Tag management system
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. As tag management systems have grown in sophistication they've become powerful tools to manage the rich data coming from the interactions between a user, their browser and one or more digital property/s. This data can be fed to marketing & analytics tools. It can also be used to make dynamic changes to the website or application. Functionality. Digital marketing tags are used  to track usage of web sites, video content, and mobile apps. Such tracking data can support web analytics, campaign analytics, audience measurement, personalization, A/B testing, ad servers, behavioral retargeting, and conversion tracking. The main advantages of a tag management system is that it allows non-developer types to action a multitude of different tasks on a website or application whilst improving performance by reducing written code. It does this by replacing a multitude of tags - historically managed by a developer - with a single "container tag" which sits across all areas of the property. The tag management system is then  accessed separately (normally via a website) to prioritize and "fire" individual tags as appropriate based on business rules, navigation events and known data. Typical functionality includes testing environment (sandboxing), audit trail and version control, ability to A/B test different solutions, tag deduplication, and role-based access to data. Benefits. Typically cited benefits of tag management systems include: