If someone referred to tag management back in 2009, you would assume they are talking about web analytics. Webmasters started adopting tag management for web analytics for the simplicity it offered.

As tag management worked well for web analytics, other vendors began embracing it. As Tags starting piling up, they led to a lag in the site load time, duplication of tags and increased javascript errors. It soon became evident that marketers needed an efficient system to manage tags.

Managing tags creates a lot of complexity for information technology staff. Today a website has roughly 15-20 tags, on average. Over 45% of online retailers use a Tag Management System (TMS).

What is a Tag Management System?

A Tag Management Systems (TMS) enables marketers to deploy and manage tags and pixels across digital channels.  Tag Management System reduces implementation time, improves sites load time and removes the dependence on information technology staff to maintain tags. Tags help marketers in understanding the efficacy of the campaigns and provide them greater marketing agility.

When should you use a Tag Management System?

Before choosing a tag management system, it is necessary to determine what are you seeking to accomplish. The starting point is to conduct a tag audit to understand whether a free solution is adequate for your organisation or whether you need an enterprise solution.

Acquisition & Performance Marketing

Other factors that you need to consider is whether your organisation plans to expand its acquisition or performance marketing activities. Performance marketing requires effective attribution tracking.

Data Governance & Collection

Tag management also ensures data governance and protection as it allows you to audit and controls the data collection practices of each of your vendors, while also standardising data definitions across solutions.

Support Cross-Channel Marketing

Most TMS companies today have ventured beyond browser-based data collection. Support for data collection from Mobile SDK’s, API data feeds, and other data-onboarding options are now standard offerings.


TMS should allow your organisation to switch between different marketing technologies instantly. TMS should have technology that is compatible with marketing technology vendors this will enable your organisation to switch technology solutions whenever you choose.

Finding the Right Tag Management Solution

Google Tag Manager currently leads the TMS space with a market share of 94.6%. Google Tag Manager provides both free and paid versions. The paid version has been developed large enterprises and allows you to work on concurrent tagging projects. Abobe & Tealium lead the enterprise TMS space 2.7% and 1.2 respectively.

Adobe Activation (DTM)

Adobe Activation (previously Abobe DTM) is a leader in enterprise-class TMS systems. Adobe Activation is available to you free of cost if you are an existing Adobe Marketing Cloud user.

Google Tag Manager

Google Tag Manager is the most widely used TMS solutions globally. GTM allows you to manage Google AdWords tags, Google Analytics tags, DoubleClick Floodlight tags and many non-Google, third-party tags as well.


Tealium is a market leader in enterprise TMS powering nearly 25 percent of the top 100 Internet Retailers. Tealium simplifies deployment and management of web tags removing data silos by helping you to build a unified customer profile. Tealium supports over 450 digital marketing vendors and has been adding about 30 vendors every month.


Signal Customer Identity Platform allows you to integrate offline and online data to create dynamic customer profiles. The signal solution helps you to enable closed-loop attribution, cross-channel strategies and make smarter decisions.


Ensighten Manage is well suited in security-focused, policy and process-driven, highly collaborative environments where marketers need technical flexibility in order to meet the demands of configuring and deploying a variety of web tagging requirements.

Tag management is a great must-have tool in the agile marketer’s toolbox. Have you tried tag management for your website? How’d it go?


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