Dynamic Tag Management

39 Ratings
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Score 8.2 out of 101

Google Marketing Platform (formerly DoubleClick)

146 Ratings
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Score 7.9 out of 101

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Likelihood to Recommend

Dynamic Tag Management

DTM is best when you have a large enterprise, 10,000+ web pages to deliver and requires secure proprietary web data. It does require pre-planning, strategy and staff to implement, managed and test prior to going live. For smaller website implementations, Google Analytics is free, easy to implement and analyze.
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Google Marketing Platform (formerly DoubleClick)

We are a lead generation business mainly for B2B with a lead verification process that causes a delay in revenue that is coming in. DoubleClick allows us to insert offline conversion data and update that data multiple times which is extremely important for businesses that have a verification process in place and/or delayed revenue data availability. DoubleClick also has the option to use an 'availability time stamp' that tell the system what the latest available data is
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Feature Rating Comparison

Security

Dynamic Tag Management
10.0
Google Marketing Platform (formerly DoubleClick)
Role-based user permissions
Dynamic Tag Management
10.0
Google Marketing Platform (formerly DoubleClick)

Tag Management

Dynamic Tag Management
7.6
Google Marketing Platform (formerly DoubleClick)
Tag library
Dynamic Tag Management
5.0
Google Marketing Platform (formerly DoubleClick)
Tag variable mapping
Dynamic Tag Management
7.0
Google Marketing Platform (formerly DoubleClick)
Ease of writing custom tags
Dynamic Tag Management
8.2
Google Marketing Platform (formerly DoubleClick)
Rules-driven tag execution
Dynamic Tag Management
8.4
Google Marketing Platform (formerly DoubleClick)
Tag performance monitoring
Dynamic Tag Management
8.4
Google Marketing Platform (formerly DoubleClick)
Improved page load times
Dynamic Tag Management
9.0
Google Marketing Platform (formerly DoubleClick)
Mobile app tagging
Dynamic Tag Management
8.0
Google Marketing Platform (formerly DoubleClick)
Library of JavaScript extensions
Dynamic Tag Management
7.1
Google Marketing Platform (formerly DoubleClick)

Data Management & Integrity

Dynamic Tag Management
7.0
Google Marketing Platform (formerly DoubleClick)
Event tracking
Dynamic Tag Management
9.0
Google Marketing Platform (formerly DoubleClick)
Mobile event tracking
Dynamic Tag Management
9.0
Google Marketing Platform (formerly DoubleClick)
Data distribution management
Dynamic Tag Management
7.0
Google Marketing Platform (formerly DoubleClick)
Universal data layer
Dynamic Tag Management
9.0
Google Marketing Platform (formerly DoubleClick)
Automated error checking
Dynamic Tag Management
1.0
Google Marketing Platform (formerly DoubleClick)

Ad Network Integration

Dynamic Tag Management
Google Marketing Platform (formerly DoubleClick)
8.4
Data Transfer
Dynamic Tag Management
Google Marketing Platform (formerly DoubleClick)
8.5
DSP integration
Dynamic Tag Management
Google Marketing Platform (formerly DoubleClick)
8.4

Ad Campaigns

Dynamic Tag Management
Google Marketing Platform (formerly DoubleClick)
8.4
Ad campaign creation
Dynamic Tag Management
Google Marketing Platform (formerly DoubleClick)
8.4
Ad deployment
Dynamic Tag Management
Google Marketing Platform (formerly DoubleClick)
8.5
Display advertising
Dynamic Tag Management
Google Marketing Platform (formerly DoubleClick)
8.4
Ad display and retargeting segmentation
Dynamic Tag Management
Google Marketing Platform (formerly DoubleClick)
7.8
Sequence targeting
Dynamic Tag Management
Google Marketing Platform (formerly DoubleClick)
9.0

Ad Reporting & Analytics

Dynamic Tag Management
Google Marketing Platform (formerly DoubleClick)
8.3
Ad dashboards
Dynamic Tag Management
Google Marketing Platform (formerly DoubleClick)
7.9
Ad performance reports
Dynamic Tag Management
Google Marketing Platform (formerly DoubleClick)
8.5
Ad conversion tracking
Dynamic Tag Management
Google Marketing Platform (formerly DoubleClick)
9.3
Ad attribution reporting
Dynamic Tag Management
Google Marketing Platform (formerly DoubleClick)
8.3
Cross-channel ad management
Dynamic Tag Management
Google Marketing Platform (formerly DoubleClick)
7.7
Ad forecasting and optimization
Dynamic Tag Management
Google Marketing Platform (formerly DoubleClick)
8.1

Pros

  • The ability to measure the start and end of an online process to determine where web visitor's are falling out or not completing things such as login, web forms, and shopping cart
  • Measure website traffic
  • Measure and report shopping cart funnel
  • Can be customized to fit your unique business needs
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  • Bid strategies based on a variety of goals for automated bidding.
  • Bid rules to automate bidding for lower volume campaigns.
  • Centralized reporting with all engines available in one UI.
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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.
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  • Double Click needs to give direct access to the small advertisers and agencies rather than small players getting access only through resellers.
  • The pricing model should be only based on impression volume or CPM not with respect to the type or size of creative you serve. This is a huge pain in the neck when a client or advertiser really needs to move forward with new formats or size of creatives and they have to redo their math on platform fee/spend level. Hence it is a simple case of cost-benefit analysis.
  • The UI of trafficking needs to be a little more tidy rather making it complex and comprehensive.
  • Also, the support for direct advertisers, small agencies or client's needs improvement. Rather, than all these small players going to the support team of resellers, they need to have a direct touch point access from Google itself.
  • For example, I reached out directly to the sales team of Double Click as a representative from my agency, where I needed to move away from my reseller rather to have the direct Double Click access, I never received a response from Google back on the request.
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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
Google Marketing Platform (formerly DoubleClick)8.0
Based on 13 answers
They are a strong partner. That being said, they do not have strong support team. It is tough to get answer when I need it. They always refer you to an online guide and not an actual person. If so, the person is based out of an offshore team in India and does not know the specific client goals .
No photo available

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
Google Marketing Platform (formerly DoubleClick)8.0
Based on 2 answers
The Doubleclick interface is easy and simple to get a hang of. The options are slightly limited compared to other DSPs. But, for a simple campaign, this is a great DSP to move forward with. They have a ton of data and can plug into a lot of different partners
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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
Google Marketing Platform (formerly DoubleClick)5.7
Based on 3 answers
They do not have strong support team. It is tough to get answer when I need it. They always refer you to an online guide and not an actual person. If so, the person is based out of an offshore team in India and does not know the specific client goals .
No photo available

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
Google Marketing Platform (formerly DoubleClick)6.0
Based on 2 answers
I would highly recommend asking clients to provide 3PAS tags or use an internal 3PAS
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Alternatives Considered

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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DoubleClick offers the more targeting capabilities at a lower cost compared to other products. Unlike other DSPs, Doubleclick functions well with other Google products our clients are using (including Search, DFA Ad serving, etc.), which streamlines process and allows for greater insights about audiences and campaign performance. Furthermore, there is a strong and large support team available to address any technical issues. Other services or products do not have comparable resources to find solutions.
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Return on Investment

  • Excellent ROI investment "if" strategy and roll out are prioritized appropriately. Because this is a custom solution, Adobe does not provide this level of guidance.
  • From a project management timeline perspective, if the team rolling this out tries to tag everything, then they will quickly run out of time and overextend resource hours.
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  • I've only had to use the customer service a handful of times. However, each time the issues resolved quickly and efficiently. Customer service is a huge driving factor in my opinion.
  • The reporting format and flexibility has without a doubt increases the overall workflow efficiency, enabling vendors to spend less time filling out forms and more time selling.
  • Personally speaking, DoubleClick is used by the majority of accounts that are handled out of our office. The ability to customize the delivery data (IE spotlight) has enabled us to monitor back end campaign performance and apply real time optimizations.
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Pricing Details

Dynamic Tag Management

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

Google Marketing Platform (formerly DoubleClick)

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