When it comes to web analytics and marketing integrations, Google Tag Manager (GTM) is often the go-to tool. It’s powerful, free, and tightly integrated with the Google ecosystem. But it’s not always the best fit for every organization, especially those concerned about data privacy, seeking greater customization, or exploring server-side tracking.
In this post, I’ll examine a few tag management solutions, including client-side and server-side tools, that offer alternatives to GTM. These are not the only alternatives out there, but they will give you a pretty good overview of what’s available.
1. Piwik PRO Tag Manager
Best for: Privacy-conscious organizations, especially in the EU.
Piwik PRO Tag Manager is part of the Piwik PRO Analytics Suite, which prioritizes GDPR compliance and data ownership. It’s similar to GTM’s visual interface and flexibility, but with added privacy controls, secure hosting options (including on-premises), and enterprise support.
Key features:
- Built-in privacy settings for GDPR, HIPAA, and other compliance needs
- Works seamlessly with Piwik PRO Analytics
- Offers Tag management, analytics, consent management, and CDP features
- On-premises or private cloud deployment
2. Matomo Tag Manager
Best for: On-premise hosting is required, or the team wants complete control over their analytics stack.
Matomo, like Piwik PRO, is focused on privacy and ownership. Its tag manager offers a lightweight and open-source alternative to GTM and works tightly with Matomo Analytics. Matomo and Piwik PRO share many of the same features and principles, but the main difference is that Matomo is free and open-source software, whereas Piwik PRO is built using Matomo as a baseline.
Key features:
- Managed and on-premise options
- Easy-to-use visual interface
- Supports custom triggers and tags
- Includes analytics and consent management
3. Stape Tag Manager
Best for: Businesses investing in server-side tracking.
Stape offers a server-side tag manager that is compatible with Google’s server container setup but hosted on Stape’s infrastructure for ease of use. It simplifies the complexities of setting up and managing a server container, making it accessible even for smaller teams.
Key features:
- Server-side GTM hosting with a user-friendly UI
- Reduces client-side load and ad-blocker interference
- Useful for Facebook CAPI, GA4, and other server-to-server integrations
4. Tealium iQ Tag Management
Best for: Enterprises with complex data governance needs.
Tealium iQ is a robust enterprise-level tag management system designed for scalability and tight integration with customer data platforms. It’s an excellent fit for organizations that want to connect real-time data flows across channels and devices while maintaining strict control.
Key features:
- Advanced data layer management
- Built-in consent management tools
- Rich integration library and support
Final thoughts
While Google Tag Manager is a powerful tool, it’s far from the only option. Whether you prioritize privacy, want to offload server-side setup, or aim for more sophisticated data governance, there’s a tag manager out there to fit your needs.
If you’re currently using GTM, experimenting with one of these tools on a staging site can be a significant first step toward diversifying your stack, and maybe even discovering new capabilities GTM doesn’t offer.
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