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Adobe Dynamic Tag Management (discontinued)

Score10 out of 10

48 Reviews and Ratings

What is Adobe Dynamic Tag Management (discontinued)?

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.

Categories & Use Cases

Key Features

Learn about the best (and worst!) features Adobe Dynamic Tag Management (discontinued) has to offer, as determined by TrustRadius' reviewers.
Based on 48 ratings of Adobe Dynamic Tag Management (discontinued)'s features
View all features

Top Performing Features

  • 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

  • Tag variable mapping

    The software allows users to manipulate data and map it to known variables in the tag without custom development.

    Category average: 7.4

  • Ease of writing custom tags

    The software allows users to create and implement custom tags when a certain tag is not among the available templates.

    Category average: 6.9

Areas for Improvement

  • Library of JavaScript extensions

    The software offers a library of pre-built JavaScript functions for use with tags and load rules for data manipulation, UI functionality or data collection.

    Category average: 7

  • Data distribution management

    The software manages the collection and distribution of data among various technologies.

    Category average: 7.5

  • Automated error checking

    The software automatically detects and alerts users of code errors.

    Category average: 4.9

Reviews

What users are saying about Adobe Dynamic Tag Management (discontinued).
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Dynamic Tag Management - Tagging at Scale!

Incentivized
Richard Perroset
Senior Marketing Leader in Marketing at Covered California (5001-10,000 employees employees)

Pros

  • Code releases are not needed to update analytics, media, and other tags on your site.
  • It reduces your dependency on web developers to deploy tracking code.
  • You can add, remove or modify tags without knowing any coding knowledge.
  • If your site has multiple domains and sub-domains, then you can easily manage them all without involving web developers.

Cons

  • It is only available with Adobe Marketing Cloud so you can't buy it as an independent product.
  • It is easier to use than Google Tag Manager, but not nearly as popular.
  • Whereas Google Tag Manager is free, Dynamic Tag Management must be purchased as part of Adobe Marketing Cloud.

Return on Investment

  • As you may know, Dynamic Tag Management is being discontinued partly because of its focus on Adobe only products, which made it difficult to implement third party software with it, and because it wasn't an open platform that allowed a community to build into it.
  • Being able to quickly deploy tags without involving a web developer saves money and time.
  • Tag Iterations can be done quickly and easily using different tagging templates that DTM can deploy without a code release.

Alternatives Considered

Google Tag Manager, Tealium iQ Tag Management System and Ensighten Manage

Other Software Used

Google Ads (formerly AdWords), Google BigQuery, Google Analytics Premium

Easy to Use, Great Version Control

Incentivized
Gitai Ben-AmmiView profile
Marketing, Web Analytics, and Testing Lead in Marketing at Avalara (501-1000 employees employees)

Pros

  • Rules: There are a wide variety of native triggers that are included for both plain vanilla HTML and single page applications that allow for many specific combinations of triggers.
  • QA: The plugin that allows for QA within the console makes it easy to tell if a rule is firing or not without the creation of a separate environment.
  • Version Control: It is mercifully simple to roll back to an earlier version if something goes awry. Remember, no matter how good your QA, something will eventually slip through. It's much better to be able to roll back with a couple clicks.

Cons

  • 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.

Return on Investment

  • The key factor is that my devs are not tied up with petty things like adding JS or advertising pixels. Simple work like that can be handled by me while they work on feature development.
  • Release cycle is much shorter when a dev is needed, say for a direct call rule that involves JS being written. We don't have to go through the normal release cycle and can do it on an ad hoc basis without all the rigmarole of a hot fix.

Alternatives Considered

Google Tag Manager

Other Software Used

Adobe Analytics, Adobe Target, Adobe Media Optimizer

Does what it says on the Tin!

Barry MannView profile
Freelance Web Analytics, Insight and Optimisation in Information Technology at webanalytics.London (201-500 employees employees)

Pros

  • Manage web analytics tags!

Cons

  • Tag Marketplace is woeful. To say that "over 300 tags are supported" is disingenuous at best.
  • No/unclear product roadmap.
  • Logging of user actions.
  • Documentation support. It is impossible to extract the configuration to produce a client document which can only be done via manual cut/paste into document.
  • Lack of data layer flexibility.
  • They claim that mobile tag management "is not allowed by Apple" therefore it will not be developed! Thus, it does not address how instrumentation tags should be deployed/altered in between pushes to app marketplaces.
  • Support is poor/very poor.

Return on Investment

  • It does shorten the analytics value cycle dramatically. Ask question > Architect > Deploy > Collect > Report > Answer Question
  • Data confidence
  • Code maintainability

Usability

Adobe DTM is a flexible, customized, secure web analytics solution, but with a learning curve

Incentivized
Verified User
Director in Information Technology (1001-5000 employees employees)

Pros

  • The ability to measure the start and end of an online process to determine where web visitor's are falling out or not completing things such as login, web forms, and shopping cart
  • Measure website traffic
  • Measure and report shopping cart funnel
  • Can be customized to fit your unique business needs

Cons

  • Because Adobe Analytics requires adding DTM tags to the site, it does require some basic web development skills to ensure it does not impact pageload speed. When working across a large organization with many developers, it is equally important the developers do remove the code, lacking the understanding of what it is.
  • The utilization of eVars, Sprops, and events to tag a website, creates a learning curve for technical teams. There is a gap in knowledge of UX | UI design and the strategy of what should be measured and treated as a click event vs. pageload.
  • The Adobe consultants provide very little "real world" examples and they do not look at your web design and the user's functionality to recommend a DTM tagging strategy
  • All implementations should start first with a tagging strategy: 1) define what are the most important, critical actions or behaviors on the website 2) Write out the details within the Adobe provided spreadsheet for assigning eVars, Sprops and Events 3) Tag the site
  • When consulting within the business team, try to refrain from talking eVars, Sprops and events. It is simply too confusing and is much easier to ask what are the online behaviors or interactions that are most important across the site or on the page and then translate those into a DTM tagging strategy and prioritization.
  • Don't try to tag everything! Which often results in over engineering, too many technical resources spending too many hours tagging and testing. Quantity of data is not the same as quality.

Return on Investment

  • 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.

Alternatives Considered

Google Analytics

Adobe Dynamic Tag Management Solutions

Jay CorcoranView profile
Search Marketing Strategist in Marketing at Gcommerce Solutions (11-50 employees employees)

Pros

  • It is a rules based tag management system that allows the application of tracking pixels much easier than hard coding.
  • By placing 2 pieces of code on the top and bottom of each page of a website, we can create rules that track certain events and relay the information back to Adobe Media Optimizer and Google analytics.
  • It has simplified the coding process so one doesn't have to generate tons of gory javascript to deploy on each individual page to get tracking.

Cons

  • The initial training can be challenging, especially for people without a strong coding background, but it isn't impossible.
  • The publishing process is relatively intuitive, but could be improved upon.
  • As it is a newer program for Adobe, support is limited.

Return on Investment

  • It has sped up the coding time of individual website 10 fold.
  • The rate of failure of tracking pixels to fire has dropped dramatically.
  • It has significantly sped up the progress of getting individual clients implemented into AMO.

Usability

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