Adobe Dynamic Tag Management (discontinued) Reviews and Ratings

Rating: 10 out of 10

Score

10 out of 10

Reviews

6 Reviews

Dynamic Tag Management - Tagging at Scale!

Rating: 10 out of 10

Incentivized

August 31, 2019

Use Cases and Deployment Scope

Dynamic Tag Management is used to set up and deploy many tags across our website both for tracking as well as in conjunction with Adobe Target. One of the main benefits is that you can update your library and other implementation details without doing a code release. This frees up developer resources and allows Marketing to manage many of their tracking/Target testing activities with minimal implementation time.

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.

Likelihood to Recommend

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.

Richard Perroset

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

Vetted Review

2 years of experience

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

Rating: 9 out of 10

Incentivized

June 5, 2018

Use Cases and Deployment Scope

It is being utilized across all global customer-facing websites coupled with a KPI, metrics and tagging strategy to measure and report online behaviors via the Adobe Analytics tool. From the data, we analyze and identify opportunities to improve the web visitor's online experience.

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.

Likelihood to Recommend

DTM is best when you have a large enterprise, 10,000+ web pages to deliver and requires secure proprietary web data. It does require pre-planning, strategy and staff to implement, managed and test prior to going live. For smaller website implementations, google analytics is free, easy to implement and analyze.

Verified User

Director in Information Technology (1001-5000 employees)

Vetted Review

4 years of experience

Easy to Use, Great Version Control

Rating: 9 out of 10

Incentivized

August 11, 2017

Use Cases and Deployment Scope

This is our primary tag management system. It is implemented on all marketing properties across our company. In addition to using this to deploy Adobe Marketing products such as Adobe Analytics, Adobe Target, and Adobe Media Optimizer, we use this tool to deploy pixels and other scripts. The ease of Adobe implementation is a huge factor, but as with all tag management systems, it's incredibly valuable to be able to deploy pixels and scripts without requiring developer assistance.

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.

Likelihood to Recommend

If you're on the Adobe stack at all, you absolutely need DTM. It will make your life infinitely easier. It's so simple to update your Adobe Analytics code and have version control, and when we implemented Adobe Target, it took literally less than 15 minutes for me to do. I also think it's significantly simpler than Google Tag Manager. I went through all manner of difficulty when implementing tags on that and have not had similar problems on DTM. If you're frequently placing pixels, it's a great tool that will speed their deployment.

The only situation in which I think a tag manager is not appropriate is if you have a dev with too much time on their hands. Otherwise, get a TMS and get DTM.

Gitai Ben-Ammi

Marketing, Web Analytics, and Testing Lead in Marketing at Avalara (501-1000 employees)

Vetted Review

4 years of experience

View profile

Dynamic tag management ( Manages your business in lesser cost)

Rating: 8 out of 10

Incentivized

December 15, 2015

Use Cases and Deployment Scope

DTM is used in our organization according to the client requirement. We offer other tag management solutions as well pertaining to the project and requirement. If the client is a small or medium business, we suggest Google Tag Manager, or if they already using Adobe Analytics, we recommend DTM.

Pros

Easy to navigate the interface
Dependency on technical team is much less
Coding effort will be minimum

Cons

People who worked on DTM only can navigate and process the rules, so there should not be a criteria complete the processing rules.
Framework kind of option should be available
Troubleshooting documents should be available in Google for implementation

Likelihood to Recommend

It is well-suited most of time. However, as there is no support available for all types of users, sometimes it is very difficult to troubleshoot.

Abishek Kumar

Technology Lead in Customer Service at Infosys (10,001+ employees)

Vetted Review

2 years of experience

Does what it says on the Tin!

Rating: 6 out of 10

Incentivized

September 2, 2015

Use Cases and Deployment Scope

It does one thing extremely well and efficiently: manage Adobe tags. I have used it at several clients now to deploy Adobe Analytics [Omniture] and when working with a full-stack developer have been able to deploy/upgrade/repair Omniture very quickly. It is used mainly by the web analytics function, so that we can deploy (instrumentation) code quickly. The size of the prize = agility. I have had several engagements now where I have waited months to get changes made to Omniture code. It is a rather basic tool, the development path is not known and seems to be very slow without a great deal of investment in it compared to other enterprise TMS vendors. Only a small number of tags are supported out of the box. I would not use it for deployment of marketing tags.

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.

Likelihood to Recommend

Key question: what will you be using it for? If your need is simply to maintain Adobe tags, it does what it says on the tin! There is an increasing trend to deploy another enterprise TMS alongside DTM (with different governance arrangements) for marketing tags.

Barry Mann

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

Vetted Review

2 years of experience

View profile

Adobe Dynamic Tag Management Solutions

Rating: 10 out of 10

Incentivized

May 7, 2014

Use Cases and Deployment Scope

We use Adobe Dynamic Tag Manager as part of our implementation of Adobe Media Optimizer. We are a hospitality based marketing firm, and consequently deal with all varieties of websites and reservation engines, and Adobe Digital Tag Manager, or DTM as I shall refer to it, make the application of Media optimizer and eCommerce code much simpler.

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.

Likelihood to Recommend

It specifically saves tons of time by allowing you to use a tag based system for implementation of tracking pixels, in our case Adobe Media Optimizer, where before, we would have to write page specific javascript calling out each individual point of conversion, for the entire website. Now we can apply the universal tag management code throughout the site and simply create rules that trigger tracking pixels within AMO.

Jay Corcoran

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

Vetted Review

1 year of experience

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Adobe Dynamic Tag Management (discontinued)
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Reviews and Ratings

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

Rating: 9 out of 10

Incentivized

June 5, 2018

Use Cases and Deployment Scope

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.

Likelihood to Recommend

Verified User

Director in Information Technology (1001-5000 employees)

Vetted Review

4 years of experience