Experience
  • digital marketing

    Digital marketing is the promotion and marketing of goods and services to consumers through digital channels and electronic ...

  • contact center schedule adherence

    Contact center schedule adherence is a standard metric used in business contact centers to determine whether contact center ...

  • customer retention

    Customer retention is a metric that measures customer loyalty, or an organization's ability to retain customers over time.

Close