Adform FLOW vs. Google Tag Manager

Overview
ProductRatingMost Used ByProduct SummaryStarting Price
Adform FLOW
Score 8.2 out of 10
N/A
Adform, headquartered in Copenhagen, offers an independent and integrated advertising platform built for modern marketing. Its enterprise technology – Adform FLOW – harnesses user experience and a scalable, modular and open architecture, to enable management of the whole campaign life cycle. It aims to provide clients with enhanced control and transparency across advertising operations, including ownership of all data from their campaigns.N/A
Google Tag Manager
Score 8.9 out of 10
N/A
From Google, the Google Tag Manager is a tag management application that facilitates creating, embedding, and updating tags across websites and mobile apps, thus gaining the benefits of data standardization and speed of deployment. Google touts an agency friendly system with multiple user access, and tools to improve tags performance like debugging, and rules, macros or automated tag firing. The Google Tag Manager also integrates with Google product DoubleClick. Moreover, Google Tag Manager is…N/A
Pricing
Adform FLOWGoogle Tag Manager
Editions & Modules
No answers on this topic
No answers on this topic
Offerings
Pricing Offerings
Adform FLOWGoogle Tag Manager
Free Trial
NoNo
Free/Freemium Version
NoNo
Premium Consulting/Integration Services
NoNo
Entry-level Setup FeeNo setup feeNo setup fee
Additional Details
More Pricing Information
Features
Adform FLOWGoogle Tag Manager
Ad Network Integration
Comparison of Ad Network Integration features of Product A and Product B
Adform FLOW
8.4
4 Ratings
10% above category average
Google Tag Manager
-
Ratings
Data Transfer8.84 Ratings00 Ratings
DSP integration8.04 Ratings00 Ratings
Ad Campaigns
Comparison of Ad Campaigns features of Product A and Product B
Adform FLOW
8.1
4 Ratings
2% above category average
Google Tag Manager
-
Ratings
Ad campaign creation7.54 Ratings00 Ratings
Ad deployment7.84 Ratings00 Ratings
Display advertising9.03 Ratings00 Ratings
Ad display and retargeting segmentation8.04 Ratings00 Ratings
Sequence targeting8.03 Ratings00 Ratings
Ad Reporting & Analytics
Comparison of Ad Reporting & Analytics features of Product A and Product B
Adform FLOW
8.0
4 Ratings
3% above category average
Google Tag Manager
-
Ratings
Ad dashboards9.03 Ratings00 Ratings
Ad performance reports8.04 Ratings00 Ratings
Ad conversion tracking7.54 Ratings00 Ratings
Ad attribution reporting7.54 Ratings00 Ratings
Cross-channel ad management8.73 Ratings00 Ratings
Ad forecasting and optimization7.52 Ratings00 Ratings
Security
Comparison of Security features of Product A and Product B
Adform FLOW
-
Ratings
Google Tag Manager
9.5
53 Ratings
10% above category average
Role-based user permissions00 Ratings9.553 Ratings
Tag Management
Comparison of Tag Management features of Product A and Product B
Adform FLOW
-
Ratings
Google Tag Manager
8.0
64 Ratings
2% below category average
Tag library00 Ratings8.059 Ratings
Tag variable mapping00 Ratings7.952 Ratings
Ease of writing custom tags00 Ratings6.763 Ratings
Rules-driven tag execution00 Ratings8.358 Ratings
Tag performance monitoring00 Ratings7.555 Ratings
Page load times00 Ratings8.446 Ratings
Mobile app tagging00 Ratings8.632 Ratings
Library of JavaScript extensions00 Ratings9.035 Ratings
Data Management & Integrity
Comparison of Data Management & Integrity features of Product A and Product B
Adform FLOW
-
Ratings
Google Tag Manager
8.8
64 Ratings
5% above category average
Event tracking00 Ratings9.661 Ratings
Mobile event tracking00 Ratings9.444 Ratings
Data distribution management00 Ratings8.439 Ratings
Universal data layer00 Ratings8.855 Ratings
Automated error checking00 Ratings7.944 Ratings
Best Alternatives
Adform FLOWGoogle Tag Manager
Small Businesses
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Score 8.7 out of 10
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Score 8.6 out of 10
Medium-sized Companies
The Trade Desk
The Trade Desk
Score 7.0 out of 10
Tealium Customer Data Hub
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Enterprises
Adobe Advertising Cloud
Adobe Advertising Cloud
Score 8.5 out of 10
Tealium Customer Data Hub
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User Ratings
Adform FLOWGoogle Tag Manager
Likelihood to Recommend
7.8
(4 ratings)
9.3
(68 ratings)
Likelihood to Renew
-
(0 ratings)
10.0
(6 ratings)
Usability
-
(0 ratings)
8.3
(13 ratings)
Availability
-
(0 ratings)
9.1
(2 ratings)
Support Rating
6.0
(1 ratings)
6.2
(12 ratings)
Online Training
-
(0 ratings)
7.3
(1 ratings)
Implementation Rating
-
(0 ratings)
9.8
(4 ratings)
User Testimonials
Adform FLOWGoogle Tag Manager
Likelihood to Recommend
Adform
One of the best available solutions available for RTB, if you do not have your own or use agency's DSP/DMP/etc. this is the one I would recomment. Lot of targeting options, ease of use, great support. Or just great and cheap tool for tracking your direct buys. Also Adform has excellent customer support.
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Google
Google Tag Manager is well suited when the marketer or marketing team does not work closely with the developers. In this scenario, it means that the marketer can deploy 3rd party tools such as live chat widgets, advertising pixels, and much more themselves in a timely manner. Google Tag Manager may be less relevant in an organization where the marketer is also the developer or has a strong development background, where they can implement the 3rd party tags directly on the site when they need. But even in this instance, there's still great benefit in using Google Tag Manager.
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Pros
Adform
  • Reporting Dashboard
  • Database integration
  • Ease of scheduling & running campaigns
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Google
  • Selecting elements on a site [object, class, cookie, etc] (to later fire an event, send some data, etc) is very easy with triggers. Want to add an event when someone clicks on a button? Super easy. It was many many DOM selectors and you can even add custom functions if you need to do something more specific
  • In general, firing events in different circumstances is very easy mixing triggers and tags. You can track almost any element of the DOM and do whatever you want with it.
  • Testing is a great functionality. Only you can see what's on the site and you can debug it easily by seeing which events or tags were triggered and all the DOM elements involved (and why they matched the trigger).
  • Working in environments (staging, production) and versioning is easy to do, deploying changes in 2 clicks.
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Cons
Adform
  • Bugs
  • UX of DSP Panel
  • Performance
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Google
  • There are several good integrations, but there can always be more. Native tracking for call tracking solutions, analytics providers, non-Google advertisers would be top of my list.
  • Documentation is just dreadful. Luckily there are some awesome folks out there doing crowdsourced tutorials (shout out to Simo Ahava) but by and large the Google Tag Manager instructions are worth what you pay for them.
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Likelihood to Renew
Adform
No answers on this topic
Google
Google Tag Manager makes tracking traffic to our websites effortless, which enables our developers to focus on other tasks. Setting up a new instance takes only minutes and additional scripts can be added/modified without touching the source code of a site in production. This enables our marketing directors to coordinate tests and experiments with minimal effort.
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Usability
Adform
No answers on this topic
Google
Google Tag Manager is the definition of a learning curve. At the beginning, you can barely do the minimum and it can seem questionable as to why you would use it. However, as users begin to learn its offerings and see how it can do much more, they will have a moment where GTM becomes a tool that empowers their ability to track and efficiently collect data for important business questions.
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Support Rating
Adform
Reasons are already given in past. They are really slow in support service.
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Google
It depends wether you are seeking official support from Google itself, in which case it would be rated very low because it's not their business model, they would rather have you work with one of their Google Analytics Certified Partner (GACP). In terms of self-served support, Google offer extensive documentation at https://developers.google.com/tag-manager/, recently revamped training (https://analyticsacademy.withgoogle.com/course05/preview), has active forums and user community (https://plus.google.com/u/0/communities/104865292981489764063) which can typically answer even the most advanced questions.
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Online Training
Adform
No answers on this topic
Google
I thought there was a little bit too much emphasis on AdWords stuff, not enough on the generic application of GTM.
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Implementation Rating
Adform
No answers on this topic
Google
Planning and communication will help greatly with an in-house implementation. If there are large teams, try to limit the number of people involved to 1-2 developers (back-end dev may be necessary depending on your platform), one analytics marketer and one project manager.
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Alternatives Considered
Adform
Adform was in some usecases similar to Xaxis, however, client preferred to use Adform.
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Google
We moved to GTM from a standard Google Analytics implementation. GTM is much more flexible and easier to make changes, especially as the changes relate to multiple sites and environments. While there is a learning curve when figuring out how to use GTM, I believe the change has been worth it because it helps us understand at a more fundamental level how our tracking works and gives us a lot more control over what we track and how.
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Return on Investment
Adform
  • CPA reduction 20% in some clients
  • ROAS driven decisions
  • DSP Cost reduction
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Google
  • GTM is very useful to determine if a particular element on the site is useful (i.e. is it being watched, is it being clicked, does it help customers navigate through more pages). As an SEO person, I can use this information to decide what to optimize for but also to track progress and see improvements in engagement.
  • With the use of Google Tag Manager, I was able to easily inject an A/B testing tool which lead to several improvements in lead generation.
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ScreenShots