What users are saying about
39 Ratings
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Score 8.2 out of 101
9 Ratings
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Score 8.3 out of 101

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Likelihood to Recommend

Dynamic Tag Management

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.
Gitai Ben-Ammi profile photo

AppsFlyer

I would recommend this tool to any bigger company with a mobile app and bigger budget. This tool is extremely helpful when you're running multiple user acquisition campaigns and would like to better understand which channel works best, and why. In other words, this is great for mobile marketing initiatives and optimizations.
No photo available

Feature Rating Comparison

Security

Dynamic Tag Management
10.0
AppsFlyer
Role-based user permissions
Dynamic Tag Management
10.0
AppsFlyer

Tag Management

Dynamic Tag Management
7.6
AppsFlyer
Tag library
Dynamic Tag Management
5.0
AppsFlyer
Tag variable mapping
Dynamic Tag Management
6.8
AppsFlyer
Ease of writing custom tags
Dynamic Tag Management
8.1
AppsFlyer
Rules-driven tag execution
Dynamic Tag Management
8.4
AppsFlyer
Tag performance monitoring
Dynamic Tag Management
8.4
AppsFlyer
Improved page load times
Dynamic Tag Management
9.0
AppsFlyer
Mobile app tagging
Dynamic Tag Management
8.0
AppsFlyer
Library of JavaScript extensions
Dynamic Tag Management
7.1
AppsFlyer

Data Management & Integrity

Dynamic Tag Management
7.0
AppsFlyer
Event tracking
Dynamic Tag Management
9.0
AppsFlyer
Mobile event tracking
Dynamic Tag Management
9.0
AppsFlyer
Data distribution management
Dynamic Tag Management
7.0
AppsFlyer
Universal data layer
Dynamic Tag Management
9.0
AppsFlyer
Automated error checking
Dynamic Tag Management
1.0
AppsFlyer

Pros

  • 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.
Jay Corcoran profile photo
  • OneLink is a great feature for deeplinking, I don't think any of AppsFlyer competitors offer anything similar
  • Attribution data is SUPER accurate
  • Amazing integrations and cross-platform support
No photo available

Cons

  • Because Adobe Analytics requires adding DTM tags to the site, it does require some basic web development skills to ensure it does not impact pageload speed. When working across a large organization with many developers, it is equally important the developers do remove the code, lacking the understanding of what it is.
  • The utilization of eVars, Sprops, and events to tag a website, creates a learning curve for technical teams. There is a gap in knowledge of UX | UI design and the strategy of what should be measured and treated as a click event vs. pageload.
  • The Adobe consultants provide very little "real world" examples and they do not look at your web design and the user's functionality to recommend a DTM tagging strategy
  • All implementations should start first with a tagging strategy: 1) define what are the most important, critical actions or behaviors on the website 2) Write out the details within the Adobe provided spreadsheet for assigning eVars, Sprops and Events 3) Tag the site
  • When consulting within the business team, try to refrain from talking eVars, Sprops and events. It is simply too confusing and is much easier to ask what are the online behaviors or interactions that are most important across the site or on the page and then translate those into a DTM tagging strategy and prioritization.
  • Don't try to tag everything! Which often results in over engineering, too many technical resources spending too many hours tagging and testing. Quantity of data is not the same as quality.
No photo available
  • The AppsFlyer UI for generating individual campaign trackers is terrible. I gave them feedback and they tell me that they are working on fixing it soon (in 6 months?).
  • AppsFlyer documentation for server to server integration for both install and engagement campaigns is (still!) very confusing.
Srikanth Bangalore profile photo

Likelihood to Renew

Dynamic Tag Management10.0
Based on 1 answer
As it interfaces so well with AMO, we shall be utilizing the DTM for any future client additions.
Jay Corcoran profile photo
AppsFlyer10.0
Based on 1 answer
AppsFlyer works well with our use cases already, and is working on addressing the gaps (of trackers UI)
Srikanth Bangalore profile photo

Usability

Dynamic Tag Management5.0
Based on 2 answers
It does exactly what it is designed for in a very user friendly fashion.
Jay Corcoran profile photo
No score
No answers yet
No answers on this topic

Support

Dynamic Tag Management10.0
Based on 1 answer
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.
Jay Corcoran profile photo
No score
No answers yet
No answers on this topic

Implementation

Dynamic Tag Management10.0
Based on 1 answer
It was quite seamless with the outstanding support from our Adobe account manager.
Jay Corcoran profile photo
No score
No answers yet
No answers on this topic

Alternatives Considered

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. Version control is far superior and it's so easy to tell what tags are firing and when. I went from DTM to GTM when switching jobs and was so relieved when my new company made the switch to DTM. I'm much happier and it's much easier now.
Gitai Ben-Ammi profile photo
We actually did an integration with Kochava. Our integration was Server To Server. It did not work out - we never got the right attribution. It was also a challenge to verify a real end-to-end campaign with a mobile network. To be fair, this was done 3-4 years ago, and Kochava might have improved in the meantime.
I evaluated DoubleClick as a way for measuring mobile attribution but gave up when I realized that most of our audience is on Facebook. DoubleClick does not integrate with Facebook, but AppsFlyer does.
Srikanth Bangalore profile photo

Return on Investment

  • 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.
Gitai Ben-Ammi profile photo
  • Increased retention rate and quality of users
  • Better conversion rate on acquisition funnels
  • Made campaign optimizations easier and quicker for the team
No photo available

Pricing Details

Dynamic Tag Management

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

AppsFlyer

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