GTM saves time and simplifies advanced analytics
Anonymous | TrustRadius Reviewer
November 05, 2018

GTM saves time and simplifies advanced analytics

Score 10 out of 10
Vetted Review
Verified User
Review Source

Overall Satisfaction with Google Tag Manager

Google Tag Manager (GTM) is being used by our marketing team to better track customers through Google Analytics (GA) primarily and is only used by our marketing team. The integration between the two is absolutely crucial for any digital marketing team to understand and utilize. Without the use of GTM, it's incredibly difficult to do any advanced GA goal and event tracking. Due to its versatility, we're able to accurately report on our user behavior through GA in ways that we were never able to before. This allows us to better A/B test landing pages and improve our website experience for our customers.
  • Flexibility is critical. Being able to easily trigger actions on our website through Tag Manager saves me time in development and stress in the deployment of these tags. Not having to write a line of code and having the ability to trigger events on specific button clicks or scroll depth is nice, but being able to trigger events anywhere you can run a JavaScript function is incredible.
  • Ease of use. It's great to be able to safely give other members of our digital marketing team access to GTM and trust that they can successfully navigate the platform, understand what active tags are doing, and create new tags.
  • Testing and debugging. I'll also list this as a con for one small reason, but in large it's simple to test and see which tags are firing on specific page views, on button clicks, etc. Additionally, you can see every action that GTM tracks (and in turn create new tags based on those).
  • In the debugger, it can sometimes be a frustrating interface. The drawer from the bottom of the screen is large and can be frustrating to navigate. While it gives you all of the information you need and after some time you get accustomed to the organization of it, it would be nice to have a more fluid interface to debug and read the output of GTM
  • GA custom events have become more complicated with GTM. Once you understand the data layer, it is incredibly powerful, but not being able to use a simple GA Send command to push a custom event into your Analytics account is a bummer.
  • GTM has allowed our team to more effectively track how users are behaving on our website, leading to more efficient, data-driven decisions that reduce the bottom line and increase lead conversion rates.
  • GTM has saved me time personally, allowing me to shift my focus to higher level strategy on website behavior and other technical marketing project.
Any scenario in which you want to do any level of analytics on web traffic is very well suited for GTM. It can trigger third-party pixel events with custom HTML tags as well as any of the native tags that are built into the system, so it can help the less technically savvy marketer implement the solutions they historically would have to ask a webmaster or developer for help with.

Google Tag Manager Feature Ratings

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