Google Tag Manager vs. Localytics

Overview
ProductRatingMost Used ByProduct SummaryStarting Price
Google Tag Manager
Score 8.4 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
Localytics
Score 6.0 out of 10
N/A
Upland Localytics helps you connect with mobile app customers on a deeper, more meaningful level.
$95
Per Application Per Month
Pricing
Google Tag ManagerLocalytics
Editions & Modules
No answers on this topic
Localytics
$95.00
Per Application Per Month
Offerings
Pricing Offerings
Google Tag ManagerLocalytics
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
Google Tag ManagerLocalytics
Security
Comparison of Security features of Product A and Product B
Google Tag Manager
9.8
53 Ratings
13% above category average
Localytics
-
Ratings
Role-based user permissions9.853 Ratings00 Ratings
Tag Management
Comparison of Tag Management features of Product A and Product B
Google Tag Manager
8.1
64 Ratings
1% above category average
Localytics
-
Ratings
Tag library7.859 Ratings00 Ratings
Tag variable mapping8.052 Ratings00 Ratings
Ease of writing custom tags7.563 Ratings00 Ratings
Rules-driven tag execution8.358 Ratings00 Ratings
Tag performance monitoring7.855 Ratings00 Ratings
Page load times8.346 Ratings00 Ratings
Mobile app tagging8.432 Ratings00 Ratings
Library of JavaScript extensions8.735 Ratings00 Ratings
Data Management & Integrity
Comparison of Data Management & Integrity features of Product A and Product B
Google Tag Manager
9.0
64 Ratings
8% above category average
Localytics
-
Ratings
Event tracking9.961 Ratings00 Ratings
Mobile event tracking9.844 Ratings00 Ratings
Data distribution management8.639 Ratings00 Ratings
Universal data layer8.755 Ratings00 Ratings
Automated error checking7.944 Ratings00 Ratings
Best Alternatives
Google Tag ManagerLocalytics
Small Businesses
Adobe Experience Platform Launch
Adobe Experience Platform Launch
Score 8.8 out of 10
OneSignal
OneSignal
Score 9.0 out of 10
Medium-sized Companies
Adobe Experience Platform Launch
Adobe Experience Platform Launch
Score 8.8 out of 10
Flurry Analytics
Flurry Analytics
Score 9.0 out of 10
Enterprises
Tealium Customer Data Hub
Tealium Customer Data Hub
Score 8.7 out of 10
Flurry Analytics
Flurry Analytics
Score 9.0 out of 10
All AlternativesView all alternativesView all alternatives
User Ratings
Google Tag ManagerLocalytics
Likelihood to Recommend
9.7
(68 ratings)
6.0
(3 ratings)
Likelihood to Renew
10.0
(6 ratings)
7.0
(1 ratings)
Usability
9.3
(13 ratings)
-
(0 ratings)
Availability
9.1
(1 ratings)
-
(0 ratings)
Support Rating
8.3
(11 ratings)
3.0
(1 ratings)
Online Training
7.3
(1 ratings)
-
(0 ratings)
Implementation Rating
9.8
(2 ratings)
-
(0 ratings)
User Testimonials
Google Tag ManagerLocalytics
Likelihood to Recommend
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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Upland Software
For the price and the features available, Localytics is one of the best options. It is more robust in areas that we don't need it to be and overall there could be simpler flows for sending push notifications or performing actions that you need to do every week. Also, the data it sends back on how push notifications perform is basically useless. There needs to be more explanation on the impact notifications have on users. The data would always say that notifications drove less engagement but we would see engagement go up every time we sent a notification.
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Pros
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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Upland Software
  • Great web interface which provides a couple of levels of pivoting and filtering of data
  • Straight-forward integration for simpler use cases
  • Access to raw data through S3 for use in your own data pipeline
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Cons
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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Upland Software
  • The biggest thing I would like to see with Localytics is the capability for more correlations. The limited amount of correlations available does restrict the type of analyses that could be done with the data.
  • An easier interface to move data into Microsoft Excel would be very useful, rather than creating annoying workarounds.
  • More/better automatically scheduled reporting, as well as an Excel plug-in to access the data rather than being restricted to the Localytics interface.
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Likelihood to Renew
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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Upland Software
There is a lot of competition. I would renew if there isn't anything more exceptional that would justify the re-coding and implementation load costs
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Usability
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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Upland Software
No answers on this topic
Support Rating
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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Upland Software
It would take several weeks to hear back from the billing team. It took 3 months to resolve an invoice last year. Their technical support is very responsive. I would typically get a response in under 24 hrs.
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Online Training
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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Upland Software
No answers on this topic
Implementation Rating
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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Upland Software
No answers on this topic
Alternatives Considered
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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Upland Software
We have not used other products but are going to start exploring making a switch to a new platform.
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Return on Investment
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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Upland Software
  • Was our first provider of user-level event data
  • Allows for many users to easily answer their own questions before making requests of the data team
  • Raw data dumps gave the data team the ability to provide more in-depth analyses.
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