# Funnel vs Google Tag Manager Comparison
---
## AI Generated Summary
- **G2 reviewers report** that Funnel excels in **user-friendliness** , with many users appreciating its ability to easily pull data from various platforms. One user mentioned, "Been using it for close to 8 years, I love that it's user friendly and is able to easily pull data from all our major platforms."
- **Users say** that Google Tag Manager is a **versatile tool** for managing tags and tracking conversions, with seamless integration with other Google products. A reviewer highlighted its ease of use, stating, "Integration with other Google Products (Analytics and AdWords), ease of use and ramp up time for new users."
- **Reviewers mention** that Funnel offers **exceptional customer support** , with a score that reflects its commitment to helping users. One user noted, "This software offers excellent support across various platforms. It is stable, user-friendly, and the customer support is outstanding."
- **According to verified reviews** , Google Tag Manager is praised for its **uncomplicated process** in tracking lead forms and overall campaign performance. A user remarked, "I like how this makes it easy to keep track of lead forms, phone calls, and overall awareness."
- **G2 reviewers report** that Funnel shines in **ease of setup** , with users finding the onboarding process intuitive and straightforward. This is a significant advantage for teams looking to implement analytics quickly.
- **Users say** that while Google Tag Manager has a strong feature set, it sometimes lacks the **personalized support** that Funnel users enjoy. This difference can impact user experience, especially for those who value direct assistance during implementation.



| | Funnel | Google Tag Manager | 
|---|---|---|
| **Star Rating** | 4.5 out of 5 | 4.6 out of 5 | 
| **Total Reviews** | 165 | 437 | 
| **Largest Market Segment** | Small-Business (50.9% of reviews) | Small-Business (54.2% of reviews) | 
| **Entry Level Price** | Starting at $400.00 | No pricing available | 

---
## Top Pros & Cons

### Funnel

Pros:
- Ease of Use (5 reviews)
- Integrations (5 reviews)

Cons:
- Learning Curve (3 reviews)
- Expensive (2 reviews)

### Google Tag Manager

Pros:
- Ease of Use (5 reviews)
- Easy Integrations (3 reviews)

Cons:
- Complexity (1 reviews)
- Event Management (1 reviews)

---
## Ratings Comparison
| Rating | Funnel | Google Tag Manager | 
|---|---|---|
  | **Meets Requirements** | 8.8 (142 reviews) | 9.2 (354 reviews) | 
  | **Ease of Use** | 8.5 (145 reviews) | 8.0 (356 reviews) | 
  | **Ease of Setup** | 8.8 (104 reviews) | 8.0 (216 reviews) | 
  | **Ease of Admin** | 8.9 (95 reviews) | 8.3 (193 reviews) | 
  | **Quality of Support** | 9.1 (139 reviews) | 7.1 (291 reviews) | 
  | **Has the product been a good partner in doing business?** | 9.1 (94 reviews) | 8.1 (168 reviews) | 
  | **Product Direction (% positive)** | 8.7 (143 reviews) | 8.8 (343 reviews) | 

---
## Pricing

### Funnel

#### Entry-Level Pricing

Plan: Starter

Price: Starting at $400.00

Description: Begin your journey to data-driven marketing with our Starter Plan.


Key Features:
- 500 flexpoints included (additional flexpoints can be purchased)
- Connect to our 121 most popular data sources
- Send data to Looker Studio, Google Sheets, Microsoft Excel, or use built-in Funnel dashboards

[Browse all 3 editions](https://www.g2.com/products/funnel/pricing)

#### Free Trial

Yes

### Google Tag Manager

#### Entry-Level Pricing

No pricing available

#### Free Trial

No information available

---
## Features Comparison By Category

### Digital Analytics

| Product | Score | Reviews |
|---|---|---|
| **Funnel** | 8.8/10 | 85 |
| **Google Tag Manager** | 8.7/10 | 286 |

#### Metrics

| Feature | Funnel | Google Tag Manager | 
|---|---|---|
| **Sessions - Digital Analytics** | 9.0 (70 reviews) | 9.0 (220 reviews) | 
| **Engagement** | 8.9 (68 reviews) | 8.9 (215 reviews) | 
| **Entry and Exit Pages** | 8.4 (46 reviews) | 8.8 (207 reviews) | 
| **Standard Event Tracking** | 8.9 (45 reviews) | 9.2 (244 reviews) | 
| **Custom Event Tracking** | 8.6 (44 reviews) | 9.1 (251 reviews) | 
| **Retention** | 8.5 (56 reviews) | 8.4 (187 reviews) | 
| **Return** | 8.8 (56 reviews) | 8.3 (184 reviews) | 
| **Conversions** | 9.1 (71 reviews) | 9.1 (237 reviews) | 
| **Funnels** | 9.0 (43 reviews) | 8.6 (191 reviews) | 

#### Reporting

| Feature | Funnel | Google Tag Manager | 
|---|---|---|
| **Real-Time Reporting** | 8.7 (49 reviews) | Feature Not Available | 
| **Trending** | 8.8 (43 reviews) | 8.4 (169 reviews) | 
| **Retroactive Reporting** | 8.7 (62 reviews) | 8.1 (160 reviews) | 
| **Segmentation** | 8.7 (52 reviews) | Feature Not Available | 
| **Mobile Reporting** | 8.2 (40 reviews) | Feature Not Available | 
| **Unification Across Devices** | 8.1 (55 reviews) | 8.6 (173 reviews) | 
| **Custom Reports and Dashboards** | 9.2 (70 reviews) | Feature Not Available | 

#### Other

| Feature | Funnel | Google Tag Manager | 
|---|---|---|
| **User Data** | Feature Not Available | 8.6 (189 reviews) | 
| **Site Search Reporting** | Feature Not Available | 8.5 (171 reviews) | 
| **Load Time Monitoring** | Feature Not Available | 8.3 (169 reviews) | 
| **Campaign Tracking** | 8.9 (73 reviews) | 9.0 (203 reviews) | 
| **E-Commerce** | 8.9 (59 reviews) | 8.8 (162 reviews) | 
| **Promotional Messages** | Feature Not Available | 8.0 (126 reviews) | 
| **Administration Alerts** | Feature Not Available | 8.2 (153 reviews) | 

#### Agentic AI - Digital Analytics

| Feature | Funnel | Google Tag Manager | 
|---|---|---|
| **Autonomous Task Execution** | Not enough data | 5.7 (5 reviews) | 
| **Cross-system Integration** | Not enough data | 6.7 (5 reviews) | 
| **Proactive Assistance** | Not enough data | 7.0 (5 reviews) | 
| **Decision Making** | Not enough data | 7.7 (5 reviews) | 

#### Administration

| Feature | Funnel | Google Tag Manager | 
|---|---|---|
| **API / Integrations** | 8.9 (72 reviews) | 8.8 (161 reviews) | 
| **QA Testing** | Feature Not Available | 8.7 (177 reviews) | 
| **Performance and Reliability** | 9.1 (75 reviews) | 9.0 (219 reviews) | 
| **User, Role, and Access Management** | 8.9 (75 reviews) | 9.1 (229 reviews) | 

### ETL Tools

| Product | Score | Reviews |
|---|---|---|
| **Funnel** | 8.4/10 | 24 |
| **Google Tag Manager** | N/A | N/A |

#### Management

| Feature | Funnel | Google Tag Manager | 
|---|---|---|
| **Reporting** | 8.3 (20 reviews) | Not enough data | 
| **Auditing** | 7.0 (18 reviews) | Not enough data | 

#### Functionality

| Feature | Funnel | Google Tag Manager | 
|---|---|---|
| **Extraction** | 8.8 (19 reviews) | Not enough data | 
| **Transformation** | 8.5 (20 reviews) | Not enough data | 
| **Loading** | 8.8 (20 reviews) | Not enough data | 
| **Automation** | 8.8 (20 reviews) | Not enough data | 
| **Scalability** | 8.6 (20 reviews) | Not enough data | 

### Marketing Analytics

| Product | Score | Reviews |
|---|---|---|
| **Funnel** | 8.0/10 | 99 |
| **Google Tag Manager** | N/A | N/A |

#### Marketing Operations

| Feature | Funnel | Google Tag Manager | 
|---|---|---|
| **ROI Tracking** | 8.3 (76 reviews) ✓ Verified | Not enough data | 
| **Data Collection** | 9.0 (87 reviews) ✓ Verified | Not enough data | 
| **Customer Insights** | 7.7 (43 reviews) | Not enough data | 
| **Multi-User Access** | 8.4 (75 reviews) ✓ Verified | Not enough data | 
| **Spend Management** | 8.1 (47 reviews) ✓ Verified | Not enough data | 
| **White Label** | Feature Not Available | Not enough data | 

#### Campaign Activity

| Feature | Funnel | Google Tag Manager | 
|---|---|---|
| **Campaign Insights** | 8.5 (81 reviews) ✓ Verified | Not enough data | 
| **Reports and Dashboards** | 8.7 (84 reviews) ✓ Verified | Not enough data | 
| **Campaign Stickiness** | 8.2 (68 reviews) ✓ Verified | Not enough data | 
| **Multichannel Tracking** | 8.9 (84 reviews) ✓ Verified | Not enough data | 
| **Brand Optimization** | 7.8 (41 reviews) | Not enough data | 
| **Predictive Analytics** | 7.6 (41 reviews) ✓ Verified | Not enough data | 

#### Agentic AI - Marketing Analytics

| Feature | Funnel | Google Tag Manager | 
|---|---|---|
| **Autonomous Task Execution** | 7.5 (6 reviews) | Not enough data | 
| **Cross-system Integration** | 6.9 (6 reviews) | Not enough data | 
| **Proactive Assistance** | 6.9 (7 reviews) | Not enough data | 

---
## Categories
**Shared Categories (1):** [Digital Analytics Software](https://www.g2.com/categories/digital-analytics)

**Unique to Funnel (2):** [ETL Tools](https://www.g2.com/categories/etl-tools), [Marketing Analytics Software](https://www.g2.com/categories/marketing-analytics)

**Unique to Google Tag Manager (1):** [Tag Management Systems](https://www.g2.com/categories/tag-management-systems)


---
## Reviewer Demographics

### By Company Size

| Segment | Funnel | Google Tag Manager | 
|---|---|---|
| **Small-Business** | 50.9% | 54.2% | 
| **Mid-Market** | 43.5% | 35.3% | 
| **Enterprise** | 5.6% | 10.5% | 

### By Industry

#### Funnel

- **Marketing and Advertising:** 42.6%
- **Retail:** 6.2%
- **Information Technology and Services:** 6.2%
- **Internet:** 4.3%
- **Consumer Goods:** 3.1%
- **Apparel & Fashion:** 2.5%
- **Financial Services:** 1.9%
- **Real Estate:** 1.9%
- **Food & Beverages:** 1.9%
- **Pharmaceuticals:** 1.9%
- **Other:** 27.8%

#### Google Tag Manager

- **Marketing and Advertising:** 33.4%
- **Computer Software:** 8.9%
- **Information Technology and Services:** 8.7%
- **Internet:** 5.8%
- **Financial Services:** 3.4%
- **Retail:** 3.1%
- **Health, Wellness and Fitness:** 2.2%
- **Consumer Goods:** 1.7%
- **Apparel & Fashion:** 1.4%
- **Automotive:** 1.4%
- **Other:** 30.0%

---
## Alternatives

### Alternatives to Funnel

- [Supermetrics](https://www.g2.com/products/supermetrics/reviews) — 4.4/5 stars (823 reviews)
- [Adverity](https://www.g2.com/products/adverity/reviews) — 4.4/5 stars (268 reviews)
- [Improvado](https://www.g2.com/products/improvado-improvado/reviews) — 4.4/5 stars (80 reviews)
- [TapClicks](https://www.g2.com/products/tapclicks/reviews) — 4.3/5 stars (336 reviews)
- [Looker](https://www.g2.com/products/looker/reviews) — 4.4/5 stars (1643 reviews)
- [NinjaCat](https://www.g2.com/products/ninjacat/reviews) — 4.2/5 stars (316 reviews)
- [Fivetran](https://www.g2.com/products/fivetran/reviews) — 4.3/5 stars (795 reviews)
- [HubSpot Marketing Hub](https://www.g2.com/products/hubspot-marketing-hub/reviews) — 4.4/5 stars (14764 reviews)
- [Windsor.ai](https://www.g2.com/products/windsor-ai/reviews) — 4.5/5 stars (86 reviews)
- [Dataslayer.ai](https://www.g2.com/products/dataslayer-ai/reviews) — 4.8/5 stars (307 reviews)

### Alternatives to Google Tag Manager

- [Amplitude Analytics](https://www.g2.com/products/amplitude-analytics/reviews) — 4.5/5 stars (2914 reviews)
- [Mixpanel](https://www.g2.com/products/mixpanel/reviews) — 4.5/5 stars (1364 reviews)
- [Adobe Analytics](https://www.g2.com/products/adobe-analytics/reviews) — 4.2/5 stars (1217 reviews)
- [Heap](https://www.g2.com/products/heap/reviews) — 4.4/5 stars (1097 reviews)
- [Piwik PRO](https://www.g2.com/products/piwik-pro/reviews) — 4.5/5 stars (49 reviews)
- [Contentsquare](https://www.g2.com/products/contentsquare/reviews) — 4.6/5 stars (632 reviews)
- [Pendo](https://www.g2.com/products/pendo-io-pendo/reviews) — 4.4/5 stars (1790 reviews)
- [impact.com](https://www.g2.com/products/impact-com/reviews) — 4.4/5 stars (2217 reviews)
- [Siteimprove](https://www.g2.com/products/siteimprove/reviews) — 4.6/5 stars (432 reviews)
- [Glassbox](https://www.g2.com/products/glassbox/reviews) — 4.9/5 stars (809 reviews)

---
## Top Discussions

### Funnel

- Title: [What do you like most about Funnel for data collection, and what improvements could be made?](https://www.g2.com/discussions/what-do-you-like-most-about-funnel-for-data-collection-and-what-improvements-could-be-made) — 1 comment, 1 upvote
  > **Top comment:** "I'm currently utilizing the free version of Funnel.io for visualizing Meta Ads within Looker Studio, and I'm satisfied with it. I don't require any further..."
- Title: [What is a funnel builder?](https://www.g2.com/discussions/what-is-a-funnel-builder) — 1 comment
  > **Top comment:** "Haven't heard of it"
- Title: [Can I see data retroactively in Funnel?](https://www.g2.com/discussions/3680-retroactive-data) — 1 comment, 1 upvote *(includes official response)*
  > **Top comment:** "Yes. Because Funnel pulls down data from your advertising platforms and Google Analytics account we can report as far back as you have data in these..."
- Title: [Which advertising platforms does Funnel support?](https://www.g2.com/discussions/3676-advertising-platforms) — 1 comment, 1 upvote *(includes official response)*
  > **Top comment:** "Funnel supports Google Analytics. We pull down data from your Google Analytics account and match it up with you advertising data so you can measure your..."

### Google Tag Manager

- Title: [What is the difference between Google Analytics and Google Tag Manager?](https://www.g2.com/discussions/what-is-the-difference-between-google-analytics-and-google-tag-manager) — 4 comments
  > **Top comment:** "Google analytics we can check the performance of website like number of users visiting our website , bounce rate, conversions, sessions, etc.  In Google tag..."
- Title: [How does Google Tag Manager integrate with Google Analytics?](https://www.g2.com/discussions/how-does-google-tag-manager-integrate-with-google-analytics) — 1 comment
  > **Top comment:** "Google Analytics is connected with GTM using Messuerement ID. You need to configure GA M-ID to GTM ( create config event ) in order to connect."

---
**Source:** [G2.com](https://www.g2.com) | [Comparison Page](https://www.g2.com/compare/funnel-vs-google-tag-manager)