Tag Management System Comparison – Detailed Guide
Tag Managers are a critical component in any Digital team’s toolbox, but while there are many Tag Management Systems in the market, there are very few resources available to get a trusted feature-by-feature comparison from a practitioner standpoint. It is understandable why. Tag Manager vendors are constantly updating their products with futuristic features, making it difficult to keep up.
Having participated in many TMS evaluation projects across clients, we created a Tag Management Systems comparison matrix to help guide ourselves and advise clients through their specific needs. But we didn’t want to stop there. We also imagined a world where Digital Marketers and Marketing Operations teams could easily understand key differences among these platforms during their own TMS comparison efforts. So we decided to share our point of view and expertise with the industry to help teams select the right tag management system for their organization and help realize maximum ROI potential.
We will do our best to update this table on a regular basis. Go ahead and bookmark this page or subscribe to our Newsletter to stay in the loop. As newer features from one TMS become known to us, we will research what the appropriate feature-parity would be to others and try them out.
To start, we compared three of the most widely used tag managers out there: Tags (formerly Adobe Launch), Tealium IQ, and Google Tag Manager 360. We are comparing the 360 version of GTM because it has some interesting features that non-360 does not have and stacks up better to other tag managers. Next, we will add Ensighten to this comparison list.
Tags Vs Tealium IQ Vs GTM 360 Comparison
* Scroll down to find out more about our methodology.
Scores are outdated from 2019 and New Scores Coming Soon
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Disclaimers
This detailed Tag Management System (TMS) comparison is purely based on our expertise in consulting and implementing these Tag Management Systems to various clients in real-world business scenarios.
We are not influenced by representatives of the Tag Management Platforms being compared or by any 3rd party agencies to exaggerate or short-tell the functionality of these platforms.
While these scores are generalized, keep in mind that the right tag manager for you will depend highly on your company’s technology landscape, organizational culture, and internal skillet.
Methodology for Comparison
Scoring is the summary of a 52-point scale comparing features side-by-side based on Softcrylic’s years of hands-on experience.
Each feature was graded one of the following:
| (-1) | Feature either not offered, is possible with considerable difficulty, or compared to others is sub-optimal |
| 0 | Feature is offered, but does not stand out |
| (+1) | Feature is offered, and is a standout offering |
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