Tag managers ease the process of any advertising or tracking deployment on web and mobile
A tag or script, sometimes called a pixel, is a small piece of software code provided by tracking and advertising partners like Google, Facebook, Adobe or others to enable efficient advertising, reliable tracking or other integrations (e.g. support or live chat functionalities) on websites and mobile apps.
For tracking purpose, the tag or script takes the responsibility to collect behavioral data of users visiting a website or app. It helps the asset owner to reach a better understanding about the overall traffic, usage data and the areas of interest. In addition it helps to distinguish the people accessing a website to reliable measure how many unique users were reached. Another very popular use case of pixels or tags is the optimization of marketing and advertising activities, by building and targeting the right audiences. One example is the creation of look-a-like audiences based on people visiting a website or mobile app and triggering a conversion event. The advertising pixel helps advertising vendors to collect needed user data to setup efficient re-targeting campaigns or enable the measurement of conversions.
Tag managers help asset owners to implement, manage, and maintain tags on their digital properties with an easy to use dashboard and many pre-configured integration options. In the following section, we will go into detail about the most popular tag managers out there.
Google Tag Manager
Google Tag Manager is one of the most popular tag management solutions out there and provided, free of charge, by Google. It has tons of integration options for tags of all kind and for sure, the easiest options to integrate the Google 360 advertising stack.
Tealium iQ™ Tag Management
Tealium iQ™ Tag Management is an enterprise tag- and data-management platform. Beside of classic tagging functionalities, Tealium offers a broad spectrum of data-management and collection solutions, to allow digital marketing teams to build comprehensive marketing attribution capabilities.