What users are saying about

Optimizely

Top Rated
240 Ratings

Dynamic Tag Management

39 Ratings
Score 8.1 out of 101

Optimizely

Top Rated
240 Ratings
Score 7.7 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

Optimizely

Optimizely is a great tool to get you up and running with A/B testing quickly without sacrificing quality. The WYSIWYG editor mode is passable for someone without html and javascript knowledge, but to get the most out of the tool you'll definitely want to have a developer that is fluent in javascript. As of a few months ago Optimizely now offers server side (or full stack) testing in addition to their client side testing. This is an additional feature you have to pay for, but if you have the need and teams to support server side testing it allows you to test a lot of different things you won't get out of client side testing.
Grant Wilkins profile photo

Feature Rating Comparison

Security

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

Tag Management

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

Data Management & Integrity

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

Pros

  • Rules: There are a wide variety of native triggers that are included for both plain vanilla HTML and single page applications that allow for many specific combinations of triggers.
  • QA: The plugin that allows for QA within the console makes it easy to tell if a rule is firing or not without the creation of a separate environment.
  • Version Control: It is mercifully simple to roll back to an earlier version if something goes awry. Remember, no matter how good your QA, something will eventually slip through. It's much better to be able to roll back with a couple clicks.
Gitai Ben-Ammi profile photo
  • Test setup is easy and doesn't take a lot of company resources.
  • The impact on page speed is incredibly small.
  • The results dashboard gives great insights to how your test is performing and you can track multiple goals.
Brynn Arego profile photo

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
  • I'd like to see more APIs to be able to export data and integrate it ina data warehouse so that we could perform our own analytics.
  • Sometimes it's not obvious how long an experiment will need to run based on a product's existing traffic. Having an estimate integrated directly into the experiment would be very helpful.
  • Sometimes I am concerned that they've made things too simple to get in and start running experiments, without having proper constructs on what experiments you should be running and what you are actually testing. Just because you've seen results on testing a button in an early stage of a funnel does not mean your end conversion is going to change.
George McMullen 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
Optimizely6.0
Based on 41 answers
The client has been very satisfied with the results and learnings.
Shawn Daley 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
Optimizely7.7
Based on 8 answers
Though you don't need to be technically savvy to use Optimizely, it can help. Understanding what a DOM (Document Object Model) is and how the web basically works will help you to create variations and goals much more easily.
Douglas Wright profile photo

Reliability and Availability

No score
No answers yet
No answers on this topic
Optimizely9.0
Based on 5 answers
Optimizely is usually up 100% of the time. When there is downtime, it is usually very brief.
Douglas Wright profile photo

Performance

No score
No answers yet
No answers on this topic
Optimizely6.0
Based on 5 answers
Optimizely refreshes automatically, so the speed and throughput is more than enough to use the product and analyze its data.
Douglas Wright profile photo

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
Optimizely5.4
Based on 13 answers
Their technical engineers are experts on testing and their tool, and have always answered my questions promptly and accurately.
Douglas Wright 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
Optimizely8.0
Based on 11 answers
Optimizely offers configuration options for different website setups - be sure to use a snippet that is consistent with your website design. For example, the Optimizely snippet can include full or trimmed copies of the jQuery Javascript library (which it needs to function), but this doesn't need to be enabled if you already have jQuery on your website.
Albert Wavering profile photo

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
Didn't use any other A/B testing or experimenting platform.
Tigran Hakobyan 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
  • ROI is always positive - because it's free! I've run some experiments with estimated uplift in annual revenue of over $0.5MM (or an additional 2.2% revenue).
  • It's a great tool to use for team-building. Everyone can have input to a CRO program - I prefer to send out a Google form to an entire company to allow anyone to submit ideas to the backlog.
Polly Harris 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

Optimizely

General
Free Trial
Free/Freemium Version
Premium Consulting/Integration Services
Entry-level set up fee?
Additional Pricing Details