Jason works for an advertiser called “Velda&Waag” who just set up a new Tag Manager in SAS and generated the tag code. What is the first step they should take in order to fully utilize benefits of Tag Manager, before sending the tag code to the webmaster for implementation?

Before implementing any tag code, it's crucial to establish a clear strategy. Determining campaign KPIs (Key Performance Indicators), understanding conversion and third-party tag requirements, and defining the retargeting strategy are foundational steps. These decisions directly influence which webpages need tracking and how activities will be defined within Tag Manager. Without this strategic groundwork, the implementation would lack direction and potentially fail to capture necessary data. Testing Tag Manager comes after configuration, and publishing is the final step once everything is set up and verified. Defining activity rules is a subsequent step that relies on the information gathered in this initial strategic phase.