From Google, the Google Tag Manager is a tag management application that facilitates creating, embedding, and updating tags across websites and mobile apps. It is a free option, vs. the company's enterprise-tier Google Tag Manager 360.
Global Web Product Manager in Product Management at CSC Global (Financial Services, 5001-10,000 employees)
Chose Google Tag Manager
As I said before, GA4 doesn’t allow for much custom tracking so using Google Tag Manager to fill the gaps makes sense. There are many tools available to track conversions and user actions but the most sensible option for us was to go with Google Tag Manager as most of our …
A de minimis incentive was given to thank the reviewer for their time. The incentive was not used to bias or drive a particular response, nor was the incentive contingent on a positive endorsement. More Info
Verified User
Chose Google Tag Manager
With GTM we are able to integrate GA4 with other platforms we use. We can then send data to GA4 and AdWords and relay that info to our customers. They all work well together and give us a good opportunity to report back to our clients. We haven't used a ton of other products …
A de minimis incentive was given to thank the reviewer for their time. The incentive was not used to bias or drive a particular response, nor was the incentive contingent on a positive endorsement. More Info
Director of Marketing in Marketing at Rain Retail Software (Computer Software, 51-200 employees)
Chose Google Tag Manager
Google tag manager is free to use and is a Google product so it works seamlessly with any Google tool such as analytics or optimizes. I haven't found features that this tool is missing compared to the paid options available. I am able to do everything I need with GTM.
A de minimis incentive was given to thank the reviewer for their time. The incentive was not used to bias or drive a particular response, nor was the incentive contingent on a positive endorsement. More Info
Verified User
Chose Google Tag Manager
GTM is very user-friendly, cost-efficient, and easy to implement, and it also provides the features needed for our team to be more efficient and agile.
A de minimis incentive was given to thank the reviewer for their time. The incentive was not used to bias or drive a particular response, nor was the incentive contingent on a positive endorsement. More Info
A de minimis incentive was given to thank the reviewer for their time. The incentive was not used to bias or drive a particular response, nor was the incentive contingent on a positive endorsement. More Info
Verified User
Chose Google Tag Manager
I am not sure if you can fully consider using Bitly as an alternative for Google Tag Manager, but similar tracking efforts can be achieved by creating custom links for specific actions on your website. It is much easier to implement and viewing the statistics in the bit.ly …
A de minimis incentive was given to thank the reviewer for their time. The incentive was not used to bias or drive a particular response, nor was the incentive contingent on a positive endorsement. More Info
Marketing Analyst in Research & Development at Stone Ward Advertising (Marketing & Advertising, 51-200 employees)
Chose Google Tag Manager
We have used GTM for its natural integrations and the cost is free. The fact that we have to learn the program was an upside as it has made our team smarter and savvier when discussing what can and cannot be tracked.
Heap on the other hand is a paid service that has a fully …
A de minimis incentive was given to thank the reviewer for their time. The incentive was not used to bias or drive a particular response, nor was the incentive contingent on a positive endorsement. More Info
Co-Founder and CEO in Marketing at SquareLoot (Marketing and Advertising, 1-10 employees)
Chose Google Tag Manager
I actually didn't use any other service. The Google Tag manager service is so good for websites and web apps that I never had a reason to look elsewhere. And it's free as well, so no reason to look for a more cost-effective solution.
A de minimis incentive was given to thank the reviewer for their time. The incentive was not used to bias or drive a particular response, nor was the incentive contingent on a positive endorsement. More Info
Verified User
Chose Google Tag Manager
I didn't really used/tried anything else, because Google Tag Manager does a great job and is FREE to use
A de minimis incentive was given to thank the reviewer for their time. The incentive was not used to bias or drive a particular response, nor was the incentive contingent on a positive endorsement. More Info
A de minimis incentive was given to thank the reviewer for their time. The incentive was not used to bias or drive a particular response, nor was the incentive contingent on a positive endorsement. More Info
SEM Analyst in Marketing at Vizergy (Marketing & Advertising, 51-200 employees)
Chose Google Tag Manager
Google Tag Manager is a little different than the other software we've used. This not only gives us the means for tracking our websites but it also tells us if we've implemented the tag correctly and how well the website has been performing after the tag has been implemented …
A de minimis incentive was given to thank the reviewer for their time. The incentive was not used to bias or drive a particular response, nor was the incentive contingent on a positive endorsement. More Info
Content Manager in Marketing at The Next Street (Education Management, 51-200 employees)
Chose Google Tag Manager
My subscription with Adobe comes with the full suite of their products, including DTM. I tried using their tag manager but found that it was much more challenging to use than Google Tag Manager. It also seemed more limited in the way it worked with our AdWords account, which …
A de minimis incentive was given to thank the reviewer for their time. The incentive was not used to bias or drive a particular response, nor was the incentive contingent on a positive endorsement. More Info
Verified User
Chose Google Tag Manager
If you are using Google Analytics, then it only makes sense to use Google Tag Manager. GTM has better Event Tracking, data layer handling, and modularity. It is well documented and easy to find solutions and community support for almost any imaginable use-case scenario with …
A de minimis incentive was given to thank the reviewer for their time. The incentive was not used to bias or drive a particular response, nor was the incentive contingent on a positive endorsement. More Info
Full Stack Engineer in Engineering at Yumi (Food & Beverages, 11-50 employees)
Chose Google Tag Manager
I think Google Tag Manager is hard to beat, given that it is a free service Google offers. It also requires you to implement most of the integrations manually, it doesn't have many built-in. Segment, in contrast, is much easier to get up and running and "just works". However, …
A de minimis incentive was given to thank the reviewer for their time. The incentive was not used to bias or drive a particular response, nor was the incentive contingent on a positive endorsement. More Info
A de minimis incentive was given to thank the reviewer for their time. The incentive was not used to bias or drive a particular response, nor was the incentive contingent on a positive endorsement. More Info
Founder, Director in Corporate at VSENSE (Internet, 11-50 employees)
Chose Google Tag Manager
Google Tag Manager does what others can't for Google Ads, for example. That's why it's a must-have for any website owner who plans to market their website. In addition, it makes the implementation of various other tracking tools very simple.
A de minimis incentive was given to thank the reviewer for their time. The incentive was not used to bias or drive a particular response, nor was the incentive contingent on a positive endorsement. More Info
Verified User
Chose Google Tag Manager
Google Tag Manager has many training resources online that our team relied on when recommending to clients why they should use GTM. It's one thing to share a recommendation with a client, it's another to be able to train them on it. I haven't seen these available resources for …
A de minimis incentive was given to thank the reviewer for their time. The incentive was not used to bias or drive a particular response, nor was the incentive contingent on a positive endorsement. More Info
Verified User
Chose Google Tag Manager
I've used other tools like Hotjar for website performance tracking and Tag Manager is nicer because it ties in with Google Analytics and allows you to specifically create the tags you want rather than watching to see what happens.
A de minimis incentive was given to thank the reviewer for their time. The incentive was not used to bias or drive a particular response, nor was the incentive contingent on a positive endorsement. More Info
Account Manager and Tactical Projects Leader in Marketing at Rokusek Design (Marketing and Advertising, 1-10 employees)
Chose Google Tag Manager
Tag Manager works in conjunction with Google Analytics. I would describe analytics as a 101 level course, and Tag Manager as a 401 level course. Both are good, both are relevant, but one will far outpace the other as far as practical application and things that you will benefit …
A de minimis incentive was given to thank the reviewer for their time. The incentive was not used to bias or drive a particular response, nor was the incentive contingent on a positive endorsement. More Info
Senior Marketing Leader in Marketing at Covered California (Insurance, 5001-10,000 employees)
Chose Google Tag Manager
GTM is really good at monitoring usage of the entire website and tracking customer journeys. This leads to site optimization and a reduced funnel path for consumers, which drives up conversions. The biggest benefit is that it allows marketers more access to changing these tags …
A de minimis incentive was given to thank the reviewer for their time. The incentive was not used to bias or drive a particular response, nor was the incentive contingent on a positive endorsement. More Info
Verified User
Chose Google Tag Manager
As far as I know, Google Tag Manager is the only program that provides this service.
A de minimis incentive was given to thank the reviewer for their time. The incentive was not used to bias or drive a particular response, nor was the incentive contingent on a positive endorsement. More Info
Marketing Analytics & Sales Planner in Marketing at Positec (Marketing and Advertising, 1001-5000 employees)
Chose Google Tag Manager
Google Tag Manager is used hand in hand with Google analytics. I do favor Adobe Analytics over Google's free version, though I have not used Analytics 360. Adobe does not have any limitations on the number of dimensions applied to a metric. This can be stunting when trying to …
A de minimis incentive was given to thank the reviewer for their time. The incentive was not used to bias or drive a particular response, nor was the incentive contingent on a positive endorsement. More Info
A de minimis incentive was given to thank the reviewer for their time. The incentive was not used to bias or drive a particular response, nor was the incentive contingent on a positive endorsement. More Info
Digital Strategy, Marketing Automation, Online Marketing, CRO, Branding, Wordpress Development in Sales at Angelson Group (Marketing and Advertising, 1-10 employees)
Chose Google Tag Manager
Hotjar is a little different animal but is still very useful in terms of tracking. I think using Hotjar along with Google Tag Manager can provide additional levels of insight into user behavior and optimization opportunities that might otherwise be missed. I think these tools …
A de minimis incentive was given to thank the reviewer for their time. The incentive was not used to bias or drive a particular response, nor was the incentive contingent on a positive endorsement. More Info
Verified User
Chose Google Tag Manager
Google Tag Manager is the only tag management tool I have used.
A de minimis incentive was given to thank the reviewer for their time. The incentive was not used to bias or drive a particular response, nor was the incentive contingent on a positive endorsement. More Info
I have found Google Tag Manager as the go to solution for managing all of your event and conversion tags for your website. Not only does it make it easy to manage all of your tags in the one place, it is fairly intuitive to use and there is plenty of videos and help documentation online to help set up what ever you need. No scenarios come to mind at the moment on where it is less appropriate to use.
A de minimis incentive was given to thank the reviewer for their time. The incentive was not used to bias or drive a particular response, nor was the incentive contingent on a positive endorsement. More Info
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.
A de minimis incentive was given to thank the reviewer for their time. The incentive was not used to bias or drive a particular response, nor was the incentive contingent on a positive endorsement. More Info
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.
A de minimis incentive was given to thank the reviewer for their time. The incentive was not used to bias or drive a particular response, nor was the incentive contingent on a positive endorsement. More Info
I haven't found another option for us to use especially one that is free. Down the road we may go a different route but for now GTM is a good option and does what we need it to do. It'd be nice to get more support or more integrations but with the free version there's only so much one can expect to get I suppose.
A de minimis incentive was given to thank the reviewer for their time. The incentive was not used to bias or drive a particular response, nor was the incentive contingent on a positive endorsement. More Info
No difficult obstacle to overcome but Google Tag Manager can still be difficult for many users to deploy. Sure the basic HTML script can be deployed quite easily, but when you start to require triggers, variables, etc, it can be a little daunting.
A de minimis incentive was given to thank the reviewer for their time. The incentive was not used to bias or drive a particular response, nor was the incentive contingent on a positive endorsement. More Info
GTM does not provide support. This is one of GTM's biggest issues but it's due to the level of customization for each website. If your team thinks they would heavily rely on the need for a support staff it is probably better to invest in a paid service with a team that can support your needs.
A de minimis incentive was given to thank the reviewer for their time. The incentive was not used to bias or drive a particular response, nor was the incentive contingent on a positive endorsement. More Info
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.
A de minimis incentive was given to thank the reviewer for their time. The incentive was not used to bias or drive a particular response, nor was the incentive contingent on a positive endorsement. More Info
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.
A de minimis incentive was given to thank the reviewer for their time. The incentive was not used to bias or drive a particular response, nor was the incentive contingent on a positive endorsement. More Info
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.
A de minimis incentive was given to thank the reviewer for their time. The incentive was not used to bias or drive a particular response, nor was the incentive contingent on a positive endorsement. More Info
