AppsFlyer vs Google Tag Manager | TrustRadius

What users are saying about

Score 8.3 out of 10

Based on 9 reviews and ratings

Score 9 out of 10

Based on 139 reviews and ratings

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Feature Rating Comparison

AppsFlyer

—

Google Tag Manager

8.9

Role-based user permissions

—

8.9

AppsFlyer

—

Google Tag Manager

7.8

Tag library

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7.8

Tag variable mapping

—

8.4

Ease of writing custom tags

—

8.2

Rules-driven tag execution

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8.2

Tag performance monitoring

—

7.1

Improved page load times

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7.6

Mobile app tagging

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7.8

Library of JavaScript extensions

—

7.4

AppsFlyer

—

Google Tag Manager

8.4

Event tracking

—

9.3

Mobile event tracking

—

8.7

Data distribution management

—

7.5

Universal data layer

—

8.9

Automated error checking

—

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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Verified User

Project Manager in Product Management

Oil & Energy Company, 10,001+ employees

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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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Verified User

Employee in Marketing

Financial Services Company, 201-500 employees

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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.

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Srikanth Bangalore

Principal Software Engineer

Yahoo! Inc.Internet, 10,001+ employees

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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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Verified User

Analyst in Other

Telecommunications Company, 1001-5000 employees

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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)

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Srikanth Bangalore

Principal Software Engineer

Yahoo! Inc.Internet, 10,001+ employees

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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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Verified User

Employee in Marketing

Education Management Company, 51-200 employees

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Usability

No score

No answers yet

No answers on this topic

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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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Verified User

Employee in Marketing

Education Management Company, 51-200 employees

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Support

No score

No answers yet

No answers on this topic

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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.

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Stéphane Hamel

Director of Innovation

Cardinal PathInternet, 51-200 employees

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Online Training

No score

No answers yet

No answers on this topic

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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.

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Stéphane Hamel

Director of Innovation

Cardinal PathInternet, 51-200 employees

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Implementation

No score

No answers yet

No answers on this topic

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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.

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Front End Web Developer

New PigInformation Technology and Services, 201-500 employees

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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.

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Srikanth Bangalore

Principal Software Engineer

Yahoo! Inc.Internet, 10,001+ employees

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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

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Web Analyst

Collegis EducationEducation Management, 51-200 employees

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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).

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Srikanth Bangalore

Principal Software Engineer

Yahoo! Inc.Internet, 10,001+ employees

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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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Verified User

Analyst in Other

Telecommunications Company, 1001-5000 employees

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Pricing Details

AppsFlyer

General

Free Trial

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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

—

Rating Summary