Tag Managment Configuration

What are Tag Management Systems?

Tag Management Systems are tools that organize and streamline the tagging process through rules and conditions. They house the code needed to collect data and help map data layer elements to marketing tags, such as analytics tags or advertising tags.

Tag management systems have been around for years and there are several different types. Some are provided by analytics vendors (Adobe Launch, Google Tag Manager), and others are independent (Tealium, Ensighten). Most organizations deploy their digital analytics tags via some sort of tag management system.

Common Challenges

They’re a lot of work. While tag management systems definitely simplify the process around managing analytics and marketing tags, the actual process of configuring your tag management system requires you to:

  • Include all of the rules for all tags on your site
  • Ensure that you have the correct data layer elements passing data to the correct analytics tool variables
  • Clear or persist data elements correctly
  • Send data beacons at the right time and in a way that doesn’t exceed server call limits

Most tag management implementations are built from scratch and prone to error. Organizations generally create a tag management configuration that has never been done before. Of course, when you do things manually, there is always a risk that mistakes can be made whenever changes or updates are made.

How Automated Tag Management Configuration Works in Apollo

Apollo allows you, for the first time, to automate the process of tag management configuration.

The key inputs of the tag management system are the data layer and tag management events, data elements, and analytics tool variables. All of these items are already contained within Apollo, so all that is needed is a mechanism to automate the tag management configuration. This can be done via Apollo.

Here’s an example of a data layer and tagging specifications dynamically generated after selecting business requirements:

Once the data layer and tagging specifications are defined, the next step is to assign each data element to an analytics tool variable. In the case of an Adobe Analytics implementation, that might mean assigning Site Country and Site Type to eVars.

At this point, the Analytics Management System knows that there is a Page Load Started data layer event that needs to be triggered and when that happens, eVar1 and eVar2 should be populated with the Site Country and Site Type respectively. If the organization is using the Adobe Launch tag management system (which comes free with Adobe Analytics), Apollo can leverage the Adobe Launch API to automatically create and configure an Adobe Launch property.

As you can see here, the creation of the tag management configuration is done in a matter of seconds instead of taking days or weeks. This would be the case whether there were just a few rules and elements like in this example or if there were hundreds in a more robust analytics implementation.

What This Means for Your Business



Months or weeks of manual labor can be saved each time you need to build or update the tag management system property.


Many organizations don’t keep their analytics implementation updated because of the time it takes to make updates manually and because they are afraid that they might break something. Apollo keeps your data layer, tagging specifications and tag management configuration updated at all times.


By leveraging a unified platform with relational capabilities, all aspects of your implementation are interconnected and those connections can be exploited via automation.

Saving money

If you combine the time saved by not having to manually identify business requirements, create solution designs, define data layers, write tagging specifications and configure tag management systems, you begin to see that things that used to take months can be done in days or hours. Those time savings can be the difference between an analytics team that acts as a profit center vs. a cost center within the organization.

Ready to take a spin around Apollo?