Google Tag Manager is a solid choice for web tag management
January 18, 2020

Google Tag Manager is a solid choice for web tag management

Alec Dibble | TrustRadius Reviewer
Score 8 out of 10
Vetted Review
Verified User

Overall Satisfaction with Google Tag Manager

Google Tag Manger is used across the public-facing web properties to manage web tagging/pixel placement in production and staging. It allows you to dynamically install tags and disable them without having to push new code. It has a lot of customizability but some of it still needs coding integrations and pre-planning to work smoothly. With proper setup and training, a non-coder, like someone on a marketing team, should be able to add new website tags themselves using Google Tag Manager.
  • 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.
  • If setup correctly, it enables companies to spend much less engineering time on deploying tags. Additionally, deployment is instant. Companies don't have to do their normal code deployment process.
  • Allows multiple people to manage tags with it's version control and testing features.
  • Segment
I think Google Tag Manager is hard to beat, given that it is a free service Google offers. It also requires you to implement most of the integrations manually, it doesn't have many built-in. Segment, in contrast, is much easier to get up and running and "just works". However, it is relatively expensive.
I think Google Tag Manager is a good fit for any company that utilizes several marketing, ad and/or analytic services. Once it is set up correctly, it minimizes the engineering effort to do pixel/tag implementation. It also is much easier to audit tags in Google Tag Manager vs spread out across a codebase.

Google Tag Manager Feature Ratings

Tag library
Tag variable mapping
Ease of writing custom tags
Rules-driven tag execution
Tag performance monitoring
Page load times
Mobile app tagging
Library of JavaScript extensions
Data distribution management
Universal data layer
Role-based user permissions