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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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Google Tag Manager

Google Tag Manager

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

Falcon

Falcon

$499
per month
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
View more demos
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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

(231)

Attribute Ratings

Reviews

(1-25 of 68)
Companies can't remove reviews or game the system. Here's why
June 27, 2022

A must use tool for every website or App

Tyler Heaps | TrustRadius Reviewer
Tyler Heaps
Director of Marketing
Rain Retail Software (Computer Software, 51-200 employees)
Score 10 out of 10
Vetted Review
Verified User
Likelihood to Recommend
I recommend this to everyone who works in development or marketing. There are so many tools that require site tagging and tracking codes and this provides an environment to track all these things and easily add them or remove them from the site. It's also very easy to specify which pages you want tags to deploy on or in which scenarios.
April 14, 2022

GTM is great for site tagging & tracking!

Verified User
Program Manager in Corporate
Sporting Goods Company, 51-200 employees
Score 10 out of 10
Vetted Review
Verified User
Likelihood to Recommend
GTM is well suited when it comes to adding new tags on the site quickly. It is also great at site analytics: sending true information (I.e.: based on impressions) into our GA KPIs & Marketing tracking. Both these features help make our team more efficient and agile.
November 01, 2021

The Leading Tag Management App

Andrea Hester | TrustRadius Reviewer
Andrea Hester
Director Of Operations
Clearfire, Inc. (Internet, 1-10 employees)
Score 9 out of 10
Vetted Review
Verified User
Incentivized
Likelihood to Recommend
Google Tag Manager is nice for companies with marketing teams who need access to inserting and managing tags for things like social media and advertising, without having to burden the web development team for help. It's less appropriate when the site is very complex or there are special considerations with custom tags that could impact performance.
October 29, 2021

Using Google Tag Manager to simplify tracking code management

Wes Finley | TrustRadius Reviewer
Wes Finley
Marketing and Growth
Recurrency (Information Technology & Services, 11-50 employees)
Score 9 out of 10
Vetted Review
Verified User
Incentivized
Likelihood to Recommend
Any time we need to add or update a site tracking tag we use tag manager. I can easily add other admin to tag manager and review historical changes to make sure no one breaks things. If you use many tracking tags then I would highly recommend tag manager, but if you only have 1 or 2 tags or it is very easy for you to make site code changes tag manager may not be necessary.
October 26, 2021

Google Tag Manager - Not as Easy as I Thought 😬

Verified User
Employee in Marketing
Government Relations Company, 51-200 employees
Score 7 out of 10
Vetted Review
Verified User
Incentivized
Likelihood to Recommend
Google Tag Manager is well suited for an organization that has at least one dedicated individual to manage the implementation of the tracking code, review statistics, and manage and adjust the marketing tags as needed. It would be less appropriate if someone does not have the time to dedicate to the platform. In that case, they could just use bit.ly links to get a basic overview of how well certain campaigns are performing.
October 06, 2021

Wouldn't Want To Live Without It

Quentin Aisbett | TrustRadius Reviewer
Quentin Aisbett
Digital Strategist
OnQ Marketing (Marketing and Advertising, 1-10 employees)
Score 10 out of 10
Vetted Review
Verified User
Incentivized
Likelihood to Recommend
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.
September 28, 2021

GTM: Best in Service for Free

MS
Matthew Stewart
Marketing Analyst
Stone Ward Advertising (Marketing & Advertising, 51-200 employees)
Score 10 out of 10
Vetted Review
Verified User
Incentivized
Likelihood to Recommend
GTM is well suited for any company that wants to collect data into Google Analytics for an affordable price (free). It is fairly easy to learn but you will need to dedicate time to letting someone train with it, which can take significant time if no one has prior experience. If your team does not have the bandwidth to give this to someone to learn, GTM will be far less effective and you should consider paid alternatives.
September 16, 2021

Google Tag Manager - Your Codeless Integrations Goto Tool

Tsahi Tal | TrustRadius Reviewer
Tsahi Tal
Co-Founder and CEO
SquareLoot (Marketing and Advertising, 1-10 employees)
Score 10 out of 10
Vetted Review
Verified User
Incentivized
Likelihood to Recommend
As mentioned before, this is the go to tool for any marketer out there.
Best for quick pixel and triggers integrations, easy to use for remarketing platform implementations and much more.

The platform can improve by making easy-to-understand custom trigger implementations for less tech-savvy users.

Definitely, the first thing I implement on a site before starting any setup phase.
June 22, 2021

This is the tracking tool you need to be using

Travis Brown | TrustRadius Reviewer
Travis Brown
Account Manager and Tactical Projects Leader
Rokusek Design (Marketing and Advertising, 1-10 employees)
Score 10 out of 10
Vetted Review
Verified User
Incentivized
Likelihood to Recommend
If you aren't using Google Tag Manager when you are creating a site and implementing analytics, you are doing yourself a disservice. This is a free tool that I believe is not used more, because either people don't know or they are too intimidated by the startup. However, when you push through, you see how valuable this tool becomes and how much more it opens up your data for analysis.
May 03, 2021

FREE and POWERFUL software which allows to manage various tracking codes from one place

Verified User
Manager in Marketing
Real Estate Company, 51-200 employees
Score 10 out of 10
Vetted Review
Verified User
Incentivized
Likelihood to Recommend
It is a great tool if a company ever needs to manage multiple tracking codes from one place. Plus, it has a lot of flexibility in writing the rules for "firing" each particular tag, which is a super nice feature for a more granular control, especially when dealing with remarketing campaigns.
March 14, 2020

Google Tag Manager lets you track custom events on your website without having to change your website code.

Verified User
Project Manager in Marketing
Marketing & Advertising Company, 1-10 employees
Score 9 out of 10
Vetted Review
Verified User
Incentivized
Likelihood to Recommend
When you want to track certain events happening on your website that is not being captured by Google Analytics already, then Tag Manager is the answer. Especially if you do not want to edit your website code. We use Shopify to host our website and did not have the capacity to hire a code developer, so it was a very good solution.
February 26, 2020

Quick and Easy Tags

LE
Lauren Ericksen
SEM Analyst
Vizergy (Marketing & Advertising, 51-200 employees)
Score 10 out of 10
Vetted Review
Verified User
Incentivized
Likelihood to Recommend
If you or a client are wondering how well your website is performing and how much revenue you're getting from visitors on your website then Google Tag Manager is a great product for you. This is a quick and easy way to track revenue and CDRS. The only reason a person wouldn't be able to use this is if they didn't have access to the back end of a website to implement the code.
January 23, 2020

Excellent Tag Manager With a Learning Curve

Dave Becker | TrustRadius Reviewer
Dave Becker
Content Manager
The Next Street (Education Management, 51-200 employees)
Score 9 out of 10
Vetted Review
Verified User
Incentivized
Likelihood to Recommend
If you have the time to learn what Google Tag Manager can do, and know some technical coding info or are willing to learn, it is a great solution to implement tracking pixels. If that doesn't sound like you or if you have tried in the past and can't get it, you might want to hire someone to manage it for you.
January 22, 2020

Google Tag Manager needs to be part of the foundation of any website or app

Verified User
Manager in Information Technology
Automotive Company, 51-200 employees
Score 10 out of 10
Vetted Review
Verified User
Incentivized
Likelihood to Recommend
Google Tag Manager (GTM) is essential for any business with websites or apps. It is one source to handle deployment, monitoring and troubleshooting of having 3rd party platforms collecting data or interacting with your website. For example, Google Analytics, Adwords, Facebook Pixel integration, LinkedIn integration, Hotjar, and the list goes on and on.
January 18, 2020

Google Tag Manager is a solid choice for web tag management

Alec Dibble | TrustRadius Reviewer
Alec Dibble
Full Stack Engineer
Yumi (Food & Beverages, 11-50 employees)
Score 8 out of 10
Vetted Review
Verified User
Incentivized
Likelihood to Recommend
I think Google Tag Manager is a good fit for any company that utilizes several marketing, ad and/or analytic services. Once it is set up correctly, it minimizes the engineering effort to do pixel/tag implementation. It also is much easier to audit tags in Google Tag Manager vs spread out across a codebase.
December 20, 2019

GTM is the standard for a reason

Nathan Cavicchi | TrustRadius Reviewer
Nathan Cavicchi
Director of Marketing Operations and Analytics
Relias (Computer Software, 501-1000 employees)
Score 10 out of 10
Vetted Review
Verified User
Incentivized
Likelihood to Recommend
Small to large--if you have a web property, using Google Tag Manager will speed up your process. Even if you just have Google Analytics firing, you will need to add more later. Also, if you just have Google Analytics, you can more easily customize it and deploy quickly.
December 17, 2019

Reasons You Should Use Google Tag Manager

Wadie Aroua | TrustRadius Reviewer
Wadie Aroua
Directeur technique et Co-fondateur
Advance Web (Design, 11-50 employees)
Score 9 out of 10
Vetted Review
Verified User
Incentivized
Likelihood to Recommend
For a marketer like me, it's a magic tool that gives me all the data I need to make decisions and get better results. I don't need a developer--I do everything myself. All I have to do is insert snippets of code. Of course, I have to define events, variables, and tags
November 17, 2019

Google Tag Manager (GTM) Review

Verified User
Account Manager in Marketing
Marketing and Advertising Company, 201-500 employees
Score 8 out of 10
Vetted Review
Verified User
Incentivized
Likelihood to Recommend
GTM is well suited for companies that are running paid media. This allows each channel or partner to have the same key performance indicators that can be found on the site. This is especially relevant to advertisers running SEO and Display media as those pixels can be directly implemented within the GTM.
November 07, 2019

Google Tag Manager Review

Verified User
Strategist in Marketing
Internet Company, 11-50 employees
Score 8 out of 10
Vetted Review
Verified User
Incentivized
Likelihood to Recommend
As cumbersome as Tag Manager can be at times, it's really a great tool for tracking specific items on a website. If any of your KPIs have to do with web performance, this tool is a must in order to point to success and measure results well. It takes a bit of getting used to but it's extremely helpful to see how users are interacting with the site.
July 26, 2019

Google Tag Manager is a great tag managing solution for less complex websites and tagging needs.

Verified User
Professional in Marketing
Insurance Company, 10,001+ employees
Score 9 out of 10
Vetted Review
Verified User
Incentivized
Likelihood to Recommend
Google Tag Manager is a great tool for marketing and analytics teams, which empowers them to implement and manage a wide variety of tracking scripts. It also removes the need for IT support for deployments (as any tag management software should help do).
Google Tag Manager is great for basic and moderate level tagging, but I would caution against using for more complex tagging, and would consider looking at a paid provider instead.
July 18, 2019

Fantastic tool all GA users should use!

Meredith Walter | TrustRadius Reviewer
Meredith Walter
Web Analyst
Stanley Black & Decker, Inc. (Information Technology and Services, 10,001+ employees)
Score 7 out of 10
Vetted Review
Verified User
Incentivized
Likelihood to Recommend
I think GTM is well suited for anyone using Google Analytics. That goes for large corporations all the way to small businesses. It's a fantastic tool to easily place/remove marketing pixels, create GA events, etc.
June 27, 2019

Google Tag Manager Sets You Free from IT!

RP
Richard Perroset
Senior Marketing Leader
Covered California (Insurance, 5001-10,000 employees)
Score 9 out of 10
Vetted Review
Verified User
Likelihood to Recommend
Google Tag Manager basically takes all the tags that are normally put within the page source and pools them all in one central place and then deploys them according to rules. Think of Google Tag Manager (GTM) as a taxi dispatcher; where the taxi(es) are the tags and the destinations are the various platforms. So as a user’s request goes in, GTM sends the taxi(es) to the various destinations (platforms) including Google Analytics, AdWords, Linkedin, or even other third-party tags. GTM (Taxi Dispatcher) knows where the destinations (Platforms) are and has all the info it needs to get each taxi (tag) to fire and what driver to send to that location (Platform).
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