What users are saying about

AppsFlyer

9 Ratings

Google Tag Manager<a href='https://www.trustradius.com/static/about-trustradius-scoring#question3' target='_blank' rel='nofollow'>Customer Verified: Read more.</a>

132 Ratings

AppsFlyer

9 Ratings
<a href='https://www.trustradius.com/static/about-trustradius-scoring' target='_blank' rel='nofollow'>trScore algorithm: Learn more.</a>
Score 8.2 out of 101

Google Tag Manager<a href='https://www.trustradius.com/static/about-trustradius-scoring#question3' target='_blank' rel='nofollow'>Customer Verified: Read more.</a>

132 Ratings
<a href='https://www.trustradius.com/static/about-trustradius-scoring' target='_blank' rel='nofollow'>trScore algorithm: Learn more.</a>
Score 9 out of 101

Add comparison

Likelihood to Recommend

AppsFlyer

I would recommend this tool to any bigger company with a mobile app and bigger budget. This tool is extremely helpful when you're running multiple user acquisition campaigns and would like to better understand which channel works best, and why. In other words, this is great for mobile marketing initiatives and optimizations.
No photo available

Google Tag Manager

I think GTM is particularly well-suited for organizations that run multiple sites and have an interest in managing to track across and between those properties. It makes tracking across domains much simpler than the standard Google Analytics setup. It might not be worthwhile to switch to GTM if you run a single site or don't have plans to implement detailed user engagement that requires a lot of custom code.
Ben Rubenstein profile photo

Feature Rating Comparison

Security

AppsFlyer
Google Tag Manager
8.9
Role-based user permissions
AppsFlyer
Google Tag Manager
8.9

Tag Management

AppsFlyer
Google Tag Manager
7.8
Tag library
AppsFlyer
Google Tag Manager
7.6
Tag variable mapping
AppsFlyer
Google Tag Manager
8.4
Ease of writing custom tags
AppsFlyer
Google Tag Manager
8.2
Rules-driven tag execution
AppsFlyer
Google Tag Manager
8.1
Tag performance monitoring
AppsFlyer
Google Tag Manager
7.1
Improved page load times
AppsFlyer
Google Tag Manager
7.6
Mobile app tagging
AppsFlyer
Google Tag Manager
7.7
Library of JavaScript extensions
AppsFlyer
Google Tag Manager
7.4

Data Management & Integrity

AppsFlyer
Google Tag Manager
8.4
Event tracking
AppsFlyer
Google Tag Manager
9.3
Mobile event tracking
AppsFlyer
Google Tag Manager
8.7
Data distribution management
AppsFlyer
Google Tag Manager
7.5
Universal data layer
AppsFlyer
Google Tag Manager
8.9
Automated error checking
AppsFlyer
Google Tag Manager
7.7

Pros

  • AppsFlyer dashboard reflects metrics in real time. If you click on a link on your mobile device and then install/engage, then, the result shows up in the AppsFlyer dashboard within the minute. This fast metric is really useful for testing.
  • AppsFlyer has a product called data vault that gives you both organic and non-organic traffic attribution details - for every single call made. It is great for doing more analysis.
  • AppsFlyer customer service is phenomenal - I have phone access to at least two people in Appsflyer - one an account manager, and another, an engineer.
  • AppsFlyer has great integration with other mobile networks (SSPs). I was evaluating using DoubleClick for Mobile vs AppsFlyer. At the time of evaluation, AppsFlyer was miles ahead and integrated with every ad network that we were interested in. Moreover, Facebook has the most audience that we are interested in - AppsFlyer was better suited for that than Doubleclick.
Srikanth Bangalore profile photo
  • It is excellent for tagging and tracking website behavior. Buttons, forms, calculators, PDF downloads, and just about every "event" on our website can be tagged.
  • We have also seen our page load time speed up with the addition of Google Tag Manager, but I am not sure if Google promotes this as a benefit.
  • We can change our Google tags, and the way they work, without having to alter the source code of our site, which is a tremendous benefit.
No photo available

Cons

  • The AppsFlyer UI for generating individual campaign trackers is terrible. I gave them feedback and they tell me that they are working on fixing it soon (in 6 months?).
  • AppsFlyer documentation for server to server integration for both install and engagement campaigns is (still!) very confusing.
Srikanth Bangalore profile photo
  • There is a learning curve on how to properly use Tag Manager and its many features. You will have to test any rules and events you create to make sure they are implemented & tracking correctly.
Julian Estiva profile photo

Likelihood to Renew

AppsFlyer10.0
Based on 1 answer
AppsFlyer works well with our use cases already, and is working on addressing the gaps (of trackers UI)
Srikanth Bangalore profile photo
Google Tag Manager10.0
Based on 6 answers
Until a strong case or need arises for enterprise tag management, I cannot see any reason why we would discontinue using Google Tag Manager. Even if we were to switch to a different vendor, we would still likely use Google Tag Manager to manage Google Analytics code and Google AdWords conversion and remarketing pixels
Dan Antonson profile photo

Usability

No score
No answers yet
No answers on this topic
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

No score
No answers yet
No answers on this topic
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

No score
No answers yet
No answers on this topic
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

We actually did an integration with Kochava. Our integration was Server To Server. It did not work out - we never got the right attribution. It was also a challenge to verify a real end-to-end campaign with a mobile network. To be fair, this was done 3-4 years ago, and Kochava might have improved in the meantime.
I evaluated DoubleClick as a way for measuring mobile attribution but gave up when I realized that most of our audience is on Facebook. DoubleClick does not integrate with Facebook, but AppsFlyer does.
Srikanth Bangalore 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

  • Increased retention rate and quality of users
  • Better conversion rate on acquisition funnels
  • Made campaign optimizations easier and quicker for the team
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

AppsFlyer

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