Choose Your TMS (1 of 3): Adobe Dynamic Tag Management

June 21, 2022 Clint Eagar

In a world where digital dominates and data is king, tag management systems (TMS) are the key to liberating marketers, analysts and developers from the shackles of standard analytics implementations.

Instead of installing analytics code for each data inquiry across an entire website—quite a formidable task—developers can make the initial install of a TMS container code and then pass the baton to marketers and analysts, who then use an intuitive platform to construct analytics scripts that load asynchronously across an entire site.

Using a TMS eases the burden on developers and empowers the marketing department’s analytical efforts, and may also help with mitigating the risk of breaking a website with bad code.

When “TMS” is your watchword, everyone is happier all around.

No longer need developers be flooded with requests to deploy tags for web analytics, mobile analytics, campaign measurement, A/B testing, retargeting, predictive analytics or personalization analytics.

And marketers and analysts rejoice that they won’t have to submit a ticket and then wait three months to make it to the top of a developer’s already inundated to-do list.

So if tag management systems are so great, why haven’t all companies already adopted them?

While the benefits greatly outweigh the inconveniences, getting over the hump and making the initial investment of resources to implement the system is often one of the largest obstacles. Translating all code from across a website into a TMS will take some time.

But it’s worth it.

Dynamic Tag Management, or Adobe Activation

Adobe’s Dynamic Tag Management (DTM), recently rebranded as Adobe Activation, is an exceptional tool for tracking marketing technologies across multiple websites. It has been adopted by thousands of organizations, both for its functionality with the Adobe Marketing Cloud technologies and for the value it adds to their data management processes.

Search Discovery, a DTM consultancy and the original developers of what is now Adobe Activation, reports that, “the average Dynamic Tag Management client reclaims over 95% of the time they used to spend managing analytics and media tags.” That’s a huge chunk of time that can be pushed back into digital strategy.

So what makes Dynamic Tag Management such a powerful tag management solution?

DTM is a vendor-agnostic tag manager.

DTM is a vendor-agnostic tag management solution that can work with any HTML or JavaScript based tag. This means that not only does DTM work seamlessly with other Adobe technologies, but also with a plethora of third-party technologies.

Because DTM is a free value-add feature currently available only to Adobe Marketing Cloud users, there is a common misconception that Adobe is attempting to “lock in” their customers to using exclusively Marketing Cloud technologies. Like I said, this is a misconception.

Adobe has plans to roll out Adobe Activation as a free service to everyone, not just Adobe customers.

DTM is site-focused instead of tag-focused.

DTM allows you to write rules that apply to multiple tags, triggering multiple technologies at once when an event occurs on your website.

DTM can manage multiple domains and subdomains based on templates.

While you can manage each of your websites individually as distinct web properties, you also have the option of adding various domains to one web property, all of which will have the same embed code and trigger tags from the same library of rules.

This allows you to quickly duplicate measurement processes, further saving you time and resources.

DTM has powerful data distribution capability.

Not only does DTM simplify the process of managing all tags deployed on your website—including the rules to trigger each tag—but it also facilitates data distribution processes. DTM integrates with your third-party marketing technologies to provide them the data they need in real-time.

DTM is an easy-to-use solution for marketers and analysts with little technical experience.

Rudi Shumpert, senior analyst & evangelist for Adobe Marketing Cloud, said concerning DTM’s usability:

“DTM was designed to handle 90–95% of all tracking scenarios without having to write any custom JavaScript.”

While a little bit of JavaScript still goes a long way, even marketers with limited technical experience should be able to get exceptional functionality out of DTM.

Liberate Your Team with Tag Management

If you’re a decision-maker considering tag management, getting over that transitional hump from legacy analytics coding to a TMS can be a bit daunting. But ultimately the benefits outweigh the negatives, and your developers, marketers and analysts will thank you for it.


About the Author

Clint Eagar

Clint gets things done. He has been building websites, marketing and optimizing them for 15 years. He claims to know a little bit about a lot of things and is relied on to execute anything quickly. Clint has been with ObservePoint since the early days and has helped support, test, and promote the product. Before coming to ObservePoint he was at OrangeSoda, running the enterprise SEO team, and before that he was a business consultant at Omniture.

LinkedIn More Content by Clint Eagar
Previous Article
Choose Your TMS (2 of 3): Tealium iQ Tag Management
Choose Your TMS (2 of 3): Tealium iQ Tag Management

This article discusses Tealium iQ Management as a TMS solution.

Next Article
Our Investors Love Data Governance, $19M Worth
Our Investors Love Data Governance, $19M Worth

High-quality, actionable data fuels effective decision-making. Bad data, on the other hand, results in misi...

Get a free 14-day trial with ObservePoint

Start Your Trial