Step-by-step guidelines for implementing a Tag Management System for an e-commerce portal

Published on April 25, 2017 - by Softcrylic under analytics

Online businesses, mostly e-commerce companies are using cutting-edge tag management systems to understand visitor’s behavior better and deliver a top-flight online shopping experience to their consumers. A tag management system (TMS) provides just one script for embedding into a website and start handling multiple tags (code snippets) from different analytics, marketing, and advertising platforms. A Tag Management System simplifies handling multiple tags and allows data-driven, behavior-driven decision making for digital marketers. Organizations invest huge sums in taking advantage of Tag Management but there are a lot of challenges in systematically implementing the most suitable TMS.

Softcrylic has certified tag management specialists on market-leading tag management platforms like Google Tag Manager, Ensighten, Adobe DTM.  By implementing Tag Management for e-Commerce, Airlines, Fashion and Media Industries, Softcrylic has gained vast knowledge and domain expertise in helping your business to select and implement a TMS. We recommend and help our clients in tracking hundreds of domain specific KPIs to gather data on behavior analysis.

Follow these steps below to implement tag management for your e-commerce portal:

1. Analyze your tagging needs

Firstly, determine what do you want to track. The complexity of your tagging needs depends on the nature of your industry, customers’ savviness, product offerings, and other unique business aspects. Brainstorm in detail with your in-house marketing team or third-party agencies on the tracking needs that are vital for success and continued growth. Starting with spending time on selecting a TMS Tool might be too early at this stage. Your needs and priorities will help you identify the right tag management tool for your business.

2. Selecting the right Tag Management System

Gartner Magic Quadrant has identified the following brands as the leading TMS Providers across the Globe. You may choose the ideal platform that fits your tagging needs, affordability, in-house expertise, and scalability.

Google Tag Manager

Google Tag Manager

Google Tag Manager is a free soft-tagging tool from Google that can create and manage event tracking tags, marketing tags, analytics tags and custom HTML or JavaScript for web and mobile.

Adobe Dynamic Tag Manager

Adobe Dynamic Tag Manager

Adobe offers dynamic tag management — a platform that reduces the need for IT resources and allows you to quickly manage tags and distribute data. It’s part of Adobe Marketing Cloud, and available to customers at no additional cost.

Tealium iQ

Tealium iQ

Tealium iQ is an enterprise-level soft-tagging tool. It supports a large number of integrations (800+) with marketing and analytics solutions and features like privacy controls make it attractive to enterprise users.

Tag Commander

Tag Commander

Tag Commander is an enterprise-level tagging management that provides out-of-the-box integration with a large number of advertising, analytics, personalization, testing and optimization, and retargeting solutions. It additionally offers simplification of privacy compliance, real-time conversion, de-duplication, easy mobile tagging, and an intuitive tag building interface.



Ensighten is an enterprise tag management system offering omnichannel data collection service and first-party customer profile creation and activation solution. It orchestrates disparate systems and data fragments through its innovative solution.

Other considerations in selecting the right TMS

a. Integration with third-party tools and analytics

You might use a number of third-party tools for your analytic needs – Affiliates, custom codes, display ads, performance monitoring, search, social activities, etc. and hence you have to integrate your portal with these tools. Select the TMS that is most compatible with your choice of tools and speeds up your time to market with turnkey integrations, extension touch points along with flexibility to browser or cloud-based delivery model.

b. Manage website Performance

A good TMS improves your website’s performance by streamlining tags and serving them only when they are required to be fired. Regardless of your complex tagging requirements, the tag manager should be able to serve tags faster in order to reduce the page load time.

c. Data authorization and privacy

The tag manager should have the ability to decentralize authority of key functions to appropriate business users, support deployment in multiple test environments, prevent unauthorized users from making changes and has a centralized log management. Opt for a TMS that complies with data privacy policies and technical best practices. If support is required, consult with subject matter experts.

d. Scope of the TMS

Carefully skim through if the TMS is compatible with other digital devices if you have either built a mobile application or enabled your application on digital devices like mobile, tablet, etc. You might have ideas to build a new application or revamp your existing application in some time and when buying a TMS make sure that it supports your future forecasts in the row.

e. Multiple environments

Make sure the TMS works in multiple environments. Get inputs from subject matter experts before deciding on the TMS. Codes generally fail between development, testing, and production environments. It is necessary that you make sure the tag manager is compatible with your portal and with your environments to avoid broken features or code failure after purchase.

3. Data Layer based tag management

With the clutter that is there in a heterogeneous technology environment, an E-Commerce vendor simply cannot rely on the basic tags. To perform advanced user journey analysis, deliver highly targeted promotions and validating if there are errors, implementing a Data Layer based Tag Management process is mandatory. Data layer ensures accuracy, improves consistency, accelerates new tag deployment and allows even non-techies to handle this exhaustive process.

4. Team’s Expertise

A team that is equipped with the latest knowledge on your choice of TMS, industry’s best practices of tag management and understanding customer behavior determines the success of any Tag management implementation. Identify the existing resources’ skillsets and arrive at a clear learning schedule to address gaps in tag management project implementation. Train the resources internally or externally or with help of internet based hands-on training sessions. Conduct knowledge-sharing sessions among the teams to spread knowledge and best practices.

tag management services for ecommerce industry

5. Reporting and Post-implementation maintenance

Before launching the Tag management system, test it thoroughly in a staging environment to avoid tag duplication, firing of page-specific rules and misfiring of tags. If there is an integrated analytics feature available with your choice of TMS, use it to identify slow tags and errors. Maintain detailed records of tag level changes. Start capturing insights to fulfill the need for understanding your online customers and enhanced e-commerce reporting that are linked to an analytics platform. Use good naming conventions to avoid complication and errors. Create daily/weekly/monthly cadence to identify gaps and areas to further improve your tag management process.

Reach out if you need any support in consulting, identifying and implementing a data layer driven tag management system tailored to suit your business.


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    Softcrylic helps organizations navigate and execute the path of Digital Transformation through IT solutions and services. Since 2000, Softcrylic has worked with both start-ups and Fortune 500 organizations to help make their company goals a reality.

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