AppsFlyer vs Google Tag Manager

• 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.

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• 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.

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• 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.

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• 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.

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

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• 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.

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