Picking a tag manager that won't make you cry
Original: Tag Management Systems: How Do I Choose?
May 26, 2025
8 min read
Strategy
Intermediate
Summary
An analytics-consultant’s framework for selecting and governing a TMS.
Who This Is For
Marketing Analysts
Technical Marketers
Marketing Ops
Key Takeaways
- Decide whether you want to remove developers from tagging entirely or just escape slow deployment cycles (spoiler: the latter is more realistic)
- Choose between synchronous tags (better for testing/optimization) vs asynchronous tags (better for page performance)
- Evaluate the trade-offs between scalability, speed, and ease-of-use based on your team's specific needs
- Understand that no single tag management system solves all problems - governance and internal processes matter more than the tool itself
Tools & Technologies
Ensighten Tealium BrightTag Adobe Analytics (SiteCatalyst) Adobe Target (Test&Target) Tag Management Systems (TMS)
Topics Covered
tag-management governance tool-selection
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