First, let’s get the oblig­a­tory def­i­n­i­tion out of the way:

What is tag management?

Tag man­age­ment is the abil­i­ty to man­age user-gen­er­at­ed tags with­in col­lab­o­ra­tive soft­ware. Tag man­age­ment soft­ware lets you con­trol your ana­lyt­ics tools, tests, mar­ket­ing tags, and oth­er tag-based tech­nolo­gies on your site with ease.

So why should you care what a tag man­age­ment sys­tem is?

Here’s where I, ordi­nary dig­i­tal media gal, offer my sto­ry. Unfor­tu­nate­ly, it’s not unique.

I’ve been man­ag­ing dig­i­tal media cam­paigns for near­ly a decade. I’ve learned to do so many things in that time, but I’ve yet to find a way to get an IT team to care about my cam­paign and ana­lyt­ics pix­els and snip­pets as much as I do.

Don’t they know I need that pix­el on their site to track con­ver­sions and rev­enue?

I absolute­ly must have that ana­lyt­ics code on their site before cam­paign launch so I can track unique vis­i­tors and bounce rates from the start!

I can’t do any advanced retar­get­ing tests unless I have a tag on pages deep­er than the home­page! Why don’t they know this? Why don’t they care?

This is where I tell you a tag man­age­ment sys­tem saved my life.

Alright, maybe not that extreme, but it’s def­i­nite­ly saved me a few headaches and count­less hours at the very least.

With a tag man­age­ment sys­tem, I no longer need to beg IT for their time.

Tag man­age­ment sys­tems act like script but­lers on a site. When vis­i­tors go to cer­tain pages or do cer­tain things on a site, the tag man­age­ment sys­tem trig­gers var­i­ous track­ing pixels/snippets, send­ing word to an ana­lyt­ics tool, paid search, affil­i­ate, dis­play, email or oth­er type of cam­paign that some­thing good hap­pened.

Hey, Mr. Devel­op­er! Did you hear that? You don’t need to man­age hun­dreds of lit­tle pieces of JavaScript through­out your site any­more! Tag man­age­ment sys­tems have your back!  These sys­tems cen­tral­ize scripts and remove track­ing from the HTML itself, mak­ing it eas­i­er to mod­i­fy, add, or remove track­ing at any­time while simul­ta­ne­ous­ly speed­ing up your site. That means I, ordi­nary dig­i­tal media gal, can do it all myself. Where have you been all my life tag man­age­ment sys­tems?