Google Tag Manager vs Segment
Tag Management is essential for any business or organization these days, and it has become increasingly popular in the digital age. As such, we have seen a rise in tag management systems.
Two of the most popular tag management systems are Google Tag Manager (GTM) and Segment. In this blog post, we will provide a factual, unbiased comparison between GTM and Segment.
What are GTM and Segment?
Before we compare GTM and Segment, let's take a minute to define each system.
Google Tag Manager (GTM) is a free tag management system by Google that enables users to manage and deploy marketing and analytics tags on their site or app. It allows users to add, edit, and disable tags without editing the website's code and is integrated with other Google products, such as Google Analytics.
Segment, on the other hand, is a customer data platform that collects, cleanses, and routes customer data to over 300 different marketing and analytics tools. It allows users to manage data sources and destinations from one platform and syncs customer data across all channels and tools.
Now that we know what GTM and Segment are let's compare them head-to-head.
Pricing
One of the primary factors any organization considers when comparing two systems is pricing. Both GTM and Segment have freemium accounts, making them accessible to businesses of all sizes.
Google Tag Manager offers a free account that allows up to 300 user-defined tags per container and 150 triggers per container with a 1 MB storage limit. The premium account, called Google Marketing Platform, includes additional features like access to the Google Analytics 360 suite, support, and service level agreements reserved for enterprise clients.
Segment also offers a free account with basic features, including up to 1,000 visitors per month. The premium account, named Segment Professional, includes features like a customer data hub, unlimited user access, and priority support.
Overall, both GTM and Segment have similar pricing models. However, it largely depends on the size of the business and their specific use case as to which system is more cost-effective.
Ease of Use
One factor that stands out when comparing GTM and Segment is the ease of use. GTM is much easier to use for those who are less familiar with coding and web development. You can quickly add and remove tags within GTM, and Google's support means that GTM has a vast community of users sharing tips and knowledge.
However, Segment can be viewed as more complex as it requires users to have some knowledge of code and API integration. That being said, its drag-and-drop interface makes it fairly simple to set up a basic implementation.
Overall, while both systems are relatively easy to use, GTM is slightly more accessible to those with a limited technical background.
Integrations
Both GTM and Segment have extensive integration capabilities, with a wide range of marketing and analytics platforms available. Segment's focus is on being the heart of your mar-tech stack, syncing data across any tool you need.
On the other hand, Google Tag Manager has deep integrations with other Google products, providing more specialized tagging options for setting up Google Ads and Floodlight tags.
Overall, Segment is the preferred option if you need to plug into a broad range of tools, while GTM is a better choice if you are primarily focused on Google products.
Final Verdict
After comparing GTM and Segment head-to-head, it is clear that each system has its advantages and disadvantages. GTM is an excellent solution for small to medium-sized businesses that primarily use Google products, while Segment is better suited for businesses that need to integrate with a range of tools and have more complex technical requirements.
Ultimately, which system you choose comes down to your specific business needs. For more information, try both systems out, see what might work for your business, or consult with a reliable digital platform solutions provider to help guide you.