A Tag Management System (TMS) is a centralized solution that allows for the efficient management of a large number of tags on a website through a single master tag. Once this tag is installed and configured, adding or modifying tags is done via an external interface, without direct intervention in the website’s source code. This approach simplifies the management of scripts related to web analytics, conversion tracking, marketing, social media, and A/B testing, while optimizing website performance. The TMS also provides better data governance and greater autonomy for marketing teams.