Yandex Developing New Tag Management Tool To Rival Google Tag Manager

Posted by By Dan Taylor 2 Min Read

Yandex is creating a new analytical tool called Tag Manager, designed as an alternative to Google Tag Manager. The development of this product was announced by Anna Bochkanova, the service’s product owner, at the “Matemarketing 2024” conference.

Currently, only a web version is under development.

Features Of Yandex Tag Manager

The new Tag Manager will provide a unified interface for managing tags, enabling users to make adjustments without developer assistance. Key functionalities include:

  • External Script Management: Users can manage scripts for collecting analytics.
  • Template Creation:
    • Personal templates for private use.
    • Public templates that will be moderated before inclusion in a shared library.
  • Customizable Scripts: Scripts will include fields for identifiers, variable links, and control checkboxes for specific functions like hiding fields.
  • Advanced Tools: A code editor and documentation mechanism will support detailed tracking and customization.

Planned Enhancements

Yandex has outlined future updates for Tag Manager, including:

  • Role-Based Access: Differentiated permissions for developers, marketers, and analysts.
  • Version History: Users can revert to previous code states.
  • Debug Panel: Tools for testing and troubleshooting.
  • Security Features: Improved control over access and data handling.

Development Timeline

Work on the project began in the summer of 2024, with access already granted to select integrators. Beta testing is scheduled to launch at a later stage.

Related Yandex Updates

The announcement follows Yandex’s recent advancements, such as introducing YandexGPT 4 for processing complex queries and adding the new “Funnels” report to Yandex Metrica.

Tag Manager represents Yandex’s commitment to expanding its suite of analytics tools, providing businesses with more control over their data and marketing strategies.

Source: AdIndex

Dan Taylor
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Dan Taylor is the founder and editor of International Search Insights (ISI), the publication behind ReadIsi, and a Partner and Head of Innovation (Search & AI) at SALT.agency. He has worked in search for more than a decade, in-house and agency-side, and is regarded as one of the West’s leading voices on search engines beyond Google, including Yandex, Baidu, Naver and Cốc Cốc. On ReadIsi, Dan covers the engines and AI answer platforms that English-language coverage tends to miss: Baidu and ERNIE, Yandex and Alice AI, Naver, Cốc Cốc, Shenma, Sogou, WeChat and Weibo search, plus DeepSeek and Alibaba’s Qwen. He also keeps dated records of documented changes, such as the Yandex, Baidu and Naver algorithm update histories and the DeepSeek, ERNIE and Qwen model update histories. His approach is to take learnings from global search engines and apply logic with a high evidence threshold. A claim needs a source, patterns seen in one market are treated as a hypothesis until they are checked in another, and where the evidence is thin he says so. For brands, that means advice built on what can be shown, with measurement that separates being cited from being chosen. Dan is credited with coining the term “edge SEO” and won the inaugural TechSEO Boost research competition in 2018 for his work on CDN and edge changes for SEO. In 2026 he was credited with coining “Infinite Tail” to describe how keyword research is changing with AI search. He is the author of AI Search Marketing For The Travel Sector, writes for Search Engine Journal, Search Engine Land and Travel Marketing Guy, and has advised technology, SaaS, travel and enterprise ecommerce brands, including Cloudflare, GitLab and Airbnb. He has given multiple talks and panels at the International Search Summit in Barcelona, and has also spoken at Optimization Moscow, brightonSEO, Google Search Central Live Deep Dive Asia in Bangkok, Athens SEO and the Asia SEO Virtual Summit 2026, where his talk looked at how Baidu, Naver, DeepSeek, Tencent, Cốc Cốc and Yandex built their own AI answers.
Founder & Editor