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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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25 people also want pricing

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
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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

(26-50 of 68)
Companies can't remove reviews or game the system. Here's why
May 24, 2019

Tired of hard-coding scripts and events? Try Google Tag Manager!

Verified User
Strategist in Marketing
Facilities Services Company, 51-200 employees
Score 9 out of 10
Vetted Review
Verified User
Incentivized
Likelihood to Recommend
Google Tag Manager is great if you have several tracking scripts you want to use (Google Analytics, Google Ads, Bing Ads, etc) but you don't necessarily want to hard-code those scripts onto your website. Additionally, Google Tag Manager makes event tracking much easier than alternate methods.
May 22, 2019

A very handy tool, but also very powerful, which can be dangerous for beginners

Ellen Evans | TrustRadius Reviewer
Ellen Evans
Marketing Analytics & Sales Planner
Positec (Marketing and Advertising, 1001-5000 employees)
Score 10 out of 10
Vetted Review
Verified User
Incentivized
Likelihood to Recommend
For small eCommerce teams that don't have a full dev team for support, this product is your friend. Stop waiting on the dev team to tag something or implement a pixel, use GTM! I am such a fan after understanding the capabilities and the red tape it eliminates. Get your work done faster, just invest the time to learn this product.
November 13, 2018

Google Tag Manager: A must have free tool for tracking!

Verified User
Strategist in Marketing
Marketing and Advertising Company, 11-50 employees
Score 9 out of 10
Vetted Review
Verified User
Incentivized
Likelihood to Recommend
I would really recommend GTM. It's an easy-to-learn tool that can achieve great things.
I think every marketer should know how to use GTM, at least the basic concept of creating tags and triggers. There are many non-Google online tutorials and scripts that other people have already written, which makes it even easier to achieve your goal.
November 08, 2018

GTM - Get free of the release schedule

Verified User
Analyst in Other
Telecommunications Company, 1001-5000 employees
Score 10 out of 10
Vetted Review
Verified User
Incentivized
Likelihood to Recommend
Google Tag Manager is an excellent tool for adding third-party scripts. When something goes wrong with them or when they need a quick change - you don't need to wait for your next release date. Just get the fix done, check that it's working correctly with the preview mode, and publish.
November 06, 2018

GTM saves time and simplifies advanced analytics

Verified User
Employee in Marketing
Higher Education Company, 51-200 employees
Score 10 out of 10
Vetted Review
Verified User
Incentivized
Likelihood to Recommend
Any scenario in which you want to do any level of analytics on web traffic is very well suited for GTM. It can trigger third-party pixel events with custom HTML tags as well as any of the native tags that are built into the system, so it can help the less technically savvy marketer implement the solutions they historically would have to ask a webmaster or developer for help with.
October 19, 2018

GTM gives speed and tools to really increase your ROI (for free!)

Santiago Valdés | TrustRadius Reviewer
Santiago Valdés
Cofounder / Marketing, Growth, Technology, Experience
Vestuá (Retail, 11-50 employees)
Score 10 out of 10
Vetted Review
Verified User
Incentivized
Likelihood to Recommend
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.
September 27, 2018

Fast, Lightweight, a Great Entry to Tag Management

J.P. VanderLinden | TrustRadius Reviewer
J.P. VanderLinden
Director of Digital Marketing
EmberTribe (Marketing and Advertising, 11-50 employees)
Score 8 out of 10
Vetted Review
Verified User
Incentivized
Likelihood to Recommend
If your site has been using plugins to inject tracking or javascript deployment, they are likely adding unnecessary bloat. If the lag time to get new tracking in place feels like an Ice Age because marketers have to talk to developers and then get in line, there's a faster way. If you want to have a single place to check for whether tracking is installed that ISN'T the source code, GTM is your friend.

And you can't beat the price.
August 09, 2018

Google Tag Manager - Ideal Solution for Cross Platform Tags & Pixels

Justin Angelson, Digital and AI Solution Expert | TrustRadius Reviewer
Justin Angelson, Digital and AI Solution Expert
Digital Strategy, Marketing Automation, Online Marketing, CRO, Branding, Wordpress Development
Angelson Group (Marketing and Advertising, 1-10 employees)
Score 9 out of 10
Vetted Review
Verified User
Incentivized
Likelihood to Recommend
In general Google Tag Manager is well suited to help marketing professionals manager their tracking pixels for Adwords, Analytics, Remarketing, and other tracking pixels, easily and in one place. It lets you get the tags/pixels created and deployed live onto the websites without having a lot of time taken up by any coding or development professionals.
July 27, 2018

No more need to use a dev team to install a conversion pixel!

Verified User
Employee in Marketing
Internet Company, 1001-5000 employees
Score 10 out of 10
Vetted Review
Verified User
Incentivized
Likelihood to Recommend
Google Tag Manager is an ideal solution for teams who would like to get new javascript tags loaded on to their website, or edit existing tags without having to wait for a dev cycle. In some dev sprints, it could take weeks just to make a small change to a tag. Google Tag Manager would probably not be needed for a small personal website or blog in which it was managed by one person.
July 27, 2018

Tag Manager is great!

Dylan Redd | TrustRadius Reviewer
Dylan Redd
On Page & PPC manager
Gravitate Online (Marketing and Advertising, 11-50 employees)
Score 10 out of 10
Vetted Review
Verified User
Incentivized
Likelihood to Recommend
Tag Manager is great for any website, especially if you are integrating a variety of different services into your website. When using tag Manager you don't have to dig through code to figure out where a snippet of code is hiding. It is all organized and labeled.
July 27, 2018

Tag Your Money Manager

JC Matthews | TrustRadius Reviewer
JC Matthews
Co-Founder
Simply Insurance (Insurance, 1-10 employees)
Score 8 out of 10
Vetted Review
Verified User
Incentivized
Likelihood to Recommend
Google Tag Manager is well suited for service and e-commerce businesses scenarios like tracking specific data especially for specific products tracking click-through rates as well as sales. I will say is less appropriate if you don't have a large number of things to track or a much smaller business is starting off you might want to try and outside tracking system because it is extremely complicated.
July 23, 2018

Make Your Marketing Team More Independent and Agile with GTM

Bobby Stemper | TrustRadius Reviewer
Bobby Stemper
Director of Marketing
AdHawk (Marketing and Advertising, 11-50 employees)
Score 9 out of 10
Vetted Review
Verified User
Incentivized
Likelihood to Recommend
Google Tag Manager removes the need for deprecated documentation or anything complicated that your company would lose track of. It replaces a lot of unnecessary back-and-forth between different teams within a business. It lets marketing work more independently of the rest of the company and allows for quick iterations and quick fixes. It also is really helpful if you have clients that use it because permission sharing is great.
July 13, 2018

A Google Tag Manager beginner

Verified User
Analyst in Social Media
Marketing and Advertising Company, 11-50 employees
Score 9 out of 10
Vetted Review
Verified User
Incentivized
Likelihood to Recommend
For our social media data tracking, it's perfect when clients have website business objectives other than those that can easily be tracked by Facebook's pixel. Facebook is ideal for simpler cases of tracking (ex: page loads) but GTM is better suited when there are other actions on site that are helpful to track (video views, clicks on buttons, email sign ups, facility finder submissions, etc.)
May 18, 2018

Flexible solution for more complex website tracking

Ben Rubenstein | TrustRadius Reviewer
Ben Rubenstein
Marketing Manager, HMX
Harvard Medical School (Higher Education, 501-1000 employees)
Score 9 out of 10
Vetted Review
Verified User
Incentivized
Likelihood to Recommend
I think GTM is particularly well-suited for organizations that run multiple sites and have an interest in managing to track across and between those properties. It makes tracking across domains much simpler than the standard Google Analytics setup. It might not be worthwhile to switch to GTM if you run a single site or don't have plans to implement detailed user engagement that requires a lot of custom code.
April 26, 2018

Google Tag Manager - A Must for Managing Tracking Pixels

Verified User
Employee in Marketing
Education Management Company, 51-200 employees
Score 10 out of 10
Vetted Review
Verified User
Incentivized
Likelihood to Recommend
Google Tag Manager is best suited for managing several tracking scripts in one place. You can give each tracking pixel a unique name and add it to any site you manage. Google has made adding/removing and testing tracking pixels simple and require configuration. .
April 16, 2018

Reliable, Easy to use, Powerful and free!

Verified User
Consultant in Information Technology
Marketing and Advertising Company, 201-500 employees
Score 9 out of 10
Vetted Review
Verified User
Incentivized
Likelihood to Recommend
Google Tag Manager is great for increasing agility in publishing, changing, and managing marketing tags and other tools. For an online business, that makes all the difference. It is free and has a friendly interface, and we can say that it does not take a programmer to start using it.
February 28, 2018

Tag, You're It! Get Google Tag Manager for Your Business.

Verified User
Employee in Marketing
Financial Services Company, 201-500 employees
Score 10 out of 10
Vetted Review
Verified User
Incentivized
Likelihood to Recommend
Google Tag Manager is great if you have limited IT help, or don't want to bother your IT manager, and need a relatively easy way to tag and track your website users' actions. I don't think it is suited for websites that lack content, or that don't have a significant amount of lead generation integrations. For example, an information-based website with a blog theme would not need Google Tag Manager.
January 25, 2018

Is there any reason not to use this software?

Benjamin Hale | TrustRadius Reviewer
Benjamin Hale
Digital Marketing Analyst
Orbis Education (Education Management, 51-200 employees)
Score 10 out of 10
Vetted Review
Verified User
Incentivized
Likelihood to Recommend
For most websites that desire tracking, Google Tag Manager is the way to go. Apparently, there is even GTM for mobile application, although I haven't looked at this part of it. The only time I would consider not looking into GTM is for websites that need to be overly quick in loading, and cannot afford to have the little bit of overhead that GTM adds to a page load.
January 22, 2018

Organize your Tracking Scripts with Google Tag Manager

Julian Estiva | TrustRadius Reviewer
Julian Estiva
Web Developer
Orbis Education (Education Management, 51-200 employees)
Score 10 out of 10
Vetted Review
Verified User
Incentivized
Likelihood to Recommend
Google Tag Manager is perfect for organizing tracking scripts for your sites. If you have multiple tracking scripts that you implement on your site(s), then Google Tag Manager is a great tool that'll make your life easier when managing your scripts. If you have many rules or want different tracking scripts to fire on certain pages or certain events, GTM is a big help that can manage this for you.
December 12, 2017

Great tool, but you'll have to invest time in learning how to use it.

Verified User
Project Manager in Marketing
Internet Company, 1-10 employees
Score 7 out of 10
Vetted Review
Verified User
Incentivized
Likelihood to Recommend
I would recommend it, as the insights are extremely valuable when connected with Google Analytics. If you want to know the age, gender, nationality of your users this is the tool for you. If you want to know what users click on, what pages they land/exit on, or see their journey through your website, then this is the tool for you. However, it is quite technical and can be hard to use unless you have a step-by-step guide. This tool does not show you videos of your users on your website, or heatmaps, or provide reasons behind their behaviour. Nor have I found a way to get notifications.
December 11, 2017

GTM - The most open and powerful analytics tool out there

Chris Lenhart | TrustRadius Reviewer
Chris Lenhart
UX Designer
Global Experience Specialists (GES) (Events Services, 1001-5000 employees)
Score 9 out of 10
Vetted Review
Verified User
Incentivized
Likelihood to Recommend
You should use Google tag manager if you have someone on your staff who has analytics and development chops, and you are interested in measuring interactions that go beyond simply what page was viewed or what button was clicked. If you need to handle retargeting ads specific to a particular interaction, or you want to measure interactions in a particular sequence over the course of a session, google tag manager is great.

If your organization lacks someone with these skills, look into a solution like Heap if you are small enough.
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