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Google Tag Manager

Google Tag Manager

Overview

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, thus gaining the benefits of data standardization and speed of deployment. Google touts an agency friendly system…

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Recent Reviews
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Awards

Products that are considered exceptional by their customers based on a variety of criteria win TrustRadius awards. Learn more about the types of TrustRadius awards to make the best purchase decision. More about TrustRadius Awards

Popular Features

View all 14 features
  • Event tracking (61)
    9.9
    99%
  • Rules-driven tag execution (58)
    8.3
    83%
  • Tag library (59)
    7.8
    78%
  • Ease of writing custom tags (63)
    7.5
    75%
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Pricing

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N/A
Unavailable

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, thus gaining the benefits of data standardization and speed of deployment. Google touts an agency friendly system with multiple user access,…

Entry-level set up fee?

  • No setup fee

Offerings

  • Free Trial
  • Free/Freemium Version
  • Premium Consulting/Integration Services

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Alternatives Pricing

What is Falcon?

Falcon is a web analytics tag auditing tool which gives insights on missing and incorrectly configured analytic tags, marketing pixels, and tag management tools on a website. It supports monitoring a critical path for future discrepancy and alerts in case of any errors caused due to changes. Falcon…

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Product Demos

Aori Tutorial Demo Full Google Ads SKAG Setup

YouTube

Server-Side Tagging in Google Tag Manager (First Look & Demo)

YouTube

How to Setup Google Tag Manager for Clickfunnels: Step by Step

YouTube

Codeless Insight Tags Using Google Tag Manager

YouTube

A/B testing with Google Tag Manager - demo of gtmtesting.com

YouTube

Track Add to Cart in Google Tag Manager

YouTube
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Features

Security

This component helps a company minimize the security risks by controlling access to the software and its data, and encouraging best practices among users.

9.8
Avg 8.6

Tag Management

Features related to tag management

8.1
Avg 8.0

Data Management & Integrity

Features related to data management and integrity

9
Avg 8.3
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Product Details

What is Google Tag Manager?

Google Tag Manager Integrations

Google Tag Manager Technical Details

Operating SystemsUnspecified
Mobile ApplicationNo

Frequently Asked Questions

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 free.

Reviewers rate Event tracking highest, with a score of 9.9.

The most common users of Google Tag Manager are from Small Businesses (1-50 employees).
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Comparisons

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Reviews and Ratings

(232)

Attribute Ratings

Reviews

(1-1 of 1)
Companies can't remove reviews or game the system. Here's why
Stephane Hamel | TrustRadius Reviewer
Score 10 out of 10
Vetted Review
Reseller
Google Tag Manager is the preferred method of deployment for Google Analytics/Universal Analytics. It natively supports Google Analytics and a number of 3rd party tags, and for special cases, there's always the custom HTML tag feature. It offers a flexible mechanism to manage triggers to fire tags based on simple or complex rules, as well as a powerful macro/variable approach to offer flexible leveraging of various data attributes.

As an agency, we also frequently deploy Google Tag Manager for clients and have conducted several migrations from Google Analytics (classic) to Universal Analytics, as well as handling ad networks, social tags, and others.

Be it a simple deployment or a complex one, the product is quickly evolving and has already undergone several improvements (for example, we successfully manage about 250 tags for a single web property).
  • Solution of choice to deploy Google Analytics, DoubleClick and other Google-specific tags
  • Flexible platform to handle all cases of tags/data collection needs
  • Great documentation and strong user community
  • Extremely performant
  • The user interface could be improved
  • Support for A/B or multivariate tests, which often require synchronous tags, are not supported
  • Complex collaboration/approval workflows are not supported
If the primary digital analytics platform is Google Analytics, GTM should be considered the solution of choice.
There are very few scenarios where GTM wouldn't be appropriate. If lots of A/B tests are being conducted, the deployment of those tags might have to be handled separately.
Tag Management (8)
65%
6.5
Tag library
70%
7.0
Tag variable mapping
80%
8.0
Ease of writing custom tags
80%
8.0
Rules-driven tag execution
100%
10.0
Tag performance monitoring
N/A
N/A
Page load times
100%
10.0
Mobile app tagging
90%
9.0
Library of JavaScript extensions
N/A
N/A
Tag Load Rules
N/A
N/A
Data Management & Integrity (5)
40%
4.0
Event tracking
100%
10.0
Mobile event tracking
100%
10.0
Data distribution management
N/A
N/A
Universal data layer
N/A
N/A
Automated error checking
N/A
N/A
TMS Architecture
N/A
N/A
Security (1)
60%
6.0
Role-based user permissions
60%
6.0
  • General to all Tag Management Systems, GTM generally coincide with an increased awareness and accountability of data quality and governance
  • Greater agility in managing the tags deployment life-cycle leads to reduced operational costs and greater data quality
  • Deploying GTM (or any TMS) implicitly requires a re-tagging of the entire site
  • TagMan,Adobe Tag Manager,Ensighten,Tealium Tag Management Suite,Qubit Opentag
Cost is obviously a factor - GTM, Adobe Tag Manager and Qubit Opentag offers free solutions. GTM is quickly becoming the de facto solution when deploying Google Analytics and is benefiting a vast user base/skills availability. Some competing vendor claims includes data ownership, vendor independence, faster processing, datawarehousing of all data tags, etc. However, in many cases, those can be debunked, are not mature, or not applicable to most client scenarios.
Typically marketing, but the reality is despite making it easier, sophisticated implementations requires a fair amount of web development/javascript/tagging knowledge - and this is true regardless of the Tag Management System being used.
Intimate knowledge of the website/app being tracked, thorough understanding of the business goals. For more advanced implementation, most likely, you will need to have a good knowledge of things like HTML DOM, JavaScript, element attributes/classes/id, and regular expressions.
  • Advanced implementation using enhanced ecommerce for a media website.
  • Sophisticated implementation on a website developed with the Angular.js framework.
  • Use of enhanced ecommerce to track a "build & price"-type of website.
GTM is quickly evolving and offers round after round of feature improvements based on user feedback. It is (obviously) the platform with the closest ties to Google Analytics and other Google products such as DoubleClick.
  • Implemented in-house
I thought there was a little bit too much emphasis on AdWords stuff, not enough on the generic application of GTM.
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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