What Is Adobe Tag Manager?

Posted on May 29, 2024 | Updated on June 11, 2024

What if you could turn every click, view and interaction into valuable insights? Websites contain tons of data, and marketers must leverage it to grow a brand’s online presence. One way to achieve this is through tag management. Tags help you gather data on how users interact with your website and apps. Yet, things can go awry without a solid system to manage these tags. 

That’s why you need a tag manager like Adobe. Now known as Adobe Experience Platform Launch, Adobe Tag Manager helps you keep everything in line. With this tool, you can streamline how you implement and manage your tags to ensure your website runs smoothly. 

Simultaneously, you can capture the data you need to make marketing decisions. However, understanding how it works is crucial for making your life easier, your website faster, and your data more reliable.

The Role of Tag Management Systems

Tags are snippets of code added to a website or app that track user behavior and gather analytics. They can tell you which parts of your website are the most popular, how users found your site, and track conversions and sales. Once you insert these tags into your website, they communicate with a connected analytics platform like Google Analytics. As such, you can gain the insights to effectively tailor your digital marketing strategies.

However, as your digital presence grows, so does the number of tags on your website. Manually managing them can be challenging and a near-impossible task. That’s where TMS (tag management systems) help. A TMS keeps all your tags on your site from one central platform. It makes adding, updating or removing tags easy without editing your website’s code. 

How Adobe Tag Manager Has Evolved

Adobe Tag Manager was once a standalone solution for managing website tags but has since transitioned to Adobe Experience Platform Launch. It used to be part of Adobe Analytics, a software created for digital marketing professionals. However, digital marketing is constantly changing, so tools like these must evolve to stay relevant and enhance digital strategies.

This change is due to Adobe wanting to create a more integrated and flexible platform. Adobe Experience Platform Launch is more than a tag management tool, though. Rather, it’s an advanced platform for orchestrating the latest digital marketing technologies across the web. Now, businesses can manage their tags more efficiently, ensuring data is more accurate for improving website performance.

Key Features of Adobe Tag Manager in Experience Platform Launch

Since Adobe Tag Manager’s shift into the Experience Platform Launch, Adobe has brought on a suite of features that simplify and enhance the management of digital experiences. The key features that set it apart include:

  • Rule-based tag management: Deploy tags based on specific user actions or site conditions using a set of rules. This allows for dynamic data collection on users’ interactions.
  • Extension catalog: Access a library of tools from Adobe and third-party vendors to integrate new features and functionalities without custom code seamlessly.
  • Advanced data layer management: Manage and manipulate the data layer to ensure data accuracy and consistency across your digital properties for reliable analytics.
  • Version control and audit trails: Keep track of changes to gain more visibility into who made them, what they changed and when.
  • Custom code snippets: While extensions cover many use cases, Launch also supports custom JavaScript for unique or complex tagging requirements.
  • Asynchronous tag loading: While tags are loading, they won’t block other page elements from loading, thereby enhancing page load times and user experience.

The Benefits of Using Adobe Tag Manager

Using Adobe’s TMS inside the Experience Platform Launch can offer several advantages over free tools like Google Tag Manager. That’s why 74% of Fortune 500 companies are using it today. Here’s more on why:

Centralized Tag Management

One of the biggest wins with Adobe Experience Platform Launch is how it brings everything together under one roof. The tag manager allows you to have all your tags in one spot. No more jumping from one system to another, trying to remember where everything is. 

Instead, you can manage all your rules functionalities and tag customization from one platform. While this makes tag management easier, it also reduces mistakes while speeding up the process of keeping your site in tip-top shape.

Seamless Integration

Another perk of using Adobe’s tag manager is its integration with Adobe products and third-party tools. Whether collecting data or personalizing user experiences, everything clicks together perfectly. Therefore, you don’t have to stress over data silos. With Adobe in place, it feels like you have an entire toolbox by your side.

Advanced Analytics and Data Collection

Adobe Experience Platform Launch also offers an excellent data collection and analytics platform. With the amount of data it reveals, you better understand user behavior through its tracking and segmentation tools. As such, you gain insights into how users engage with your site and why. These insights enable your marketing team to target content and improve user experiences through more informed strategies.

Getting Started With Adobe Tag Manager in Experience Platform Launch

If you plan on using Adobe’s new tag management system in Experience Platform Launch, make getting started easy by keeping a few simple tips in mind.

1. Familiarize Yourself With the Basics

Take time to understand the basics of tag management and how Adobe Experience Platform Launch operates. Adobe offers plenty of tutorials that can bring you up to speed on the concepts and specifics of their system.

2. Plan Your Tagging Strategy

Start by auditing existing tags on your website. This will help you understand what you’re currently tracking and identify gaps or redundancies in your data collection strategy. Then, you’ll want to define what you want to achieve with your tagging strategy. Whether tracking conversions or understanding user behavior, clear objectives guide your implementation process.

3. Set Up Your Account and Properties

Next, set up your Adobe Experience Cloud account to use Platform Launch. Once you follow the prompts to create your account, you can then configure your properties. Properties in Platform Launch are containers for your tags. Correctly setting up your properties is crucial for effective tag management. 

Enhance Digital Experiences With Adobe Tag Manager

Adobe Tag Manager may no longer exist as a solo tool. Yet, with it being part of something larger, Adobe Experience Platform Launch gives you the potential to enhance your online presence. Each time you explore a new platform, remember to get a feel for it. Though it may have many capabilities, getting to know your new tag management system is vital for maximizing your marketing effectiveness.

About The Author

Eleanor Hecks is the Editor-in-Chief of Designerly Magazine, an online publication dedicated to providing in-depth content from the design and marketing industries. When she's not designing or writing code, you can find her exploring the outdoors with her husband and dog in their RV, burning calories at a local Zumba class, or curled up with a good book with her cats Gem and Cali.

You can find more of Eleanor's work at www.eleanorhecks.com.

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