Google Tag Manager (GTM) is a popular tool that allows you to manage and add marketing tags to a website without needing to change its code.
However, there are now many alternatives to Google Tag Manager available in the market, offering additional features that are not available in GTM.
The closest competitors to Google Tag Manager include Matomo Tag Manager, Adobe Launch, and Tealium iQ.
Here, we have compiled a comprehensive list of the top 10 Google Tag Manager competitors for 2025.
Explore these options and choose the one that best suits your business needs.
Worldwide Rank and SEO Metrics of Google Tag Manager
- Domain Authority: 92
- SEMrush Global Rank: 214
- SimilarWeb Global Rank: 1,312
- SimilarWeb Country Rank: #245 in the United States
- Total Traffic: More than 50 million visits per month
- Bounce Rate: 45%
- Average Visit Duration: Around 3 minutes
What Can You Do With Google Tag Manager?
- Easily manage website tracking tags without modifying the site’s code.
- Add and update Google Analytics, Facebook Pixel, and other tracking scripts effortlessly.
- Improve website performance by loading tags asynchronously.
- Set up event tracking for clicks, form submissions, and scroll depth without coding.
- Enhance marketing automation by integrating with Google Ads, Hotjar, and more.
- Control and organize all tracking scripts from a single dashboard.
- Ensure compliance with privacy regulations by managing consent-based triggers.
Why Do You Need Alternatives to Google Tag Manager?
- Privacy concerns – GTM is a Google product, meaning it shares data with Google services.
- Limited customer support – No dedicated support unless you use a paid Google service.
- Learning curve – GTM can be complex for non-technical users.
- Dependence on Google Ecosystem – Not ideal for companies avoiding Google tools.
- No built-in analytics – Unlike Matomo or Tealium, GTM does not provide deep analytics itself.
- Restrictions on third-party integrations – Some enterprise-level features are lacking.
Best Competitors to Google Tag Manager
Matomo Tag Manager
- Website: https://matomo.org/tag-manager/
- Launched: 2018
- Tag Types Supported: Analytics, marketing, performance, and custom scripts
- Is it free? Yes, with an option for a paid on-premises version
Matomo Tag Manager is an excellent GTM alternative for privacy-conscious businesses. It allows users to manage tags without sharing data with third-party services like Google. Since it runs on your own servers, it ensures full control over user data and GDPR compliance. It also integrates seamlessly with Matomo Analytics, providing a comprehensive tracking solution.
Adobe Launch (Adobe Experience Platform)
- Website: https://experienceleague.adobe.com/
- Launched: 2017
- Tag Types Supported: Adobe Analytics, third-party scripts, custom event tracking
- Is it free? Yes, but only for Adobe Experience Cloud customers
Adobe Launch is a powerful enterprise-grade alternative to GTM, best suited for companies already using Adobe Experience Cloud. It provides advanced tag governance, real-time tracking, and deep integration with Adobe Analytics and Adobe Target. However, it may not be ideal for small businesses due to its complexity.
Tealium iQ
- Website: https://tealium.com/products/tealium-iq/
- Launched: 2008
- Tag Types Supported: Customer data, third-party marketing tools, analytics
- Is it free? No, pricing is customized for enterprises
Tealium iQ is a leading enterprise-level tag management system with a focus on real-time data and customer data platform (CDP) integration. It offers robust privacy controls, compliance features, and cross-channel data tracking, making it one of the most advanced GTM alternatives for large organizations.
Segment (Twilio Segment)
- Website: https://segment.com/
- Launched: 2011
- Tag Types Supported: Customer analytics, marketing tags, API-based data routing
- Is it free? Free for small businesses; paid plans for advanced features
Segment goes beyond traditional tag management by offering a customer data platform (CDP) that connects various analytics and marketing tools. It’s ideal for businesses needing advanced data collection and real-time data distribution across different platforms.
Piwik PRO Tag Manager
- Website: https://piwik.pro/tag-manager/
- Launched: 2013
- Tag Types Supported: Marketing, analytics, performance monitoring
- Is it free? Yes, with paid plans for enterprise features
Piwik PRO offers a privacy-focused alternative to Google Tag Manager. It is designed for businesses that need GDPR, HIPAA, and CCPA compliance, making it a great choice for healthcare, finance, and government websites.
Ensighten Tag Manager
- Website: https://www.ensighten.com/
- Launched: 2009
- Tag Types Supported: Marketing, security, analytics
- Is it free? No, enterprise pricing only
Ensighten is an advanced enterprise tag manager that focuses on privacy, security, and compliance. It is often used by banks and financial institutions due to its strong data protection features.
Oracle Infinity Tag Manager
- Website: https://www.oracle.com/cx/advertising/infinity/
- Launched: 2017
- Pricing: Enterprise pricing (custom quotes)
Oracle Infinity Tag Manager is a powerful enterprise-grade alternative to Google Tag Manager, offering real-time analytics, customer behavior tracking, and AI-powered insights. Unlike GTM, it focuses on privacy-first data collection with strict GDPR and CCPA compliance.
Qubit OpenTag
- Website: https://www.qubit.com/
- Launched: 2010
- Tag Types Supported: Personalization, analytics, marketing
- Is it free? No, enterprise pricing
Qubit OpenTag is a high-performance tag management solution designed for e-commerce businesses. Unlike GTM, it offers advanced AI-driven personalization and segmentation tools, making it easier for retailers to optimize conversion rates and customer experiences.
TagCommander
- Website: https://www.commandersact.com/
- Launched: 2010
- Tag Types Supported: Marketing, analytics, consent management
- Is it free? No, enterprise pricing only
TagCommander is an enterprise-grade alternative to Google Tag Manager, focusing on privacy compliance, consent management, and data governance. It is particularly popular among European companies that need a GTM replacement with built-in GDPR and CCPA compliance.
Meta Pixel
- Website: https://business.facebook.com/
- Launched: 2013
- Pricing: Free
If your primary goal is advertising and social media tracking, you can bypass GTM and use Meta Pixel with custom scripts for event tracking, conversion optimization, and remarketing. While not a full-fledged tag management system, Meta Pixel provides deep integrations with Facebook and Instagram Ads, allowing businesses to track conversions and optimize campaigns without relying on Google’s ecosystem.
Conclusion
Each of these Google Tag Manager alternatives offers unique advantages, whether it’s privacy protection, real-time customer data integration, or ease of use. If you’re looking for a privacy-focused tool, Matomo Tag Manager and Piwik PRO are great choices. For enterprise-level solutions, Tealium iQ and Adobe Launch provide powerful customization and compliance features.
FAQs
1. Why should I use a Google Tag Manager alternative?
Google Tag Manager is powerful, but alternatives offer better privacy, advanced customization, and compliance with GDPR and CCPA. Some also provide better integrations outside the Google ecosystem.
2. Which GTM alternative is best for privacy compliance?
Matomo Tag Manager, Piwik PRO, and TagCommander are the best privacy-focused alternatives, offering full data ownership and GDPR compliance.
3. What is the easiest Google Tag Manager alternative?
Qubit OpenTag is the most user-friendly option, designed for small businesses and marketers with little technical expertise.
4. What’s the best enterprise-level tag manager?
For enterprises, Adobe Launch and Tealium iQ provide advanced governance, security, and real-time customer data integration.
5. Are there free Google Tag Manager alternatives?
Yes! Matomo Tag Manager, Segment (free plan), and Funnelll offer free versions with essential features.
