July 2013, “Satellite TMS is now Adobe Dynamic Tag Manager” has changed the way Digital marketers will implement the analytics Tags across web Solution. This statement is true for many consultants out there. Certain people have access to Dynamic Tag Manager(Thanks to free access with marketing cloud), though they do not have the capabilities or knowledge to use the tool effectively so let’s understand about Dynamic Tag Manager and its capabilities.

The enthusiasm for Tag Management Systems stems from the simple fact that these solutions address very real and tangible pain points felt by nearly all companies doing business on the web. Before Tag management systems, tags were individually deployed and maintained on every single page of a website manually. For example, a company with ten labels per web page and twenty domains of 2,000 pages each has 200000 tags deployed – with each tag containing 5 to 50 lines of JavaScript code which is hardcoded by hand into each web page. IT or a webmaster should handle manual coding, and as you might expect is time-consuming and prone to error. Deploying a new tag could take days or weeks depending on the number of web pages and the webmaster’s bandwidth and priorities. I believe that the practical use of tag management technology and governance practices can deliver significant efficiency, performance, and financial gains.

Tag: A tag is a piece of JavaScript code that most digital marketing vendors require their customers to integrate into their web and mobile sites. In many cases, these tags collect visitor behavior; serve advertising functionality, live chat, and product recommendations. When a browser opens a web page, it reads and “fires” the tags on that page. These tags communicate with external servers, collecting and transmitting data to be analyzed later (like where the visitor came from, time spent on the page, links clicked).

Tag Management System: Tag Management Systems (TMS) are part of a new breed of an enterprise application. That solves today’s tagging challenges by:

1.      Replacing dozens to hundreds of tags with a single line of code (a master tag) to simplify tag complexity – enabling control and speeding up page load times.

2.      Aggregating tag implementation and maintenance into a unified, intuitive web application that empowers marketers with the ability to easily and quickly deploy and manage tag-based applications in hours or days – rather than weeks or months – without incurring IT, agency or developer costs.

3.      Using high-performance global Tag Delivery Networks with the lowest of latencies to accelerate page load times and redundancy for 100% uptime.

4.      Supporting tags on mobile, Flash and other platforms (only available from the most advanced tag management solutions).

Dynamic Tag Manager: what is Dynamic Tag Manager aka DTM? Dynamic Tag Manager not only solves standard tag management problems, such as code deployment, data management, and rule building but also provides an inherent capability that maps directly to marketing scenarios and user experiences. Dynamic Tag Management is a tag management system for people who think you should not need a computer science degree to manage and track your websites. With Dynamic Tag Management’s straightforward interface, you can configure any tool or tag to do whatever you want, and while your needs may be complicated, Dynamic Tag Management never is.

In Dynamic Tag Manager, a company is a collection of web properties. A web property is a compilation of tools, rules, and data elements. All web properties in the company are accessed from the company overview page.

Web Properties:

A web property is a library of rules and one embed code. It can be any grouping of one or more domains and subdomains. You can manage and track these assets similarly. Suppose you have multiple websites based on one template, and you want to track the same assets on all of them you can apply one web property to multiple domains.

List of Web properties setting available in DTM:

Adobe Dynamic Tag Manager web properties

Adobe Dynamic Tag Manager web properties

Adobe Dynamic Tag Manager comes with two types of Hosting option:

1.      Cloud-hosted

2.      Self-Hosted

To know more about hosting options Read

Tools: Dynamic Tag Manager offers tool integrations for Adobe Market Cloud solutions as well as for Google Analytics and Nielsen. List of available tools are:

Dynamic Tag Manager tools

Adobe Dynamic Tag Manager tools

Rules: Rules in DTM are used to execute tools, tags, scripts, and HTML conditionally.

There are three types of rules in DTM:

1. Event-Based: Event-based rules are interaction driven. For example, if you want to track when a user clicks a particular button, use an event-based rule.

2. Page-Load: Page-load rules are tied to the page load. For example, if you want to add a particular block of code on a load of individual pages on your site, use a page-load rule.

3.  Direct-Call: Direct-call rules are employed in scenarios when DTM cannot detect an event in the DOM. For example, if you want to track an AJAX event that can’t be detected in the DOM, use a direct call rule.

Regardless of the type, rules in DTM have two main components: the condition and the trigger. The term indicates the scenario in which the rule will fire, and the trigger points the item(s) that will execute when the control fires. All rules types have the option to trigger third-party vendor tags or any other custom JavaScript or HTML via the JavaScript /Third Party Tag’s modal. Other trigger models are enabled in rules when tools are added to the property. For example, if your property contains an Adobe Analytics tool and a Google Universal Analytics tool, the property rules provide optional trigger models for these tools.

Data Elements: Data elements are used to build a data mapping in DTM. Defining common data points as data elements enables those data points to be easily captured and leveraged within rules and tools in DTM.

Workflow: An important concept in DTM is the idea of a single web property having both a staging library and a production library. The staging library contains all of the rules, tools, and data elements configured in the web property. The production library includes only the rules, tools, and data items that are approved and published.

Miscellaneous items: When a rule, device, or data element is added or changed in a property, approval is automatically generated.After an item is approved, it becomes available in the Unpublished Changes queue on the History tab. After an item is published, it becomes accessible in the production library.

Dynamic Tag Manager Plugins: Adobe has partnered with Search Discovery, Tactician, and Disruptive Advertising to offer additional plugins to help you with debugging to help you set up and configure other products.

Following is the list of plugins for debugging:

  • DTM Switch Plugins for Debugging (Chrome and Firefox)
  • WordPress Plugin
  • Video Tracking Plugin
  • Drupal Plugin
  • Disruptive Advertising Debugging Plugin
  • Tagtician Debugging Plugin

Dynamic Tag Manager and Target integration: DTM comes with an essential tool for the target.The Target tool is Adobe’s most powerful way to enable data-driven marketing on your site. As you probably know, Adobe Target’s toolset grants its users the ability to do A/B..n and Multivariate Tests via targeted audience segments. The integration with Adobe Analytics through the Adobe Marketing Cloud and Master Marketing Profile has enabled an even more powerful ability to have fully integrated data across your solutions. You can now access and deploy your mbox.js file directly from DTM. No need to download, copy, paste! Plus you can have the JS managed directly in DTM.

Presently, auto-loading the mbox.js code via the integrated Target tool could break scripts currently being deployed later in the <head> as they may be pushed down into the <body/> section of the page.

Read: DTM and Target integration and how to integrate AEM with analytics using DTM

Credit: Adobe blogs and official documentation.

Amit Kumar

Results driven Adobe Certified Architect with extensive experience managing and implementing marketing Strategies to drive business growth. Enjoy optimizing the customer experience through the use of data, futuristic thinking + channel mixing – e.g., using creative combinations of traditional methods + shiny new toys like automation platforms.


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