Tag management encompasses all actions related to managing tags on a website or mobile application. This includes managing tags used for web analytics data tracking, advertising tracking tags, and other types of tags. On large e-commerce sites, it's common to have to manage numerous different tags. The various tasks involved in tag management include establishing a consistent tagging plan, technically installing tags, optimizing their loading time, verifying the reliability of collected data, securing data against cyberattacks, and complying with data protection regulations such as the GDPR. It also involves ensuring the ethical use of collected data by implementing best practices for data collection and use.

In a more limited sense, tag management can also refer to using a specialized service to efficiently manage the multiple tags present on a website. These services, called Tag Management Systems (TMS), generally simplify tag installation by using a tag container. This universal container is added only once to all pages of the site and centralizes the management of various third-party tags. Third-party tags can then be added or removed from a centralized interface, without requiring the intervention of a technical expert. Conditional rules can be implemented to define when and how third-party tags should be activated based on visitor interactions on the site. The potential advantages of a tag management system include easy tag installation and management without the need for advanced technical skills, as well as reduced web page load times. For more information on tag management and TMS, you can consult specialized resources.