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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

(231)

Attribute Ratings

Reviews

(1-2 of 2)
Companies can't remove reviews or game the system. Here's why
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
Use Cases and Deployment Scope
We use Google Tag Manager at our company to help combine our various tracking and analytics scripts in one single place. We can control when each script fires through Google Tag Manager as well as easily add, update and remove additional tracking pixels. This makes updates simple and does not have to involve a developer.
Pros and Cons
  • Tag Manager is a Google product, so works well with other Google Products.
  • Tag Manager has a large user base and features a wide collection of knowledge in the documentation.
  • Tag Manager can be configured to fire on all pages, some pages or no pages, depending on your needs.
  • Tag Manager is simple to learn and use.
  • Tag Manager is required to be installed in two parts: one in your opening Head tag and once again below the footer .
  • It can be simple to add several extra scripts and lose track of which scripts are important and which can be removed.
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. .
Google Tag Manager Feature Ratings
Tag Management (7)
54.28571428571429%
5.4
Tag library
90%
9.0
Tag variable mapping
90%
9.0
Ease of writing custom tags
100%
10.0
Rules-driven tag execution
100%
10.0
Tag performance monitoring
N/A
N/A
Mobile app tagging
N/A
N/A
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
N/A
N/A
Data distribution management
N/A
N/A
Universal data layer
100%
10.0
Automated error checking
N/A
N/A
TMS Architecture
N/A
N/A
Security (1)
100%
10.0
Role-based user permissions
100%
10.0
Return on Investment
  • Tag Manager has had a positive impact on our business by allowing us to manage our tags easier.
  • Tag Manager is housed on a CDN, therefore it loads quickly.
  • Tag Manager is free to use.
Alternatives Considered
Google Tag Manager is free, which is the most important aspect of our business. The other tools work well, however, have heavy fees associated with their use.
Other Software Used
Users and Roles
3
The primary users of Tag Manager in our company are developers and marketing directors. The developers implement the tracking pixels and when/where they should be triggered based on the marketing director's input. The developers then add the Tag Manager scripts in the header of our websites.
Support Headcount Required
3
The developers are the primary users of Google Tag Manager on a daily basis. They set up new instances of Tag Manager, verify the scripts are working properly and diagnose any troubles that may arise. Google has provided simple, easy-to-understand instructions for adding the tags to the header of a website. It requires basic knowledge of HTML and the use of FTP.
Business Processes Supported
  • We use Tag Manager to manage all our tracking pixels in a single place.
  • Tag Manager helps us more accurately capture traffic data to our websites.
  • It enables us to easily add additional Google products for A/B testing, Analytics, Surveys, etc.
Innovative Uses
  • When we started performing A/B Testing, setting up those experiments in Google Optimize and adding the tracking scripts to Tag Manager took minimal time and effort.
  • Diagnosing whether or not tracking scripts are firing is extremely easy. A vendor suspected a tracking pixel was being fired twice, however, we were able to prove it was being called only once.
Future Planned Uses
  • As more of our developers become Google Certified, we hope to expand our uses and tie in more Google products.
Likelihood to Renew
10
Google Tag Manager makes tracking traffic to our websites effortless, which enables our developers to focus on other tasks. Setting up a new instance takes only minutes and additional scripts can be added/modified without touching the source code of a site in production. This enables our marketing directors to coordinate tests and experiments with minimal effort.
Easy Tasks
  • Tag Manager works like other Google products, so there's a consistent feel to using Tag Manager.
  • Adding and modifying new tracking pixels is as easy as adding a new name, pasting in the code and saving/publishing the changes.
  • Anyone can view which pixels are firing on pages at a quick glance.
  • All changes are stored and documented, similar to version control systems.
Difficult Tasks
  • At times, finding select options can be difficult.
  • Only one Tag Manager script can be viewed at a time. This makes setting up a duplicate script difficult.
Mobile Interface Availability and Impressions
No
Usability
10
Google Tag Manager, like other Google products, is focused on user-friendliness. All buttons are clearly labeled, documentation is thorough and plenty of tutorials exist to help answer any questions. The layout and menus in Tag Manager are clearly labeled and consistent with other Google products.
October 06, 2017

Currently the best tag manager

Verified User
Manager in Marketing
Internet Company, 11-50 employees
Score 9 out of 10
Vetted Review
Verified User
Incentivized
Use Cases and Deployment Scope
[It's] A powerful tool which is very easy to use both for the marketing team, the business analysts, and the developers. This is crucial for digital projects requiring a mix of all these different skills.
Pros and Cons
  • Workspace and version management
  • Auto-event tracking
  • AdWords compliancy
  • Google Analytics compliancy
  • Many options to define triggers: CSS, selector, built-in triggers (form, click, URL,), custom variables, etc.
  • Tags sequencing
  • Almost unlimited advanced use possibilities with the custom HTML tags and custom JavaScript variables
  • Data layer variables
  • Compliancy with Optimize AB test solution
  • Data intelligence (rule-based automation)
  • Collaboration (for multiple organizations working on the same container)
  • Use Google Analytics audience data to fire the tags
Likelihood to Recommend
Best solution if you use Google Analytics. It may not be the most appropriate solution when you need to [have] tags fire synchronously.
Google Tag Manager Feature Ratings
Tag Management (8)
85%
8.5
Tag library
80%
8.0
Tag variable mapping
90%
9.0
Ease of writing custom tags
100%
10.0
Rules-driven tag execution
60%
6.0
Tag performance monitoring
80%
8.0
Page load times
90%
9.0
Mobile app tagging
80%
8.0
Library of JavaScript extensions
100%
10.0
Tag Load Rules
N/A
N/A
Data Management & Integrity (5)
96%
9.6
Event tracking
100%
10.0
Mobile event tracking
100%
10.0
Data distribution management
90%
9.0
Universal data layer
100%
10.0
Automated error checking
90%
9.0
TMS Architecture
N/A
N/A
Security (1)
80%
8.0
Role-based user permissions
80%
8.0
Return on Investment
  • Most powerful free tool on the market
  • Teams earned hudge time using GTM
  • Marketing team became 90% automonious in test & learn actions implementation
Alternatives Considered
5 reasons why Google Tag Manager has been chosen, and is finally a good choice: Cost to Customer, auto-event tracking, data layer customization and modularity, a library of built-in tags and variables, public documentation and community support.
Other Software Used
Easy Tasks
  • Auto-event tracking
  • Data layer variables creation
  • Custom JavaScript creation
  • Built-it variables
  • Tag sequencing
  • Large built-in tags library (ex: AdWords, crazy egg, criteo, LinkedIn, salesforce, etc.)
Difficult Tasks
  • GA eCommerce datalayer implementation process could be easier
  • When using client-side framework like Angular.js, triggers implementation is more complex and requires advenced settings (developping virtualpageviews, or tracking URL fragments as pageviews)
  • Firing a tag right after a specific element loads (for example for Ab test purposes) can require advanced settings.
Mobile Interface Availability and Impressions
No
Usability
9
the large tags library and built-in variables allow a no technical user to make a fast tags implementation. Advanced settings can also be easily realized through a well-designed interface.
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