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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

(1-25 of 67)
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Tyler Heaps | TrustRadius Reviewer
Score 10 out of 10
Vetted Review
Verified User
I use Google Tag Manager daily. I make sure this is installed on every website I work on so I can easily deploy tags and not have to rely on developer resources to get this done. By using GTM to install all my tracking tags it frees up space in the code of the site and we have seen an increase in site speed for both mobile and desktop.
Andrea Hester | TrustRadius Reviewer
Score 9 out of 10
Vetted Review
Verified User
Incentivized
Our web development team uses Google Tag Manager not only to manage tags on our own website, but those of our clients. It's a great way to enable easy addition and management of tags for things like analytics, social media, and advertising, without having to work in the website's code.
Wes Finley | TrustRadius Reviewer
Score 9 out of 10
Vetted Review
Verified User
Incentivized
Updating the website to include numerous tracking codes from Google, FB, Hubspot, Linkedin and others can be difficult. It is much easier for us to add a single Google Tag Manager code snippet to the site and modify or add tags within the tag manager interface. This allows us to make changes with a lower risk of breaking the site.
Score 7 out of 10
Vetted Review
Verified User
Incentivized
Google Tag Manager was implemented by our public affairs department. However, the statistics that come along with using the tracking code are shared with any department that requests them. Google Tag Manager addresses the problems that come along with determining if your marketing efforts are successful or not. The way we use GTM allows us to verify which items are utilized on our website and if our campaigns are successful.
Score 7 out of 10
Vetted Review
Verified User
Incentivized
It is mainly used by our Marketing team. Google tag manager is a tool for us to track our marketing activities and applications like social media, videos, website content, etc. We can then analyze the data and improve user experience and our marketing strategies.
Score 10 out of 10
Vetted Review
Verified User
Incentivized
Google Tag Manager (GTM) is the backbone of our website tracking at our company. It is used by both our Analytics and Web Development departments to create a structured, versionable environment for web pages, events, and pixel tracking. GTM solves many issues that allow non-developers to be able to add code to a website all without needing to add code. For instance, if you need to install a heatmap, GTM has built-in tags that allow you to simply put your tracking ID and you're good to go. It's a fantastic, free tool that I cannot recommend enough for any analyst to have in their repertoire.
Tsahi Tal | TrustRadius Reviewer
Score 10 out of 10
Vetted Review
Verified User
Incentivized
We use it in various ways.
For marketing use, we implement advertising pixels from the main platforms - Facebook, Google, LinkedIn, outbrain and more.
We use it to implement screen recording solutions A/B testing solutions and much more. Basically, anything that requires light code integration which we can do with Google Tag Manager without touching the website's code.
Travis Brown | TrustRadius Reviewer
Score 10 out of 10
Vetted Review
Verified User
Incentivized
As a web developer, we have utilized Google Tag Manager on multiple website projects. Rather than just doing the bare minimum (Google Analytics), Google Tag Manager allows you to go beyond just page tracking, to get a more in-depth view of how users are interacting with your site. Things, such as interactions on a page, become tracked and your data is taken to the next level.
Score 9 out of 10
Vetted Review
Verified User
Incentivized
We are a consultancy and as such, have advised and helped several clients implement and properly use Google Tag Manager to simplify their digital analytics solutions into one streamlined platform. Most of our clients have multiple analytics tools and third-party vendors that all require tracking of identical information to properly function. Google Tag Manager simplifies this by reducing the number of calls made on each web page. For example, if you have 10 different tools that need to track similar information, you now can reduce it to 1.
Score 10 out of 10
Vetted Review
Verified User
Incentivized
Google Tag Manager is a MUST HAVE tool for any website! It allows us to add and manage various pixels/tracking codes (From Google Analytics to Facebook and LindedIn) from one place, with a super straightforward UI.

Also, it keeps logs of all the changes to different containers, which is a very helpful thing when it comes to collaboration between different people/departments
Score 9 out of 10
Vetted Review
Verified User
Incentivized
The problem was that we wanted to track specific button clicks that users made on our website which was not naturally picked up by Google Analytics. We did not want to change the code on the website. We decided to use Google Tags to implement this tracking. Now we can successfully track our conversions as it is reported in Google Analytics.
February 26, 2020

Quick and Easy Tags

Score 10 out of 10
Vetted Review
Verified User
Incentivized
Google Tag Manager is used in the SEM department at my company for an easy way to track CDRS and revenue. My company builds and tracks websites for hotels and with Google Tag Manager we are able to implement a tag on their booking engine to see if a visitor has not only gone to that page but if they booked a room.
Dave Becker | TrustRadius Reviewer
Score 9 out of 10
Vetted Review
Verified User
Incentivized
We use Google Tag Manager to enable the use of tracking pixels from various sources on our website. Our website was developed and coded by an agency, so Google Tag Manager allows us to integrate these codes without having to edit or modify the coding of the site. We can then track user behavior concerning our business.
Score 10 out of 10
Vetted Review
Verified User
Incentivized
Google Tag manager is used to manage all tags implemented on our multiple websites and apps. It allows for one piece of code to be embedded by the devs in sites and apps, and then other users can manage, monitor and implement tags allowing for integrations with a host of others applications and platforms. It should be a foundational part of any website or app implementation.
Alec Dibble | TrustRadius Reviewer
Score 8 out of 10
Vetted Review
Verified User
Incentivized
Google Tag Manger is used across the public-facing web properties to manage web tagging/pixel placement in production and staging. It allows you to dynamically install tags and disable them without having to push new code. It has a lot of customizability but some of it still needs coding integrations and pre-planning to work smoothly. With proper setup and training, a non-coder, like someone on a marketing team, should be able to add new website tags themselves using Google Tag Manager.
Nathan Cavicchi | TrustRadius Reviewer
Score 10 out of 10
Vetted Review
Verified User
Incentivized
Google Tag Manager is used at the most basic level to keep all of our pixels and firing actions in one place along with allowing us to control when and how they fire on a page. We use this repo as a great place for pixel audits to keep page load speed as fast as we can. Recently we have started using Google Tag Manager for click tracking on Google Analytics goals.
Wadie Aroua | TrustRadius Reviewer
Score 9 out of 10
Vetted Review
Verified User
Incentivized
Essentially we use Google Tag Manager to get better data in Google Analytics. We have over 100 sites for different purposes. So, Google Tag Manager helps us in tracking purchase events, how much time users spend, on which product pages, how many downloads per day, etc. With GTM we get more benefit from Google Analytics.
Score 8 out of 10
Vetted Review
Verified User
Incentivized
Google Tag Manager (GTM) is used as the preferred tag management system that our company recommends like to use. It allows us to place and customize variables, triggers for clients to help manage marketing performance and analytics. A high level overview of how all three of these live within GTM are as follows: Tags are snippets of Javascript or tracking pixels; Triggers tell GTM when or how to fire a tag; Variables are additional information GTM may need for the tag and trigger to work.

A huge benefit of using GTM is that it's a Google product so implementation of GCM (Google Campaign Manager) and GA (Google Analytics) makes it a seamless process.
November 07, 2019

Google Tag Manager Review

Score 8 out of 10
Vetted Review
Verified User
Incentivized
As a digital strategist at a web company, one of my many roles is ensuring the websites we manage have strong conversion points. One way I am able to help manage this is through using Google Tag Manager to set up unique triggers and tags that provide analytics for how users are interacting with the website.
Score 9 out of 10
Vetted Review
Verified User
Incentivized
We manage a portfolio of 50+ independent websites and utilize Google Analytics (GA) as our primary web analytics tool. Due to the large number of sites and already being a GA user, we decided to implement Google Tag Manager as our tag management solution so that we could better integrate with GA and have a free tag management solution that wouldn't cripple us financially.
Google Tag Manager solves our needs of managing marketing tags and reducing IT needs around deployments for tracking snippets, and it's free!
Score 9 out of 10
Vetted Review
Verified User
We use Google Tag Manager to track everything from floodlight tags, events, exclusions and so on. I regularly review our site content to look for opportunities to add additional tags for improved reporting to our search, marketing, and social teams. When requested by those team I'll add tagging to new content sections or existing sections that are lacking the tracking they want to help answer business questions and enhance user experience.
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