In recent years, data governance has grown in importance. It’s not enough just to send bits of data here and there. Analysts and marketers need to know exactly what, where and with what justification.
Regulations such as GDPR and higher expectations from internet users have led to new requirements for tag managers. Assuring data privacy and security has become essential for many use cases.
However, that doesn’t mean that the traditional role for tag management systems has gone away.
Tag managers make web and mobile tracking tasks simpler for analysts and marketers. Where an IT team may need weeks to implement new code, a tag manager lets you use templates and tag libraries to create and debug tags in minutes.
This puts a lot of power in the hands of analysts and marketers. To make sure data collection is safe and reliable, it’s worth adding a few other things to your tag manager requirement list:
- Privacy compliance and data control – Tag managers give you an incredible amount of control over the flow of data around and outside your stack. To get the most of that, while still keeping data secure, make sure your platform gives you the control you need. This includes advanced features for assuring privacy and security compliance.
- Integrations and templates – To avoid writing too many custom tags yourself, make sure the platform you choose has the integrations and tag templates you need. This will save you a lot of time when creating, testing and maintaining tags.
So how have modern tag managers adapted to these demands? Download our 70-point tag management comparison to find out.
Note: We’ve shortened some product names for easier reading. Here are the full names of the products covered:
Piwik PRO Tag Manager
Google Tag Manager (360-only features are noted in the table)
Segment (with Business plan features)
Tealium IQ Tag Management
Commanders Act TagCommander
Matomo Tag Manager
|Option for built-in custom reports and dashboards|
|Option for a built-in consent manager|
|Option for a built-in customer data platform|
|Content delivery network (CDN)|
|Cloud or private cloud data residency options|
|Privacy and compliance|
|Opt-out / Do Not Track option at the individual tag level|
|Option to enable zero-cookie load|
|Tags and tag categories fired based on consent status|
|Several privacy modes for session and event tracking|
|Self-service help center|
|Live chat support|
|Dedicated support specialist|
Download the full comparison for more, including features from these categories:
- General tagging features
- Tag types
- Trigger types
- Variable types
- Testing and debugging
- Flexibility and limits
Comparison of 6 tag managers – 70 factors from tag types to privacy
Understand the differences between Piwik PRO Tag Manager, Google Tag Manager, Tealium IQ Tag Management, Segment, TagCommander and Matomo Tag Manager