What users are saying about

Google Tag Manager

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134 Ratings
39 Ratings
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Score 8.2 out of 101

Google Tag Manager

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134 Ratings
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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

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

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
7.6
Google Tag Manager
7.8
Tag library
Dynamic Tag Management
5.0
Google Tag Manager
7.8
Tag variable mapping
Dynamic Tag Management
6.8
Google Tag Manager
8.4
Ease of writing custom tags
Dynamic Tag Management
8.1
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
  • 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.
Santiago Valdés profile photo

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
GTM is quickly evolving and offers round after round of feature improvements based on user feedback. It is (obviously) the platform with the closest ties to Google Analytics and other Google products such as DoubleClick.
Stéphane Hamel 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
Google Tag Manager9.6
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
I have not worked enough with Adobe Analytics to provide a comparison between GTM and Adobe Analytics
Julian Estiva profile photo

Return on Investment

  • It has sped up the coding time of individual website 10 fold.
  • The rate of failure of tracking pixels to fire has dropped dramatically.
  • It has significantly sped up the progress of getting individual clients implemented into AMO.
Jay Corcoran profile photo
  • General to all Tag Management Systems, GTM generally coincide with an increased awareness and accountability of data quality and governance
  • Greater agility in managing the tags deployment life-cycle leads to reduced operational costs and greater data quality
  • Deploying GTM (or any TMS) implicitly requires a re-tagging of the entire site
Stéphane Hamel 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