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Compare Google Tag Manager and Looker 
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At a Glance
Market Segments
Small-Business (53.5% of reviews)
Mid-Market (60.7% of reviews)
Entry-Level Pricing
No pricing available
No pricing available
Google Tag Manager
Star Rating
(415)4.6 out of 5
Market Segments
Small-Business (53.5% of reviews)
Pros & Cons
Entry-Level Pricing
No pricing available
Learn more about Google Tag ManagerLooker
Star Rating
(1,586)4.4 out of 5
Market Segments
Mid-Market (60.7% of reviews)
Pros & Cons
Entry-Level Pricing
No pricing available
Free Trial is available
Learn more about LookerSummary
AI Generated Summary
AI-generated. Powered by real user reviews.
- G2 reviewers report that Looker excels in creating interactive and visually appealing reports, with users praising its customizable interface that allows for easy sharing of insights. One user mentioned, "I use Looker Studio to create visual reports for my clients and projects," highlighting its effectiveness in tracking sales performance and trends.
- Users say Google Tag Manager is a reliable tool for managing tags and tracking conversions, with many appreciating its seamless integration with other Google services. A reviewer noted, "Google Tag Manager is a handy tool for adding and updating tags," which simplifies the process of monitoring campaign performance.
- According to verified reviews, Looker has a significantly higher G2 Score, indicating greater overall user satisfaction. This is reflected in the volume of recent reviews, where Looker received 25 compared to just 1 for Google Tag Manager, suggesting a more active user base sharing their positive experiences.
- Reviewers mention that while Google Tag Manager has a slightly higher star rating, Looker's robust support quality stands out, with users appreciating the assistance they receive. One user remarked on Looker's support, stating it has been a good partner in their business, which is crucial for users needing reliable help.
- Users highlight that Looker’s ease of setup and administration is a strong point, with many finding it intuitive and straightforward. In contrast, some Google Tag Manager users have expressed challenges with setup, although they appreciate its overall ease of use once familiar with the platform.
- G2 reviewers report that both products offer valuable features, but Looker shines in its ability to create meaningful dashboards and visualizations, while Google Tag Manager is favored for its straightforward tag management and integration capabilities. Users noted, "It does the job of creating meaningful dashboards pretty well," showcasing Looker's strength in data visualization.
Pricing
Entry-Level Pricing
Google Tag Manager
No pricing availableLooker
No pricing availableFree Trial
Google Tag Manager
No trial information availableLooker
Free Trial is available
Ratings
Meets Requirements
9.2
338
8.7
1,086
Ease of Use
8.0
339
8.2
1,091
Ease of Setup
7.9
199
8.2
570
Ease of Admin
8.3
191
8.3
432
Quality of Support
7.1
277
8.6
924
Has the product been a good partner in doing business?
8.1
166
8.9
410
Product Direction (% positive)
8.8
329
8.8
1,018
Features by Category
Reports
Not enough data
8.6
658
|
Verified
Not enough data
8.2
615
|
Verified
Not enough data
8.2
654
|
Verified
Not enough data
8.3
527
|
Verified
Not enough data
8.7
657
|
Verified
Self Service
Not enough data
8.4
620
|
Verified
Not enough data
8.6
636
|
Verified
Not enough data
8.4
610
|
Verified
Not enough data
8.1
615
|
Verified
Not enough data
8.3
588
|
Verified
Not enough data
7.7
500
|
Verified
Advanced Analytics
Not enough data
7.6
429
|
Verified
Not enough data
8.4
629
|
Verified
Not enough data
8.0
510
|
Verified
Building Reports
Not enough data
8.3
385
|
Verified
Not enough data
8.3
394
|
Verified
Not enough data
8.0
354
|
Verified
Not enough data
8.1
329
|
Verified
Platform
Not enough data
Not enough data
Not enough data
Not enough data
Not enough data
Not enough data
Not enough data
Not enough data
Not enough data
Not enough data
Not enough data
Not enough data
Not enough data
Not enough data
Reports
Not enough data
8.6
658
|
Verified
Not enough data
8.2
615
|
Verified
Not enough data
8.2
654
|
Verified
Not enough data
8.3
527
|
Verified
Not enough data
8.7
657
|
Verified
Reports
Not enough data
8.5
109
Not enough data
8.5
108
Not enough data
8.0
102
Generative AI
Not enough data
7.0
101
Not enough data
7.1
101
Visualization
Not enough data
8.5
112
Not enough data
8.4
111
Not enough data
8.7
112
Not enough data
8.3
110
Data Updates
Not enough data
8.1
108
Not enough data
8.3
107
Collaboration
Not enough data
8.4
107
Not enough data
8.0
107
Not enough data
8.0
103
Data Updates
Not enough data
7.9
138
Not enough data
8.1
142
Not enough data
8.5
145
Reports
Not enough data
8.6
658
|
Verified
Not enough data
8.2
615
|
Verified
Not enough data
8.2
654
|
Verified
Not enough data
8.3
527
|
Verified
Not enough data
8.7
657
|
Verified
Data Preparation
Not enough data
8.4
282
|
Verified
Not enough data
8.3
260
|
Verified
Data Modeling and Blending
Not enough data
8.4
309
|
Verified
Not enough data
8.7
327
|
Verified
Not enough data
8.4
310
|
Verified
Generative AI
Not enough data
7.1
88
Not enough data
7.1
86
Agentic AI - Analytics Platforms
Not enough data
7.2
39
Not enough data
7.3
38
Not enough data
7.3
38
Not enough data
7.1
39
Not enough data
7.3
39
Not enough data
7.4
38
Not enough data
7.6
37
Self Service
Not enough data
8.4
620
|
Verified
Not enough data
8.6
636
|
Verified
Not enough data
8.4
610
|
Verified
Not enough data
8.1
615
|
Verified
Not enough data
8.3
588
|
Verified
Not enough data
7.7
500
|
Verified
Deployment & Integration - Analytics Platforms
Not enough data
8.0
37
Not enough data
8.1
34
Not enough data
7.7
33
Not enough data
8.3
36
Advanced Analytics
Not enough data
7.6
429
|
Verified
Not enough data
8.4
629
|
Verified
Not enough data
8.0
510
|
Verified
Performance & Scalability - Analytics Platforms
Not enough data
8.1
36
Not enough data
8.0
35
Advanced Analytics & Modeling - Analytics Platforms
Not enough data
7.9
35
Not enough data
7.2
34
Not enough data
7.3
34
Agentic AI Capabilities - Analytics Platforms
Not enough data
7.2
34
Not enough data
7.5
34
Not enough data
7.7
34
Not enough data
7.4
34
Personalized Intelligence - Analytics Platforms
Not enough data
7.7
34
Not enough data
7.2
35
Not enough data
7.6
34
Building Reports
Not enough data
8.3
385
|
Verified
Not enough data
8.3
394
|
Verified
Not enough data
8.0
354
|
Verified
Not enough data
8.1
329
|
Verified
Reports
Not enough data
8.6
658
|
Verified
Not enough data
8.2
615
|
Verified
Not enough data
8.2
654
|
Verified
Not enough data
8.3
527
|
Verified
Not enough data
8.7
657
|
Verified
Self Service
Not enough data
8.4
620
|
Verified
Not enough data
8.6
636
|
Verified
Not enough data
8.4
610
|
Verified
Not enough data
8.1
615
|
Verified
Not enough data
8.3
588
|
Verified
Not enough data
7.7
500
|
Verified
Building Reports
Not enough data
8.3
385
|
Verified
Not enough data
8.3
394
|
Verified
Not enough data
8.0
354
|
Verified
Not enough data
8.1
329
|
Verified
Metrics
9.0
208
8.8
238
8.9
207
8.7
239
8.7
201
8.4
224
9.1
233
8.4
226
9.0
239
8.4
215
8.4
184
8.3
225
8.3
181
8.4
219
9.1
225
8.5
230
8.6
186
8.3
222
Reporting
Feature Not Available
8.4
241
8.4
167
Feature Not Available
8.0
158
8.6
242
Feature Not Available
8.6
245
Feature Not Available
8.1
199
8.6
171
8.4
204
Feature Not Available
9.0
254
Other
8.6
185
8.7
226
8.5
169
8.6
209
8.3
166
8.4
201
9.0
197
8.7
216
8.8
157
8.7
206
7.9
124
8.2
178
8.2
151
8.3
191
Agentic AI - Digital Analytics
Not enough data
7.6
16
Not enough data
7.9
16
Not enough data
7.8
16
Not enough data
7.9
16
Administration
8.8
159
8.4
217
8.7
174
8.3
193
9.0
217
8.5
245
9.1
225
8.6
240
Agentic AI - Sales Analytics
Not enough data
7.0
11
Not enough data
7.6
11
Not enough data
6.7
11
Not enough data
7.4
12
Not enough data
7.3
11
Data Sourcing
Not enough data
8.8
203
Not enough data
8.8
220
Not enough data
8.6
188
Not enough data
8.8
224
Not enough data
8.7
208
Predictive Analytics
Not enough data
8.3
152
Not enough data
8.2
148
Not enough data
8.2
146
Not enough data
8.0
164
Sales Management
Not enough data
8.4
161
Not enough data
8.2
140
Not enough data
8.6
170
Not enough data
8.7
168
Marketing Operations
Not enough data
8.6
222
|
Verified
Not enough data
8.7
242
|
Verified
Not enough data
8.5
228
|
Verified
Not enough data
8.9
245
|
Verified
Not enough data
8.4
130
Not enough data
Feature Not Available
Campaign Activity
Not enough data
8.6
231
|
Verified
Not enough data
8.8
261
|
Verified
Not enough data
8.5
212
|
Verified
Not enough data
8.5
213
|
Verified
Not enough data
8.4
199
|
Verified
Not enough data
7.9
119
|
Verified
Agentic AI - Marketing Analytics
Not enough data
6.8
14
Not enough data
7.7
15
Not enough data
7.4
15
Categories
Categories
Shared Categories
Google Tag Manager and Looker are categorized as Digital Analytics
Unique Categories
Google Tag Manager is categorized as Tag Management Systems
Looker is categorized as Sales Analytics, Marketing Analytics, Embedded Business Intelligence, Analytics Platforms, and Data Visualization
Reviews
Reviewers' Company Size
Google Tag Manager
Small-Business(50 or fewer emp.)
Mid-Market(51-1000 emp.)
Enterprise(> 1000 emp.)
Looker
Small-Business(50 or fewer emp.)
Mid-Market(51-1000 emp.)
Enterprise(> 1000 emp.)
Small-Business
(50 or fewer emp.)
Mid-Market
(51-1000 emp.)
Enterprise
(> 1000 emp.)
Reviewers' Industry
Marketing and Advertising
33.9%
Computer Software
9.0%
Information Technology and Services
8.5%
Internet
6.0%
Retail
3.0%
Other
39.4%
Computer Software
11.7%
Information Technology and Services
11.1%
Marketing and Advertising
8.2%
Financial Services
7.6%
Internet
6.2%
Other
55.1%
Discussions
What is the difference between Google Analytics and Google Tag Manager?
2 Comments
MM
GTM: you create events/tags to use to track on GA4
Read more
How does Google Tag Manager integrate with Google Analytics?
1 Comment
SP
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.Read more
Google Tag Manager has no more discussions with answers
Is looker an ETL tool?
3 Comments
AP
No, Looker is not an ETL tool. It is a Business Intelligence (BI) and Data Analytics platform that helps users visualize, explore and analyze data.Read more
Best way to start on visualizations?
2 Comments
AG
Looker has a built-in set of visualizations that you can automatically apply to any dataset that they work with. Once you setup your initial connection to a...Read more
Which databases does Looker work with?
1 Comment
Official Response from Looker
Looker works with any SQL readable data store, including Hadoop. Looker sits in-database allowing you to access all of your row level data and leverage the...Read more
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