Item: Google Tag Manager
Rating: 8
Author: Víctor Garnica

Use Cases and Deployment Scope

Google Tag Manager is a tool used by my organization to take away the dependencies on the developer to put some pixels originally. Then we [have been able to] make progress on Google Analytics implementation [and] even [on] Adobe Analytics. GTM is a great tool to keep your website clean of codes [such] as Facebook, Sojern, Google Analytics, BlueKai and so many data providers.

Pros and Cons

Keeps your website clean of pixels on source code.
Quick answers for measurement of values on the website.
Easy way to identify problems in debug mode, before going to real measurement.

GTM needs to work more with other tools like Adobe Analytics.
The Google Tag Assistant reports some failures on the things implemented via GTM.
If you want to get a great experience [out] of GTM, you should learn some javaScript.

Return on Investment

Positive time of response.
Positive to get a better Google Analytics implementation.
Positive debug mode.

Alternatives Considered

Dynamic Tag Management by Adobe and Tealium iQ Tag Management System

GTM is powerful and free, don't need to pay more for the easy stuff. If you are a corporate guy with money to invest and really heavy use of advertising and analytics you may select Tealium. If you are a small or medium size company this [GTM] is the solution you are looking for.

Other Software Used

Google Analytics Premium, HubSpot CRM, Harvest

Likelihood to Recommend

GTM is really good at making the basic tags easy, if you're going to use Google Analytics, Google Adwords or DoubleClick. You don´t need to look for another tool. If you have some stuff like Criteo or Crazy Egg this is your tool. But if you have to get some interactions without help of IT it is difficult sometimes to get the data.

Google tag manager great for small and medium business

Overall Satisfaction with Google Tag Manager