5 Google Tag Manager Alternatives

5 Google Tag Manager Alternatives

You definitely understand how important it is to monitor user interactions and obtain data if you own a website or work in digital marketing. Although Google Tag Manager (GTM) is not only tag management solution on the market.

With its user friendly interface, built-in templates, and integration with major platforms, it’s no wonder over 75% of the top 10,000 websites now use GTM.

We’ll look at five top alternatives to Google Tag Manager in this article that will help you to improve the productivity of your tag management workflow and the performance of your website.

Why Look for Alternatives?

Let’s quickly look at some of the reasons why you could think about alternatives to Google Tag Manager before we go to the alternatives:

  1. Complexity: Although GTM is powerful, learning it can be difficult, especially for new users.
  2. Limited Features: GTM might not have all the functionality you want for your particular monitoring needs.
  3. Dependency: While trying for a more unique solution, relying only on Google services may sometimes be risky.

Now, let’s explore some alternatives that might better suit your needs.

Tealium iQ Tag Manager

A reliable and user-friendly alternative to GTM is Tealium iQ Tag Manager. It offers a variety of features, such as:

  • Data Enrichment: Improve your data with Tealium’s extensive library of data enhancing recources.
  • Real-time Data Collection: Obtain and process data in real-time, providing you with instant insights.
  • Cross-Device Tracking: Easily track user interactions across different devices and platforms.

Matomo Tag Manager

Matomo Tag Manager (formerly Piwik) may be the answer if privacy is a major concern for your website. Some essential characteristics include:

  • Privacy-Focused: Matomo is open-source and prioritizes user data privacy.
  • Customizable: Tailor Matomo to your specific monitoring needs with its extensive customization options.
  • Real-Time Analytics: Get real-time information into your website’s performance.


A user data platform called Segment has strong tag management features. What differentiates it is as follows:

  • Unified Data Collection: Gather data from multiple sources and send it to various destinations with ease.
  • User-Friendly Interface: Segment’s user interface simplifies the tag management process.
  • Integration Hub: Connect with over 300 third-party tools and services effortlessly.

Commanders Act

CommandersAct is a lightweight, self-hosted alternative to Google Tag Manager developed by an open-source community.

Here are some of its notable capabilities:

  • Open source: The Apache 2.0 license governs the open source, free software, which is available on GitHub. This permits complete customisation.
  • Lightweight code: Compared to Google Tag Manager, the snippet is reduced to less than 1 kilobyte (kb). This facilitates quicker page loading.
  • Self-hosted: The snippet has been reduced from Google Tag Manager to less than 1 kilobyte (kb). The page will load more quickly as a result.
  • Tag library: Many popular marketing and analytics tags are pre-built and may be enabled through the user interface.
  • Custom templates: Create reusable custom templates to make the use of standard tag setups easier.
  • DataLayer: includes a flexible DataLayer for transferring data as needed across tags.

The basic open-source application is cost-free. Paid options with access to pre-built extensions start at about $15 per month for one website. The self-hosted option has additional hosting fees.

Adobe Experience Platform Launch

Adobe Experience Platform Launch (formerly Adobe DTM) is a best alternative to Adobe’s marketing suite. It replaces Adobe’s original DTM product and integrates perfectly with other solutions:

  • Dynamic tags: Make reusable tags that may be customized via the UI without deploying additional code. This makes tag administration easier for non-developers.
  • Visual editor: For complex implementation logic, such as time delays and link clicks, drag-and-drop tag generation offers a straightforward procedure.
  • Adobe integrations: Easily integrates with Real-time Customer Data Platform, Audience Manager, Target, and Adobe Analytics.
  • AI-powered recommendations: Based on data gathered, Adobe Sensei suggests improvements such as installing new extensions or adding certain tags.
  • Hybrid hosting options: May be self-hosted for additional control or hosted on the Adobe Cloud.

Pricing for up to 200,000 page views per month starts at $50. Although not shared, enterprise alternatives are available. Existing Adobe users can benefit from simple integration, although it only has a few third-party connections.

How to Choose the Right Alternative?

According to your specific needs and preferences, you may choose the best tag management choice. When deciding, think about the following factors.:

  1. Feature Set: Make sure the alternative has the features necessary for your tracking requirements.
  2. Ease of Use: Analyze the platform’s complexity and user-friendliness.
  3. Integration: Check if the alternative can easily integrate with your existing tools.
  4. Pricing: Compare the cost of each alternative and see which one aligns with your budget.
  5. Privacy Compliance: Choose products like Matomo which place an extreme value on protecting user data if privacy is a top concern.

Final Thoughts

Although Google Tag Manager is a popular choice for managing tags, it’s important to look at alternatives that can better meet your needs and tastes.

These five alternatives—Tealium Tag Manager, Matomo Tag Manager, Segment, TagCommander, and Adobe Dynamic Tag Manager—offer a variety of characteristics and features to help you optimize your tag management process and improve the performance of your website.

Choose the one that perfectly fits what you desire after analyzing your particular needs. Keep in mind that effective tag management is essential for monitoring and improving your website’s performance in the internet community.

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