What users are saying about
Top Rated
180 Ratings
13 Ratings
Top Rated
180 Ratings
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Score 8.6 out of 100
13 Ratings
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Score 7.2 out of 100

Likelihood to Recommend

Google Tag Manager

If you have a marketing department that wants to be agile and measure valuable goals for your company, then GTM is the way to go.You will be able to track almost any event of value that you want on the site (without adding any extra code, thanks to auto-event listener), add new marketing tools if needed in minutes and send events to multiple platforms. This has huge value for your company if you think about it: measuring your efforts quickly and changing course if it is not working can save tons of money. I believe almost anyone who has a site on the internet can benefit from it because of how much time it saves (considering it's even free!).Just beware: GTM opens the door so you can add any piece of code you want. Someone without much experience can overload the site or affect site speed
Santiago Valdés | TrustRadius Reviewer

Lotame

Well suited for advertising business. Has a lot of links to all relevant technologies. It is also a great platform if you want to buy or sell data and look for quality here.But you need a team which knows how to handle data.Less appropriate when you expect a fully managed service.
Anonymous | TrustRadius Reviewer

Feature Rating Comparison

Security

Google Tag Manager
8.8
Lotame
Role-based user permissions
Google Tag Manager
8.8
Lotame

Tag Management

Google Tag Manager
7.8
Lotame
Tag library
Google Tag Manager
8.6
Lotame
Tag variable mapping
Google Tag Manager
8.7
Lotame
Ease of writing custom tags
Google Tag Manager
7.2
Lotame
Rules-driven tag execution
Google Tag Manager
8.0
Lotame
Tag performance monitoring
Google Tag Manager
8.1
Lotame
Improved page load times
Google Tag Manager
7.6
Lotame
Mobile app tagging
Google Tag Manager
7.1
Lotame
Library of JavaScript extensions
Google Tag Manager
7.4
Lotame

Data Management & Integrity

Google Tag Manager
8.3
Lotame
Event tracking
Google Tag Manager
9.7
Lotame
Mobile event tracking
Google Tag Manager
8.6
Lotame
Data distribution management
Google Tag Manager
8.1
Lotame
Universal data layer
Google Tag Manager
8.6
Lotame
Automated error checking
Google Tag Manager
6.8
Lotame

Data Collection

Google Tag Manager
Lotame
6.3
Collection of first-party data
Google Tag Manager
Lotame
6.0
Collection of third-party data
Google Tag Manager
Lotame
9.0
Access to Third-party Data Providers
Google Tag Manager
Lotame
4.0

Data Classification

Google Tag Manager
Lotame
7.7
Audience taxonomy
Google Tag Manager
Lotame
7.0
Tag Management
Google Tag Manager
Lotame
8.0
Data Analysis Dashboard
Google Tag Manager
Lotame
8.0

Ad Network Integration

Google Tag Manager
Lotame
6.0
Data Transfer
Google Tag Manager
Lotame
5.0
DSP integration
Google Tag Manager
Lotame
7.0

DMP Analytics

Google Tag Manager
Lotame
6.5
Campaign Analytics
Google Tag Manager
Lotame
6.0
Audience Analytics
Google Tag Manager
Lotame
7.0

Pros

Google Tag Manager

  • Code injection is simplified with Tag Manager. Facebook Pixel, Google Analytics, Marketo Munchkin, HubSpot tracking, Hotjar, CallRail, the list goes on. One stop, no constantly bugging the devs to install new code.
  • Need to track onsite events? Build a single listener or trigger, and apply that trigger to countless different applications. A user form fill can trigger an AdWords and Facebook conversion, tag a Hotjar recording, signal deployment of a pop-up or just about anything else javascript-driven.
  • GTM is basically coding light. For non-developers who might be terrified of GitHub, it makes features like version control, forking/branches and draft / deploy mode approachable.
J.P. VanderLinden | TrustRadius Reviewer

Lotame

  • Its ability to show different affinities of audience segments
  • Creating and customizing audience segments
  • Great reporting features to help learn more about audience segments and media performance
Trevor Patch | TrustRadius Reviewer

Cons

Google Tag Manager

  • There is no real tutorial for GTM, and the one that exists in google analytics academy is very basic. Google should create a library or a document that specifies how to use each of the elements available in GTM. Earlier today I was trying to use a feature for a GA tag that I've never used before, but couldn't find any information about it.
  • They are not great at integrating with Facebook. FB is one of the most popular platforms for advertising, they should have created a specific Facebook tag by now to help marketer with their tracking.
  • It's hard to connect several actions taken by the same person in 1 tag. For example, there is no easy way of tagging a multiple step action. Each tag will fire individually on each action instead of firing on conditions.
Anonymous | TrustRadius Reviewer

Lotame

  • So far we haven't encountered too many "needs improvement" pain points with Lotame - if we've had a problem so far it's been more a matter of needing to learn that particular action than any fault of Lotame.
Jim Cairl | TrustRadius Reviewer

Likelihood to Renew

Google Tag Manager

Google Tag Manager 10.0
Based on 6 answers
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.
Anonymous | TrustRadius Reviewer

Lotame

No score
No answers yet
No answers on this topic

Usability

Google Tag Manager

Google Tag Manager 9.9
Based on 3 answers
Google Tag Manager, like other Google products, is focused on user-friendliness. All buttons are clearly labeled, documentation is thorough and plenty of tutorials exist to help answer any questions. The layout and menus in Tag Manager are clearly labeled and consistent with other Google products.
Anonymous | TrustRadius Reviewer

Lotame

No score
No answers yet
No answers on this topic

Support Rating

Google Tag Manager

Google Tag Manager 9.1
Based on 1 answer
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.
Stéphane Hamel | TrustRadius Reviewer

Lotame

Lotame 8.0
Based on 2 answers
Lotame has been an excellent partner with MMP
Samantha Anis, CPA, CMA | TrustRadius Reviewer

Online Training

Google Tag Manager

Google Tag Manager 7.3
Based on 1 answer
I thought there was a little bit too much emphasis on AdWords stuff, not enough on the generic application of GTM.
Stéphane Hamel | TrustRadius Reviewer

Lotame

No score
No answers yet
No answers on this topic

Implementation Rating

Google Tag Manager

Google Tag Manager 9.8
Based on 2 answers
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.
David Gailey | TrustRadius Reviewer

Lotame

No score
No answers yet
No answers on this topic

Alternatives Considered

Google Tag Manager

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.
Ben Rubenstein | TrustRadius Reviewer

Lotame

There are alternatives in the market - Visual DNA, Bluekai/Oracle/ Adobe Audience Manager, Krux.They all offer a similar offering, however, I prefer the easy UI which is very intuitive even for beginners to the DMP world.
Anonymous | TrustRadius Reviewer

Return on Investment

Google Tag Manager

  • The google tag manager certainly generated an increase in the ROI of our clients, because, with the agility in the management of tags, it was possible to reduce the IT queue, and now the management of the tags happens to be done by the Marketing and media area itself.
  • Reduction of an IT staff
  • Saving time in organizing hundreds of tags in the backend and starting to use the GTM, everything was centralized in one place
Anonymous | TrustRadius Reviewer

Lotame

  • Helped us increase data revenue via their unbranded exchange.
  • Campaign and audience reporting is used to sales discussions to justify increased spend post trial campaigns.
Anonymous | TrustRadius Reviewer

Pricing Details

Google Tag Manager

General

Free Trial
Free/Freemium Version
Premium Consulting/Integration Services
Entry-level set up fee?
No

Lotame

General

Free Trial
Free/Freemium Version
Premium Consulting/Integration Services
Entry-level set up fee?
No

Rating Summary

Likelihood to Recommend

Google Tag Manager
9.1
Lotame
8.0

Likelihood to Renew

Google Tag Manager
10.0
Lotame

Usability

Google Tag Manager
9.9
Lotame

Reliability and Availability

Google Tag Manager
9.1
Lotame

Support Rating

Google Tag Manager
9.1
Lotame
8.0

Online Training

Google Tag Manager
7.3
Lotame

Implementation Rating

Google Tag Manager
9.8
Lotame

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