What is Google Tag Manager?

Google Tag Manager is a free tool that makes it easy for marketers to add and update website tags -- including conversion tracking, site analytics, remarketing, and more—with just a few clicks, and without needing to edit your website code. Take a quick look at how easy it is to set up an account and manage your tags.

First Things First: What is a Tag?

A tag is a piece of JavaScript code that most digital marketing vendors require their customers to integrate into their web and mobile sites. In many cases, these tags collect visitor behavior information. Tags also can serve functionality, such advertising, live chat, and product recommendations.

Tag management is…

A tag management system (TMS) makes its easy to manage the implementation of digital marketing technology solutions. Tag management also serves as a foundation for driving better omnichannel experiences.

What Tag Management is NOT

Tag management is not the most exciting name for such a crucial technology, often getting confusing with blog tags, tag clouds or search engine meta tags. Tag management is not related to any of those. Tags aren’t even really about tags per se, but about data. Tags are little more than a means to collect and shuttle data between a web site or mobile app session, and the vendor. Nevertheless, that is how the industry evolved, and the name stuck, although it is quickly becoming part of a larger customer data platform conversation.

The Rise of Tag Management

Tag management systems emerged in the late 2000s to address challenges posed by the explosive growth in digital marketing technologies, which now stands at 1,876, according to ChiefMartec.com, a leading authority on marketing technology. Tag management helps streamline tag deployments and management, which previously required ongoing IT assistance to support.

How Tag Management Systems Work

Tag management systems control the deployment of all other tags and mobile vendor deployments via an intuitive web interface, without requiring any software coding. Tag management systems make it easy to add, edit or remove any tag with point and click simplicity. Enterprise tag management solutions – compared to free tag managers – also deliver a variety of advanced capabilities, such as customization, data management, privacy controls, mobile application support and much more.

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