Five basic things to know about Adobe Dynamic Tag Management

Ever since Adobe Dynamic Tag Management (DTM) has been available as an Adobe Marketing Cloud core service, Adobe has reported that thousands of companies have activated and started using it. That kind of growth has propelled DTM into the lead position among the enterprise-level tag management systems. If you are new to DTM, then it can be tough to understand everything about it. Here are five of the more common questions that get asked when it comes to Adobe Dynamic Tag Management.

1. Is DTM only for use with Adobe Solutions?

No! As Rudi Shumpert of Adobe explained, “DTM is an open architected system that is capable of running any marketing technology or script that is in the market today, and any that will be coming out in the future as well.” You don’t need to adopt the entire Adobe Marketing Cloud to use DTM. “DTM supports any HTML- or JavaScript-based marketing tag, no matter the vendor. Tag management is an industry-wide problem, and DTM is Adobe’s industry-wide solution.

2. How much does DTM cost?

Nothing. It’s free to those who are using any of the Adobe Marketing Cloud Solutions. All you need to do is contact your Adobe rep to get it turned on. Dynamic Tag Management is an enticement piece to Adobe software customers but also functions as a central piece that all of the Adobe Marketing Cloud Solutions can use and so they want to make it available to all their customers. Once you start using one part of DTM, it becomes easier to use another.

3. Is DTM only for mid- to small-tier businesses?

No. Adobe reports that DTM is actually used across “thousands and thousands of sites,” including enterprise-level organizations. And given that Dynamic Tag Management is at the heart of Adobe’s Marketing Cloud, it is clear that it is also for enterprise entities. But, be smart about your decision to use DTM. It isn’t the size of an organization, but rather the number of users accessing a particular property that could potentially alter our Adobe DTM recommendations.

4. Do you need advanced development skills to deploy things in DTM?

DTM was designed to deal with the majority of tracking scenarios without having to write custom code. That said, there always seems to be something on a website that requires some custom coding to get certain jobs done. Plus, sometimes it can be faster to write a piece of code to accomplish something rather than relying on customization of a tag management system to accomplish it. Don’t listen to anyone who tells you that you won’t have to work with code or write custom code in any tag management system—it’s the nature of the beast.

5. How can I find out more about Dynamic Tag Management?

If you want to get started with DTM or have some other questions, there are some great resources to help you. I recommend going to Adobe’s Ask the Community Expert session ( and Adobe’s Getting Started page ( You can also see a full list of all of Rudi Shumpert’s articles here.