Google Tag Manager

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4.5 out of 5 stars

Google Tag Manager is an analytic tool that launch new tags any time with a few clicks and never miss a measurement or marketing opportunity.

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Showing 178 Google Tag Manager reviews
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Google Tag Manager review by <span>Andrea S.</span>
Andrea S.
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Makes a non-developer's life a breeze

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What do you like best?

I work at an advertising agency that also manages some of our clients' websites. I am by no means a web developer, but I have to be able to add and remove campaign tracking codes from client sites quickly. I am not familiar with many .php settings and I really hesitate to change any code on a site directly. Tag Manager is like a back door that's a lot easier to get in to. There's a lot less room for error as well, since you're only editing one small piece of code rather the the core site files. So even if you managed to implement the tag incorrectly, you more than likely didn't break the entire site by doing so and it's a lot easier to diagnose and correct your error.

What do you dislike?

It does take some getting used to and experimentation, but that's pretty standard with most of the core Google products. One thing that really does bug me, though, is the way the Trigger "fire on" options are setup. I've been using TM for 3 years and I still have to test whether I need to use "url", "url path" and "page URL". I just choose one of those each time and test it until the tag fires. There isn't a whole lot of documentation (not that I could find anyway) that explains the differences between those. There needs to be some sort of glossary INCLUDED in the program while you're navigating through. Similar to how Analytics has hover-over tool tips that explain what certain metrics mean.

Recommendations to others considering the product

Just keep things organized. It's easy to accidentally create multiple triggers that essentially do the same thing. You really only need one trigger for each particular function and you can use that trigger to fire multiple different tags. I also recommend implementing some naming conventions to keep everything easy to navigate through.

What business problems are you solving with the product? What benefits have you realized?

I do all of our agency's digital advertising and I use Tag Manager to place tracking codes for each and every campaign we run. Analytics does half the job by telling me what actually happened, but Tag Manager is essential for getting that information into Analytics. Our campaigns would be a lot more difficult to track without it.

Also - I don't know where else to put this - the "Features" part of this survey seems to be asking about Analytics, not Tag Manager. You're also using the Analytics icon, not Tag Manager's.....

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Google Tag Manager review by <span>Elaine S.</span>
Elaine S.
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Greatly simplifies the life of non-IT folks

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What do you like best?

Once you get the hang of creating triggers for your tags, it becomes so easy to manage all your scripts in a single place. That makes it so much easier to see all the tags you're using on your websites, and it also makes it much easier to give limited access to vendors to add tags to the site - no direct access to your site required, and everything is captured in version control so it's easy to tell who made which changes.

What do you dislike?

There's definitely a learning curve of figuring out how exactly to trigger everything. Once you've set up a few basic tags though it becomes easier and is definitely worth the time you spent to learn it.

Recommendations to others considering the product

Set up an extra GTM container and use it on a staging site. You can then use the "preview" to see exactly which tags trigger on which pages and events. It makes it much easier to validate this way on a staging site, and then deploy the changes to the live container & live website and already be certain that things are tracking and firing exactly as you intended.

What business problems are you solving with the product? What benefits have you realized?

Version control and allowing vendors to add tags without direct site access are the biggest benefits we've reaped. Again, it's also a lot easier to see all the scripts at a glance in a single tool, as opposed to even seeing all the scripts within our CMS, since they can be added in several different places and ways.

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Google Tag Manager review by <span>Ian A.</span>
Ian A.
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What do you like best?

The process of adding tags and triggers is very intuitive and allows for scripts to be added to the site within minutes. It also lessens the reliance on developers allowing marketing to have control over what scripts are running on the site and add/edit/remove them as necessary.

What do you dislike?

When there are many tags and triggers they can get a bit unwieldy to manage. There is an option to create folders, but it is not a perfect solution. Also, there is a mandatory screen before publishing each version to name your version, which might be useful for some people but I personally wish I could turn it off.

Recommendations to others considering the product

If you manage campaigns that require scripts or triggers to be added for retarketing/lead tracking, this is a very straightforward solution.

What business problems are you solving with the product? What benefits have you realized?

Implementing remarketing and lead tracking codes on the website has become incredibly simple. There is no longer any back-and-forth between developers to ensure something is working properly. The preview mode allows me to troubleshoot and confirm the tags are working as expected right away. This has saved immeasurable amounts of time and allowed campaigns to get to market days if not weeks faster.

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Google Tag Manager review by <span>Tegan J.</span>
Tegan J.
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Extremely Useful but Slightly tricky

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What do you like best?

Google Tag Manager is really useful. We are able to set up tags and triggers to send information back to Facebook and Twitter to collect on and store through their APIs. Google Tag Manager is really versatile and can pretty much be manipulated to to work for any situation you need (even obscure website events/actions)

What do you dislike?

So far I wasn't able to find much onboarding or documentation about how to use Google Tag Manager and I have had to learn most of my information through coworkers. If you don't know HTML it can be tricky to set up items like triggers.

Recommendations to others considering the product

it's way easier to learn how to use Google Tag Manager if you have a coworker/resource that you can talk to. Troubleshooting issues or questions with Google Tag Manager through documentation alone is a little lacking.

What business problems are you solving with the product? What benefits have you realized?

we are tagging sites and setting up triggers to fire for tracking conversions driven by social media data.

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Google Tag Manager review by <span>Lisa  M.</span>
Lisa M.
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Excellent Tag Manager Tool

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What do you like best?

Once you place Google Tag Manager on your site, you are able to customize and make as many additions as you would like without changing the existing code on your website. As a marketer it enables us to implement and customize new tracking codes without having to bother our dev team. Additionally, GTM has a lot of integrations with advertising vendors making it very easy to implement new tags. There is also a great community of GTM users so it is always easy to get help from experts.

What do you dislike?

There isn't much I dislike about the tool. I have never found it limiting with what we are trying to accomplish.

Recommendations to others considering the product

I would highly recommend transitioning to Google Tag Manager if you do not use a tag management platform, and especially if you use other Google products such as Google Analytics and AdWords

What business problems are you solving with the product? What benefits have you realized?

It takes the web dev team out of the equation when we need to get code up on the site quickly. Additionally it allows us to uniquely customize web tracking.

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Google Tag Manager review by <span>Rahul C.</span>
Rahul C.
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What do you like best?

Google Tag Manager is a very useful tool for everyone not just people with Google Analytics but it can be used by anybody. It saves your time for any kind of implementation on a website for say it is a pixel implementation, injecting a JavaScript or inserting an HTML and many more. You just need to place GTM container once on website pages and then you can inject whatever you want without the help of a developer. If you want to change some tracking or implementation then also you can change it via GTM easy at any time. People concerned about if GTM will increase their page load time but that's not true it is an async script tag and loads very fast it won't affect your website. GTM is supported by both platform mobile apps and websites.

What do you dislike?

There is nothing to dislike about GTM it is getting better and better as days are passing. It's not a new bee though in a market of Tag Managers others have some more features than GTM for user management. GTM will also get more features and different tags in future but it has a plus point it is a free tool to use.

Recommendations to others considering the product

Google Tag Manager is easy to use and will save a lot of time. You can give different permissions to your teams for implementation

What business problems are you solving with the product? What benefits have you realized?

GTM help in solving many business problems for implementation:

- Saving the implementation time in a website.

- Faster pixel implementation.

- Anytime does modification on implementation or remove any tag.

- Easy to implement and do not affect the website.

- Google support and many other public forums.

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