by Carolina Beltrán, Ordinary Digital Media Gal
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.