One of the biggest challenges with tagsNormally, tag references an HTML element (or node). In a marketing context, tags are used to denote HTML elements and JavaScript snippets specifically designed for collecting data to marketing vendors. is how to manage them. As they always represent code that needs to be added to the site HTMLHyperText Markup Language (HTML) is used to describe how web documents should be rendered by the web browser. When you navigate to a web page, the web server hosting that page serves your browser an HTML source file that is then rendered into the visible and interactive web page. or JavaScriptJavaScript is the main language of the dynamic web. The web browser renders the HTML source file into a dynamic document that can be interacted with using JavaScript., the risk of accumulating unnecessary technical debtGenerally technical debt describes design patterns that will cause problems in the future if they’re not appropriately fixed or maintained over time. Typical example of technical debt is a patch or a workaround that was supposed to be temporary but that isn't actually updated when the underlying problem goes away. is always present.
TagNormally, tag references an HTML element (or node). In a marketing context, tags are used to denote HTML elements and JavaScript snippets specifically designed for collecting data to marketing vendors. management systems (TMSTMS are software designed to create, manage, and deploy tags on web pages. They offer a user interface for managing the marketing tags on any given page.) can help with this. Instead of deploying each tagNormally, tag references an HTML element (or node). In a marketing context, tags are used to denote HTML elements and JavaScript snippets specifically designed for collecting data to marketing vendors. separately on the page, the site (ideally) loads only the TMSTMS are software designed to create, manage, and deploy tags on web pages. They offer a user interface for managing the marketing tags on any given page. libraryAnother word for a file that contains code which can be utilized by downloading the library into the application. For example, when the web browser loads JavaScript files from vendors, those are frequently called libraries.. The TMSTMS are software designed to create, manage, and deploy tags on web pages. They offer a user interface for managing the marketing tags on any given page. then takes control, deploying tagsNormally, tag references an HTML element (or node). In a marketing context, tags are used to denote HTML elements and JavaScript snippets specifically designed for collecting data to marketing vendors. through its own mechanisms.
TagNormally, tag references an HTML element (or node). In a marketing context, tags are used to denote HTML elements and JavaScript snippets specifically designed for collecting data to marketing vendors. management systems typically build their behavior on top of these three concepts:
- TagsNormally, tag references an HTML element (or node). In a marketing context, tags are used to denote HTML elements and JavaScript snippets specifically designed for collecting data to marketing vendors., which represent individual image pixelsPixels are the smallest units that make up the visible part of a web page., script loaders, JavaScriptJavaScript is the main language of the dynamic web. The web browser renders the HTML source file into a dynamic document that can be interacted with using JavaScript. code snippets, or other resources that are executed in the context of the web page.
- Rules, which indicate when any given tagNormally, tag references an HTML element (or node). In a marketing context, tags are used to denote HTML elements and JavaScript snippets specifically designed for collecting data to marketing vendors. should be run.
- VariablesVariables are (usually small) pieces of code run in a TMS to fetch dynamic values for tags when they fire. A defining feature of variables is that they are re-evaluated whenever a tag fires. For example, if a variable fetches the exact time when a tag fired, it's important that it doesn't use the same, fixed value for all tags on the page., which can be used to provide dynamic content for tagsNormally, tag references an HTML element (or node). In a marketing context, tags are used to denote HTML elements and JavaScript snippets specifically designed for collecting data to marketing vendors..
In addition to these, most modern TMSTMS are software designed to create, manage, and deploy tags on web pages. They offer a user interface for managing the marketing tags on any given page. rely on a Data LayerA globally available JavaScript structure on the web page designed to pass information between the web page and the tag management system. – a JavaScriptJavaScript is the main language of the dynamic web. The web browser renders the HTML source file into a dynamic document that can be interacted with using JavaScript. structure on the web page designed to pass data between the web page and the TMSTMS are software designed to create, manage, and deploy tags on web pages. They offer a user interface for managing the marketing tags on any given page..
As a technical marketer, you will most likely work with a TMSTMS are software designed to create, manage, and deploy tags on web pages. They offer a user interface for managing the marketing tags on any given page. at some point. Understanding the main benefits as well as the (often huge) risks that they introduce is important, if you want to efficiently tagNormally, tag references an HTML element (or node). In a marketing context, tags are used to denote HTML elements and JavaScript snippets specifically designed for collecting data to marketing vendors. a website for marketing purposes.
Tags, rules, and variables
Here is an example of a use case that could be formalized in a TMSTMS are software designed to create, manage, and deploy tags on web pages. They offer a user interface for managing the marketing tags on any given page..
Fire a tagNormally, tag references an HTML element (or node). In a marketing context, tags are used to denote HTML elements and JavaScript snippets specifically designed for collecting data to marketing vendors. when the user successfully subscribes to the newsletter, and send the user’s marketing preferences dynamically with the tagNormally, tag references an HTML element (or node). In a marketing context, tags are used to denote HTML elements and JavaScript snippets specifically designed for collecting data to marketing vendors. as custom parameters.
This use case nicely illustrates the core premise of a TMSTMS are software designed to create, manage, and deploy tags on web pages. They offer a user interface for managing the marketing tags on any given page..
Administrators can build tagsNormally, tag references an HTML element (or node). In a marketing context, tags are used to denote HTML elements and JavaScript snippets specifically designed for collecting data to marketing vendors., which always use the latest librariesAnother word for a file that contains code which can be utilized by downloading the library into the application. For example, when the web browser loads JavaScript files from vendors, those are frequently called libraries. and technologies made available by the vendors.
These tagsNormally, tag references an HTML element (or node). In a marketing context, tags are used to denote HTML elements and JavaScript snippets specifically designed for collecting data to marketing vendors. can be set to fire (deploy / run) with rules that can be updated any time the underlying conditions change. For example, if the ID of the form in the use case above changes, it’s easy to change the rule logic in the TMSTMS are software designed to create, manage, and deploy tags on web pages. They offer a user interface for managing the marketing tags on any given page. user interface.
VariablesVariables are (usually small) pieces of code run in a TMS to fetch dynamic values for tags when they fire. A defining feature of variables is that they are re-evaluated whenever a tag fires. For example, if a variable fetches the exact time when a tag fired, it's important that it doesn't use the same, fixed value for all tags on the page. can be configured to not only pull values from the page or its structures, but also to normalize and sanitize the values before they are accessed by tagsNormally, tag references an HTML element (or node). In a marketing context, tags are used to denote HTML elements and JavaScript snippets specifically designed for collecting data to marketing vendors..
Example
The variableVariables are (usually small) pieces of code run in a TMS to fetch dynamic values for tags when they fire. A defining feature of variables is that they are re-evaluated whenever a tag fires. For example, if a variable fetches the exact time when a tag fired, it's important that it doesn't use the same, fixed value for all tags on the page. that pulls in the marketing preferences in the example above can be configured to also rewrite any text in lower case letters to make sure that it is always in the same format when dispatched to the vendor. This is called normalization.
The impressive thing about a TMSTMS are software designed to create, manage, and deploy tags on web pages. They offer a user interface for managing the marketing tags on any given page. is that all of these features are reusable. You can assign multiple rules to a single tagNormally, tag references an HTML element (or node). In a marketing context, tags are used to denote HTML elements and JavaScript snippets specifically designed for collecting data to marketing vendors., and you can assign multiple variablesVariables are (usually small) pieces of code run in a TMS to fetch dynamic values for tags when they fire. A defining feature of variables is that they are re-evaluated whenever a tag fires. For example, if a variable fetches the exact time when a tag fired, it's important that it doesn't use the same, fixed value for all tags on the page. to the tagNormally, tag references an HTML element (or node). In a marketing context, tags are used to denote HTML elements and JavaScript snippets specifically designed for collecting data to marketing vendors. and its rules.
For example, here are some examples of tagsNormally, tag references an HTML element (or node). In a marketing context, tags are used to denote HTML elements and JavaScript snippets specifically designed for collecting data to marketing vendors., rules and variablesVariables are (usually small) pieces of code run in a TMS to fetch dynamic values for tags when they fire. A defining feature of variables is that they are re-evaluated whenever a tag fires. For example, if a variable fetches the exact time when a tag fired, it's important that it doesn't use the same, fixed value for all tags on the page.. All could be mixed and matched any combination you like.
| Fire this tag… | …when this happens… | …using this dynamic data |
|---|---|---|
| Google Analytics 4 – Event | The page is first loaded | Page URLUniversal Resource Locator, the main method of encoding internet addresses for web browsers to send requests to. |
| Google Ads – Conversion | User adds a product to the shopping cart | User ID |
| Facebook (Meta) – Event | User has stayed on the page for at least 10 seconds | Total dwell time on the page |
| TikTok – Conversion | User scrolls past the halfway mark of the page | Scroll depth |
| Custom – Monitoring log | User logs in | Login method |
| Amplitude – Event | User navigates away from the page | First visit timestamp |
The main benefit (and risk) of a tag management systemTMS are software designed to create, manage, and deploy tags on web pages. They offer a user interface for managing the marketing tags on any given page. is thus the speed at which data collection for marketing purposes can be deployed, managed, and removed.
Ease vs. accuracy
When first using a TMSTMS are software designed to create, manage, and deploy tags on web pages. They offer a user interface for managing the marketing tags on any given page., it’s easy to fall in love with it.
Before, it could take days or even months to get a small update to a marketing tagNormally, tag references an HTML element (or node). In a marketing context, tags are used to denote HTML elements and JavaScript snippets specifically designed for collecting data to marketing vendors. deployed by the site developers. Now, with a TMSTMS are software designed to create, manage, and deploy tags on web pages. They offer a user interface for managing the marketing tags on any given page., all it takes is a few clicks in the user interface and the tagNormally, tag references an HTML element (or node). In a marketing context, tags are used to denote HTML elements and JavaScript snippets specifically designed for collecting data to marketing vendors. will be running on the website.
This ease comes at a cost, though.
The faster something is to do in a TMSTMS are software designed to create, manage, and deploy tags on web pages. They offer a user interface for managing the marketing tags on any given page. compared to without a TMSTMS are software designed to create, manage, and deploy tags on web pages. They offer a user interface for managing the marketing tags on any given page., the riskier it is.
While it might be tempting to scrapeSome tracker libraries can be configured to scrape information from the page. This means that they use JavaScript to access information on the page rather than going through, for example, a Data Layer. Scraping can be hazardous if done autonomically, because analytics systems can end up inadvertently scraping credit card numbers of other sensitive data. data directly from the page with some JavaScriptJavaScript is the main language of the dynamic web. The web browser renders the HTML source file into a dynamic document that can be interacted with using JavaScript. variablesVariables are (usually small) pieces of code run in a TMS to fetch dynamic values for tags when they fire. A defining feature of variables is that they are re-evaluated whenever a tag fires. For example, if a variable fetches the exact time when a tag fired, it's important that it doesn't use the same, fixed value for all tags on the page. in order to populate e-commerceE-commerce represents the industry of online sales. E-commerce covers online transactions that happen on the web, among other things. tagsNormally, tag references an HTML element (or node). In a marketing context, tags are used to denote HTML elements and JavaScript snippets specifically designed for collecting data to marketing vendors. with information, this can be very unreliable.
If anything changes on the page, these scrapingSome tracker libraries can be configured to scrape information from the page. This means that they use JavaScript to access information on the page rather than going through, for example, a Data Layer. Scraping can be hazardous if done autonomically, because analytics systems can end up inadvertently scraping credit card numbers of other sensitive data. variablesVariables are (usually small) pieces of code run in a TMS to fetch dynamic values for tags when they fire. A defining feature of variables is that they are re-evaluated whenever a tag fires. For example, if a variable fetches the exact time when a tag fired, it's important that it doesn't use the same, fixed value for all tags on the page. can break, because the page state they reference would no longer exist.
Conversely, if e-commerceE-commerce represents the industry of online sales. E-commerce covers online transactions that happen on the web, among other things. tracking would be set up properly with the help of developers, they could build a system which is more resilient to changes in the page.
While for many using a TMSTMS are software designed to create, manage, and deploy tags on web pages. They offer a user interface for managing the marketing tags on any given page. is a way to escape the crutch of slow and unhelpful developers, paradoxically the most efficient way to use a TMSTMS are software designed to create, manage, and deploy tags on web pages. They offer a user interface for managing the marketing tags on any given page. is in cooperation with web developers who manage the website.
Ready for a quick break?
Now’s a good time to take a small break – walk around for 5 minutes and have a glass of water. 😊
Tag management isn’t an isolated process
Because it is so easy to use a TMSTMS are software designed to create, manage, and deploy tags on web pages. They offer a user interface for managing the marketing tags on any given page., it’s tempting to isolate it completely from the web development process in your company.
This is not a good idea.
Even though the TMSTMS are software designed to create, manage, and deploy tags on web pages. They offer a user interface for managing the marketing tags on any given page. is often managed by marketing teams, it is still a resource that runs on the website and has a direct impact on how the site experience is perceived by visitors.
A poorly managed TMSTMS are software designed to create, manage, and deploy tags on web pages. They offer a user interface for managing the marketing tags on any given page. can become a performance bottleneck. It can leak user data to untraceable locations. It can break the site’s user experience. It can place the company into legal jeopardy.
The best operating model for a TMSTMS are software designed to create, manage, and deploy tags on web pages. They offer a user interface for managing the marketing tags on any given page. is one where the marketing teams and site developers work together to build powerful data collection processes for marketing purposes.
Always, always make sure that someone in the company has full administrative access to the TMSTMS are software designed to create, manage, and deploy tags on web pages. They offer a user interface for managing the marketing tags on any given page.. There is nothing as dangerous as a TMSTMS are software designed to create, manage, and deploy tags on web pages. They offer a user interface for managing the marketing tags on any given page. that has been deployed on a web page, where sole access is with, for example, a marketing partner with whom the company no longer works.
The better the communication between all parties that have a stake in the TMSTMS are software designed to create, manage, and deploy tags on web pages. They offer a user interface for managing the marketing tags on any given page., the more resilient, robust, and reliable the processes activated through the TMSTMS are software designed to create, manage, and deploy tags on web pages. They offer a user interface for managing the marketing tags on any given page. become.
Deep Dive
Things you CAN but probably SHOULD NOT do with a TMS
- Create new user interface elements on the page, such as pop-up banners or calls-to-action.
- Deploy heavy third-party librariesAnother word for a file that contains code which can be utilized by downloading the library into the application. For example, when the web browser loads JavaScript files from vendors, those are frequently called libraries. which negatively impact page performance.
- Use page scrapingSome tracker libraries can be configured to scrape information from the page. This means that they use JavaScript to access information on the page rather than going through, for example, a Data Layer. Scraping can be hazardous if done autonomically, because analytics systems can end up inadvertently scraping credit card numbers of other sensitive data. excessively.
- Overwrite site functionality, such as change what button clicks do.
- Collect more information about site visitors than they are voluntarily ready to share.
Key takeaway #1: TMS is a tag manager
Due to the versatile nature of a TMSTMS are software designed to create, manage, and deploy tags on web pages. They offer a user interface for managing the marketing tags on any given page., it’s important to remember its origin story: TMSTMS are software designed to create, manage, and deploy tags on web pages. They offer a user interface for managing the marketing tags on any given page. is a tagNormally, tag references an HTML element (or node). In a marketing context, tags are used to denote HTML elements and JavaScript snippets specifically designed for collecting data to marketing vendors. manager. Its purpose is to consolidate and facilitate the creation and deployment of (marketing) tagsNormally, tag references an HTML element (or node). In a marketing context, tags are used to denote HTML elements and JavaScript snippets specifically designed for collecting data to marketing vendors.. Avoid using it beyond this purpose. It’s not a light-weight CMS – it’s not supposed to change the page experience itself.
Key takeaway #2: Tags, rules, and variables are reusable
One of the best features of a TMSTMS are software designed to create, manage, and deploy tags on web pages. They offer a user interface for managing the marketing tags on any given page. is how you can reuse rules and variablesVariables are (usually small) pieces of code run in a TMS to fetch dynamic values for tags when they fire. A defining feature of variables is that they are re-evaluated whenever a tag fires. For example, if a variable fetches the exact time when a tag fired, it's important that it doesn't use the same, fixed value for all tags on the page. across tagsNormally, tag references an HTML element (or node). In a marketing context, tags are used to denote HTML elements and JavaScript snippets specifically designed for collecting data to marketing vendors.. You can even reuse a single tagNormally, tag references an HTML element (or node). In a marketing context, tags are used to denote HTML elements and JavaScript snippets specifically designed for collecting data to marketing vendors. to serve dozens of different purposes with creative use of variablesVariables are (usually small) pieces of code run in a TMS to fetch dynamic values for tags when they fire. A defining feature of variables is that they are re-evaluated whenever a tag fires. For example, if a variable fetches the exact time when a tag fired, it's important that it doesn't use the same, fixed value for all tags on the page.. This helps keep your taggingNormally, tag references an HTML element (or node). In a marketing context, tags are used to denote HTML elements and JavaScript snippets specifically designed for collecting data to marketing vendors. setup slim, but too much multipurpose utility can also backfire due to the resulting increase in documentation demand.
Key takeaway #3: TMS should not be an isolated process
The power of a TMSTMS are software designed to create, manage, and deploy tags on web pages. They offer a user interface for managing the marketing tags on any given page. might make it tempting to completely isolate it from IT and developers. For example, you can use a TMSTMS are software designed to create, manage, and deploy tags on web pages. They offer a user interface for managing the marketing tags on any given page. to scrapeSome tracker libraries can be configured to scrape information from the page. This means that they use JavaScript to access information on the page rather than going through, for example, a Data Layer. Scraping can be hazardous if done autonomically, because analytics systems can end up inadvertently scraping credit card numbers of other sensitive data. information directly from the web page without having to ask developers to update the data layerA globally available JavaScript structure on the web page designed to pass information between the web page and the tag management system.. This should be avoided. A TMSTMS are software designed to create, manage, and deploy tags on web pages. They offer a user interface for managing the marketing tags on any given page. is the best fit in a collaborative environment. TMSTMS are software designed to create, manage, and deploy tags on web pages. They offer a user interface for managing the marketing tags on any given page. use needs developer oversight to make sure that at the very least no data securityThe process of protecting digital data throughout its entire life cycle from corruption, theft, or unauthorized access. or page performance issues arise from sloppy tagNormally, tag references an HTML element (or node). In a marketing context, tags are used to denote HTML elements and JavaScript snippets specifically designed for collecting data to marketing vendors. management.