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Does what it says on the Tin!
September 02, 2015

Does what it says on the Tin!

Barry Mann | TrustRadius Reviewer
Score 6 out of 10
Vetted Review
Verified User

Overall Satisfaction with Dynamic Tag Management by Adobe

It does one thing extremely well and efficiently: manage Adobe tags. I have used it at several clients now to deploy Adobe Analytics [Omniture] and when working with a full-stack developer have been able to deploy/upgrade/repair Omniture very quickly. It is used mainly by the web analytics function, so that we can deploy (instrumentation) code quickly. The size of the prize = agility. I have had several engagements now where I have waited months to get changes made to Omniture code. It is a rather basic tool, the development path is not known and seems to be very slow without a great deal of investment in it compared to other enterprise TMS vendors. Only a small number of tags are supported out of the box. I would not use it for deployment of marketing tags.
  • Manage web analytics tags!
  • Tag Marketplace is woeful. To say that "over 300 tags are supported" is disingenuous at best.
  • No/unclear product roadmap.
  • Logging of user actions.
  • Documentation support. It is impossible to extract the configuration to produce a client document which can only be done via manual cut/paste into document.
  • Lack of data layer flexibility.
  • They claim that mobile tag management "is not allowed by Apple" therefore it will not be developed! Thus, it does not address how instrumentation tags should be deployed/altered in between pushes to app marketplaces.
  • Support is poor/very poor.
  • It does shorten the analytics value cycle dramatically. Ask question > Architect > Deploy > Collect > Report > Answer Question
  • Data confidence
  • Code maintainability
Adobe Dynamic Tag Management is no Tealium. However it doesn't need to be.
Key question: what will you be using it for? If your need is simply to maintain Adobe tags, it does what it says on the tin! There is an increasing trend to deploy another enterprise TMS alongside DTM (with different governance arrangements) for marketing tags.

Adobe Dynamic Tag Management (discontinued) Feature Ratings

3.6
Tag library
1
Tag variable mapping
5
Ease of writing custom tags
5
Rules-driven tag execution
6
Tag performance monitoring
Not Rated
Page load times
6
Mobile app tagging
1
Library of JavaScript extensions
1
Tag Load Rules ()
Not Rated
2.6
Event tracking
8
Mobile event tracking
2
Data distribution management
1
Universal data layer
1
Automated error checking
1
TMS Architecture ()
Not Rated
4.0
Role-based user permissions
4

Using Dynamic Tag Management by Adobe

It is easy to use at a basic level, however without JavaScript resource you will struggle.
ProsCons
Like to use
Consistent
Convenient
Feel confident using
Familiar
None
  • Easy: Fire an event, set a variable value.
  • Easy: create containers, deploy, debug.
  • Easy: grant access to users.
  • You need a JavaScript resource to be able to use anything but the most basic functions. If you do not have that resource available, you will struggle immediately.
  • Any data analysis whatsoever.
  • Work with different data layer standards.
  • Deploy anything apart from GA/UA/Omniture