What users are saying about
9 Ratings

Google Tag Manager

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139 Ratings
9 Ratings
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Score 8.3 out of 101

Google Tag Manager

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139 Ratings
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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.
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Google Tag Manager

I would really recommend GTM. It's an easy-to-learn tool that can achieve great things. I think every marketer should know how to use GTM, at least the basic concept of creating tags and triggers. There are many non-Google online tutorials and scripts that other people have already written, which makes it even easier to achieve your goal.
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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
7.8
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
8.2
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
7.8
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
7.6

Pros

  • OneLink is a great feature for deeplinking, I don't think any of AppsFlyer competitors offer anything similar
  • Attribution data is SUPER accurate
  • Amazing integrations and cross-platform support
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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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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
  • Custom HTML tags could be easier to use for not so code-savvy users. Error messages are sometimes hard to understand.
  • Integration with SPA's
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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
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.
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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.
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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
BrightTag, Qubit, SuperTag and Tealium all have great products, without a question, and they're are great for organizations with very specific tagging needs. With that said, Google has a history of building phenomenal products - Google AdWords, Google Analytics, etc. and their systems always work well together. With Google Tag Manager having a strong integration with their existing products and having no cost to start the choice was easy for our organization. Google Tag Manager has our needs covered and with it, we are able to deploy tags across multiple sites with ease. I would recommend it to anyone
Dan Antonson profile photo

Return on Investment

  • We have spent more than $50 million on mobile campaigns, all tracked through AppsFlyer. If we assume measurement adds at least 10% value, then, we can quantify ROI at at-least $5 million.
  • We have 59 apps on AppsFlyer.
  • We have integrated with 101 ad networks through AppsFlyer (i.e. created trackers to run ads on these networks).
Srikanth Bangalore profile photo
  • Improved user experience index - By tracking user interactions we are able to pinpoint UX shortcomings and fix them
  • Improved CR and ROI on media campaign - With enhanced ecommerce tracking through GTM we are able to get much more information about our e-shop checkout process, and identify shortcomings and performing media channels
  • Cheaper and faster implementation of third-party functionalities. Adding third-party scripts does not need to go through the usual development process
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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