A tag management system (TMS) helps to manage the tracking tags used in digital marketing. Tag management systems simplify the deployment and maintenance of JavaScript tags, used in online content to interface with applications such as web analytics, personalization, and advertising. Data can be collected at various points of the customer journey, such as an in-page interaction or page-load event. With TMS, a single tag replaces all other tags and when executed, the tag manager publishes other tags, based on business rules and a common data model. TMS also provides an intuitive and easy-to-use interface along with a vast library of tags, triggers & variables.