¿Qué es la gestión de etiquetas?


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.

¿Qué son las etiquetas?


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.

¿En qué NO consiste la gestión de etiquetas?

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.

Tecnologías de marketing digital para la gestión de etiquetas

El aumento de la gestión de etiquetas

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.

La combinación perfecta del crecimiento de Martech

"El auge de las tecnologías de marketing es la combinación perfecta de los tres elementos. En primer lugar, los vendedores tienen un conjunto muy diverso de necesidades y deseos para sus programas de marketing digital. En segundo lugar, los proveedores de tecnología de marketing están haciendo un gran trabajo de soluciones innovadoras que abordan esas necesidades y deseos e inspiran nuevas posibilidades. Y en tercer lugar, el avance de las plataformas tecnológicas de marketing y middleware (incluida la gestión de etiquetas) está facilitando a los vendedores la combinación de estas piezas en una pila de marketing coherente adaptada a sus negocios".

— 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.

Cuadro de ampliación de la gestión de etiquetas

Cómo funciona la gestión de etiquetas

Los sistemas de gestión de etiquetas controlan la implementación de todas las otras etiquetas e implementaciones de proveedores móviles a través de una intuitiva interfaz web, sin necesidad de ningún tipo de codificación de software. Los sistemas de gestión de etiquetas facilitan la adición, edición y eliminación de cualquier etiqueta con solo hacer clic. Las soluciones de gestión de etiquetas para empresas (en comparación con los administradores de etiquetas libres) también ofrecen una variedad de capacidades avanzadas, como la personalización, la gestión de datos, los controles de privacidad, el soporte de aplicaciones móviles y mucho más.

gestión de etiquetas

Key Benefits of Tag Management

5 ventajas clave de la gestión de etiquetas

  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. Acelera el tiempo de campaña de mercado: los vendedores pueden lanzar más campañas de generación de ingresos de forma más rápida y fácil.
  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. Está utilizando activamente más de cinco soluciones de marketing digital
  2. You are using a complex, enterprise analytics solution, such as Adobe Analytics or IBM Coremetrics
  3. Desea ampliar su adquisición o actividades de marketing de rendimiento, es decir, lanzar nuevas campañas y seguimiento de atribuciones
  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
listo para la gestión de etiquetas
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