Braze vs. Google Tag Manager

Overview
ProductRatingMost Used ByProduct SummaryStarting Price
Braze
Score 8.4 out of 10
N/A
Braze is a comprehensive customer engagement platform that enables relevant and memorable experiences between consumers and the brands they love. Context underpins every Braze interaction, helping brands foster human connection with consumers through interactive conversations across channels so as to deliver value quickly and continuously. The vendor states they were named a Leader in the 2019 Gartner Magic Quadrant for Mobile Marketing Platforms and recognized as one of Inc Magazine's…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
BrazeGoogle Tag Manager
Editions & Modules
No answers on this topic
No answers on this topic
Offerings
Pricing Offerings
BrazeGoogle Tag Manager
Free Trial
NoNo
Free/Freemium Version
NoNo
Premium Consulting/Integration Services
NoNo
Entry-level Setup FeeOptionalNo setup fee
Additional Details
More Pricing Information
Features
BrazeGoogle Tag Manager
Security
Comparison of Security features of Product A and Product B
Braze
-
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
Braze
-
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
Braze
-
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
BrazeGoogle Tag Manager
Likelihood to Recommend
9.1
(26 ratings)
9.2
(68 ratings)
Likelihood to Renew
-
(0 ratings)
10.0
(6 ratings)
Usability
-
(0 ratings)
8.2
(13 ratings)
Availability
-
(0 ratings)
9.1
(2 ratings)
Support Rating
8.2
(40 ratings)
6.1
(12 ratings)
Online Training
-
(0 ratings)
7.3
(1 ratings)
Implementation Rating
-
(0 ratings)
9.8
(4 ratings)
User Testimonials
BrazeGoogle Tag Manager
Likelihood to Recommend
Braze
Braze is the go-to solution for businesses that offer its services and products through apps. It is a comprehensive tool that will provide you with an easy and quick way to orchestrate conversion and engagement communications and tests. Both product and marketing teams will be able to deliver amazing InApps and Notifications without any help or supervision from tech teams and developers (tech help is needed for implementation and tool evolution only). Braze can also deliver messages to websites and through web push, however, if you do not own an app, I may suggest you pursue other CRM tools.
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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
Braze
  • Is constantly improving all its features.
  • Cares a lot for the final user and its usability, in my case I'm constantly getting asked about feedback to improve several features.
  • Is really easy to use, and the documentation and LAB are really helpful if you are starting with Braze.
  • Has a strong community, where anyone can ask everything and other peers can contribute.
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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
Braze
  • Braze could offer more tier based cost effective solutions for users who only integrate minimally.
  • I think the the ability to understand how users patterns can be utilized is powerful but could be made more robust yet usable.
  • Reporting without exporting to a CSV perhaps a more cloud-based reporting option.
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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
Braze
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
Braze
No answers on this topic
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
Braze
We have direct support from our account manager and success manager practically around the clock when things come up that are urgent. They're even helping me post open roles for my team on internal job boards within the Braze team.
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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
Braze
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
Braze
No answers on this topic
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
Braze
Braze is a MUCH simpler interface than the Adobe Campaign. However, it is hard to argue that they both have the same functionality. Adobe Campaign is for a MUCH more technical team whereas Braze has a much easier user interface. I would definitely recommend Braze for small to medium-sized customers.
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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
Braze
  • Positive: A growth hacking experiment was proven successful in nudging users who abandoned their cart after checking out with a product/service and leaving their chart or 24 hours.
  • Positive: A growth hacking experiment was proven successful in nudging users whose credit card failed when trying to upgrade to a paid account.
  • Negative: With the plethora of teams (disciplines / business units / markets) with access to braze, it's easy to accidentally over-nurture users.
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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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