Contentful vs. Google Tag Manager

Overview
ProductRatingMost Used ByProduct SummaryStarting Price
Contentful
Score 8.3 out of 10
N/A
Contentful is a cloud based CMS solution that provides the ability to manage content across multiple platforms.The editing interface allows for managing content interactively and provides developers the ability to deliver the content with the programming language and template framework of their choice.
$489
Google Tag Manager
Score 8.8 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
ContentfulGoogle Tag Manager
Editions & Modules
Team
489/month
Community
Free
Enterprise
Custom
No answers on this topic
Offerings
Pricing Offerings
ContentfulGoogle Tag Manager
Free Trial
YesNo
Free/Freemium Version
YesNo
Premium Consulting/Integration Services
YesNo
Entry-level Setup FeeOptionalNo setup fee
Additional Details
More Pricing Information
Features
ContentfulGoogle Tag Manager
Security
Comparison of Security features of Product A and Product B
Contentful
8.0
9 Ratings
1% below category average
Google Tag Manager
9.7
53 Ratings
13% above category average
Role-based user permissions8.09 Ratings9.753 Ratings
Platform & Infrastructure
Comparison of Platform & Infrastructure features of Product A and Product B
Contentful
8.1
10 Ratings
5% above category average
Google Tag Manager
-
Ratings
API8.79 Ratings00 Ratings
Internationalization / multi-language7.57 Ratings00 Ratings
Web Content Creation
Comparison of Web Content Creation features of Product A and Product B
Contentful
8.0
11 Ratings
5% above category average
Google Tag Manager
-
Ratings
WYSIWYG editor7.34 Ratings00 Ratings
Code quality / cleanliness9.07 Ratings00 Ratings
Admin section8.79 Ratings00 Ratings
Page templates7.64 Ratings00 Ratings
Library of website themes7.52 Ratings00 Ratings
Mobile optimization / responsive design8.26 Ratings00 Ratings
Publishing workflow8.510 Ratings00 Ratings
Form generator7.01 Ratings00 Ratings
Web Content Management
Comparison of Web Content Management features of Product A and Product B
Contentful
8.3
10 Ratings
12% above category average
Google Tag Manager
-
Ratings
Content taxonomy8.59 Ratings00 Ratings
SEO support7.88 Ratings00 Ratings
Bulk management7.86 Ratings00 Ratings
Availability / breadth of extensions8.67 Ratings00 Ratings
Community / comment management9.01 Ratings00 Ratings
Tag Management
Comparison of Tag Management features of Product A and Product B
Contentful
-
Ratings
Google Tag Manager
8.1
64 Ratings
1% above category average
Tag library00 Ratings7.959 Ratings
Tag variable mapping00 Ratings7.952 Ratings
Ease of writing custom tags00 Ratings7.163 Ratings
Rules-driven tag execution00 Ratings8.358 Ratings
Tag performance monitoring00 Ratings7.855 Ratings
Page load times00 Ratings8.446 Ratings
Mobile app tagging00 Ratings8.532 Ratings
Library of JavaScript extensions00 Ratings8.935 Ratings
Data Management & Integrity
Comparison of Data Management & Integrity features of Product A and Product B
Contentful
-
Ratings
Google Tag Manager
9.0
64 Ratings
8% above category average
Event tracking00 Ratings9.861 Ratings
Mobile event tracking00 Ratings9.744 Ratings
Data distribution management00 Ratings8.639 Ratings
Universal data layer00 Ratings8.855 Ratings
Automated error checking00 Ratings8.144 Ratings
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ContentfulGoogle Tag Manager
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User Ratings
ContentfulGoogle Tag Manager
Likelihood to Recommend
8.5
(11 ratings)
9.5
(68 ratings)
Likelihood to Renew
-
(0 ratings)
10.0
(6 ratings)
Usability
-
(0 ratings)
8.9
(13 ratings)
Availability
-
(0 ratings)
9.1
(2 ratings)
Support Rating
-
(0 ratings)
7.4
(12 ratings)
Online Training
-
(0 ratings)
7.3
(1 ratings)
Implementation Rating
-
(0 ratings)
9.8
(4 ratings)
User Testimonials
ContentfulGoogle Tag Manager
Likelihood to Recommend
Contentful
Well suited for our needs of multiple images for auto auctions from a variety of sellers. Pointing them to one platform is easier than attempting to use a variety of platforms as we were doing before (email, slack, Dropbox and Google Drive would randomly be used by a variety of employees )
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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
Contentful
  • Flexible. This CMS can be easily extended and provide access to dynamic content
  • Simple. The WYSWG is very easy to work with and identifying pages and content in the system is fairly easy
  • Clean Interface. The interface is clean and uncluttered keeping focus on the content and not other factors.
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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
Contentful
  • Contentful uses "references" to allow you to build very modular content. If I have a "slider" content type, I can create a "slide" content type which references a "button" content type, and so forth. This works well, but I occasionally wish there was a better solution for one-off content, like a settings page. Currently, this is done for creating an entire content type called "settings" with a single entry. Not a big deal, but not ideal, either.
  • There are a few quirks with GatsbyJS integration, etc, but these issues are being fixed and improved upon very quickly.
  • A minor gripe, but Contentful does not have a way to organize fields within an entry. Entries with many fields are somewhat tiresome to scroll through.
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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
Contentful
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
Contentful
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
Contentful
No answers on this topic
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
Contentful
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
Contentful
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
Contentful
In the past we've used WordPress to manage documentation content. WordPress was more flexible than Contentful but also prone to inconsistencies and we ended having a lot of hacks to accomplish various WordPress tricks. With Contentful there's less ambiguity so content producers are less likely to go astray. We also have our own in-house programmatic template solution for managing content, but this was a previous pain point when we needed to get the dev team to do a deploy for every content change.
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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
Contentful
  • Positive - new hires are able to get onboarded quicker with us using Contentful
  • Positive - we can customize the journey of what modules/material the user sees after a course/video/article
  • Positive - it's been an overall game changer when hiring external candidates who need extensive training
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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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ScreenShots

Contentful Screenshots

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