Basis vs. Google Tag Manager

Overview
ProductRatingMost Used ByProduct SummaryStarting Price
Basis
Score 9.0 out of 10
N/A
Basis from Basis Global Technologies (formerly Centro) is a programmatic ad buying platform supporting digital advertising buying and placement across varying channels. Since the acquisition of SiteScout the platform also contains technology from the SiteScout AdServer.N/A
Google Tag Manager
Score 9.0 out of 10
N/A
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…N/A
Pricing
BasisGoogle Tag Manager
Editions & Modules
No answers on this topic
No answers on this topic
Offerings
Pricing Offerings
BasisGoogle Tag Manager
Free Trial
NoNo
Free/Freemium Version
NoNo
Premium Consulting/Integration Services
NoNo
Entry-level Setup FeeNo setup feeNo setup fee
Additional Details
More Pricing Information
Features
BasisGoogle Tag Manager
Ad Network Integration
Comparison of Ad Network Integration features of Product A and Product B
Basis
7.9
10 Ratings
Google Tag Manager
-
Ratings
Data Transfer7.910 Ratings00 Ratings
DSP integration7.99 Ratings00 Ratings
Ad Campaigns
Comparison of Ad Campaigns features of Product A and Product B
Basis
7.7
13 Ratings
Google Tag Manager
-
Ratings
Ad campaign creation7.212 Ratings00 Ratings
Ad deployment7.213 Ratings00 Ratings
Display advertising9.012 Ratings00 Ratings
Ad display and retargeting segmentation8.613 Ratings00 Ratings
Sequence targeting6.47 Ratings00 Ratings
Ad Reporting & Analytics
Comparison of Ad Reporting & Analytics features of Product A and Product B
Basis
6.7
13 Ratings
Google Tag Manager
-
Ratings
Ad dashboards7.012 Ratings00 Ratings
Ad performance reports7.813 Ratings00 Ratings
Ad conversion tracking6.913 Ratings00 Ratings
Ad attribution reporting5.910 Ratings00 Ratings
Cross-channel ad management6.210 Ratings00 Ratings
Ad forecasting and optimization6.211 Ratings00 Ratings
Security
Comparison of Security features of Product A and Product B
Basis
-
Ratings
Google Tag Manager
9.5
53 Ratings
Role-based user permissions00 Ratings9.553 Ratings
Tag Management
Comparison of Tag Management features of Product A and Product B
Basis
-
Ratings
Google Tag Manager
8.0
64 Ratings
Tag library00 Ratings8.059 Ratings
Tag variable mapping00 Ratings7.852 Ratings
Ease of writing custom tags00 Ratings6.663 Ratings
Rules-driven tag execution00 Ratings8.358 Ratings
Tag performance monitoring00 Ratings7.455 Ratings
Improved page load times00 Ratings8.446 Ratings
Mobile app tagging00 Ratings8.632 Ratings
Library of JavaScript extensions00 Ratings9.035 Ratings
Data Management & Integrity
Comparison of Data Management & Integrity features of Product A and Product B
Basis
-
Ratings
Google Tag Manager
8.8
64 Ratings
Event tracking00 Ratings9.661 Ratings
Mobile event tracking00 Ratings9.344 Ratings
Data distribution management00 Ratings8.439 Ratings
Universal data layer00 Ratings8.855 Ratings
Automated error checking00 Ratings7.844 Ratings
User Ratings
BasisGoogle Tag Manager
Likelihood to Recommend
8.6
(13 ratings)
9.2
(68 ratings)
Likelihood to Renew
10.0
(1 ratings)
10.0
(6 ratings)
Usability
9.0
(1 ratings)
8.2
(13 ratings)
Availability
-
(0 ratings)
9.1
(2 ratings)
Support Rating
10.0
(2 ratings)
6.1
(12 ratings)
Online Training
-
(0 ratings)
7.3
(1 ratings)
Implementation Rating
9.0
(2 ratings)
9.8
(4 ratings)
User Testimonials
BasisGoogle Tag Manager
Likelihood to Recommend
Basis Global Technologies (formerly Centro)
I would recommend Basis [DSP] for specific clients. Boutique agencies that do not require very complex programmatic solutions are the best fit. It is not very well suited for very big clients that want to run multicountries campaigns with objectives that are very much performance focused. Their dashboard is very good and the platform is easy to use so new entrants to programmatic will find it very useful.
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Google
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.
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Pros
Basis Global Technologies (formerly Centro)
  • Basis DSP does a great job of keeping their clients informed of new and upcoming features on their platform. They regularly host webinars to help keep their clients informed of what's up and coming and how to use new features.
  • Client relations with Basis is incredible. They're available on a regular, consistent basis. In addition, they check in throughout the on boarding process and beyond to help their clients understand they system.
  • The analytics tracking capabilities built into Basis DSP is fantastic. They provide many different options on how to pull and organize reports for clients.
  • The additional training offered through Centro Institute is fantastic, especially for beginners. Going to Chicago and training at the headquarters for a couple of days has helped with my company's success in building a programmatic advertising clientele list and building successful campaigns.
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Google
  • 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.
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Cons
Basis Global Technologies (formerly Centro)
  • More detail on how and when the exchanges review submitted ad tags would help us set better expectations for our clients and client success teams during launch. Often a delay in ad approvals can result in lagging campaign metrics that must be made up later, often at the cost of performance.
  • More predictive tools / the ability to stop a campaign from bidding when a certain impression threshold is reached (in addition to the dayparting and budget rules that are currently in place and used for every campaign).
  • For some reports, such a geolocation reports, being able to visualize it on a map of some kind would make the data export more meaningful and less manual for our operations and client success teams seeking to explain to clients where their campaign was exposed.
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Google
  • 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.
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Likelihood to Renew
Basis Global Technologies (formerly Centro)
No answers on this topic
Google
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
Basis Global Technologies (formerly Centro)
It's pretty basic, nothing is hidden and nothing ever moves so you can count on finding what you are looking for each day
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Google
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.
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Support Rating
Basis Global Technologies (formerly Centro)
We have a dedicated account rep. She makes it seem like we are her only client, she is very responsive, helps each time we have a question and understands our campaign goals. Anytime we need support, our rep is available either email or call and if she is not going to be available, she will let us know ahead of time to provide back up and inform them of our current campaigns so they can better assist us.
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Google
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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Online Training
Basis Global Technologies (formerly Centro)
No answers on this topic
Google
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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Implementation Rating
Basis Global Technologies (formerly Centro)
There are a ton of tactics and strategy to implement in the DSP platform. There isn't really a selection of the different types of campaigns or tactics to choose from, you just have to learn as you go. Once you figure out the strategy and goal of the campaign it is very easy to implement the tactic and to achieve its goals.
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Google
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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Alternatives Considered
Basis Global Technologies (formerly Centro)
Advangelist, StackAdapt, Simplifi, Trade Desk, Media Math - overall most of the other platforms we reviewed were perfectly fine and can get the job done quite well. We have mostly stuck with basis because of the relationship that we have, the fact that they have continued to provide stellar support, and have a platform that delivers on everything they promise.
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Google
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.
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Return on Investment
Basis Global Technologies (formerly Centro)
  • Affordable display option - The SiteScout platform runs comparable to other self-serve display platforms, and offers a very large network from which to choose.
  • More visibility for our brand - We've used SiteScout as an awareness tactic, and received millions of impressions at a reasonable cost.
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Google
  • 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.
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