Tag management is an essential component of any tracking deployment. The most common reasons it’s used include:

  1.  Agility & Control
  2. Remarketing
  3. Deployment Cost
  4. Site Speed
  5. Privacy

TMS graphSource: econsultancy.com/reports/tag-management-buyers-guide

3 icon TMS table

Additionally, it standardises data capture, by using a common set of object names across multiple websites. This significantly simplifies installations as generic configuration files can be used (click below to see my 3 cheat sheets).

#digitalData JSON object names cheat sheet

GTM DataLayer cheat sheet (Enhanced Ecommerce version)

GTM DataLayer cheat sheet (App version)

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