Explore 4 alternatives after learning what a tag management solution is, what it does, and the advantages and disadvantages of Google Tag Manager.
One of the oldest and most well-known tag management tools available is Google Tag Manager (GTM), but it’s not the only one.
With fantastic tag management solutions that rival or perhaps even surpass GTM, new players have joined the market.
Let’s go over what a tag management solution is, what it does, and the advantages and disadvantages of Google Tag Manager before moving on to alternative options.
What Is A Tag Management Solution?
A tag management system (TMS) is software that can be used to manage tracking tags used in digital marketing.
Tags are used to both measure and optimize your website.
What Does A Tag Management Solution Do?
A tag management solution simplifies the management of digital marketing deployments and consolidates data sources to facilitate timely and personalized interactions.
According to Google, it’s easy to have redundant or incorrectly applied tags, which can distort your measurement and result in duplicate costs or missing data.
With a TMS solution, you can eliminate these problems and run your campaigns when needed.
What Are The Pros And Cons Of Google GTM?
Pros
- Google Tag Manager is free and easy to implement. There is also documentation that can be found online from Google, blogs, social media, etc., that can help you set up GTM.
- GTM reduces errors since you’re managing tags in one interface.
- Quick deployment: Using GTM, digital marketers can quickly deploy and update tags, saving money and time without relying on dev.
- You can also maintain version control, return to previous versions if needed, and manage different versions of your tags.
- You can check for errors using preview mode and debug console to help identify and resolve issues before deploying tags to the live site.
- Third-party integrations: GTM seamlessly integrates with various third-party tools and platforms, making managing multiple marketing tags from a single interface easier.
Cons
It could be challenging to set up GTM if you don’t have a technological background because it can be a little complicated. It still takes some study to comprehend its concepts, data layer implementation, and tag setup.
GTM makes use of JavaScript, so some tags might not function properly if the user has JavaScript turned off.
If not configured correctly, there is a chance for problems, such as misconfigurations or unintentional tag deployments, which can compromise the accuracy of tracking and data.
narrowly tailored.
Alternative TMSs (Tag Management Solutions)
1. Tealium
Software firm Tealium focuses on tag management and customer data platforms (CDPs). It offers services that help businesses gather, manage, and use customer data from a variety of digital touchpoints.
Tealium’s main product is a tag management system (TMS), which makes it easier to deploy and manage different marketing and analytics tags on a website or mobile application.
These tags are short pieces of code that track user behaviors like page views, clicks, and conversions and are inserted in web pages.
The tag implementation process is streamlined when using a TMS like Tealium since marketers and analysts can simply add, update, and remove tags without the need for direct developer participation.
2. Adobe Experience Platform Launch
The next-generation tag management system from Adobe is called Launch, or Adobe Experience Platform Launch. All the analytics, marketing, and advertising tags required to power websites and mobile applications may be deployed and managed by developers.
Companies may manage these bits of code in a more effective and structured way with the use of a tag management system like Adobe Launch.
The Adobe Experience Cloud, a collection of marketing, analytics, advertising, and commerce technologies, includes Adobe Launch. These programs are combined via the Adobe Experience Platform, which enables smooth data transfer between them.
Developers can manage and integrate tags from any vendor, not just Adobe, using Adobe Launch. Additionally, the platform includes a rules-based system that gives developers control over when and how specific tags are fired.
3. Ensighten
Dedicated to client-side website security and privacy compliance enforcement, Ensighten is a global leader in cybersecurity and data privacy. The Ensighten Privacy product suite, which offers a complete data privacy and security solution, is its flagship product and is best recognized for it.
Here are a some of Ensighten’s main products:
Tag administration: Ensighten’s tag management system aids in the deployment and management of analytics, marketing, and advertising tags throughout an organization’s websites. This enhances the functionality of the website and guarantees a smooth user experience.
Security for websites: Ensighten provides security solutions to guard against client-side threats like formjacking, Magecart, cross-site scripting, and data skimming.
Ensighten assists businesses in adhering to data privacy laws including the GDPR and CCPA. Businesses may manage client permission and uphold thorough privacy compliance with its technologies.
4. Impact Radius
A software platform called Impact Radius TMS offers a centralized way to deploy and manage the different tracking pixels and tags that are employed in digital marketing campaigns.
It assists marketers and advertisers in streamlining their tag management procedures and increasing the effectiveness of their digital marketing initiatives.
Without requiring manual code modifications, TMS solutions like Impact Radius make it easier to add, amend, and remove tracking tags from websites and mobile apps.
Marketers can manage tags through the TMS interface rather than relying on developers to do so, decreasing their reliance on technical resources and the possibility of mistakes or delays.
Tag Management Solutions And The Benefits For SEO
TMS solutions can be beneficial for SEO in the following ways.
Enhancing Website Performance
TMS helps optimize website performance by allowing you to manage and control the implementation of various tags, such as tracking codes, analytics scripts, conversion pixels, and other marketing tags.
By centralizing tag management, TMS reduces the risk of tag-related errors and improves page load times, an important factor for user experience and a small ranking factor.
Flexible Tag Deployment
With TMS, you can easily deploy and update tags across your website without requiring manual code changes.
This flexibility allows you to respond quickly to SEO requirements, such as implementing new tracking codes, adding schema markup, or optimizing meta tags. By streamlining tag deployment, you can efficiently execute SEO strategies and experiments.
Control Over Tag Governance
TMS provides a centralized platform where you can manage and control the tags on your website.
This control helps ensure that only authorized tags are implemented, reducing the risk of unauthorized or outdated tags that may negatively impact SEO.
More accurate data
TMS solutions frequently include with powerful tag testing and debugging tools. These capabilities assist you in ensuring that tags are firing properly, accurately tracking data, and gathering relevant data for SEO research.
TMS enables you to make wise SEO decisions based on solid facts by assuring data accuracy.
A well-optimized and fast-loading website can improve engagement metrics, such as bounce rate and time on site, positively impacting SEO.
