Was ist Tag-Management?


A tag, sometimes called a pixel, is a piece of JavaScript code that most Martech vendors require users to integrate into their web and mobile sites to perform a task such as advertising, live chat, and product recommendations. In addition to supporting your digital marketing efforts, these ‘tags’ collect unique visitor behavior information.

Was sind Tags?


A tag management system (TMS) makes it simple for users to implement, manage, and maintain tags on their digital properties with an easy to use web interface. Using a TMS is integral to providing a foundation for your organization’s data collection and governance needs while helping to drive better customer experiences.

Was Tag-Management NICHT ist

Tag management is not the most exciting name for a crucial technology, often being confused with blog tags, tag clouds or search engine meta tags. Tag management is not related to any of those. Tags are a means to collect and move data between a website or mobile app session, and the technology vendor. Nevertheless, that is how the industry evolved, and the name stuck, although it is quickly becoming part of a larger data conversation.

Digitales Marketing mit Tag-Management

Die Geschichte des Tag-Managements

Tag management systems emerged in the late 2000s to address challenges posed by the explosive growth in digital marketing solutions, now numbering 5,381, according to ChiefMartec.com, a leading authority on marketing technology. Tag management helps organizations strategically manage their data foundation and streamline tag deployments, which previously required ongoing IT assistance to support.

Das Zusammenspiel bei der Verbreitung von Marketingtechnologien

„Die exponentielle Verbreitung neuer Marketingtechnologien hat drei zusammengehörige Ursachen. Erstens haben Marketer eine unglaubliche Vielzahl an Anforderungen und Wünschen an digitale Marketingprogramme. Zweitens entwickeln Marketingtechnologie-Anbieter in rascher Folge neue Lösungen, um diesen Anforderungen und Wünschen gerecht zu werden und neue Möglichkeiten zu eröffnen. Drittens vereinfachen die Fortschritte bei der Entwicklung von Marketingplattformen und Middleware (einschließlich Tag-Management) Marketern die Zusammenführung dieser Einzelteile in einen geschlossenen, genau auf das Unternehmen abgestimmten Marketing-Stack.“

– Scott Brinker, ChiefMartec.com

Tag Management Extends Beyond the Website

Tag management has moved rapidly to help manage tags and data outside of the traditional website. Companies are using tag management to control and manage their customer data and MarTech vendors across web, mobile, IoT, and connected devices. One thing to note about mobile apps is that instead of using a master tag from the tag management provider, they leverage a library that serves the same essential purpose. Once the library is added to the mobile app, marketers and mobile developers can add analytics and other solutions without having to recertify the app in the mobile app marketplaces.

Infografik zum Tag-Management

Funktionsweise von Tag-Management-Systemen

Mithilfe von Tag-Management-Systemen lässt sich anhand einer intuitiven Benutzeroberfläche die Bereitstellung sämtlicher Tags und anderer Mobilanbieter-Bereitstellungen ohne Programmieraufwand steuern. Das Hinzufügen, Bearbeiten und Entfernen von Tags ist dank eines Tag-Management-Systems kinderleicht. Enterprise-Tag-Management-Lösungen stellen im Gegensatz zu kostenlosen Tag-Managern erweiterte Funktionen wie kundenspezifische Anpassungen, Datenmanagement, Datenschutzfeatures, Unterstützung für Mobilgeräte-Apps u.v.m. bereit.


Key Benefits of Tag Management

5 wichtige Vorteile des Tag-Managements

  1. Build and manage your own best-in-class marketing stack – Create a data collection foundation that works with 1000+ technology solutions allowing you to quickly and easily swap out old solutions and test new ones
  2. Kürzere Markteinführungszeit für Kampagnen – Marketer können mehr umsatzsteigernde Kampagnen schneller und einfacher starten.
  3. Improve website performance – Intelligent tag loading and superior architecture ensure your site loads fast.
  4. Reduce costs and focus on business – Free up valuable marketing and IT resources for strategic projects.
  5. Ensure Data Governance and Protection – Audit and control the data collection practices of each of your vendors, while also standardizing data definitions across solutions.
When a Free Tag Management Solution Isn't Enough


Because of its strategic position in the data supply chain, tag management systems have rapidly evolved to become a key part of the foundation for data management and collection. A tag management system collects first party data. First party data is considered the most powerful and relevant data because it is the behaviors and interactions you compile on visitors. This robust first party data can be used to create unified customer profiles, driving more timely and relevant omnichannel experiences while fueling business intelligence initiatives and streamlining data warehouse projects.


There are many factors in determining whether you need tag management. Here are six sure-fire signs…

  1. Sie verwenden aktiv mehr als fünf digitale Marketinglösungen.
  2. You are using a complex, enterprise analytics solution, such as Adobe Analytics or IBM Coremetrics
  3. Sie möchten Ihre Marketingaktivitäten im Bereich Akquise oder Performance erweitern, also z. B. neue Kampagnen starten oder Attribution-Tracking durchführen.
  4. You are about to deploy mobile apps – the same benefits that tag management provides for traditional sites, also apply to mobile apps
  5. You are about to redesign your website– maintaining analytics and campaign continuity is crucial
  6. You want the flexibility to change marketing vendors
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Resource Type: Fundamentals
Topic: Governance, Tag Management
Product: TiQ Tag Management