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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)
    7.7
    77%
  • 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

(233)

Attribute Ratings

Reviews

(1-25 of 68)
Companies can't remove reviews or game the system. Here's why
Andrea Hester | TrustRadius Reviewer
Score 9 out of 10
Vetted Review
Verified User
Incentivized
  • Enables broader management of tags
  • Ensures optimal tag placement and low impact on performance
  • Makes updating tags quick and easy
  • Integrates nicely with analytics
  • As with a lot of Google products, it's not the most user friendly
  • Steeper learning curve for those unfamiliar with code
  • Doesn't have a very robust native knowledge base for training - but there are lots of external sources of training and tutorials elsewhere
Wes Finley | TrustRadius Reviewer
Score 9 out of 10
Vetted Review
Verified User
Incentivized
  • Reduce risk of site failure
  • Allow marketers to update tags without making code changes to site
  • Create and track unique site conversion events
  • The UI is a bit confusing if you are less technical
  • [Google] Tag Manager could be better integrated with other Google services like Google Analytics.
  • Still not sure how effective tag manager is on mobile following IOS14 uodates.
Score 7 out of 10
Vetted Review
Verified User
Incentivized
  • Creation and implementation of campaign-specific tags to track your marketing efforts
  • Integrates with Google Analytics so all of your statistics are in the same place, allowing you to easily pull reports that contain all of the data you need to know
  • Allows you to track website activities outside of Google Analytics, such as pdf views/clicks
  • Google Tag Manager was extremely difficult for me to set up on our website. I think additional documentation of implementation would be helpful
  • Maybe my knowledge of Google Analytics is not as high as I imagined, but setting up GTM within our GA account was a little difficult as well, thus the need for additional consumer-friendly knowledgebase articles or tutorials
  • It would be nice if the tracking code for GTM was already included in GA, so I wouldn't need to work with our website management folks to add another tag. They accidentally removed our GA tag while adding the GTM tag which resulted in lost tracking for us. Frustrating.
Score 10 out of 10
Vetted Review
Verified User
Incentivized
  • Event Tracking
  • Web Tracking
  • Pixel Tracking
  • Custom Events
  • Platform Integration
  • Cost (Free)
  • Tutorials are sparse from Google. No official course.
  • GTM is manually tracked. No automated click to track function.
  • Integration quality varies depending on the application.
Tsahi Tal | TrustRadius Reviewer
Score 10 out of 10
Vetted Review
Verified User
Incentivized
  • Quick implementation of code without touching the site
  • Easy goal implementation with custom triggers
  • Quick and easy publishing in a click of a button
  • Testing integrations could be easier
  • Simplifying the custom trigger implementation would help less technical users
  • Would be good if it had better explanation on new platform integrations
Travis Brown | TrustRadius Reviewer
Score 10 out of 10
Vetted Review
Verified User
Incentivized
  • Tracking beyond page-views.
  • Good for non-developers to implement.
  • Provides greater analytic opportunities.
  • Great test capability.
  • Like anything, it definitely takes some experience to be comfortable.
  • Not a lot of Google tutorials that are on target (plenty of non-Google content).
Score 9 out of 10
Vetted Review
Verified User
Incentivized
  • Easy to acquire and implement.
  • User-friendly interface and an adequate amount of self-help information available online.
  • Can't ignore it's free. Makes it easy to test and try before going out and purchasing a more costly solution.
  • Since it is free, there is little to no personalized support from Google.
  • While it's getting better, the number of pre-configured solutions for third-party vendors is still limited compared to the top paid solutions.
Score 9 out of 10
Vetted Review
Verified User
Incentivized
  • Easy interface. The work environment where you set up tags is intuitive to me as it is arranged logically. Very easy for someone that has a programming background to understand the flow.
  • Useful testing feature. After you have created your tags, you can open your website and start clicking around. The tag manager has a testing screen that comes up and you can see live which tags are getting fired.
  • Step by step tutorial/guide for those new to the environment. I know I had to Google a bit and used someone else's blog to figure out how to set up some of the Facebook tags.
February 26, 2020

Quick and Easy Tags

Score 10 out of 10
Vetted Review
Verified User
Incentivized
  • Shows us CDRS for our websites so we can report back to our clients on how well they're doing.
  • Shows us the revenue we got from the visitor.
  • Sometimes you have to play around with the code for it to work.
  • I've had it not be compatible with websites and not even firing.
Dave Becker | TrustRadius Reviewer
Score 9 out of 10
Vetted Review
Verified User
Incentivized
  • Google Tag Manager allows you to see the source of incoming traffic to your site and track their behavior (make purchases, abandon carts, etc.)
  • We can implement Google Tag Manager in-house, so we don't need to pay our developer to make changes or edit code for us, saving us money.
  • Google Tag Manager is easier to use than coding a website, but you still need to have some technical knowledge.
  • As someone with fundamental coding knowledge, if you set up a tag incorrectly, it can take a long time to figure out why the tag isn't working properly.
Score 10 out of 10
Vetted Review
Verified User
Incentivized
  • Tag, triggering and event handling for 3rd party apps on your site
  • One platform to manage all applications with tags on your site and apps
  • Sometimes it requires some research to know how to handle a particular use-case
  • Event handling and different scenarios can sometimes be difficult to understand
Alec Dibble | TrustRadius Reviewer
Score 8 out of 10
Vetted Review
Verified User
Incentivized
  • Google Tag Manager makes it really easy to view and manage all of your third-party marketing tags/pixels in one place.
  • Google Tag Manager allows non-coders to easily implement new marketing and ad tracking services that rely on web pixels or trackers.
  • It does a poor job of letting you create separate staging/dev environments. It requires a lot of setup and could be much smoother and integrated into the experience.
  • Even with the debugger, it can be really tough to see values that have been passed from your backend into the scripts.
Score 8 out of 10
Vetted Review
Verified User
Incentivized
  • GTM allows you to customize the data that feeds direct to Google Analytics.
  • Houses all 3p code in one place, rather than having to hard code data directly on the site.
  • GTM has a preview and debug feature which allows you to see what's implementing properly and makes for a much easier QA.
  • Although GTM is a Google product, it still works with non-Google product suite.
  • Although you don't have to be a web developer to use GTM, it still requires some training and expertise. It's not necessarily a platform you can pick up instantly however there are many resources and training guides online to help you along the way.
  • Implementing GTM across a site is the process that requires some web developer expertise.
November 07, 2019

Google Tag Manager Review

Score 8 out of 10
Vetted Review
Verified User
Incentivized
  • Google Tag Manager integrates with other Google reporting platforms well such as Google Analytics.
  • The platform offers an incredibly wide variety of things to track.
  • Google Tag Manager offers little guidance within the tool. I often have to refer to outside guides or walk-throughs each time I set up a new feature.
  • There is a steep learning curve.
  • Difficult to test and manage if you have to rely on another webmaster or third-party to implement any code changes.
Score 9 out of 10
Vetted Review
Verified User
Incentivized
  • Google Tag Manager integrates with other Google tools (Analytics, Ads) very easily.
  • Google Tag Manager meets the standard requirements of tag management software, and while it isn't the most feature-rich option out there, it really does get the job done!
  • Google Tag Manager is great for less sophisticated tagging/rules, such as for websites that are smaller and less complex (which most of ours are).
  • Google Tag Manager doesn't offer a very streamlined interface for organizing and categorizing tags.
  • It can be difficult (or inefficient) when managing many sites in the same Google Tag Manager account, since it isn't easy to copy tags to other accounts.
  • Google Tag Manager isn't as full-featured or robust as other tag management software, so I'd be somewhat concerned using it for more complex tagging and management.
Meredith Walter | TrustRadius Reviewer
Score 7 out of 10
Vetted Review
Verified User
Incentivized
  • GTM has fantastic governance for users with even an approval option
  • GTM is extremely user friend with fantastic UX that is easy to pick up on
  • GTM is extremely easy to "install" and use
  • GTM works fantastic with GA
  • I'd love to see more ways to keep the container "clean" - i.e. a way to see which pixels haven't fired recently or maybe the date the last time a pixel fired.
  • Easier way to view tags in the container - maybe a filter button on tag type?
  • Easier account organization, where if needed, we could move one container from one account to another.
Score 9 out of 10
Vetted Review
Verified User
  • Ease of use!
  • No need to involve IT so we can add and update tags in a timely fashion.
  • Since it's part of the Google Suite, it's very reliable.
  • It can be used for variety of tagging options.
  • The learning curve for beginners can be steep.
  • Anyone with access to your GTM account can make changes so you have to be diligent about who has access and the type of access they have.
  • It helps to have an understanding of the data layer and what it represents to better understand how you use GTM.
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