European tag management systems

A tag management system is a container you put on your website once, then use to add, change and remove tracking snippets without touching the code again. Analytics scripts, conversion pixels and event handlers are configured in its interface, with triggers deciding when each one fires. It saves a deployment for every marketing request and keeps a record of what changed.

The container script itself loads on every page view, before any tag does, so its host sees your whole audience. Matomo, Piwik PRO and JENTIS are European entries here, and Matomo can be self hosted alongside your own site. A European alternative to Google Tag Manager also pairs more neatly with your consent platform, since both sides then work from the same legal assumptions.