Selecting a Tag Management Solution

The tag management landscape has grown and evolved in the past couple of years. As companies aim to either jumpstart or streamline their tag deployment process, tag management solutions have continuously improved to better meet the demand. Vendors have flourished, consequently giving way to multiple options for Analytics & IT groups to choose from.

While the growth of tag management is obviously great news for groups looking to secure one of today’s critical online marketing tools, this does require perhaps even more due diligence to find the best fit for their organization. Below are three (3) key criteria to evaluate whether a solution would fit your needs:

  • Flexibility. Are your needs focused not only in deploying analytics tags but also the implementation of operational tags? Are you not only looking to add base tags across several web properties but also doing a lot of page-specific configurations to meet complex requirements? Pick a solution that is flexible enough to cater to your most complex requirements.
  • Uptime & Scalability. Make sure that the vendor provides you a service-level agreement (SLA) that is congruent to your needs. If you are operating the solution on sites that serve millions of page views per month or pages that serve as the backbone of critical e-commerce transactions, it becomes very important to sign an appropriately stringent SLA.
  • Ease of Use. If you plan on having programmers perform a lot of JavaScript development, you may want to know whether the solution employs a very capable, multi-featured editor that will aid in coding. Features such as syntax highlighting, and error checking will go a long way to simplify the creation of efficient implementations. If you are trying to empower marketers in publishing some content, look for a solution that provides built-in features or add-ins that simplify the way they can perform such tasks.

Note that each organization is different and would have different needs and priorities. For that reason, the above list is not meant to be a comprehensive set of criteria when deciding on a tag management solution, but is intended to get you started.

That being said, what do you think of the criteria above? Are there others that you would like to recommend? If so, I would love to hear them!


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