Item: Google Tag Manager
Rating: 9
Author: Wes Finley

Use Cases and Deployment Scope

Updating the website to include numerous tracking codes from Google, FB, Hubspot, Linkedin and others can be difficult. It is much easier for us to add a single Google Tag Manager code snippet to the site and modify or add tags within the tag manager interface. This allows us to make changes with a lower risk of breaking the site.

Pros and Cons

Reduce risk of site failure
Allow marketers to update tags without making code changes to site
Create and track unique site conversion events

The UI is a bit confusing if you are less technical
[Google] Tag Manager could be better integrated with other Google services like Google Analytics.
Still not sure how effective tag manager is on mobile following IOS14 uodates.

Return on Investment

We can deploy tag changes within minutes rather than getting a code review and pushing in 24 hours.
Adding subdomains only requires a single tag to add and QA vs adding multiple tags.

Alternatives Considered

I do not know of any other service like [Google] Tag Manager that I would trust to manage all my tracking tags.

Key Insights

Do you think Google Tag Manager delivers good value for the price?

Yes

Are you happy with Google Tag Manager's feature set?

Yes

Did Google Tag Manager live up to sales and marketing promises?

Yes

Did implementation of Google Tag Manager go as expected?

Yes

Would you buy Google Tag Manager again?

Yes

Other Software Used

HubSpot Marketing Hub, Adobe PhotoShop

Usability

The UI is a bit complex and it does not guide you through the initial process of constructing and deploying multiple tags.

Support Rating

I have never used Google Tag Manager support.

Likelihood to Recommend

Any time we need to add or update a site tracking tag we use tag manager. I can easily add other admin to tag manager and review historical changes to make sure no one breaks things. If you use many tracking tags then I would highly recommend tag manager, but if you only have 1 or 2 tags or it is very easy for you to make site code changes tag manager may not be necessary.

Using Google Tag Manager to simplify tracking code management

Overall Satisfaction with Google Tag Manager