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# Google Ad Manager vs Google Tag Manager Comparison - What are their main differences?

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Google Ad ManagerGoogle Tag Manager[+ Add Product](#)

Pricing

**Google Ad Manager**
No pricing available

**Google Tag Manager**
No pricing available

**Pricing Insights**
from reviews

Time to Implement

**Google Ad Manager**
1 month

Based on 30 responses

**Google Tag Manager**
1 month

Based on 91 responses

Return on Investment

**Google Ad Manager**
9 months

Based on 22 responses

**Google Tag Manager**
6 months3 months sooner

Based on 71 responses

Perceived Cost

**Google Ad Manager**
$$$$$

**Google Tag Manager**
$$$$$

Average Discount

**Google Ad Manager**
7%

**Google Tag Manager**
10%3% more

**Pros & Cons**
from reviews

**Google Ad Manager**
Not enough data

**Google Tag Manager**
[
Ease of Use (5)
](https://www.g2.com/products/google-tag-manager/reviews?filters%5Bsentiment_snippet%5D=1879872&qs=pros-and-cons#reviews)[
Easy Integrations (3)
](https://www.g2.com/products/google-tag-manager/reviews?filters%5Bsentiment_snippet%5D=2380803&qs=pros-and-cons#reviews)[
Complexity (1)
](https://www.g2.com/products/google-tag-manager/reviews?filters%5Bsentiment_snippet%5D=2485048&qs=pros-and-cons#reviews)[
Event Management (1)
](https://www.g2.com/products/google-tag-manager/reviews?filters%5Bsentiment_snippet%5D=2261155&qs=pros-and-cons#reviews)

Integrations

**Google Ad Manager**
[

 ![Product Avatar Image](https://images.g2crowd.com/uploads/product/image/large_detail/large_detail_aeae116c52945fdecd7ed16d621cb315/data-studio.png "Product Avatar Image")

Data Studio

](https://www.g2.com/products/data-studio/reviews)[
View all
](https://www.g2.com/products/google-ad-manager/integrations)

**Google Tag Manager**
[

 ![Product Avatar Image](https://images.g2crowd.com/uploads/product/image/large_detail/large_detail_3d8a73f469261c6614cb56ce5698db3f/adroll.png "Product Avatar Image")

AdRoll

](https://www.g2.com/products/adroll/reviews)[

 ![Product Avatar Image](https://images.g2crowd.com/uploads/product/image/large_detail/large_detail_91a2cb250ebeb19e8e9321e21b959584/awin-com%282%29.png "Product Avatar Image")

Awin

](https://www.g2.com/products/awin-com/reviews)[

 ![Product Avatar Image](https://images.g2crowd.com/uploads/product/image/large_detail/large_detail_1ffb977dcb5e9422c3a93be0d327c043/didomi.png "Product Avatar Image")

Didomi

](https://www.g2.com/products/didomi/reviews)[

 ![Product Avatar Image](https://images.g2crowd.com/uploads/product/image/large_detail/large_detail_d5220037917b5e22299bcf93896c3ecb/google-ads.jpg "Product Avatar Image")

Google Ads

](https://www.g2.com/products/google-ads/reviews)[
View all
](https://www.g2.com/products/google-tag-manager/integrations)

Screenshots

**Google Ad Manager**
No screenshot available

**Google Tag Manager**
 ![Google Tag Manager screenshot](https://images.g2crowd.com/cdn-cgi/image/width=600,height=600,fit=scale-down,format=auto,onerror=redirect,/https://images.g2crowd.com/uploads/attachment/file/77119/expirable-direct-uploads_2F28d973a9-3026-4d76-8871-bd5372646994_2FTag_Manager_1.png)

**Ratings**
from reviews

Meets Requirements

**Google Ad Manager**

8.6

8.6211

**Google Tag Manager**

9.2

9.2358

Ease of Use

**Google Ad Manager**

7.8

7.8209

**Google Tag Manager**

8.0

8.0360

Ease of Setup

**Google Ad Manager**

7.6

7.6109

**Google Tag Manager**

8.0

8.0220

Ease of Admin

**Google Ad Manager**

7.9

7.997

**Google Tag Manager**

8.3

8.3195

Quality of Support

**Google Ad Manager**

7.0

7.0193

**Google Tag Manager**

7.1

7.1295

Has the product been a good partner in doing business?

**Google Ad Manager**

7.9

7.995

**Google Tag Manager**

8.1

8.1170

Product Direction (% positive)

**Google Ad Manager**

7.7

7.7205

**Google Tag Manager**

8.9

8.9346

**Features**
ratings from reviews

Publisher Ad Server[Hide 67 FeaturesShow 67 Features](javascript:void(0);)

8.8

13

Not enough data

Ad Serving & Management - Publisher Ad Server

Real-Time Bidding (RTB) Support

8.3(won by default)

7

Not enough data

Ad Delivery Optimization & Management

9.6(won by default)

8

Not enough data

Ad Inventory Management

9.6(won by default)

8

Not enough data

Dynamic Ad Placement

9.0(won by default)

7

Not enough data

Ad Tag Management

9.0(won by default)

8

Not enough data

Bid Management

Not enough data

Not enough data

Banner Management

Not enough data

Not enough data

Template Management

Not enough data

Not enough data

Advertising Management

Not enough data

Not enough data

Campaign Management

Not enough data

Not enough data

Channel Management

Not enough data

Not enough data

Content Management

Not enough data

Not enough data

Real-Time Data

Not enough data

Not enough data

Multiple File Format Support

Not enough data

Not enough data

Targeting & Personalization - Publisher Ad Server

Geo-Targeting

9.5(won by default)

7

Not enough data

Multi-Device & Cross-Platform Delivery

8.8(won by default)

7

Not enough data

A/B Testing for Ads

9.5(won by default)

7

Not enough data

Audience Targeting

9.3(won by default)

9

Not enough data

Contextual Targeting

8.9(won by default)

6

Not enough data

Frequency Capping

8.9(won by default)

6

Not enough data

Monetization & Reporting - Publisher Ad Server

Header Bidding Support

9.2(won by default)

6

Not enough data

Revenue Forecasting

8.3(won by default)

6

Not enough data

Ad Revenue Share & Payout Management

9.2(won by default)

6

Not enough data

Performance & Engagement Analytics

9.5(won by default)

10

Not enough data

Website Analytics

Not enough data

Not enough data

Reporting/Analytics

Not enough data

Not enough data

Impression Forecasting

Not enough data

Not enough data

Agentic AI - Publisher Ad Server

Autonomous Task Execution

8.0(won by default)

5

Not enough data

Multi-step Planning

7.7(won by default)

5

Not enough data

Cross-system Integration

7.5(won by default)

6

Not enough data

Adaptive Learning

8.1(won by default)

6

Not enough data

Proactive Assistance

8.6(won by default)

6

Not enough data

AI/Machine Learning

Not enough data

Not enough data

Third-Party Integrations

Not enough data

Not enough data

Media Planning

Not enough data

Not enough data

Campaign Planning

Not enough data

Not enough data

Additional Functionality

Filtering

Not enough data

Not enough data

Multi-Channel Marketing

Not enough data

Not enough data

Customizable Reports

Not enough data

Not enough data

A/B Testing

Not enough data

Not enough data

Generative AI

Not enough data

Not enough data

Activity Dashboard

Not enough data

Not enough data

Data Import/Export

Not enough data

Not enough data

API

Not enough data

Not enough data

Mobile Ad Serving

Not enough data

Not enough data

Engagement Tracking

Not enough data

Not enough data

Customizable Branding

Not enough data

Not enough data

Newsletter/Email Ad Serving

Not enough data

Not enough data

Real-Time Monitoring

Not enough data

Not enough data

Role-Based Permissions

Not enough data

Not enough data

Native Ad Serving

Not enough data

Not enough data

Click Tracking

Not enough data

Not enough data

Ad Optimization

Not enough data

Not enough data

Social Advertising

Not enough data

Not enough data

Ad Tag

Not enough data

Not enough data

Rich Media Ad Serving

Not enough data

Not enough data

Performance Metrics

Not enough data

Not enough data

Email Marketing

Not enough data

Not enough data

Video Ad Serving

Not enough data

Not enough data

Customizable Templates

Not enough data

Not enough data

Prioritization

Not enough data

Not enough data

Conversion Tracking

Not enough data

Not enough data

Search/Filter

Not enough data

Not enough data

Multi-Campaign

Not enough data

Not enough data

Ad Unit Creation

Not enough data

Not enough data

Drag & Drop

Not enough data

Not enough data

AI Copilot

Not enough data

Not enough data

Supply Side Platform (SSP)[Hide 12 FeaturesShow 12 Features](javascript:void(0);)

8.2

73

Not enough data

Agentic AI - Supply Side Platform (SSP)

Autonomous Task Execution

Not enough data

Not enough data

Multi-step Planning

Not enough data

Not enough data

Cross-system Integration

Not enough data

Not enough data

Adaptive Learning

Not enough data

Not enough data

Proactive Assistance

Not enough data

Not enough data

Decision Making

Not enough data

Not enough data

SSP Functionality 

SSP Functionality 

8.2(won by default)

53

Not enough data

SSP

Ad Unit Availability

8.2(won by default)

54

Not enough data

Impression Targeting

8.6(won by default)

50

Not enough data

Floor Price

8.1(won by default)

46

Not enough data

Advertiser Restrictions

7.7(won by default)

50

Not enough data

Bid Reporting

8.2(won by default)

47

Not enough data

Digital Analytics[Hide 31 FeaturesShow 31 Features](javascript:void(0);)

Not enough data

8.7

290

Metrics

Engagement

Not enough data

8.9(won by default)

217

Entry and Exit Pages

Not enough data

8.8(won by default)

210

Standard Event Tracking

Not enough data

9.2(won by default)

247

Custom Event Tracking

Not enough data

9.1(won by default)

254

Retention

Not enough data

8.4(won by default)

188

Return

Not enough data

8.3(won by default)

185

Conversions

Not enough data

9.1(won by default)

240

Funnels

Not enough data

8.6(won by default)

193

Sessions - Digital Analytics

Not enough data

9.0(won by default)

223

Reporting

Trending

Not enough data

8.4(won by default)

170

Retroactive Reporting

Not enough data

8.1(won by default)

160

Unification Across Devices

Not enough data

8.6(won by default)

173

Segmentation

Not enough data

Feature Not Available

Mobile Reporting

Not enough data

Feature Not Available

Custom Reports and Dashboards

Not enough data

Feature Not Available

Real-Time Reporting

Not enough data

Feature Not Available

Other

User Data

Not enough data

8.6(won by default)

191

Site Search Reporting

Not enough data

8.5(won by default)

172

Load Time Monitoring

Not enough data

8.3(won by default)

170

Campaign Tracking

Not enough data

9.0(won by default)

205

E-Commerce

Not enough data

8.8(won by default)

162

Promotional Messages

Not enough data

8.0(won by default)

126

Administration Alerts

Not enough data

8.2(won by default)

154

Agentic AI - Digital Analytics

Autonomous Task Execution

Not enough data

5.7(won by default)

5

Cross-system Integration

Not enough data

6.9(won by default)

6

Proactive Assistance

Not enough data

7.0(won by default)

5

Decision Making

Not enough data

7.7(won by default)

5

Administration

API / Integrations

Not enough data

8.8(won by default)

162

QA Testing

Not enough data

8.7(won by default)

178

Performance and Reliability

Not enough data

9.0(won by default)

220

User, Role, and Access Management

Not enough data

9.1(won by default)

230

Show 1 feature category with incomplete data

App Monetization Platforms[Hide 21 FeaturesShow 21 Features](javascript:void(0);)

Not enough data

Not enough data

Platform - App Monetization Platforms

Campaign Management

Not enough data

Not enough data

Automated Tools

Not enough data

Not enough data

Integration APIs

Not enough data

Not enough data

Audience Targeting

Not enough data

Not enough data

In-App Purchases

Not enough data

Not enough data

Reporting & Dashboards

Not enough data

Not enough data

Fraud Prevention

Not enough data

Not enough data

User Data Analysis

Not enough data

Not enough data

A/B Testing

Not enough data

Not enough data

AI Algorithms

Not enough data

Not enough data

Cross-Platform Support

Not enough data

Not enough data

Payment Integration

Not enough data

Not enough data

Subscription Management

Not enough data

Not enough data

Performance Analytics

Not enough data

Not enough data

Multiple Monetization Models

Not enough data

Not enough data

Advertising - App Monetization Platforms

Ad Exchange

Not enough data

Not enough data

Offerwall

Not enough data

Not enough data

Bidding

Not enough data

Not enough data

Ad Mediation

Not enough data

Not enough data

Ad Optimization

Not enough data

Not enough data

Ad Formats

Not enough data

Not enough data

User Insights

Reviewers' Company Size

[![Google Ad Manager](https://images.g2crowd.com/uploads/product/hd_favicon/1548109110/google-ad-manager.jpeg "Google Ad Manager")](https://www.g2.com/products/google-ad-manager/reviews)

Google Ad Manager

Small-Business(50 or fewer emp.)

37.3%

Mid-Market(51-1000 emp.)

41.7%

Enterprise(\> 1000 emp.)

21.1%

[![Google Tag Manager](https://images.g2crowd.com/uploads/product/image/thumb_square/thumb_square_7b4119209e6144203235149bd7024c8b/google-tag-manager.jpg "Google Tag Manager")](https://www.g2.com/products/google-tag-manager/reviews)

Google Tag Manager

Small-Business(50 or fewer emp.)

54.5%

Mid-Market(51-1000 emp.)

35.1%

Enterprise(\> 1000 emp.)

10.4%

Small-Business

(50 or fewer emp.)

37.3%

54.5%

Mid-Market

(51-1000 emp.)

41.7%

35.1%

Enterprise

(\> 1000 emp.)

21.1%

10.4%

Reviewers' Industry

[![Google Ad Manager](https://images.g2crowd.com/uploads/product/hd_favicon/1548109110/google-ad-manager.jpeg "Google Ad Manager")](https://www.g2.com/products/google-ad-manager/reviews)
Google Ad Manager

Marketing and Advertising

40.9%

Publishing

6.5%

Internet

6.1%

Broadcast Media

4.3%

Newspapers

4.3%

Other

37.8%

[![Google Tag Manager](https://images.g2crowd.com/uploads/product/image/thumb_square/thumb_square_7b4119209e6144203235149bd7024c8b/google-tag-manager.jpg "Google Tag Manager")](https://www.g2.com/products/google-tag-manager/reviews)
Google Tag Manager

Marketing and Advertising

33.6%

Computer Software

8.8%

Information Technology and Services

8.6%

Internet

5.7%

Financial Services

3.3%

Other

40.0%

Alternatives

**Google Ad Manager Alternatives**

 ![OpenX](https://images.g2crowd.com/uploads/product/image/thumb_square/thumb_square_f44caa80110cc9c9729b7b327be6991f/openx.png "OpenX")

[
OpenX
](/products/openx/reviews)

 ![PubMatic](https://images.g2crowd.com/uploads/product/image/thumb_square/thumb_square_2736519589ac65c94616f33a00436876/pubmatic.jpg "PubMatic")

[
PubMatic
](/products/pubmatic/reviews)

 ![Equativ](https://images.g2crowd.com/uploads/product/hd_favicon/442c1e286947cd1303c4b2a250b62143/equativ.jpeg "Equativ")

[
Equativ
](/products/equativ/reviews)

 ![Magnite, for Sellers](https://images.g2crowd.com/uploads/product/image/thumb_square/thumb_square_05fd991cf8a67f348a02e9714c75311a/magnite-for-sellers.png "Magnite, for Sellers")

[
Magnite, for Sellers
](/products/magnite-for-sellers/reviews)

**Google Tag Manager Alternatives**

 ![Amplitude Analytics](https://images.g2crowd.com/uploads/product/hd_favicon/35091843fa8b7ef42a40e8b72e65463a/amplitude-analytics.svg "Amplitude Analytics")

[
Amplitude
](/products/amplitude-analytics/reviews)

 ![Mixpanel](https://images.g2crowd.com/uploads/product/hd_favicon/a8dfba5627ded732f3d6f4363d5bec06/mixpanel.svg "Mixpanel")

[
Mixpanel
](/products/mixpanel/reviews)

 ![Adobe Analytics](https://images.g2crowd.com/uploads/product/hd_favicon/c72755fcd8e693fbaaa4c38e0d4fc360/adobe-analytics.svg "Adobe Analytics")

[
Adobe Analytics
](/products/adobe-analytics/reviews)

 ![Heap by Contentsquare](https://images.g2crowd.com/uploads/product/hd_favicon/88d6685d7cf4f7cc4439e35562551831/heap-by-contentsquare.svg "Heap by Contentsquare")

[
Heap by Contentsquare
](/products/heap-by-contentsquare/reviews)

## Google Ad Manager vs Google Tag Manager

When assessing the two solutions, reviewers found Google Tag Manager easier to use, set up, and administer. Reviewers also preferred doing business with Google Tag Manager overall.

- Reviewers felt that Google Tag Manager meets the needs of their business better than Google Ad Manager.
- When comparing quality of ongoing product support, reviewers felt that Google Tag Manager is the preferred option.
- For feature updates and roadmaps, our reviewers preferred the direction of Google Tag Manager over Google Ad Manager.