46 Ratings
<a href='https://www.trustradius.com/static/about-trustradius-scoring' target='_blank' rel='nofollow noopener'>trScore algorithm: Learn more.</a>
Score 8.7 out of 100
Top Rated
220 Ratings
<a href='https://www.trustradius.com/static/about-trustradius-scoring' target='_blank' rel='nofollow noopener'>trScore algorithm: Learn more.</a>
Score 9 out of 100

Feature Set Ratings

  • Adobe Dynamic Tag Management (DTM), discontinued product ranks higher in 2 feature sets: Security, Tag Management
  • Google Tag Manager ranks higher in 1 feature set: Data Management & Integrity

Security

10.0

Adobe Dynamic Tag Management (DTM), discontinued product

100%
9.4

Google Tag Manager

94%
Adobe Dynamic Tag Management (DTM), discontinued product ranks higher in 1/1 features

Role-based user permissions

10.0
100%
5 Ratings
9.4
94%
53 Ratings

Tag Management

9.4

Adobe Dynamic Tag Management (DTM), discontinued product

94%
8.0

Google Tag Manager

80%
Adobe Dynamic Tag Management (DTM), discontinued product ranks higher in 7/8 features

Tag library

9.0
90%
4 Ratings
8.0
80%
59 Ratings

Tag variable mapping

10.0
100%
5 Ratings
7.8
78%
52 Ratings

Ease of writing custom tags

10.0
100%
5 Ratings
6.6
66%
63 Ratings

Rules-driven tag execution

9.0
90%
5 Ratings
8.3
83%
58 Ratings

Tag performance monitoring

10.0
100%
4 Ratings
7.4
74%
55 Ratings

Improved page load times

10.0
100%
5 Ratings
8.4
84%
46 Ratings

Mobile app tagging

10.0
100%
4 Ratings
8.6
86%
32 Ratings

Library of JavaScript extensions

7.1
71%
2 Ratings
9.0
90%
35 Ratings

Data Management & Integrity

7.6

Adobe Dynamic Tag Management (DTM), discontinued product

76%
8.8

Google Tag Manager

88%
Adobe Dynamic Tag Management (DTM), discontinued product ranks higher in 3/5 features

Event tracking

10.0
100%
4 Ratings
9.6
96%
61 Ratings

Mobile event tracking

10.0
100%
4 Ratings
9.3
93%
44 Ratings

Data distribution management

7.0
70%
3 Ratings
8.4
84%
39 Ratings

Universal data layer

10.0
100%
4 Ratings
8.8
88%
55 Ratings

Automated error checking

1.0
10%
3 Ratings
7.7
77%
44 Ratings

Attribute Ratings

  • Adobe Dynamic Tag Management (DTM), discontinued product is rated higher in 3 areas: Likelihood to Recommend, Support Rating, Implementation Rating
  • Google Tag Manager is rated higher in 1 area: Usability
  • Adobe Dynamic Tag Management (DTM), discontinued product and Google Tag Manager are tied in 1 area: Likelihood to Renew

Likelihood to Recommend

10.0

Adobe Dynamic Tag Management (DTM), discontinued product

100%
6 Ratings
9.2

Google Tag Manager

92%
68 Ratings

Likelihood to Renew

10.0

Adobe Dynamic Tag Management (DTM), discontinued product

100%
1 Rating
10.0

Google Tag Manager

100%
6 Ratings

Usability

5.0

Adobe Dynamic Tag Management (DTM), discontinued product

50%
2 Ratings
8.2

Google Tag Manager

82%
13 Ratings

Availability

Adobe Dynamic Tag Management (DTM), discontinued product

N/A
0 Ratings
9.1

Google Tag Manager

91%
2 Ratings

Support Rating

10.0

Adobe Dynamic Tag Management (DTM), discontinued product

100%
2 Ratings
6.0

Google Tag Manager

60%
12 Ratings

Online Training

Adobe Dynamic Tag Management (DTM), discontinued product

N/A
0 Ratings
7.3

Google Tag Manager

73%
1 Rating

Implementation Rating

10.0

Adobe Dynamic Tag Management (DTM), discontinued product

100%
2 Ratings
9.8

Google Tag Manager

98%
4 Ratings

Likelihood to Recommend

Adobe

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.
Read full review

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.
Read full review

Pros

Adobe

  • 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.
Read full review

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.
Read full review

Cons

Adobe

  • 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.
Read full review

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.
Read full review

Pricing Details

Adobe Dynamic Tag Management (DTM), discontinued product

Starting Price

Editions & Modules

Adobe Dynamic Tag Management (DTM), discontinued product editions and modules pricing
EditionModules

Footnotes

    Offerings

    Free Trial
    Free/Freemium Version
    Premium Consulting/Integration Services

    Entry-level set up fee?

    No setup fee

    Additional Details

    Google Tag Manager

    Starting Price

    Editions & Modules

    Google Tag Manager editions and modules pricing
    EditionModules

    Footnotes

      Offerings

      Free Trial
      Free/Freemium Version
      Premium Consulting/Integration Services

      Entry-level set up fee?

      No setup fee

      Additional Details

      Likelihood to Renew

      Adobe

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

      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.
      Read full review

      Usability

      Adobe

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

      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.
      Read full review

      Support Rating

      Adobe

      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.
      Read full review

      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.
      Read full review

      Online Training

      Adobe

      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.
      Read full review

      Implementation Rating

      Adobe

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

      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.
      Read full review

      Alternatives Considered

      Adobe

      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.
      Read full review

      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.
      Read full review

      Return on Investment

      Adobe

      • This tool means we can provide better customer service by delivering on time
      • With a small group of people, we can get the work done accurately without technical support
      • Improvements from an efficiency perspective
      Read full review

      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.
      Read full review

      Add comparison