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Google Tag Manager

Score9.3 out of 10

244 Reviews and Ratings

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What is Google Tag Manager?

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.

Categories & Use Cases

Key Features

Learn about the best (and worst!) features Google Tag Manager has to offer, as determined by TrustRadius' reviewers.
Based on 244 ratings of Google Tag Manager's features
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Top Performing Features

  • Tag performance monitoring

    The software tracks things like tag load time, blocking tags, uptime / response time, and tag killing, and sends alerts.

    Category average: 9.1

  • Mobile app tagging

    The software can manage tags for mobile apps as well as websites.

    Category average: 8.5

  • Mobile event tracking

    The software tracks mobile-specific interactions, such as zoom, rotate, and dialing phone numbers.

    Category average: 8.5

Areas for Improvement

  • Rules-driven tag execution

    The software allows for flexible tag firing based on multi-part load rules, as well as tag sequencing and dependencies.

    Category average: 7.8

  • Ease of writing custom tags

    The software allows users to create and implement custom tags when a certain tag is not among the available templates.

    Category average: 7.2

  • Automated error checking

    The software automatically detects and alerts users of code errors.

    Category average: 4.9

Reviews

What users are saying about Google Tag Manager.
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Its a great free tool

Incentivized
Lee PrestonView profile
Head of CRO in Marketing at CTI Digital (1-10 employees employees)

Use Cases and Deployment Scope

We use it to manage our clients' tagging, but also to make sure that we're tracking what we need to monitor how people engage with our clients' websites. Our marketing department will make sure sources & campaigns are tracked, whilst my department (CRO) will track everything from image swipes all the way to someone converting & making sure we've got all available data for that conversion.

Pros

  • Fires custom tags, triggers, variables so we can track what we need
  • Previewing how tags fire before they're published
  • Tracks the smallest of interactions

Cons

  • Needs to reference events fired via the datalayer for maximum robustness, which requires extra departmental support
  • Old tags can remain there for some time unless monitored
  • Tags can break (e.g. a reference changes) and we don't know

Return on Investment

  • Using Google Tag Manager means we (as an agency) can control & set up tags & triggers for our clients
  • We can amend a clients' tracking setup for them
  • We're free to track the events we need to track to carry out our work

Usability

Great for managing event and conversion tags all in the one place

Incentivized
Verified User
Director in Marketing (11-50 employees employees)

Use Cases and Deployment Scope

At Appointedd we use Google Tag Manager to manage all tracking and conversion tags on the website. We house all our tags in Google Tag Manager so they are all kept in the one place and so it makes it easier to find and diagnose tracking issues.

Pros

  • Installing tracking and conversion tags on our website
  • Setting up custom events and conversions within GA4
  • Easily identifying all the tags and events you have firing for a particular web property
  • Easily managing all tags and events you have set up for a particular web property

Cons

  • No issues I have found as of yet. Fairly intuitive and there is plenty of help documentation on line to work through any issues or workflows you need to set up

Return on Investment

  • Saved us so much time in diagnosing tracking issues with the website because we can go straight to Google Tag Manager rather than trying to hunt through embedded code in our CMS
  • Has allowed us to track very nuanced data metrics in GA4 to test and learn what's working and what isn't. For example, tracking engagement with specific buttons or setting up scroll depth in GA4 to see how far down a page or blog post visitors are going.

Usability

Other Software Used

Google Analytics, HubSpot CRM, HubSpot Marketing Hub, LinkedIn Marketing Solutions, Webflow, Dealfront, Fin by Intercom, Looker Studio

Simplify, Track, Optimize: The Power of Google Tag Manager

Walter AlejosView profile
Tech Lead Engineer in Information Technology at 23andMe (501-1000 employees employees)

Use Cases and Deployment Scope

We use for marketing, analytics and cookie/trackers management. We have integrated Google Tag Manager with Google Analytics 4, and we also do some Marketing campaigns using Pixels, Google Ads, etc... We track the final user interaction with our system. We also save time and resources by creating tags without requiring development effort. We also have some cookie management software integrated with Google Tag Manager. We have centralized many tools by controling them using Google Tag Manager interface.

Pros

  • Integrates with marketing tools like pixels and Google Ads
  • Enhances tracking capabilities when integrated with GA4
  • Integrates with cookie management tools complying with regulations

Cons

  • Keep adding integrations with third party tools
  • Create a mobile app to manage Google Tag Manager tags
  • Support debugging in all browsers

Return on Investment

  • Huge positive impact by helping to find causes of conversions' drop and helping to take decisions to fix them
  • Huge positive impact by launching many marketing campaings and running many Ads with good revenue
  • Huge positive impact by helping us to comply successfully with government regulations for cookies and trackers

Usability

Google Tag Manager is a must have

Incentivized
Alexandre Istamboulian
Global Web Product Manager in Product Management at CSC Global (5001-10,000 employees employees)

Use Cases and Deployment Scope

I use Google Tag Manager to track custom events and user actions not collected automatically in GA4. Google Tag Manager enables my organisation to be more granular in its reporting and the tracking possibilities are truly endless! I also like that Google Tag Manager integrates with a lot of marketing platforms we use (such as LinkedIn and Google Ads) and it offers a wide variety of tags templates to get you started with these.

Pros

  • Tracking in depth user actions
  • Tracking complex conversion points
  • Tracking funnels

Cons

  • A slightly easier to use debug console
  • Better help section for advanced set ups
  • Easier user management

Return on Investment

  • Improved overall reporting data accuracy
  • Improved user conversion funnels
  • Improved overall user engagement

Usability

Alternatives Considered

Google Analytics

Other Software Used

Google Analytics, Optimizely Web Experimentation, Wrike

GTM offers a variety of solutions

Incentivized
Verified User
Employee in Product Management (51-200 employees employees)

Use Cases and Deployment Scope

We use Google Tag Manager to track analytics/GA4 and adroll data across all of our websites. We can create the tags and triggers needed to report back to our clients and provide them with in-depth reporting on their website's performance.

Pros

  • ability to create tags and triggers
  • cross-domain tracking
  • integrations with other platforms we use

Cons

  • More accurate reporting for form fill outs
  • easier repetition/creation of similar tags/triggers

Return on Investment

  • GTM and GA4 were overcounting form submissions so it was messing up our totals, especially with our clients running ads with us.

Usability

Alternatives Considered

Google Analytics and Google Ads

Other Software Used

Google Analytics, Google Ads