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.
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.
According to W3Techs survey, 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]