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Tag Management: What Is It, and Should You Be Doing It?

Tag Management: What Is It, and Should You Be Doing It?


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In this article, SaleCycle answers the question: what are tag management systems? As we explore tag management solutions, and more importantly, why your business should be using one.

As ecommerce becomes increasingly fast paced as technology and consumer behaviour advances, SaleCycle continues to provide solutions to help your business become more efficient – both for you and the consumer. Tag Management is designed to do just that.

What Is Tag Management?

Firstly, what’s a tag? In layman’s terms – a tag is a piece of code, usually placed inside the header section of a website. There are quite literally thousands of tags, and they can be used to perform lots of different functions. Most commonly, these tags allow for a third party to analyse or track activity, or micro conversions, that happens on the site itself.

Tag management Systems (or TMS) can be used at the very core of your online or ecommerce business, to remove a layer of complicated technology when your website requires any changes. Tag management allows marketers to quickly and easily manage and unify all areas of their digital marketing plan (for example, email service providers, SEO platforms, social media platforms etc.), to create one marketing hub, to reduce any development difficulties.

What Is Tag Management In Digital Marketing?

Let’s start with an example. Your Marketing Team may need to add an ecommerce CTA button to a certain page to meet the needs of the customer, however they cannot access your site’s code directly. 

Once you’ve chosen the tag management company that’s right for you, you just need to deploy their tag globally on your site – and you’re done. Now you can log in to your tag manager where you’ll be able to add and remove tags at your leisure, even being able to set some rules for when they fire.

How Does Tag Management Work?

Using a tag management company removes the need for code-level access to your site, meaning you can add, remove and change existing tags with a couple of clicks once you’re logged into your account – without the need to rely on the Tech Team. 

In this case, a tag is simply another term for a piece of live trends data-collecting code that a vast majority of online vendors now require their customers to embed on their desktop web pages and mobile apps. These tags help towards customer behaviour prediction, but can also be used to launch online functions to your site such as customer feedback surveys, live chats or any kind of advertising. 

Why Use A Tag Manager?

Any changes to your tag only need to take place once in the Tag Manager, and this will update all instances of the tag on your site – removing any painful repeated updates to different pieces of your code instead. 

As well as helping your business in terms of efficiency and access, tag management tools will also improve your site’s load times, aiding your SEO score and visitor’s experience. 

There are even customer privacy benefits, with most tag managers allowing “Do Not Track” and cookie opt-out options, adding to your site’s credibility.

Tag Management also works for mobile devices (via mobile apps), so can be the solution to any mobile changes or issues. 

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Where SaleCycle Steps In

Using a Tag Managment tool means your integration with SaleCycle will be complete within a couple of clicks, and you’ll be ready to go in no time! It’s even easier to start recovering abandoned carts if you use Tealium, IBM Digital Analytics (Coremetrics), Eulerian, Tag Commander or Innometrics, as we are available in their code libraries!

In Summary

Using a tag management tool means your integration with SaleCycle will be complete within a couple of clicks, meaning you’ll be ready to launch in no time. 

You can start recovering cart abandonment by using Tealium, IBM Digital Analytics (Coremetrics), Eulerian, Tag Commander or Innometrics – as we are available in their code libraries.

Reviewed by Brad Ward
Written by Casey Turnbull
— Updated on 26/09/2022


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Casey Turnbull

Casey is a Fashion Journalism graduate & ecommerce marketing executive at SaleCycle. Casey is committed to producing high quality content backed by in-depth research and data. She has experience developing content in a range of sectors including fashion, ecommerce and sports.