TrustRadius: an HG Insights company

Google Tag Manager

Score8.8 out of 10

238 Reviews and Ratings

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What is Google Tag Manager?

From Google, the Google Tag Manager is a tag management application that facilitates creating, embedding, and updating tags across websites and mobile apps, thus gaining the benefits of data standardization and speed of deployment. Google touts an agency friendly system with multiple user access, and tools to improve tags performance like debugging, and rules, macros or automated tag firing. The Google Tag Manager also integrates with Google product DoubleClick. Moreover, Google Tag Manager is free.

Categories & Use Cases

Key Features

Learn about the best (and worst!) features Google Tag Manager has to offer, as determined by TrustRadius' reviewers.
Based on 238 ratings of Google Tag Manager's features
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Top Performing Features

  • Mobile app tagging

    The software can manage tags for mobile apps as well as websites.

    Category average: 7.9

  • Event tracking

    The software tracks events such as form abandonment, video plays, downloads, parallax scrolling, and infinite scroll.

    Category average: 8.1

  • Tag performance monitoring

    The software tracks things like tag load time, blocking tags, uptime / response time, and tag killing, and sends alerts.

    Category average: 7.9

Areas for Improvement

  • Rules-driven tag execution

    The software allows for flexible tag firing based on multi-part load rules, as well as tag sequencing and dependencies.

    Category average: 6.4

  • Role-based user permissions

    Permissions to perform actions or access or modify data are assigned to roles, which are then assigned to users, reducing complexity of administration.

    Category average: 6.2

  • Automated error checking

    The software automatically detects and alerts users of code errors.

    Category average: 4.9

Most Frequent Users

Top 3 industries using Google Tag Manager
Based on HG Insights installation data
View all Reviews
#1 most frequent

Professional, Scientific, and Technical Services

8.7%

680,745 installations of 7,801,432

#2 most frequent

Manufacturing

4.1%

316,032 installations of 7,801,432

#3 most frequent

Other Services (except Public Administration)

3.1%

240,052 installations of 7,801,432

Reviews

What users are saying about Google Tag Manager.
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Simplify, Track, Optimize: The Power of Google Tag Manager

Walter AlejosView profile
Tech Lead Engineer in Information Technology at 23andMe (501-1000 employees employees)

Use Cases and Deployment Scope

We use for marketing, analytics and cookie/trackers management. We have integrated Google Tag Manager with Google Analytics 4, and we also do some Marketing campaigns using Pixels, Google Ads, etc... We track the final user interaction with our system. We also save time and resources by creating tags without requiring development effort. We also have some cookie management software integrated with Google Tag Manager. We have centralized many tools by controling them using Google Tag Manager interface.

Pros

  • Integrates with marketing tools like pixels and Google Ads
  • Enhances tracking capabilities when integrated with GA4
  • Integrates with cookie management tools complying with regulations

Cons

  • Keep adding integrations with third party tools
  • Create a mobile app to manage Google Tag Manager tags
  • Support debugging in all browsers

Return on Investment

  • Huge positive impact by helping to find causes of conversions' drop and helping to take decisions to fix them
  • Huge positive impact by launching many marketing campaings and running many Ads with good revenue
  • Huge positive impact by helping us to comply successfully with government regulations for cookies and trackers

Usability

Google Tag Manager is a must have

Incentivized
Alexandre Istamboulian
Global Web Product Manager in Product Management at CSC Global (5001-10,000 employees employees)

Use Cases and Deployment Scope

I use Google Tag Manager to track custom events and user actions not collected automatically in GA4. Google Tag Manager enables my organisation to be more granular in its reporting and the tracking possibilities are truly endless! I also like that Google Tag Manager integrates with a lot of marketing platforms we use (such as LinkedIn and Google Ads) and it offers a wide variety of tags templates to get you started with these.

Pros

  • Tracking in depth user actions
  • Tracking complex conversion points
  • Tracking funnels

Cons

  • A slightly easier to use debug console
  • Better help section for advanced set ups
  • Easier user management

Return on Investment

  • Improved overall reporting data accuracy
  • Improved user conversion funnels
  • Improved overall user engagement

Usability

Alternatives Considered

Google Analytics

Other Software Used

Google Analytics, Optimizely Web Experimentation, Wrike

GTM offers a variety of solutions

Incentivized
Verified User
Employee in Product Management (51-200 employees employees)

Use Cases and Deployment Scope

We use Google Tag Manager to track analytics/GA4 and adroll data across all of our websites. We can create the tags and triggers needed to report back to our clients and provide them with in-depth reporting on their website's performance.

Pros

  • ability to create tags and triggers
  • cross-domain tracking
  • integrations with other platforms we use

Cons

  • More accurate reporting for form fill outs
  • easier repetition/creation of similar tags/triggers

Return on Investment

  • GTM and GA4 were overcounting form submissions so it was messing up our totals, especially with our clients running ads with us.

Usability

Alternatives Considered

Google Analytics and Google Ads

Other Software Used

Google Analytics, Google Ads

A must use tool for every website or App

Tyler HeapsView profile
Director of Marketing in Marketing at Rain Retail Software (51-200 employees employees)

Use Cases and Deployment Scope

I use Google Tag Manager daily. I make sure this is installed on every website I work on so I can easily deploy tags and not have to rely on developer resources to get this done. By using GTM to install all my tracking tags it frees up space in the code of the site and we have seen an increase in site speed for both mobile and desktop.

Pros

  • Tag Management
  • Event Tracking
  • Site Management

Cons

  • Integrations
  • Training Resources
  • GA4 Support

Return on Investment

  • We say our site speed increase after implementation.
  • Marketing is able to more quickly deploy tags and manage tracking codes.
  • Speed of campaign deployment dramatically increased.

Alternatives Considered

Tealium iQ Tag Management System

Usability

Wouldn't Want To Live Without It

Incentivized
Quentin AisbettView profile
Digital Strategist in Marketing at OnQ Marketing (1-10 employees employees)

Use Cases and Deployment Scope

Google Tag Manager is brilliant in that it provides marketers and agencies alike be able to implement and deploy immediately without having to hassle or wait for developers to action.

Pros

  • Ability for non-developers to deploy tags without requiring developer assistance
  • Utilise event triggers to leverage better insights within Google Analytics

Cons

  • In general it could be more user-friendly for those less-technical

Return on Investment

  • Improves organisational processes and efficiency
  • Improves data collection and insights

Usability

Other Software Used

Semrush, Trello, Slack