Google Tag Manager vs. Qualtrics XM for Strategy and Research

Overview
ProductRatingMost Used ByProduct SummaryStarting Price
Google Tag Manager
Score 9.3 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. It is a free option, vs. the company's enterprise-tier Google Tag Manager 360.
$0
Qualtrics
Score 7.9 out of 10
N/A
Qualtrics is software for advanced quantitative and qualitative research to design products that satisfy customers, increase market share, and build enduring brands. The platform brings sophisticated quant and qual research together with analytics in a single platform.
$1,500
per user/per year
Pricing
Google Tag ManagerQualtrics XM for Strategy and Research
Editions & Modules
No answers on this topic
Research Core 1
1,500
per user/per year
Offerings
Pricing Offerings
Google Tag ManagerQualtrics
Free Trial
NoYes
Free/Freemium Version
YesYes
Premium Consulting/Integration Services
NoYes
Entry-level Setup FeeNo setup feeOptional
Additional Details
More Pricing Information
Community Pulse
Google Tag ManagerQualtrics XM for Strategy and Research
Features
Google Tag ManagerQualtrics XM for Strategy and Research
Security
Comparison of Security features of Product A and Product B
Google Tag Manager
8.1
58 Ratings
3% below category average
Qualtrics XM for Strategy and Research
-
Ratings
Role-based user permissions8.158 Ratings00 Ratings
Tag Management
Comparison of Tag Management features of Product A and Product B
Google Tag Manager
8.5
68 Ratings
5% above category average
Qualtrics XM for Strategy and Research
-
Ratings
Tag library8.663 Ratings00 Ratings
Tag variable mapping8.755 Ratings00 Ratings
Ease of writing custom tags6.667 Ratings00 Ratings
Rules-driven tag execution7.462 Ratings00 Ratings
Tag performance monitoring10.056 Ratings00 Ratings
Page load times8.549 Ratings00 Ratings
Mobile app tagging9.534 Ratings00 Ratings
Library of JavaScript extensions8.538 Ratings00 Ratings
Data Management & Integrity
Comparison of Data Management & Integrity features of Product A and Product B
Google Tag Manager
7.4
69 Ratings
9% below category average
Qualtrics XM for Strategy and Research
-
Ratings
Event tracking8.666 Ratings00 Ratings
Mobile event tracking8.847 Ratings00 Ratings
Data distribution management8.641 Ratings00 Ratings
Universal data layer8.158 Ratings00 Ratings
Automated error checking3.045 Ratings00 Ratings
Financial Research
Comparison of Financial Research features of Product A and Product B
Google Tag Manager
-
Ratings
Qualtrics XM for Strategy and Research
5.0
1 Ratings
42% below category average
Search Tools00 Ratings5.01 Ratings
Market Research
Comparison of Market Research features of Product A and Product B
Google Tag Manager
-
Ratings
Qualtrics XM for Strategy and Research
6.0
3 Ratings
12% below category average
Competitor Research00 Ratings6.52 Ratings
Consumer Feedback00 Ratings8.33 Ratings
Competitor alerts00 Ratings3.01 Ratings
Market Insights and Reports00 Ratings6.02 Ratings
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Google Tag ManagerQualtrics XM for Strategy and Research
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User Ratings
Google Tag ManagerQualtrics XM for Strategy and Research
Likelihood to Recommend
9.0
(71 ratings)
7.9
(170 ratings)
Likelihood to Renew
7.0
(7 ratings)
9.4
(41 ratings)
Usability
8.1
(16 ratings)
7.0
(21 ratings)
Availability
9.1
(1 ratings)
9.0
(1 ratings)
Performance
-
(0 ratings)
5.5
(1 ratings)
Support Rating
2.0
(12 ratings)
1.6
(21 ratings)
Online Training
7.3
(1 ratings)
8.0
(2 ratings)
Implementation Rating
9.8
(2 ratings)
9.0
(1 ratings)
User Testimonials
Google Tag ManagerQualtrics XM for Strategy and Research
Likelihood to Recommend
Google
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.
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Qualtrics
Qualtrics is a good medium for creating surveys and getting analytics back for it. I think it's easy to learn if you are in the business of creating surveys or if it's part of your studies. It can be a little overwhelming for a brand new user who has never created a survey for the first time. So onboarding could be better.
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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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Qualtrics
  • Qualtrics CoreXM is easy to use for quick one-time surveys or for measuring opinions over time
  • It's great for sending/managing RSVPs for meetings or other gatherings or to collect important data like Conflict of Interest declarations.
  • Qualtrics CoreXM's reporting and crosstab functionality is beefy and gets better all of the time. I'm always amazed at how easy it is to generate reports for sharing my survey response data and research.
Read full review
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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Qualtrics
  • The collaborate feature can be clunky and sometimes we have to remove access and add a person back in for them to see the survey in their lists
  • We have a contract through our university and more than one person has created their account in the wrong place, causing some administrative headaches as that is fixed so that we can collaborate on surveys with them.
  • I wish it was easier to organize my surveys into folders, there should be a more efficient way to do that.
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Likelihood to Renew
Google
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.
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Qualtrics
I was impressed a couple years ago when two heads of market research at Fortune 500 companies told me about them, and I've been even more impressed with the advancements I've seen in the last year. I like where the company is headed, and I look forward to using them again in a future role.
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Usability
Google
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.
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Qualtrics
All the menus are very user friendly and intuitive. I can always find exactly what I'm looking for and can change anything I need to with ease. All the elements of the survey are adjustable with very little effort and without confusion.
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Support Rating
Google
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.
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Qualtrics
Whenever we have had an issue with trying to figure out how to do something (even though the documentation is incredibly well put together) we have asked Qualtrics support and have always received our answer nearly immediately (I think in maybe 10 times, only once did a support person need to call us back). Qualtrics support is dedicated to solving customer issues right, and in the first contact, if at all possible
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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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Qualtrics
I still use it. It does everything you need an online survey to do. From heat mapping to complex skip logic and display logic. I use it weekly and it never disappoints
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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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Qualtrics
I like being able to easily integrate new colleagues by simply giving them a log in user name and password
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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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Qualtrics
]Qualtrics] CoreXM is great if you want something that is a little more [long] lasting and impactful than a simple survey engine, but aren't quite ready for something that is a long term sustainable program. I would put [Qualtrics] CoreXM squarely in the large, defined project phase. CX is more of the program phase, and other lessor vendors are great for the pre-project definition phase
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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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Qualtrics
  • Increased productivity due to the highly intuitive user-interface and template saving capabilities.
  • Reporting and analytics are extremely valuable. Our team can track responses and share feedback/results extremely quickly.
  • If a user has created a great template, they can share to external teams quite easily. It helps other departments!
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ScreenShots

Qualtrics Screenshots

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