Glossarytag managementweb analytics

Tag-Management System (TMS)

TMStag management systemanalytics tagsadvertising tagstag firingconditional ruleswebsite management

A tag-management system (TMS) is software that allows website owners to manage the various tags deployed on their properties — including analytics tags and advertising tags — from a single user interface.

Rather than editing page code directly each time a tag needs to be added, removed, or updated, advertisers, marketers, and publishers can make those changes centrally through the TMS. Most systems also support conditional firing rules, so a tag can be configured to fire only under specific circumstances — for example, when a user clicks a particular button or reaches a certain page.

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