What users are saying about
Top Rated
157 Ratings

Google Tag Manager

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143 Ratings
Top Rated
157 Ratings
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Score 7.8 out of 101

Google Tag Manager

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143 Ratings
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Score 9.1 out of 101

Add comparison

Likelihood to Recommend

Adobe Experience Manager

Adobe Experience Manager is well suited for large organizations that need a powerful, comprehensive and robust CMS to manage multiple websites/translations of websites. It is also well suited for those who need a CMS that is well integrated with other systems such as analytics, targeting and email marketing, or those who want some fancy add ons like Adobe smart tags or AI-enhanced capabilities.It is also an expensive product with a steep learning curve, so it is less appropriate for smaller companies/individuals or those that don't need an overly robust system that is integrated with other digital marketing tools. If you're looking for a more affordable solution that is easy to pick up and play, go with a more basic WordPress or Joomla type option.
No photo available

Google Tag Manager

If you have a marketing department that wants to be agile and measure valuable goals for your company, then GTM is the way to go.You will be able to track almost any event of value that you want on the site (without adding any extra code, thanks to auto-event listener), add new marketing tools if needed in minutes and send events to multiple platforms. This has huge value for your company if you think about it: measuring your efforts quickly and changing course if it is not working can save tons of money. I believe almost anyone who has a site on the internet can benefit from it because of how much time it saves (considering it's even free!).Just beware: GTM opens the door so you can add any piece of code you want. Someone without much experience can overload the site or affect site speed
Santiago Valdés profile photo

Feature Rating Comparison

Security

Adobe Experience Manager
8.3
Google Tag Manager
8.9
Role-based user permissions
Adobe Experience Manager
8.3
Google Tag Manager
8.9

Platform & Infrastructure

Adobe Experience Manager
7.7
Google Tag Manager
API
Adobe Experience Manager
7.4
Google Tag Manager
Internationalization / multi-language
Adobe Experience Manager
8.0
Google Tag Manager

Web Content Creation

Adobe Experience Manager
6.9
Google Tag Manager
WYSIWYG editor
Adobe Experience Manager
7.6
Google Tag Manager
Code quality / cleanliness
Adobe Experience Manager
6.9
Google Tag Manager
Admin section
Adobe Experience Manager
7.5
Google Tag Manager
Page templates
Adobe Experience Manager
6.8
Google Tag Manager
Library of website themes
Adobe Experience Manager
5.5
Google Tag Manager
Mobile optimization / responsive design
Adobe Experience Manager
7.0
Google Tag Manager
Publishing workflow
Adobe Experience Manager
7.5
Google Tag Manager
Form generator
Adobe Experience Manager
6.3
Google Tag Manager

Web Content Management

Adobe Experience Manager
6.1
Google Tag Manager
Content taxonomy
Adobe Experience Manager
7.0
Google Tag Manager
SEO support
Adobe Experience Manager
6.2
Google Tag Manager
Bulk management
Adobe Experience Manager
6.1
Google Tag Manager
Availability / breadth of extensions
Adobe Experience Manager
5.7
Google Tag Manager
Community / comment management
Adobe Experience Manager
5.3
Google Tag Manager

Tag Management

Adobe Experience Manager
Google Tag Manager
7.8
Tag library
Adobe Experience Manager
Google Tag Manager
7.8
Tag variable mapping
Adobe Experience Manager
Google Tag Manager
8.4
Ease of writing custom tags
Adobe Experience Manager
Google Tag Manager
8.2
Rules-driven tag execution
Adobe Experience Manager
Google Tag Manager
8.1
Tag performance monitoring
Adobe Experience Manager
Google Tag Manager
7.1
Improved page load times
Adobe Experience Manager
Google Tag Manager
7.6
Mobile app tagging
Adobe Experience Manager
Google Tag Manager
7.8
Library of JavaScript extensions
Adobe Experience Manager
Google Tag Manager
7.3

Data Management & Integrity

Adobe Experience Manager
Google Tag Manager
8.4
Event tracking
Adobe Experience Manager
Google Tag Manager
9.3
Mobile event tracking
Adobe Experience Manager
Google Tag Manager
8.7
Data distribution management
Adobe Experience Manager
Google Tag Manager
7.4
Universal data layer
Adobe Experience Manager
Google Tag Manager
9.0
Automated error checking
Adobe Experience Manager
Google Tag Manager
7.6

Pros

  • Adobe Experience Manager is great for maintaining large websites with lots of content. It has a comprehensive repository and folder structure which makes it easy to organize and break down your website into sections.
  • Although we have not personally used it much yet, Adobe Experience Manager has integrations with the other Adobe Experience Cloud products such as Campaign, Target, and Analytics. The newest version(s) also have integrations with Creative Cloud products like Photoshop, which allows creatives to upload assets directly into the DAM.
  • Adobe Experience Manager has powerful live copy/translation tools that allow you to clone and translate webpages into other languages for alternate language versions of your site.
No photo available
  • GTM does a very good job in updating their predetermined triggers. Every so often they will add a new trigger that they see is needed. For example, the latest update was a Youtube trigger, element visibility trigger and scroll depth trigger. This helps in keeping up with digital marketing trends and tracking.
  • There is a fairly good integration with other Google products like Google Analytics (of course), Google Optimize and Adwords. For example, GTM makes it easy to set up A/B testing with Optimize, since a there is a specific tag created for that.
  • Having the option to create DOM variables and using them in the tags opens a world of possibility for tagging.
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Cons

  • Upgrading and applying patches can be hit or miss - I recommend backups because of the potential to damage the existing infrastructure
  • Space management is an issue - every change or request takes up space that can be reclaimed, but only through a complicated procedure done through command prompts. There was no documentation for this on their site and we had to use a third party to create the procedure. It has to be run manually.
  • There isn't a good backup system, particularly one that can be scheduled to run reliably.
Diana Williams profile photo
  • While it's nice to be able to create one tag and apply it across multiple sites or page types, sometimes it's almost too easy to do that. I've run into some situations where we were tracking pageviews in multiple properties mistakenly because the tag was too broadly applied. This is something I'd like to be able to flag more easily. In order to get the kind of granularity we require, it can be necessary to create multiple versions of the same tag, applied to different environments, which creates the possibility for error if our naming structure is not consistent.
  • Messaging is not always clear. Occasionally we'll see a message saying that a bunch of changes has been made (for example when publishing a new version), but it's not immediately clear what those changes are. It would be nice to be able to see a detailed rundown of version changes at any given time, and what pages are affected by those changes.
Ben Rubenstein profile photo

Likelihood to Renew

Adobe Experience Manager9.0
Based on 5 answers
We had and still have a fantastic experience using Adobe CQ. Lots of flexibility, great integration with other Adobe products we already use and a powerful technology make it a great fit for our corporate environment. Also as the community grows, it makes it easier to network with other developers and users to get new ideas on how to continue to get the best out of the software.
Fernando Galeano profile photo
Google Tag Manager10.0
Based on 6 answers
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.
No photo available

Usability

Adobe Experience Manager10.0
Based on 2 answers
I personally feel that AEM is very intuitive to use from an authoring standpoint. The entire CMS was engineered around the author. Everything about AEM is geared to helping authors generate and maintain content. There are ways that tool tips can be customized so that any individual could simply hover over and be guided step by step on how to author web content
Vagner Polund profile photo
Google Tag Manager9.7
Based on 3 answers
Google Tag Manager, like other Google products, is focused on user-friendliness. All buttons are clearly labeled, documentation is thorough and plenty of tutorials exist to help answer any questions. The layout and menus in Tag Manager are clearly labeled and consistent with other Google products.
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Support

Adobe Experience Manager9.0
Based on 1 answer
Its so far the best Content Management System, available in market.
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Google Tag Manager9.1
Based on 1 answer
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.
Stéphane Hamel profile photo

Online Training

No score
No answers yet
No answers on this topic
Google Tag Manager7.3
Based on 1 answer
I thought there was a little bit too much emphasis on AdWords stuff, not enough on the generic application of GTM.
Stéphane Hamel profile photo

Implementation

Adobe Experience Manager8.7
Based on 2 answers
Depending on your individual needs, It is really quite simple to create an authoring experience for a website that looks really good. I have been part of many implementations and many teams and have seen many projects that were super successful and others that were not implemented well. AEM has room for a lot of flexibility in the implementation process compared to other CMS like SharePoint
Vagner Polund profile photo
Google Tag Manager9.8
Based on 2 answers
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.
David Gailey profile photo

Alternatives Considered

We have used both Hybris and AEM, Hybris for e-commerce site and AEM for front facing site. Generally we prefer AEM due to the ease of use and user friendliness, as well as improved interface
No photo available
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 ownership, vendor independence, faster processing, datawarehousing of all data tags, etc. However, in many cases, those can be debunked, are not mature, or not applicable to most client scenarios.
Stéphane Hamel profile photo

Return on Investment

  • A few clients see no ROI but few are heavily dependent and align on it.. Mixed reviews from clients
Sujeet Sharma profile photo
  • GTM has allowed our team to more effectively track how users are behaving on our website, leading to more efficient, data-driven decisions that reduce the bottom line and increase lead conversion rates.
  • GTM has saved me time personally, allowing me to shift my focus to higher level strategy on website behavior and other technical marketing project.
No photo available

Pricing Details

Adobe Experience Manager

General
Free Trial
Free/Freemium Version
Premium Consulting/Integration Services
Entry-level set up fee?
No
Additional Pricing Details

Google Tag Manager

General
Free Trial
Free/Freemium Version
Premium Consulting/Integration Services
Entry-level set up fee?
No
Additional Pricing Details