Adobe Dynamic Tag Management (discontinued) vs. Google Tag Manager

Overview
ProductRatingMost Used ByProduct SummaryStarting Price
Adobe Dynamic Tag Management (discontinued)
Score 8.3 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
Google Tag Manager
Score 8.4 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
Adobe Dynamic Tag Management (discontinued)Google Tag Manager
Editions & Modules
No answers on this topic
No answers on this topic
Offerings
Pricing Offerings
Adobe Dynamic Tag Management (discontinued)Google 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
Community Pulse
Adobe Dynamic Tag Management (discontinued)Google Tag Manager
Considered Both Products
Adobe Dynamic Tag Management (discontinued)
Chose Adobe Dynamic Tag Management (discontinued)
Google Tag Manager is free software from Google that allows you to deploy many different types of tags quickly and easily without utilizing web developers. Dynamic Tag Management, on the other hand, can only be acquired if you purchase an adobe solution. It too allows you to …
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. …
Google Tag Manager
Chose Google Tag Manager
My subscription with Adobe comes with the full suite of their products, including DTM. I tried using their tag manager but found that it was much more challenging to use than Google Tag Manager. It also seemed more limited in the way it worked with our AdWords account, which …
Chose Google Tag Manager
GTM is really good at monitoring usage of the entire website and tracking customer journeys. This leads to site optimization and a reduced funnel path for consumers, which drives up conversions. The biggest benefit is that it allows marketers more access to changing these tags …
Chose Google Tag Manager
The other tag management systems are not free.
Chose Google Tag Manager
GTM is powerful and free, don't need to pay more for the easy stuff. If you are a corporate guy with money to invest and really heavy use of advertising and analytics you may select Tealium. If you are a small or medium size company this [GTM] is the solution you are looking for.
Chose Google Tag Manager
Simpler to use and comes free of cost. It has enterprise level features and gives strong competition to any other TMS. If a company has Google Analytics or any other Google Suite product, GTM will easily integrate with it. The only reason I can think of as to why you should use …
Chose Google Tag Manager
Cost is obviously a factor - GTM, Adobe Tag Manager and Qubit Opentag offers free solutions. GTM is quickly becoming the de facto solution when deploying Google Analytics and is benefiting a vast user base/skills availability. Some competing vendor claims includes data …
Top Pros
Top Cons
Features
Adobe Dynamic Tag Management (discontinued)Google Tag Manager
Security
Comparison of Security features of Product A and Product B
Adobe Dynamic Tag Management (discontinued)
10.0
5 Ratings
15% above category average
Google Tag Manager
9.8
53 Ratings
13% above category average
Role-based user permissions10.05 Ratings9.853 Ratings
Tag Management
Comparison of Tag Management features of Product A and Product B
Adobe Dynamic Tag Management (discontinued)
9.4
5 Ratings
16% above category average
Google Tag Manager
8.1
64 Ratings
1% above category average
Tag library9.04 Ratings7.859 Ratings
Tag variable mapping10.05 Ratings8.052 Ratings
Ease of writing custom tags10.05 Ratings7.563 Ratings
Rules-driven tag execution9.05 Ratings8.358 Ratings
Tag performance monitoring10.04 Ratings7.855 Ratings
Page load times10.05 Ratings8.346 Ratings
Mobile app tagging10.04 Ratings8.432 Ratings
Library of JavaScript extensions7.12 Ratings8.735 Ratings
Data Management & Integrity
Comparison of Data Management & Integrity features of Product A and Product B
Adobe Dynamic Tag Management (discontinued)
7.6
4 Ratings
9% below category average
Google Tag Manager
9.0
64 Ratings
8% above category average
Event tracking10.04 Ratings9.961 Ratings
Mobile event tracking10.04 Ratings9.844 Ratings
Data distribution management7.03 Ratings8.639 Ratings
Universal data layer10.04 Ratings8.755 Ratings
Automated error checking1.03 Ratings7.944 Ratings
Best Alternatives
Adobe Dynamic Tag Management (discontinued)Google Tag Manager
Small Businesses
Google Tag Manager
Google Tag Manager
Score 8.4 out of 10
Adobe Experience Platform Launch
Adobe Experience Platform Launch
Score 8.8 out of 10
Medium-sized Companies
Google Tag Manager
Google Tag Manager
Score 8.4 out of 10
Adobe Experience Platform Launch
Adobe Experience Platform Launch
Score 8.8 out of 10
Enterprises
Tealium Customer Data Hub
Tealium Customer Data Hub
Score 8.7 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 Dynamic Tag Management (discontinued)Google Tag Manager
Likelihood to Recommend
10.0
(6 ratings)
9.7
(68 ratings)
Likelihood to Renew
10.0
(1 ratings)
10.0
(6 ratings)
Usability
5.0
(2 ratings)
9.3
(13 ratings)
Availability
-
(0 ratings)
9.1
(1 ratings)
Support Rating
10.0
(1 ratings)
8.3
(11 ratings)
Online Training
-
(0 ratings)
7.3
(1 ratings)
Implementation Rating
10.0
(1 ratings)
9.8
(2 ratings)
User Testimonials
Adobe Dynamic Tag Management (discontinued)Google Tag Manager
Likelihood to Recommend
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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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
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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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
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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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
Discontinued Products
As it interfaces so well with AMO, we shall be utilizing the DTM for any future client additions.
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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
Discontinued Products
It is easy to use at a basic level, however without JavaScript resource you will struggle.
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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
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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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
Discontinued Products
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
Discontinued Products
It was quite seamless with the outstanding support from our Adobe account manager.
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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
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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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
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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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