When your tag manager becomes the Wild West (and how to tame it)
Original: Increase Your Competitive Advantage with Tag Management Governance
May 26, 2025
8 min read
Article
Intermediate
Summary
Why strong governance turns a flexible TMS from 'Wild West' to 'Fort Knox'.
Who This Is For
Marketing Analysts
Marketing Managers
Technical Marketers
Key Takeaways
- Establish clear roles for who can edit, QA, and publish changes in your tag management system
- Create a documented QA process that balances IT security needs with marketing team speed requirements
- Set up proper user access controls and removal procedures to prevent unauthorized changes
- Implement post-publish documentation and auditing to track changes and enable quick rollbacks
- Avoid using tag management as a way to bypass IT teams - collaboration is essential for success
Tools & Technologies
Tag Management Systems (TMS) ObservePoint Web analytics platforms Marketing tags and tracking pixels
Topics Covered
tag-management governance workflow enterprise
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