Tag management system

<h2 id="functionality">Functionality</h2>
<p>Tag management system replaces a multitude of tags with a single <i>container tag</i> 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 (<a href="/facts/Sandbox_(software_development)/pDfD8M6S">sandboxing</a>), an audit trail and version control, the ability to A/B test different solutions, tag deduplication, and role-based access to data.
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<h2 id="notable-providers">Notable providers</h2>
<p>According to W3Techs survey, as of November 2023, <a href="/facts/Google_Tag_Manager/KAbD2T9o">Google Tag Manager</a> constitutes 99.7% market share, followed by the <a href="/facts/Adobe_Experience_Cloud/FChlX8kf">Adobe DTM</a> and <a href="/facts/Tealium/CLR67S5S">Tealium</a> with 0.4% and 0.2% market share respectively.<a class="footnote-ref" id="fnref:1" href="#fn:1"><sup>1</sup></a>
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<h2 id="references">References</h2>

<ol>
<li id="fn:1"><p>"W3Techs: Usage statistics of tag managers for websites". <a href="https://w3techs.com/technologies/overview/tag_manager" target="_blank">https://w3techs.com/technologies/overview/tag_manager</a> <a href="#fnref:1" class="footnote-back-ref">↩</a></p></li>
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Tag management system open-in-new

Tag management system