Data and infrastructure
A tag manager (the most widespread being Google Tag Manager, or GTM) is the tool that gathers in one place the tags, the code snippets a website uses to report visitor actions to outside platforms.
It moves those snippets from the developers' hands into the hands of the people who measure, so changing a measurement takes minutes instead of a software release. It comes with a precise responsibility: publishing a change from the tag manager changes, in one move, the data the whole company reads, and that permission belongs to a named person.
An example
Marketing wants to count how many people open the quote form and abandon it before sending. With a tag manager the measurement goes live in a morning; without one, it joins the development queue and arrives after the quarter it was meant to explain.
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