Adobe Dynamic Tag Management (discontinued) vs. Google Optimize

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.

Incentivized

It is a little too limited for a full stack experimentation programme. Many times we required development support or tech advise but we were simply unable to get this due to it being google. This was a big problem for us. However it is quite good if you were looking to get started in experimentation and didn’t have the budgets for a wider tool

Incentivized

• 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.

• Easy to follow set up procedures. Once I walk a client through the process, it's effortless for them to emulate on subsequent tests.
• Lots of geo and user attribute customization features to be able to drill down into specific targeted audiences — all based on the power of Google's immense data system.
• Google Optimize is the logical choice for many people to start with since most are already familiar with and using GA.

Incentivized

• 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.

Incentivized

• Only works for browsers, not for the apps testing.
• Missing possibility to test complicated features.
• Audience division in groups is not always accurate.

Incentivized

As it interfaces so well with AMO, we shall be utilizing the DTM for any future client additions.

It is easy to use at a basic level, however without JavaScript resource you will struggle.

Google has always been known to make easy-to-use products. The Google Optimize interface is intuitive and easy to follow for anyone.

Incentivized

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.

Google has well-documented resources and unlimited use cases that can be found online. Plus, their support is always helpful and available.

Incentivized

It was quite seamless with the outstanding support from our Adobe account manager.

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.

Incentivized

Google Optimize being part of the Google stack makes it great in reporting and analysis. Wish Google would add more features like dynamic tests, multi funnel tests, conversion calculator based on the total number of traffic of the page being tested instead of using the websites total traffic. Should integrate form analysis, heatmap, and page analytics.

Incentivized

• 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.

Incentivized

• We were able to increase our main KPI for conversions by almost 50% by testing button copy.
• We were able to increase secondary KPIs for conversions by almost 30% by testing form design.

Incentivized