The term “tag management system’ identifies tools and systems for managing tags, i.e. snippets and portions of code to be injected into the <head> section of a web page in order to implement new features or to monitor performance.
Monitoring functions and activities include web analysis, personalisation activities, A/B tests, retargeting activities and conversion monitoring.
They are created with the aim of facilitating the activities of webmasters who, thanks to such systems, have the possibility to manage their tags in a simple and intuitive way.
All this is possible thanks to the use of a single container tag that is injected on the site and contains all the information of the tags it contains.
Tag Management System activity thus takes place outside the site, within platforms that easily allow individual tags to be activated within the container itself.
Here, as we said the different tags related to the different platforms (think Facebook pixel or Google ADS) that we need to activate and standardised in order not to generate conflicts through the Data Layer are collected.
The advantages of a Tag Management System with Google Tag Manager, are numerous and can generally be attributed to the ease of use even for non-expert resources.
Here are the main ones:
- speeding up the campaign creation phase;
- reduction in page loading time due to the need to inject only the container tag on the site;
- precise control of partner acquisition costs;
- privacy management according to the European directive;
- multi-touch analysis.
