What users are saying about
14 Ratings
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Top Rated
149 Ratings
14 Ratings
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Score 7.9 out of 101

Google Tag Manager

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Top Rated
149 Ratings
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Score 9.1 out of 101

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
9.0
Role-based user permissions
AppsFlyer
Google Tag Manager
9.0

Tag Management

AppsFlyer
Google Tag Manager
7.9
Tag library
AppsFlyer
Google Tag Manager
8.1
Tag variable mapping
AppsFlyer
Google Tag Manager
8.4
Ease of writing custom tags
AppsFlyer
Google Tag Manager
8.3
Rules-driven tag execution
AppsFlyer
Google Tag Manager
8.4
Tag performance monitoring
AppsFlyer
Google Tag Manager
7.2
Improved page load times
AppsFlyer
Google Tag Manager
7.3
Mobile app tagging
AppsFlyer
Google Tag Manager
7.9
Library of JavaScript extensions
AppsFlyer
Google Tag Manager
7.3

Data Management & Integrity

AppsFlyer
Google Tag Manager
8.6
Event tracking
AppsFlyer
Google Tag Manager
9.4
Mobile event tracking
AppsFlyer
Google Tag Manager
8.9
Data distribution management
AppsFlyer
Google Tag Manager
7.8
Universal data layer
AppsFlyer
Google Tag Manager
9.0
Automated error checking
AppsFlyer
Google Tag Manager
7.7

Pros

AppsFlyer

  • 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
No photo available

Google Tag Manager

  • Tag Manager allows us to insert the tag manager tracking script on our website once and we are able to manage all tracking scripts we need for our site from the Tag Manager console. The benefit is we don't need to make website changes every time we modify our tracking scripts since this is done through the Tag Manager console.
  • Tag Manager provides us the ability to create various rules straight from the console.. For example, we can trigger our conversion tracking scripts to fire only when visitors convert on our site.
  • Tag Manager allows us to create custom events. For example, we can create a rule that reports the frequency and list of all outbound links clicked from our site.
Julian Estiva profile photo

Cons

AppsFlyer

  • Kind of expensive, especially for SMBs
  • I’m not a huge fan of the dashboard UI and the mobile app is still a little buggy, but it keeps improving with every version, which is great.
No photo available

Google Tag Manager

  • The user interface could be improved
  • Support for A/B or multivariate tests, which often require synchronous tags, are not supported
  • Complex collaboration/approval workflows are not supported
Stéphane Hamel profile photo

Likelihood to Renew

AppsFlyer

AppsFlyer 10.0
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 Manager

Google Tag Manager 10.0
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

AppsFlyer

No score
No answers yet
No answers on this topic

Google Tag Manager

Google Tag Manager 9.8
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

AppsFlyer

No score
No answers yet
No answers on this topic

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 profile photo

Online Training

AppsFlyer

No score
No answers yet
No answers on this topic

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 profile photo

Implementation

AppsFlyer

No score
No answers yet
No answers on this topic

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 profile photo

Alternatives Considered

AppsFlyer

Kochava was bad. A lot of bugs at that time, and it charges for every event triggered. We used Kochava for only around 6 months and we moved to AppsFlyer.
No photo available

Google Tag Manager

I have not used or evaluated other products for this type of tracking
Bobby Stemper profile photo

Return on Investment

AppsFlyer

  • 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

Google Tag Manager

  • The biggest ROI we have seen is not needed to use valuable dev resources to do simple code implementations.
No photo available

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

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