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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
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

(232)

Attribute Ratings

Reviews

(51-68 of 68)
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November 30, 2017

Best tag management system out there

Verified User
Team Lead in Marketing
Marketing and Advertising Company, 11-50 employees
Score 9 out of 10
Vetted Review
Verified User
Incentivized
Likelihood to Recommend
Recommended for all infrastructure-heavy website developers, who need to manage a variety of scripts and functionality on a website. Recommended to front-end/back-end developers, digital marketers, growth hackers, and marketers with some technical experience who like to get hands-on with customizing and implementing marketing solutions. Not recommended to those unfamiliar with technical subjects, as its setup and operation might seem complex and frustrating.
September 13, 2017

Google tag manager great for small and medium business

Víctor Garnica | TrustRadius Reviewer
Víctor Garnica
Director de efectividad e innovación
Ábaco MX (Marketing and Advertising, 11-50 employees)
Score 8 out of 10
Vetted Review
Verified User
Incentivized
Likelihood to Recommend
GTM is really good at making the basic tags easy, if you're going to use Google Analytics, Google Adwords or DoubleClick. You don´t need to look for another tool. If you have some stuff like Criteo or Crazy Egg this is your tool. But if you have to get some interactions without help of IT it is difficult sometimes to get the data.
September 08, 2017

Google Tag Manager - only way how I manage analytics tracking

Peter Jakus | TrustRadius Reviewer
Peter Jakus
Web Analytics Lead
ui42 (Internet, 11-50 employees)
Score 10 out of 10
Vetted Review
Verified User
Incentivized
Likelihood to Recommend
- Deploying simple tags which don't need additional data from the webmasters is very easy (e.g. live chat, Hotjar, Google Analytics Pageview, basic Adwords remarketing)
- Deploying complex tracking like Enhanced Ecommerce or Dynamic Remarketing is best done with a well planned and deployed Data Layer
August 04, 2017

GTM - the King of Tag Management Platforms

Verified User
Analyst in Information Technology
Marketing and Advertising Company, 1001-5000 employees
Score 10 out of 10
Vetted Review
Verified User
Incentivized
Likelihood to Recommend
Less appropriate if the organization has multiple websites/departments who want their own profile. In this case, if a tag has to be configured for more than one website, it will have to be configured equal number of times. A TMS like Tealium has the functionality to add script libraries where the tag will work for multiple properties even though configured just once.
April 03, 2017

Google Tag Manager - powerful and free

Verified User
Professional in Product Management
Airlines/Aviation Company, 1001-5000 employees
Score 8 out of 10
Vetted Review
Verified User
Incentivized
Likelihood to Recommend
Having used Google Tag Manager on multiple high traffic websites, I can say it is great in most situations, especially when Google tools (Analytics or DoubleClick) are used. It scales well and has been updated to be a competent solution as time has gone on. There are also great support options since it's widely used - something I haven't found for other tools.
March 30, 2017

GTM is a powerful, flexible tool with a clean integration with other Google products. However, it lacks the server-side capabilities of its competitors.

Verified User
Analyst in Engineering
Internet Company, 51-200 employees
Score 8 out of 10
Vetted Review
Verified User
Incentivized
Likelihood to Recommend
Businesses that are primarily run on the website and don't require server-side activities are a good fit for Google Tag Manger. However, businesses in which server-side processes are key aspects of their business will not find it as useful for managing all of their analytics tags.
March 28, 2017

Tag Manager Has Everything You Need

Taylor Lyles | TrustRadius Reviewer
Taylor Lyles
Marketing Analyst
Outdoor Cap Company (Apparel & Fashion, 201-500 employees)
Score 10 out of 10
Vetted Review
Verified User
Incentivized
Likelihood to Recommend
A small to midsized company with 25 or fewer tags will be more than fine with the free version of Google Tag Manager. When you get into larger deployments the amount of time spend on people managing it could justify a larger scale purchase.
October 06, 2015

A great, free, low-risk tool to test and deploy tags faster

David Gailey | TrustRadius Reviewer
David Gailey
Front End Web Developer
New Pig (Information Technology and Services, 201-500 employees)
Score 9 out of 10
Vetted Review
Verified User
Incentivized
Likelihood to Recommend
Ask yourself if your IT capacity or deployment process is slowing down your marketing and analytics departments. In our IT department, we were able to free up a decent percentage of several front-end developers' workload. Upon launch of Google Tag Manager on our site, we put a great amount of tagging responsibility in the hands of our marketing department.
October 05, 2015

Gives You The Ability to Customize Your Own Google Analytics

Sarah Mackenzie | TrustRadius Reviewer
Sarah Mackenzie
SEO & Analytics Director
FINE, A Digital Agency (Internet, 11-50 employees)
Score 9 out of 10
Vetted Review
Verified User
Incentivized
Likelihood to Recommend
Be sure that you have time to learn and research how to deploy Google Tag Manager, and that you're comfortable with problem solving, troubleshooting, and ready to dive into documentation and a teensy bit of coding. I recommend having a resource on hand to get help from, whether it's a colleague, a forum, or a paid consultant.
October 01, 2015

Google Tag Manager: de facto tag management for Google Analytics deployment

Stephane Hamel | TrustRadius Reviewer
Stephane Hamel
Director of Innovation
Cardinal Path (Internet, 51-200 employees)
Score 10 out of 10
Vetted Review
Reseller
Likelihood to Recommend
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.
February 14, 2014

Google Tag Manager: Simple, Easy to use and Flexible Tag Management System

Dan Antonson | TrustRadius Reviewer
Dan Antonson
Web Analyst
Collegis Education (Education Management, 51-200 employees)
Score 9 out of 10
Vetted Review
Verified User
Likelihood to Recommend
Google Tag Manager could work for just about any scenario, and it's free. However, for a large organizations with many tagging needs, it may be better to look for a paid solution. Many other tag manager systems have much more functionality and support more tags. It's also important to recognize that for advanced implementations, additional coding (mainly dataLayers) are required - as easy as Google Tag Manager is to install I find for the most value, custom coding is still needed.
February 12, 2014

Google Tag Manager - You Can't Beat Free (well, sometimes you can)

Verified User
Manager in Marketing
Banking Company, 501-1000 employees
Score 9 out of 10
Vetted Review
Verified User
Likelihood to Recommend
The key question with Tag Containers is what do you get in addition to the tag management? With GTM you have to learn on your own or through communities whereas with other purchased Tag Containers you may get account support and additional reporting capabilities. If you're proficient and can learn as you go then Google Tag Manager would be a good fit. If you need a lot of hand holding then an alternate service may be better.
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