What users are saying about

Dynamic Tag Management

39 Ratings
Score 8.1 out of 101

Google Tag Manager

127 Ratings
Score 9 out of 101

Add comparison

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

Google Tag Manager

I would really recommend GTM. It's an easy-to-learn tool that can achieve great things. I think every marketer should know how to use GTM, at least the basic concept of creating tags and triggers. There are many non-Google online tutorials and scripts that other people have already written, which makes it even easier to achieve your goal.
No photo available

Feature Rating Comparison

Security

Dynamic Tag Management
10.0
Google Tag Manager
8.9
Role-based user permissions
Dynamic Tag Management
10.0
Google Tag Manager
8.9

Tag Management

Dynamic Tag Management
7.7
Google Tag Manager
7.8
Tag library
Dynamic Tag Management
5.0
Google Tag Manager
7.6
Tag variable mapping
Dynamic Tag Management
7.1
Google Tag Manager
8.5
Ease of writing custom tags
Dynamic Tag Management
8.3
Google Tag Manager
8.2
Rules-driven tag execution
Dynamic Tag Management
8.4
Google Tag Manager
8.2
Tag performance monitoring
Dynamic Tag Management
8.4
Google Tag Manager
7.1
Improved page load times
Dynamic Tag Management
9.0
Google Tag Manager
7.6
Mobile app tagging
Dynamic Tag Management
8.0
Google Tag Manager
7.7
Library of JavaScript extensions
Dynamic Tag Management
7.1
Google Tag Manager
7.4

Data Management & Integrity

Dynamic Tag Management
7.0
Google Tag Manager
8.4
Event tracking
Dynamic Tag Management
9.0
Google Tag Manager
9.3
Mobile event tracking
Dynamic Tag Management
9.0
Google Tag Manager
8.7
Data distribution management
Dynamic Tag Management
7.0
Google Tag Manager
7.5
Universal data layer
Dynamic Tag Management
9.0
Google Tag Manager
8.9
Automated error checking
Dynamic Tag Management
1.0
Google Tag Manager
7.7

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
  • 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.
No photo available

Cons

  • The initial training can be challenging, especially for people without a strong coding background, but it isn't impossible.
  • The publishing process is relatively intuitive, but could be improved upon.
  • As it is a newer program for Adobe, support is limited.
Jay Corcoran profile photo
  • There is no real tutorial for GTM, and the one that exists in google analytics academy is very basic. Google should create a library or a document that specifies how to use each of the elements available in GTM. Earlier today I was trying to use a feature for a GA tag that I've never used before, but couldn't find any information about it.
  • They are not great at integrating with Facebook. FB is one of the most popular platforms for advertising, they should have created a specific Facebook tag by now to help marketer with their tracking.
  • It's hard to connect several actions taken by the same person in 1 tag. For example, there is no easy way of tagging a multiple step action. Each tag will fire individually on each action instead of firing on conditions.
No photo available

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 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

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 Tag Manager9.5
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.
No photo available

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 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

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 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

Since we are using it almost exclusively with the implementation of Adobe Media Optimizer, we have not considered using a different tag management software.
Jay Corcoran profile photo
BrightTag, Qubit, SuperTag and Tealium all have great products, without a question, and they're are great for organizations with very specific tagging needs. With that said, Google has a history of building phenomenal products - Google AdWords, Google Analytics, etc. and their systems always work well together. With Google Tag Manager having a strong integration with their existing products and having no cost to start the choice was easy for our organization. Google Tag Manager has our needs covered and with it, we are able to deploy tags across multiple sites with ease. I would recommend it to anyone
Dan Antonson profile photo

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.
No photo available
  • Efficiency - Google Tag Manager has increased efficiency dramatically. No need for development as much.
  • Cost - Google Tag Manager is free to use, and free is the best price when trying to get buy-in.
  • Flexibility - Traditional tags fire when a page loads (such as a "thank you" page) with Google Tag Manager, you are able to fire tags when a button is clicked (no page load) or when a form is submitted that does not load a new page.
Dan Antonson profile photo

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 Tag Manager

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