Updated 22nd October 2018
In the same way, that Google created Google Analytics as a free web analytics solution, they have launched Google Tag Manager.
On November 14, 2005, Google announced Google Analytics – a revolutionary product that changed the web analytics software landscape. It was free, delivered as a service, was integrated with Google AdWords, had a solid (if basic) feature set and did I mention it was free?
Despite predictions to the contrary, GA didn’t take over the enterprise web analytics space – sophisticated websites still needed the advanced features and scalability of Omniture SiteCatalyst, CoreMetrics and WebTrends. The GA feature set has improved immensely over the years and today GA is the leading web analytics application with 55.8% of websites worldwide using it. Check out this infographic for more impressive stats on GA usage.
Google’s market entry raised awareness of the category and taught an entire generation of digital marketers about web analytics best practices and the incredible optimization and user insight benefits web analytics can generate.
This trend has also been seen in the tag management space, with the introduction of Google Tag Manager.
Following from the launch of Google Analytics, Google announced Google Tag Manager as a revolutionary product that would change the tag management software landscape. It is free, delivered as a service, supports Google AdWords, Floodlight, GA and simple 3rd party tracking tags (pixels). And it’s free.
Although there are limiting facets of GTM for the enterprise customers, GTM will significantly impact the already hot tag management space.
Below is a summary of the key differences:
For a detailed comparison of Ensighten and Google Tag Manager, click here.
First, it has disrupted the business models of tag management vendors serving the low end of the market with simple, container tag-based pixel deployment offerings at low price points. Why pay $50 or $250 a month to deploy a few conversion pixels when GTM can do it for you for free?
Second, Google’s market entry has validated tag management as a critical component of digital marketing infrastructure, drawing new interest from analysts, investors and other observers.
Third, while GTM is unlikely to get the same phenomenal market adoption as GA, it has increased awareness of tag management and exponentially grown the base of marketers who understand its value and leverage the incredible benefits of tag management. Google has created a large tag management user community with great educational resources around GTM, training a new generation of tag management experts.
Overall these factors have accelerated the demand for enterprise tag management solutions, just as GA boosted the growth rate of the enterprise web analytics market.
As the leader in enterprise tag management, that’s great news for Ensighten. With new additions to our management team, a recent large round of funding and continued stellar sales results – we’re ready for accelerated growth of the tag management space.
Welcome Google GTM…seriously. It’s good to have you join the tag management market.