What users are saying about
123 Ratings
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Top Rated
176 Ratings
123 Ratings
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Score 8.2 out of 100

Google Tag Manager

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Top Rated
176 Ratings
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Score 8.8 out of 100

Likelihood to Recommend

Adobe Target

Adobe Target is best suited if you have or desire to have the rest of the Adobe stack (Adobe Launch, Adobe Analytics, Adobe AAM, etc.), although analytics itself can be relatively easily integrated with just about any major testing tool. If your testing program is more advanced, and you'd like to get into heavy personalization, I'd say Target has some features that could definitely be beneficial (e.g. Auto Target, Auto Allocation), but another tool like Evergage or Dynamic Yield is probably a better bet.
Anonymous | TrustRadius Reviewer

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 | TrustRadius Reviewer

Feature Rating Comparison

Testing and Experimentation

Adobe Target
7.5
Google Tag Manager
a/b experiment testing
Adobe Target
8.8
Google Tag Manager
Split URL testing
Adobe Target
8.1
Google Tag Manager
Multivariate testing
Adobe Target
8.2
Google Tag Manager
Multi-page/funnel testing
Adobe Target
7.6
Google Tag Manager
Cross-browser testing
Adobe Target
7.4
Google Tag Manager
Mobile app testing
Adobe Target
6.0
Google Tag Manager
Test significance
Adobe Target
6.7
Google Tag Manager
Visual / WYSIWYG editor
Adobe Target
6.2
Google Tag Manager
Advanced code editor
Adobe Target
8.0
Google Tag Manager
Page surveys
Adobe Target
6.7
Google Tag Manager
Visitor recordings
Adobe Target
8.2
Google Tag Manager
Preview mode
Adobe Target
5.8
Google Tag Manager
Test duration calculator
Adobe Target
7.0
Google Tag Manager
Experiment scheduler
Adobe Target
8.6
Google Tag Manager
Experiment workflow and approval
Adobe Target
7.7
Google Tag Manager
Dynamic experiment activation
Adobe Target
7.6
Google Tag Manager
Client-side tests
Adobe Target
8.8
Google Tag Manager
Server-side tests
Adobe Target
7.2
Google Tag Manager
Mutually exclusive tests
Adobe Target
7.6
Google Tag Manager

Audience Segmentation & Targeting

Adobe Target
8.1
Google Tag Manager
Standard visitor segmentation
Adobe Target
7.9
Google Tag Manager
Behavioral visitor segmentation
Adobe Target
7.5
Google Tag Manager
Traffic allocation control
Adobe Target
8.9
Google Tag Manager
Website personalization
Adobe Target
8.2
Google Tag Manager

Results and Analysis

Adobe Target
6.8
Google Tag Manager
Heatmap tool
Adobe Target
7.5
Google Tag Manager
Click analytics
Adobe Target
8.0
Google Tag Manager
Scroll maps
Adobe Target
8.0
Google Tag Manager
Form fill analysis
Adobe Target
6.6
Google Tag Manager
Conversion tracking
Adobe Target
6.0
Google Tag Manager
Goal tracking
Adobe Target
6.7
Google Tag Manager
Test reporting
Adobe Target
6.9
Google Tag Manager
Results segmentation
Adobe Target
6.0
Google Tag Manager
CSV export
Adobe Target
5.3
Google Tag Manager
Experiments results dashboard
Adobe Target
6.5
Google Tag Manager

Security

Adobe Target
Google Tag Manager
8.8
Role-based user permissions
Adobe Target
Google Tag Manager
8.8

Tag Management

Adobe Target
Google Tag Manager
7.8
Tag library
Adobe Target
Google Tag Manager
8.6
Tag variable mapping
Adobe Target
Google Tag Manager
8.6
Ease of writing custom tags
Adobe Target
Google Tag Manager
7.4
Rules-driven tag execution
Adobe Target
Google Tag Manager
8.2
Tag performance monitoring
Adobe Target
Google Tag Manager
7.9
Improved page load times
Adobe Target
Google Tag Manager
7.5
Mobile app tagging
Adobe Target
Google Tag Manager
7.1
Library of JavaScript extensions
Adobe Target
Google Tag Manager
7.4

Data Management & Integrity

Adobe Target
Google Tag Manager
8.5
Event tracking
Adobe Target
Google Tag Manager
9.6
Mobile event tracking
Adobe Target
Google Tag Manager
8.7
Data distribution management
Adobe Target
Google Tag Manager
8.2
Universal data layer
Adobe Target
Google Tag Manager
8.7
Automated error checking
Adobe Target
Google Tag Manager
7.0

Pros

Adobe Target

  • Because the software is established there is lots of online help available and most of the bugs have been worked out
  • Adobe has a vast supply of resources if your pockets are deep enough.
  • The dashboard is easy to follow and is getting more user-friendly. You no longer have to be an HTML wizard to implement changes.
Anonymous | TrustRadius Reviewer

Google Tag Manager

  • Code injection is simplified with Tag Manager. Facebook Pixel, Google Analytics, Marketo Munchkin, HubSpot tracking, Hotjar, CallRail, the list goes on. One stop, no constantly bugging the devs to install new code.
  • Need to track onsite events? Build a single listener or trigger, and apply that trigger to countless different applications. A user form fill can trigger an AdWords and Facebook conversion, tag a Hotjar recording, signal deployment of a pop-up or just about anything else javascript-driven.
  • GTM is basically coding light. For non-developers who might be terrified of GitHub, it makes features like version control, forking/branches and draft / deploy mode approachable.
J.P. VanderLinden | TrustRadius Reviewer

Cons

Adobe Target

  • There should be some more clarity around what makes a test significant. While this can be decided by the client themselves, some direction from the tool would be helpful.
  • Also, if there was an easier way to organize campaigns and search for them it would be helpful. Right now there is just a long list of campaigns and you have to rely on search to find a specific campaign. What if you don't know the name of the test?
Anonymous | TrustRadius Reviewer

Google Tag Manager

  • 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.
Anonymous | TrustRadius Reviewer

Likelihood to Renew

Adobe Target

Adobe Target 6.3
Based on 24 answers
We have a team of people trained on how to use the application and it integrates well with the other Adobe products we use. Our future roadmap of testing will require some complex scenarios which we hope Target will be able to accomplish
Richard Hayes | TrustRadius Reviewer

Google Tag Manager

Google Tag Manager 10.0
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.
Anonymous | TrustRadius Reviewer

Usability

Adobe Target

Adobe Target 1.1
Based on 4 answers
Can be difficult to learn, but once you understand Mboxes and the nuances of the system it's very user friendly
Brett Johnson | TrustRadius Reviewer

Google Tag Manager

Google Tag Manager 9.9
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.
Anonymous | TrustRadius Reviewer

Reliability and Availability

Adobe Target

Adobe Target 6.1
Based on 4 answers
i don't think we use the full functionalities of the tool, but to use the full functions, it's almost impossible (Too hard)
Petrik Oh | TrustRadius Reviewer

Google Tag Manager

Google Tag Manager 9.1
Based on 1 answer
No answer on this topic is available.

Performance

Adobe Target

Adobe Target 8.0
Based on 3 answers
The bottleneck is never the software program
Brett Johnson | TrustRadius Reviewer

Google Tag Manager

No score
No answers yet
No answers on this topic

Support Rating

Adobe Target

Adobe Target 4.4
Based on 9 answers
On several occasions, we have had the need to ask for help from the Adobe Target support team, and I must say that they have provided us with an excellent experience, as they take care of solving the problems quickly and with high precision
Gary Poppe | TrustRadius Reviewer

Google Tag Manager

Google Tag Manager 9.1
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 | TrustRadius Reviewer

In-Person Training

Adobe Target

Adobe Target 8.1
Based on 3 answers
The instructor that came to train us was awesome and this training was very useful. I would recommend it for anyone who is going to be using this software. I only mark it lower because it is an added expense to an already expensive product, and a lot of the training covered the "Target" portion of the software (which again, we didn't use)
Sarah Schick | TrustRadius Reviewer

Google Tag Manager

No score
No answers yet
No answers on this topic

Online Training

Adobe Target

Adobe Target 6.1
Based on 3 answers
The training was very easy to understand, however it would have been more useful to my development team than me. It was also primarily over-the-phone, which is never as easy to follow as in-person. We ended up scheduling and paying for an in-person training session to supplement the online/phone training because it wasn't helpful enough.
Sarah Schick | TrustRadius Reviewer

Google Tag Manager

Google Tag Manager 7.3
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 | TrustRadius Reviewer

Implementation Rating

Adobe Target

Adobe Target 7.2
Based on 5 answers
Implement using a global mBox on the page so you can change any and everything over the traditional method. Traditional method is good if you do not have technical web dev resources, do not know Javascript/jQuery, or you have money to blow on mBox calls. Global deployment reduces mBox calls and allows you to touch many parts of the page easily. A lot more customizable
Anonymous | TrustRadius Reviewer

Google Tag Manager

Google Tag Manager 9.8
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 | TrustRadius Reviewer

Alternatives Considered

Adobe Target

I have used Optimizely for A/B testing. Optimizely makes it easier to set up almost any type of testing experiment. Optimizely is also strongly recommended for a limited number of users and when you want to optimize the cost. Optimizely was selected over Adobe Target since the start-up company had a limited budget to invest on A/B testing platform.
Vaibhav Choksi | TrustRadius Reviewer

Google Tag Manager

We moved to GTM from a standard Google Analytics implementation. GTM is much more flexible and easier to make changes, especially as the changes relate to multiple sites and environments. While there is a learning curve when figuring out how to use GTM, I believe the change has been worth it because it helps us understand at a more fundamental level how our tracking works and gives us a lot more control over what we track and how.
Ben Rubenstein | TrustRadius Reviewer

Return on Investment

Adobe Target

  • The quantifiable results of each campaign are reflected in the lift and confidence. Within each campaign, you have the ability to tie a dollar amount to to each conversion metric, in order to monetarily understand the successes and project the benefits of implementation over a period of time.
  • Within each campaign you can set up any number of success metrics, in the interest of understanding the behavior of your audience for each experience. But you will usually want to optimize for a specific conversion and move forward with the implementation based on the test results.
  • As a conversion optimization specialist in the field of education management, my team was tasked primarily with lead generation. Test & Target helped our marketing team better understand the behavior of our customers, informing our user experience decisions and creating more satisfying experiences for our audience.
Paul Labrise | TrustRadius Reviewer

Google Tag Manager

  • The google tag manager certainly generated an increase in the ROI of our clients, because, with the agility in the management of tags, it was possible to reduce the IT queue, and now the management of the tags happens to be done by the Marketing and media area itself.
  • Reduction of an IT staff
  • Saving time in organizing hundreds of tags in the backend and starting to use the GTM, everything was centralized in one place
Luiz Lai | TrustRadius Reviewer

Pricing Details

Adobe Target

General

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

Google Tag Manager

General

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

Rating Summary

Likelihood to Recommend

Adobe Target
8.5
Google Tag Manager
9.1

Likelihood to Renew

Adobe Target
6.3
Google Tag Manager
10.0

Usability

Adobe Target
1.1
Google Tag Manager
9.9

Reliability and Availability

Adobe Target
6.1
Google Tag Manager
9.1

Performance

Adobe Target
8.0
Google Tag Manager

Support Rating

Adobe Target
4.4
Google Tag Manager
9.1

In-Person Training

Adobe Target
8.1
Google Tag Manager

Online Training

Adobe Target
6.1
Google Tag Manager
7.3

Implementation Rating

Adobe Target
7.2
Google Tag Manager
9.8

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