View source for Tag management system

{{Short description|Behavior tracking for digital marketing}}
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. 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 ([[Software:Sandbox (software development)|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, {{As of|2023|11|lc=y|post=,}} [[Software:Google Tag Manager|Google Tag Manager]] constitutes 99.6% market share, followed by the [[Software:Adobe Experience Cloud|Adobe DTM]] and Tealium with 0.6% and 0.3% market share respectively.<ref>{{cite web |url= https://w3techs.com/technologies/overview/tag_manager |title= W3Techs: Usage statistics of tag managers for websites}}</ref>{{update after|2028}}

==References==
<references/>

[[Category:Web analytics]]
[[Category:Customer relationship management]]
[[Category:Marketing analytics]]
[[Category:Marketing software]]
[[Category:Marketing techniques]]



{{Sourceattribution|Tag management system}}