Tag management system

Last updated

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. It can also be used to make dynamic changes to the website or application.

Contents

Functionality

Tag management system replaces a multitude of tags with a single container tag 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 (sandboxing), an audit trail and version control, the ability to A/B test different solutions, tag deduplication, and role-based access to data.

Notable providers

According to W3Techs survey, as of November 2023, Google Tag Manager constitutes 99.6% market share, followed by the Adobe DTM and Tealium with 0.6% and 0.3% market share respectively. [1]

Related Research Articles

A web portal is a specially designed website that brings information from diverse sources, like emails, online forums and search engines, together in a uniform way. Usually, each information source gets its dedicated area on the page for displaying information ; often, the user can configure which ones to display. Variants of portals include mashups and intranet dashboards for executives and managers. The extent to which content is displayed in a "uniform way" may depend on the intended user and the intended purpose, as well as the diversity of the content. Very often design emphasis is on a certain "metaphor" for configuring and customizing the presentation of the content and the chosen implementation framework or code libraries. In addition, the role of the user in an organization may determine which content can be added to the portal or deleted from the portal configuration.

A content management system (CMS) is computer software used to manage the creation and modification of digital content . A CMS is typically used for enterprise content management (ECM) and web content management (WCM).

<span class="mw-page-title-main">Internet Information Services</span> Extensible web server software by Microsoft

Internet Information Services is an extensible web server created by Microsoft for use with the Windows NT family. IIS supports HTTP, HTTP/2, HTTPS, FTP, FTPS, SMTP and NNTP. It has been an integral part of the Windows NT family since Windows NT 4.0, though it may be absent from some editions, and is not active by default.

The following outline is provided as an overview of and topical guide to software engineering:

<span class="mw-page-title-main">Adobe ColdFusion</span> Rapid Web app development platform

Adobe ColdFusion is a commercial rapid web-application development computing platform created by J. J. Allaire in 1995. ColdFusion was originally designed to make it easier to connect simple HTML pages to a database. By version 2 (1996) it had become a full platform that included an IDE in addition to a full scripting language.

Web development is the work involved in developing a website for the Internet or an intranet. Web development can range from developing a simple single static page of plain text to complex web applications, electronic businesses, and social network services. A more comprehensive list of tasks to which Web development commonly refers, may include Web engineering, Web design, Web content development, client liaison, client-side/server-side scripting, Web server and network security configuration, and e-commerce development.

<span class="mw-page-title-main">Web 2.0</span> World Wide Web sites that use technology beyond the static pages of earlier Web sites

Web 2.0 refers to websites that emphasize user-generated content, ease of use, participatory culture and interoperability for end users.

<span class="mw-page-title-main">Tag (metadata)</span> Keyword assigned to information

In information systems, a tag is a keyword or term assigned to a piece of information. This kind of metadata helps describe an item and allows it to be found again by browsing or searching. Tags are generally chosen informally and personally by the item's creator or by its viewer, depending on the system, although they may also be chosen from a controlled vocabulary.

Microsoft Servers is a discontinued brand that encompasses Microsoft software products for server computers. This includes the Windows Server editions of the Microsoft Windows operating system, as well as products targeted at the wider business market. Microsoft has since replaced this brand with Microsoft Azure, Microsoft 365 and Windows 365.

<span class="mw-page-title-main">LAMP (software bundle)</span> Acronym for a common web hosting solution

LAMP is an acronym denoting one of the most common software stacks for the web's most popular applications. Its generic software stack model has largely interchangeable components.

Web analytics is the measurement, collection, analysis, and reporting of web data to understand and optimize web usage. Web analytics is not just a process for measuring web traffic but can be used as a tool for business and market research and assess and improve website effectiveness. Web analytics applications can also help companies measure the results of traditional print or broadcast advertising campaigns. It can be used to estimate how traffic to a website changes after launching a new advertising campaign. Web analytics provides information about the number of visitors to a website and the number of page views, or create user behavior profiles. It helps gauge traffic and popularity trends, which is useful for market research.

<span class="mw-page-title-main">Google Analytics</span> Web analytics service from Google

Google Analytics is a web analytics service offered by Google that tracks and reports website traffic and also the mobile app traffic & events, currently as a platform inside the Google Marketing Platform brand. Google launched the service in November 2005 after acquiring Urchin.

<span class="mw-page-title-main">Dashboard (business)</span> Aggregate business progress report

In business computer information systems, a dashboard is a type of graphical user interface which often provides at-a-glance views of key performance indicators (KPIs) relevant to a particular objective or business process. In other usage, "dashboard" is another name for "progress report" or "report" and considered a form of data visualization. In providing this overview, business owners can save time and improve their decision making by utilizing dashboards.

jQuery is a JavaScript library designed to simplify HTML DOM tree traversal and manipulation, as well as event handling, CSS animations, and Ajax. It is free, open-source software using the permissive MIT License. As of August 2022, jQuery is used by 77% of the 10 million most popular websites. Web analysis indicates that it is the most widely deployed JavaScript library by a large margin, having at least three to four times more usage than any other JavaScript library.

<span class="mw-page-title-main">Microsoft Silverlight</span> Application framework for writing and running rich Internet applications

Microsoft Silverlight is a discontinued application framework designed for writing and running rich internet applications, similar to Adobe's runtime, Adobe Flash. While early versions of Silverlight focused on streaming media, later versions supported multimedia, graphics, and animation, and gave support to developers for CLI languages and development tools. Silverlight was one of the two application development platforms for Windows Phone, but web pages using Silverlight did not run on the Windows Phone or Windows Mobile versions of Internet Explorer, as there was no Silverlight plugin for Internet Explorer on those platforms.

In computer science, the semantic desktop is a collective term for ideas related to changing a computer's user interface and data handling capabilities so that data are more easily shared between different applications or tasks and so that data that once could not be automatically processed by a computer could be. It also encompasses some ideas about being able to share information automatically between different people. This concept is very much related to the Semantic Web, but is distinct insofar as its main concern is the personal use of information.

<span class="mw-page-title-main">GIS and aquatic science</span> Implementation of Geographic Information System

Geographic Information Systems (GIS) has become an integral part of aquatic science and limnology. Water by its very nature is dynamic. Features associated with water are thus ever-changing. To be able to keep up with these changes, technological advancements have given scientists methods to enhance all aspects of scientific investigation, from satellite tracking of wildlife to computer mapping of habitats. Agencies like the US Geological Survey, US Fish and Wildlife Service as well as other federal and state agencies are utilizing GIS to aid in their conservation efforts.

A number of text encoding standards are used on the World Wide Web. Exact measurements for the prevalence of each are not possible. Attempts at measuring encoding popularity may utilize counts of numbers of documents, or counts weighed by actual use or visibility of those documents.

Piwik PRO Analytics Suite is a privacy-focused platform for tracking and analyzing user behavior on websites and other digital products. It is developed by Piwik PRO, based in Poland. For years, Piwik PRO was connected with Clearcode, a company specializing in custom AdTech and MarTech platform development. Piwik PRO was also connected with Matomo.

References

  1. "W3Techs: Usage statistics of tag managers for websites".