Adobe Analytics vs. Adobe Dynamic Tag Management (discontinued)

Overview
ProductRatingMost Used ByProduct SummaryStarting Price
Adobe Analytics
Score 8.2 out of 10
N/A
Adobe acquired Omniture in 2009 and re-branded the platform as SiteCatalyst. It is now part of Adobe Marketing Cloud along with other products such as social marketing, test and targeting, and tag management. SiteCatalyst is one of the leading vendors in the web analytics category and is particularly strong in combining web analytics with other digital marketing capabilities like audience management and data management. Adobe Analytics also includes predictive marketing capabilities that help…N/A
Adobe Dynamic Tag Management (discontinued)
Score 8.4 out of 10
N/A
Adobe Dynamic Tag Management (DTM) was a tool used by marketers to manage tags, and for collecting and distributing data across digital marketing systems. Adobe DTM is a legacy, and it will not receive feature updates. Adobe invites users to upgrade to Launch on the Adobe Experience Platform.N/A
Pricing
Adobe AnalyticsAdobe Dynamic Tag Management (discontinued)
Editions & Modules
No answers on this topic
No answers on this topic
Offerings
Pricing Offerings
Adobe AnalyticsAdobe Dynamic Tag Management (discontinued)
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
Community Pulse
Adobe AnalyticsAdobe Dynamic Tag Management (discontinued)
Considered Both Products
Adobe Analytics
Chose Adobe Analytics
For an analogy, I always refer to Google Analytics as the Nissan Versa while Adobe Analytics is the Toyota Prius / Tesla. Both vehicles will get you from point A to point B (in the data world, helping us understand customer insights). The Prius or Tesla, however, will have …
Chose Adobe Analytics
Compared to its competitors, Adobe Analytics provides a scalable analytics tool for those interested in a deeper dive into their most actionable data. Some of its competition makes it difficult for users to find what they are looking for, where in Adobe Analytics things are …
Chose Adobe Analytics
From what I have seen, Google Analytics is very basic compared to Adobe Analytics. It does not have all the functionality of Adobe Analytics which makes Adobe Analytics more robust. This may be a good thing if your requirements are small. If you need data at an enterprise level …
Chose Adobe Analytics
We are always evaluating our product choices so we recently looked at Google Analytics Premium (and Universal), IBM Coremetrics, Piwik and some home-grown variations. We stayed the course with Adobe SC to truly take advantage of the current functions that came with the upgrade. …
Adobe Dynamic Tag Management (discontinued)
Chose Adobe Dynamic Tag Management (discontinued)
The one thing GTM has over DTM is that there are a bunch of hosted pixels by companies like Facebook. Otherwise, it's incredibly inferior. The DTM UI is easier, more intuitive, and more comprehensible. Debugging is easier as well, and the triggers are better defined in DTM. …
Chose Adobe Dynamic Tag Management (discontinued)
Adobe Dynamic Tag Management is no Tealium. However it doesn't need to be.
Top Pros
Top Cons
Features
Adobe AnalyticsAdobe Dynamic Tag Management (discontinued)
Web Analytics
Comparison of Web Analytics features of Product A and Product B
Adobe Analytics
8.2
2 Ratings
7% above category average
Adobe Dynamic Tag Management (discontinued)
-
Ratings
Lead Conversion Tracking8.82 Ratings00 Ratings
Bounce Rate Measurement8.62 Ratings00 Ratings
Device and Browser Reporting9.02 Ratings00 Ratings
Pageview Tracking8.62 Ratings00 Ratings
Event Tracking8.22 Ratings00 Ratings
Reporting in real-time6.62 Ratings00 Ratings
Referral Source Tracking8.62 Ratings00 Ratings
Customizable Dashboards7.42 Ratings00 Ratings
Security
Comparison of Security features of Product A and Product B
Adobe Analytics
-
Ratings
Adobe Dynamic Tag Management (discontinued)
10.0
5 Ratings
15% above category average
Role-based user permissions00 Ratings10.05 Ratings
Tag Management
Comparison of Tag Management features of Product A and Product B
Adobe Analytics
-
Ratings
Adobe Dynamic Tag Management (discontinued)
9.4
5 Ratings
16% above category average
Tag library00 Ratings9.04 Ratings
Tag variable mapping00 Ratings10.05 Ratings
Ease of writing custom tags00 Ratings10.05 Ratings
Rules-driven tag execution00 Ratings9.05 Ratings
Tag performance monitoring00 Ratings10.04 Ratings
Page load times00 Ratings10.05 Ratings
Mobile app tagging00 Ratings10.04 Ratings
Library of JavaScript extensions00 Ratings7.12 Ratings
Data Management & Integrity
Comparison of Data Management & Integrity features of Product A and Product B
Adobe Analytics
-
Ratings
Adobe Dynamic Tag Management (discontinued)
7.6
4 Ratings
9% below category average
Event tracking00 Ratings10.04 Ratings
Mobile event tracking00 Ratings10.04 Ratings
Data distribution management00 Ratings7.03 Ratings
Universal data layer00 Ratings10.04 Ratings
Automated error checking00 Ratings1.03 Ratings
Best Alternatives
Adobe AnalyticsAdobe Dynamic Tag Management (discontinued)
Small Businesses
StatCounter
StatCounter
Score 9.0 out of 10
Google Tag Manager
Google Tag Manager
Score 8.3 out of 10
Medium-sized Companies
Siteimprove
Siteimprove
Score 8.7 out of 10
Google Tag Manager
Google Tag Manager
Score 8.3 out of 10
Enterprises
Contentsquare
Contentsquare
Score 8.6 out of 10
Tealium Customer Data Hub
Tealium Customer Data Hub
Score 8.7 out of 10
All AlternativesView all alternativesView all alternatives
User Ratings
Adobe AnalyticsAdobe Dynamic Tag Management (discontinued)
Likelihood to Recommend
8.1
(176 ratings)
10.0
(6 ratings)
Likelihood to Renew
10.0
(42 ratings)
10.0
(1 ratings)
Usability
6.7
(33 ratings)
5.0
(2 ratings)
Availability
8.4
(12 ratings)
-
(0 ratings)
Performance
7.8
(11 ratings)
-
(0 ratings)
Support Rating
4.1
(41 ratings)
10.0
(1 ratings)
In-Person Training
1.6
(5 ratings)
-
(0 ratings)
Online Training
7.0
(5 ratings)
-
(0 ratings)
Implementation Rating
7.9
(10 ratings)
10.0
(1 ratings)
Contract Terms and Pricing Model
7.3
(6 ratings)
-
(0 ratings)
Product Scalability
9.8
(2 ratings)
-
(0 ratings)
Professional Services
7.6
(5 ratings)
-
(0 ratings)
User Testimonials
Adobe AnalyticsAdobe Dynamic Tag Management (discontinued)
Likelihood to Recommend
Adobe
Adobe Analytics is better than some other tools as it feels better set up for actual "analysis", rather than simply "reporting". The power of Workspace allows you to drag 'n' drop at ease which makes you are far more in control of your own analysis/discovery/exploration. However, regards the final reports and dashboards' look 'n' feel the Workspace PDF output is lacking visually compared to other products like Google's Looker. To engage with less technical end users sometimes Looker feels the better, more polished option.
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Discontinued Products
If you're on the Adobe stack at all, you absolutely need DTM. It will make your life infinitely easier. It's so simple to update your Adobe Analytics code and have version control, and when we implemented Adobe Target, it took literally less than 15 minutes for me to do. I also think it's significantly simpler than Google Tag Manager. I went through all manner of difficulty when implementing tags on that and have not had similar problems on DTM. If you're frequently placing pixels, it's a great tool that will speed their deployment. The only situation in which I think a tag manager is not appropriate is if you have a dev with too much time on their hands. Otherwise, get a TMS and get DTM.
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Pros
Adobe
  • They've been really an industry standard tool in analytics for a long, long time. They've got the trusted brand and the reputation, a wonderful community behind it. It is always nice, having that level of support where you can meet other practitioners. It's a great benefit because I can meet other people who have already pushed the tool a lot farther than I have. And it's a great place to get ideas in that way. We came from a world where we were running on a homegrown system that we'd use to do click tracking. You get some advantages on that of the customization, but losing out on community of support was one of the big reasons why we decided to move beyond that and implement Adobe Analytics instead.
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Discontinued Products
  • It is a rules based tag management system that allows the application of tracking pixels much easier than hard coding.
  • By placing 2 pieces of code on the top and bottom of each page of a website, we can create rules that track certain events and relay the information back to Adobe Media Optimizer and Google analytics.
  • It has simplified the coding process so one doesn't have to generate tons of gory javascript to deploy on each individual page to get tracking.
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Cons
Adobe
  • Most of the problems that Adobe Analytics as of now is having, it is getting addressed in a newer tool called Web Desk DK from implementation. They are already addressing that issue with the new tool and also the time data with the customer general analytics. So there is something not in workspace analysis and this is what they're addressing in customer general analytics. Which is good.
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Discontinued Products
  • It is only available with Adobe Marketing Cloud so you can't buy it as an independent product.
  • It is easier to use than Google Tag Manager, but not nearly as popular.
  • Whereas Google Tag Manager is free, Dynamic Tag Management must be purchased as part of Adobe Marketing Cloud.
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Likelihood to Renew
Adobe
We've found multiple uses for Adobe Analytics in our organization. Each department analyzes the data they need and creates actionables based off of that data. For E-Commerce, we're constantly using data to analyze user engagement, website performance and evaluate ROI.
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Discontinued Products
As it interfaces so well with AMO, we shall be utilizing the DTM for any future client additions.
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Usability
Adobe
Sometimes the processing times are very long. I have had reports or dashboards time out multiple times during presentations. It could be improved. It is understandable since there is a huge data set that the tool is processing before showing anything, however for a company that large they should invest in optimizing processing times.
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Discontinued Products
It is easy to use at a basic level, however without JavaScript resource you will struggle.
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Reliability and Availability
Adobe
I do not ever recall a time when Adobe Analytics was unavailable to me to use in the 8 or so years I have been an end user of the product. My most-used day-to-day analytics tool Parse.ly however, generally has a multiple hours planned offline maintenance every two to four weeks, and sometimes has issues collecting realtime analytics that last anywhere between 15 minutes to an hour, and happen anywhere between 1 to 5 times a month.
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Discontinued Products
No answers on this topic
Performance
Adobe
Again, no issues here. Performance within the day updates hourly. other reports are updated overnight and available to access by the next morning. Pages load quickly, the site navigates easily and the UX is quite straightforward to get command over. On this front, I give Adobe kudos for building a great experience to work within
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Discontinued Products
No answers on this topic
Support Rating
Adobe
I barely see any communication from Adobe Analytics. The content on the web is also not that great or easy to read. I would recommend a better communication about the product and the new addons information to come to its user by a better mean.
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Discontinued Products
Although it is a newer product to Adobe, they seem to truly care about our challenges and are very proactive in making sure that we have the most knowledgeable support available in a timely manner.
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In-Person Training
Adobe
It was a one-day training several years ago that cost the organization several thousand dollars. There were only about 10 people in the training class. Adobe tried to cram so much information into that one-day class that none of our users felt like they really learned anything helpful from the experience. Follow-up training is too expensive
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Discontinued Products
No answers on this topic
Online Training
Adobe
The online training for Adobe SiteCatalyst consists of short product videos. These are ok, but only go so far. For a while Adobe charged a fee for this, but recently made these available for free. There are many great blog posts that help users learn how to apply the product as well.
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Discontinued Products
No answers on this topic
Implementation Rating
Adobe
One of the benefits and obstacles to successfully using Adobe Analytics is a great / more accurate implementation, make sure your analytics group is intimate with the details of the implementation and that the requirements are driven by the business.
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Discontinued Products
It was quite seamless with the outstanding support from our Adobe account manager.
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Alternatives Considered
Adobe
I think Adobe's been around longer as a product but Tealium, from when I did research, it has auto-tagging. So one of my biggest pet peeves is when I'm rolling out new features, and whether it's an app or a website, is that I have to go speak with our metrics team or tagging team and we have to come up with these different strategies. Okay, how are we gonna tag it? What are we going to name it? It just seems like a lot of wasted time in my opinion. I want to track everything. I want to know every single thing these people are doing. We shouldn't have to have this conversation if we tag this, you might not have time to tag this right away for MVP. It's like that to me right now. That shouldn't even be a conversation. I should be able to release a feature, I should be able to just automatically go pull reports on that. And just figure out exactly what they were doing.
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Discontinued Products
Adobe DTM provides a more secure data analytics solution. It is customized and best used on large scale deployments of websites with pages 10,000+. The Adobe Analytics tool, once learned, is very easy to use and provides more robust, customized graphics and ability to export data to "securely" via FTP from the cloud to SQL database.
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Contract Terms and Pricing Model
Adobe
Adobe Analytics is relatively affordable compared to other tools, given it provides a range of flexible variables to use that I have not found in any other tools so far. It is worth investing in if your company is medium or large-sized and brings a steady flow of revenue. For small companies, it can be overpriced.
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Discontinued Products
No answers on this topic
Scalability
Adobe
My organization uses Adobe Analytics across a multitude of brand portfolios. Each brand has multiple websites, mobile apps and some even have connected TV apps/channels on Roku and similar devices. Adobe can handle the multitude of properties that have simple, small(ish) websites and the larger brand properties that include web, mobile and connected TVs/OTT devices.
Each of those larger brands has multiple categories and channels to keep track of. We can see the data by channel/device or aggregate all the data together. This gives our executive teams the full picture and the departmental teams the view they need to see their own performance.
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Discontinued Products
No answers on this topic
Professional Services
Adobe
The professional services team is one of the best teams for complex adobe analytics implementations, especially for clients having multiple website and mobile applications. However, the cost of professional services is a bit high which makes few clients opt out of it, but for large scale implementations they are very helpful
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Discontinued Products
No answers on this topic
Return on Investment
Adobe
  • I like to think it's positive. It's a very steep learning curve, so we do face a lot of challenges with adoption inside of the companies. My team and I evangelize this and also who's in charge of data and advanced analytics, but it's very hard to leverage that with typical business analysis people. These are people who live their life in Excel and SQL and Power BI. They just use this very occasionally and by only looking at that sort of aggregate data, they miss out on behavior and what actually happens in execution. And because it's such a steep learning curve, we do have a challenge pushing it in there.
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Discontinued Products
  • The key factor is that my devs are not tied up with petty things like adding JS or advertising pixels. Simple work like that can be handled by me while they work on feature development.
  • Release cycle is much shorter when a dev is needed, say for a direct call rule that involves JS being written. We don't have to go through the normal release cycle and can do it on an ad hoc basis without all the rigmarole of a hot fix.
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