Adobe Dynamic Tag Management (DTM) was a tool used by marketers to manage tags, and for collecting and distributing data across digital marketing systems. Adobe DTM is a legacy, and it will not receive feature updates. Adobe invites users to upgrade to Launch on the Adobe Experience Platform.
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Google Tag Manager
Score 8.8 out of 10
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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…
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Pricing
Adobe Dynamic Tag Management (discontinued)
Google Tag Manager
Editions & Modules
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No answers on this topic
Offerings
Pricing Offerings
Adobe Dynamic Tag Management (discontinued)
Google Tag Manager
Free Trial
No
No
Free/Freemium Version
No
No
Premium Consulting/Integration Services
No
No
Entry-level Setup Fee
No setup fee
No setup fee
Additional Details
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More Pricing Information
Community Pulse
Adobe Dynamic Tag Management (discontinued)
Google Tag Manager
Features
Adobe Dynamic Tag Management (discontinued)
Google Tag Manager
Security
Comparison of Security features of Product A and Product B
Adobe Dynamic Tag Management (discontinued)
10.0
Ratings
22% above category average
Google Tag Manager
4.5
Ratings
56% below category average
Role-based user permissions
10.00 Ratings
4.50 Ratings
Tag Management
Comparison of Tag Management features of Product A and Product B
Adobe Dynamic Tag Management (discontinued)
9.4
Ratings
18% above category average
Google Tag Manager
6.6
Ratings
17% below category average
Tag library
9.00 Ratings
7.00 Ratings
Tag variable mapping
10.00 Ratings
7.00 Ratings
Ease of writing custom tags
10.00 Ratings
6.00 Ratings
Rules-driven tag execution
9.00 Ratings
5.00 Ratings
Tag performance monitoring
10.00 Ratings
7.80 Ratings
Page load times
10.00 Ratings
6.00 Ratings
Mobile app tagging
10.00 Ratings
8.30 Ratings
Library of JavaScript extensions
7.10 Ratings
6.00 Ratings
Data Management & Integrity
Comparison of Data Management & Integrity features of Product A and Product B
Dynamic Tag Management allows you to tag any data elements on a page in order to track every aspect of your customer's journey. Its ease of use and the ability to deploy tags without having to involve a web developer leaves marketing to iterate without the lag time of a code release. I haven't found any areas where improvement is needed.
Google Tag Manager is well suited when the marketer or marketing team does not work closely with the developers. In this scenario, it means that the marketer can deploy 3rd party tools such as live chat widgets, advertising pixels, and much more themselves in a timely manner. Google Tag Manager may be less relevant in an organization where the marketer is also the developer or has a strong development background, where they can implement the 3rd party tags directly on the site when they need. But even in this instance, there's still great benefit in using Google Tag Manager.
Selecting elements on a site [object, class, cookie, etc] (to later fire an event, send some data, etc) is very easy with triggers. Want to add an event when someone clicks on a button? Super easy. It was many many DOM selectors and you can even add custom functions if you need to do something more specific
In general, firing events in different circumstances is very easy mixing triggers and tags. You can track almost any element of the DOM and do whatever you want with it.
Testing is a great functionality. Only you can see what's on the site and you can debug it easily by seeing which events or tags were triggered and all the DOM elements involved (and why they matched the trigger).
Working in environments (staging, production) and versioning is easy to do, deploying changes in 2 clicks.
Single Page Applications: While it's greatly improved over the years, being able to accurately target certain actions on single page applications. In particular, applications built on React are difficult. The addition of a hash change trigger was quite useful, but more is definitely needed.
Data Elements: Great new tool, but I need it to be easier to create. I'm not an inherently technical individual, and the main benefit of tag management is reducing the need for technical people.
There are several good integrations, but there can always be more. Native tracking for call tracking solutions, analytics providers, non-Google advertisers would be top of my list.
Documentation is just dreadful. Luckily there are some awesome folks out there doing crowdsourced tutorials (shout out to Simo Ahava) but by and large the Google Tag Manager instructions are worth what you pay for them.
Until a strong case or need arises for enterprise tag management, I cannot see any reason why we would discontinue using Google Tag Manager. Even if we were to switch to a different vendor, we would still likely use Google Tag Manager to manage Google Analytics code and Google AdWords conversion and remarketing pixels
Google Tag Manager is the best tool to centralize everything in one place including marketing, analytics, integration with third party tools for AB testing, cookie management, etc. it includes user's management, debugging features, tag approval process, etc. it also saves time and resources by not relying on developers.
Although it is a newer product to Adobe, they seem to truly care about our challenges and are very proactive in making sure that we have the most knowledgeable support available in a timely manner.
Planning and communication will help greatly with an in-house implementation. If there are large teams, try to limit the number of people involved to 1-2 developers (back-end dev may be necessary depending on your platform), one analytics marketer and one project manager.
The one thing GTM has over DTM is that there are a bunch of hosted pixels by companies like Facebook. Otherwise, it's incredibly inferior. The DTM UI is easier, more intuitive, and more comprehensible. Debugging is easier as well, and the triggers are better defined in DTM. Version control is far superior and it's so easy to tell what tags are firing and when. I went from DTM to GTM when switching jobs and was so relieved when my new company made the switch to DTM. I'm much happier and it's much easier now.
With GTM we are able to integrate GA4 with other platforms we use. We can then send data to GA4 and AdWords and relay that info to our customers. They all work well together and give us a good opportunity to report back to our clients. We haven't used a ton of other products that do what GTM does, so I guess it has a leg up there
Excellent ROI investment "if" strategy and roll out are prioritized appropriately. Because this is a custom solution, Adobe does not provide this level of guidance.
From a project management timeline perspective, if the team rolling this out tries to tag everything, then they will quickly run out of time and overextend resource hours.
GTM has allowed us to show positive ROI for multiple clients via connecting their two websites so that they could see the amount of money advertising generates.
GTM has also shown a positive ROI from an internal perspective as we can use templates to immediately upload our standard, customized event tracking which saves hours of testing and configuration.
GTM's lack of error catching features has caused more time and individual testing but the improved preview feature has helped save time.
