Appcelerator was a mobile app development platform acquired by Axway in 2016. It has been discontinued.
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Google Tag Manager
Score 8.4 out of 10
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From Google, the Google Tag Manager is a tag management application that facilitates creating, embedding, and updating tags across websites and mobile apps, thus gaining the benefits of data standardization and speed of deployment. Google touts an agency friendly system with multiple user access, and tools to improve tags performance like debugging, and rules, macros or automated tag firing. The Google Tag Manager also integrates with Google product DoubleClick. Moreover, Google Tag Manager is…
I do not think I can recommend Appcelerator at this point due to the issues with Appcelerator studio, lack of good debugging support, lack of thorough documentation and forums and the additional cost overhead of licenses. The pros are just that it allows for cross-platform development. However, Cordova does a much better job of it and excels at places where Appcelerator currently struggles
Google Tag Manager is well suited when the marketer or marketing team does not work closely with the developers. In this scenario, it means that the marketer can deploy 3rd party tools such as live chat widgets, advertising pixels, and much more themselves in a timely manner. Google Tag Manager may be less relevant in an organization where the marketer is also the developer or has a strong development background, where they can implement the 3rd party tags directly on the site when they need. But even in this instance, there's still great benefit in using Google Tag Manager.
Selecting elements on a site [object, class, cookie, etc] (to later fire an event, send some data, etc) is very easy with triggers. Want to add an event when someone clicks on a button? Super easy. It was many many DOM selectors and you can even add custom functions if you need to do something more specific
In general, firing events in different circumstances is very easy mixing triggers and tags. You can track almost any element of the DOM and do whatever you want with it.
Testing is a great functionality. Only you can see what's on the site and you can debug it easily by seeing which events or tags were triggered and all the DOM elements involved (and why they matched the trigger).
Working in environments (staging, production) and versioning is easy to do, deploying changes in 2 clicks.
It is very hard to debug your code. Breakpoints never worked for us even with the latest Appcelerator Studio and we had to rely on log statements to debug.
There is a need to purchase licenses from Appcelerator to run the code on a device or for creating iOS distribution builds. This is an additional cost when you have already paid for Apple developer program for precisely these things.
If things are broken due to lack to support between Appcelerator and a new iOS version, you pretty much have to rely on a new version release from Appcelerator for the issue to be fixed.
It is difficult to create enterprise distribution builds where the distribution certificate is owned by your organization's team and you only have a development certificate for the same.
The forums on developer.appcelerator.com are seldom helpful. It is hard to find solutions for issues even on other forums like stack overflow.
There are several good integrations, but there can always be more. Native tracking for call tracking solutions, analytics providers, non-Google advertisers would be top of my list.
Documentation is just dreadful. Luckily there are some awesome folks out there doing crowdsourced tutorials (shout out to Simo Ahava) but by and large the Google Tag Manager instructions are worth what you pay for them.
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.
Google Tag Manager is the definition of a learning curve. At the beginning, you can barely do the minimum and it can seem questionable as to why you would use it. However, as users begin to learn its offerings and see how it can do much more, they will have a moment where GTM becomes a tool that empowers their ability to track and efficiently collect data for important business questions.
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.
Appcelerator makes you write a structured code whereas Cordova just packages your code and you are free to structure it. Appcelerator bridges your javascript code with native code and that would make it run faster than javascript code in Cordova apps. However, with recent mobile browsers, you would hardly notice any performance deterioration with Cordova apps. Appcelerator struggles with issues related to its IDE, debugging, documentation and forums and additional costs. Cordova makes it much more simpler to develop cross-platform apps with better developer support, debugging support, documentation and forums minus the additional costs.
We moved to GTM from a standard Google Analytics implementation. GTM is much more flexible and easier to make changes, especially as the changes relate to multiple sites and environments. While there is a learning curve when figuring out how to use GTM, I believe the change has been worth it because it helps us understand at a more fundamental level how our tracking works and gives us a lot more control over what we track and how.
We were able to build and deploy a mobile app with Appcelerator. However, the platform still has issues and does not cover our needs as much as some of its competitor like cordova does.
GTM is very useful to determine if a particular element on the site is useful (i.e. is it being watched, is it being clicked, does it help customers navigate through more pages). As an SEO person, I can use this information to decide what to optimize for but also to track progress and see improvements in engagement.
With the use of Google Tag Manager, I was able to easily inject an A/B testing tool which lead to several improvements in lead generation.
