Dynamic Tag Management Review 2 of 5
Dynamic Tag Management Review: "Easy to Use, Great Version Control" Tag Management by AdobeUnspecified8.740101
Gitai Ben-Ammi profile photo
August 11, 2017

Dynamic Tag Management Review: "Easy to Use, Great Version Control"

Score 9 out of 101
Vetted Review
Verified User
Review Source

Overall Satisfaction with Dynamic Tag Management by Adobe

This is our primary tag management system. It is implemented on all marketing properties across our company. In addition to using this to deploy Adobe Marketing products such as Adobe Analytics, Adobe Target, and Adobe Media Optimizer, we use this tool to deploy pixels and other scripts. The ease of Adobe implementation is a huge factor, but as with all tag management systems, it's incredibly valuable to be able to deploy pixels and scripts without requiring developer assistance.
  • Rules: There are a wide variety of native triggers that are included for both plain vanilla HTML and single page applications that allow for many specific combinations of triggers.
  • QA: The plugin that allows for QA within the console makes it easy to tell if a rule is firing or not without the creation of a separate environment.
  • Version Control: It is mercifully simple to roll back to an earlier version if something goes awry. Remember, no matter how good your QA, something will eventually slip through. It's much better to be able to roll back with a couple clicks.
  • Single Page Applications: While it's greatly improved over the years, being able to accurately target certain actions on single page applications. In particular, applications built on React are difficult. The addition of a hash change trigger was quite useful, but more is definitely needed.
  • Data Elements: Great new tool, but I need it to be easier to create. I'm not an inherently technical individual, and the main benefit of tag management is reducing the need for technical people.
  • The key factor is that my devs are not tied up with petty things like adding JS or advertising pixels. Simple work like that can be handled by me while they work on feature development.
  • Release cycle is much shorter when a dev is needed, say for a direct call rule that involves JS being written. We don't have to go through the normal release cycle and can do it on an ad hoc basis without all the rigmarole of a hot fix.
The one thing GTM has over DTM is that there are a bunch of hosted pixels by companies like Facebook. Otherwise, it's incredibly inferior. The DTM UI is easier, more intuitive, and more comprehensible. Debugging is easier as well, and the triggers are better defined in DTM. Version control is far superior and it's so easy to tell what tags are firing and when. I went from DTM to GTM when switching jobs and was so relieved when my new company made the switch to DTM. I'm much happier and it's much easier now.
If you're on the Adobe stack at all, you absolutely need DTM. It will make your life infinitely easier. It's so simple to update your Adobe Analytics code and have version control, and when we implemented Adobe Target, it took literally less than 15 minutes for me to do. I also think it's significantly simpler than Google Tag Manager. I went through all manner of difficulty when implementing tags on that and have not had similar problems on DTM. If you're frequently placing pixels, it's a great tool that will speed their deployment.

The only situation in which I think a tag manager is not appropriate is if you have a dev with too much time on their hands. Otherwise, get a TMS and get DTM.

Dynamic Tag Management Feature Ratings

Tag variable mapping
Ease of writing custom tags
Rules-driven tag execution
Tag performance monitoring
Improved page load times
Mobile app tagging
Not Rated
Event tracking
Not Rated
Mobile event tracking
Not Rated
Data distribution management
Not Rated
Universal data layer
Not Rated
Automated error checking
Not Rated
Role-based user permissions