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# Google Tag Manager vs UTM.io Comparison - What are their main differences?

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Google Tag ManagerUTM.io[+ Add Product](#)

Reviews

**Google Tag Manager** [

4.6/5(442)

](https://www.g2.com/products/google-tag-manager/reviews#reviews)

**UTM.io** [

4.8/5(12)

](https://www.g2.com/products/utm-io/reviews#reviews)

Pricing

**Google Tag Manager**
No pricing available

**UTM.io**
Free Trial

**Free** Per Year · Free

**Pricing Insights**
from reviews

Time to Implement

**Google Tag Manager**
1 month

Based on 91 responses

**UTM.io**
Not enough reviews yet

Return on Investment

**Google Tag Manager**
6 months

Based on 71 responses

**UTM.io**
Not enough reviews yet

Perceived Cost

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

**UTM.io**
Not enough reviews yet

Average Discount

**Google Tag Manager**
10%

**UTM.io**
Not enough reviews yet

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

 ![UTM.io](https://images.g2crowd.com/uploads/product/hd_favicon/8ec14336ff9bc4af3d6b069a0ec94671/utm-io.svg "UTM.io")

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Pros & Cons

**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)

**UTM.io**
Not enough data

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)

**UTM.io**
Not enough data

Screenshots

**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)

**UTM.io**
 ![UTM.io 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/1310316/image7-v2.gif)

Ratings

Meets Requirements

**Google Tag Manager**

9.2

9.2358

**UTM.io**

9.1

9.19

Ease of Use

**Google Tag Manager**

8.0

8.0360

**UTM.io**

8.7

8.79

Ease of Setup

**Google Tag Manager**

8.0

8.0220

**UTM.io**
Not enough data

Ease of Admin

**Google Tag Manager**

8.3

8.3195

**UTM.io**
Not enough data

Quality of Support

**Google Tag Manager**

7.1

7.1295

**UTM.io**

8.3

8.37

Has the product been a good partner in doing business?

**Google Tag Manager**

8.1

8.1170

**UTM.io**
Not enough data

Product Direction (% positive)

**Google Tag Manager**

8.9

8.9346

**UTM.io**

10.0

10.08

Features

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

8.7

290

Not enough data

Metrics

Sessions - Digital Analytics

9.0(won by default)

223

Not enough data

Engagement

8.9(won by default)

217

Not enough data

Entry and Exit Pages

8.8(won by default)

210

Not enough data

Standard Event Tracking

9.2(won by default)

247

Not enough data

Custom Event Tracking

9.1(won by default)

254

Not enough data

Retention

8.4(won by default)

188

Not enough data

Return

8.3(won by default)

185

Not enough data

Conversions

9.1(won by default)

240

Not enough data

Funnels

8.6(won by default)

193

Not enough data

Reporting

Trending

8.4(won by default)

170

Not enough data

Retroactive Reporting

8.1(won by default)

160

Not enough data

Unification Across Devices

8.6(won by default)

173

Not enough data

Real-Time Reporting

Feature Not Available

Not enough data

Segmentation

Feature Not Available

Not enough data

Mobile Reporting

Feature Not Available

Not enough data

Custom Reports and Dashboards

Feature Not Available

Not enough data

Other

User Data

8.6(won by default)

191

Feature Not Available

Site Search Reporting

8.5(won by default)

172

Feature Not Available

Load Time Monitoring

8.3(won by default)

170

Not enough data

Campaign Tracking

9.0(won by default)

205

Not enough data

E-Commerce

8.8(won by default)

162

Not enough data

Promotional Messages

8.0(won by default)

126

Not enough data

Administration Alerts

8.2(won by default)

154

Not enough data

Agentic AI - Digital Analytics

Autonomous Task Execution

5.7(won by default)

5

Not enough data

Cross-system Integration

6.9(won by default)

6

Not enough data

Proactive Assistance

7.0(won by default)

5

Not enough data

Decision Making

7.7(won by default)

5

Not enough data

Administration

API / Integrations

8.8(won by default)

162

Not enough data

QA Testing

8.7(won by default)

178

Not enough data

Performance and Reliability

9.0(won by default)

220

Not enough data

User, Role, and Access Management

9.1(won by default)

230

Not enough data

Show 4 feature categories with incomplete data

Network Security[Hide 40 FeaturesShow 40 Features](javascript:void(0);)

Not enough data

Not enough data

Additional Functionality

Penetration Testing

Not enough data

Not enough data

Alerts/Notifications

Not enough data

Not enough data

Audit Trail

Not enough data

Not enough data

Anti Virus

Not enough data

Not enough data

Vulnerability Scanning

Not enough data

Not enough data

Remote Monitoring & Management

Not enough data

Not enough data

VPN

Not enough data

Not enough data

Behavior Analytics

Not enough data

Not enough data

Reporting/Analytics

Not enough data

Not enough data

Real-Time Notifications

Not enough data

Not enough data

Access Controls/Permissions

Not enough data

Not enough data

SSL Security

Not enough data

Not enough data

Patch Management

Not enough data

Not enough data

Event Logs

Not enough data

Not enough data

Anomaly/Malware Detection

Not enough data

Not enough data

DNS Leak Protection

Not enough data

Not enough data

Third-Party Integrations

Not enough data

Not enough data

Server Monitoring

Not enough data

Not enough data

Real-Time Monitoring

Not enough data

Not enough data

Compliance Management

Not enough data

Not enough data

Network Provisioning

Not enough data

Not enough data

API

Not enough data

Not enough data

Email Alerts

Not enough data

Not enough data

Security Auditing

Not enough data

Not enough data

Intrusion Detection System

Not enough data

Not enough data

Data Visualization

Not enough data

Not enough data

Two-Factor Authentication

Not enough data

Not enough data

Generative AI

Not enough data

Not enough data

Firewalls

Not enough data

Not enough data

AI Copilot

Not enough data

Not enough data

Anti Spam

Not enough data

Not enough data

Threat Response

Not enough data

Not enough data

Activity Monitoring

Not enough data

Not enough data

Risk Alerts

Not enough data

Not enough data

Data Loss Prevention

Not enough data

Not enough data

Single Sign On

Not enough data

Not enough data

Intrusion Prevention System

Not enough data

Not enough data

Secure Login

Not enough data

Not enough data

Policy Management

Not enough data

Not enough data

Activity Dashboard

Not enough data

Not enough data

Unified Threat Management (UTM)[Hide 8 FeaturesShow 8 Features](javascript:void(0);)

Not enough data

Not enough data

Security - Unified Threat Management

Antivirus

Not enough data

Feature Not Available

Whitelists

Not enough data

Feature Not Available

Antispam Filtering

Not enough data

Not enough data

Content Filtering

Not enough data

Feature Not Available

Web Filtering

Not enough data

Feature Not Available

Firewall

Not enough data

Feature Not Available

Administration

Reports & Analytics

Not enough data

Not enough data

Dashboard

Not enough data

Not enough data

URL Shortener[Hide 39 FeaturesShow 39 Features](javascript:void(0);)

Not enough data

Not enough data

URL Shortener

Branded Shortlinks

Not enough data

Not enough data

Link Analytics

Not enough data

Not enough data

Bulk URL Creation

Not enough data

Not enough data

Historical Shortlink Tracking

Not enough data

Not enough data

Bulk Uploading

Not enough data

Not enough data

Customer Activity Tracking

Not enough data

Not enough data

Click Tracking

Not enough data

Not enough data

Campaign Analytics

Not enough data

Not enough data

Secured Links

Not enough data

Not enough data

Additional Functionality

Landing Pages/Web Forms

Not enough data

Not enough data

Retargeting

Not enough data

Not enough data

Dashboard

Not enough data

Not enough data

AI Copilot

Not enough data

Not enough data

Link Shortening

Not enough data

Not enough data

Link Cloaking

Not enough data

Not enough data

Real-Time Data

Not enough data

Not enough data

Tag Management

Not enough data

Not enough data

Custom Domains

Not enough data

Not enough data

Customer Journey Mapping

Not enough data

Not enough data

For Marketing and Advertising

Not enough data

Not enough data

QR Codes

Not enough data

Not enough data

Search/Filter

Not enough data

Not enough data

Campaign Management

Not enough data

Not enough data

Link Expiration and Deactivation

Not enough data

Not enough data

Generative AI

Not enough data

Not enough data

API

Not enough data

Not enough data

For Mobile

Not enough data

Not enough data

A/B Testing

Not enough data

Not enough data

Data Aggregation

Not enough data

Not enough data

Link Sharing

Not enough data

Not enough data

Link Management

Not enough data

Not enough data

Link Editing

Not enough data

Not enough data

Link Redirection/Link Rotator

Not enough data

Not enough data

Agentic AI - Digital Sales Room

Autonomous Task Execution

Not enough data

Not enough data

Cross-system Integration

Not enough data

Not enough data

Adaptive Learning

Not enough data

Not enough data

Audience Targeting

Not enough data

Not enough data

UTM Parameters Integration

Not enough data

Not enough data

Third-Party Integrations

Not enough data

Not enough data

QR Code Generator[Hide 38 FeaturesShow 38 Features](javascript:void(0);)

Not enough data

Not enough data

Development

Low-Code or No-Code

Not enough data

Not enough data

Bulk Creation

Not enough data

Not enough data

Analytics

Not enough data

Not enough data

Intuitive Dashboards

Not enough data

Not enough data

Audience Analytics

Not enough data

Not enough data

Formatting

Dynamics Codes

Not enough data

Not enough data

File Formats

Not enough data

Not enough data

Customization

Not enough data

Not enough data

Additional Functionality

Download

Not enough data

Not enough data

Landing Pages/Web Forms

Not enough data

Not enough data

Alerts/Notifications

Not enough data

Not enough data

Scannability Score

Not enough data

Not enough data

QR Code Printing

Not enough data

Not enough data

Retargeting

Not enough data

Not enough data

Multiple QR Code Types

Not enough data

Not enough data

Expiration Management

Not enough data

Not enough data

Templates

Not enough data

Not enough data

QR Code Generation

Not enough data

Not enough data

GPS

Not enough data

Not enough data

Campaign Segmentation

Not enough data

Not enough data

QR Code Duplication

Not enough data

Not enough data

Single Sign On

Not enough data

Not enough data

Custom Frames & CTA Text

Not enough data

Not enough data

Campaign Management

Not enough data

Not enough data

A/B Testing

Not enough data

Not enough data

Bulk QR Code Generation

Not enough data

Not enough data

Image Embedding

Not enough data

Not enough data

Embeddable Widget

Not enough data

Not enough data

Lead Capture

Not enough data

Not enough data

Password Protection

Not enough data

Not enough data

White Label

Not enough data

Not enough data

API

Not enough data

Not enough data

Embeddable

Not enough data

Not enough data

Agentic AI - Penetration Testing

Autonomous Task Execution

Not enough data

Not enough data

Multi-step Planning

Not enough data

Not enough data

Adaptive Learning

Not enough data

Not enough data

Natural Language Interaction

Not enough data

Not enough data

Multi-Language

Not enough data

Not enough data

User Insights

Reviewers' Company Size

[![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%

[![UTM.io](https://images.g2crowd.com/uploads/product/hd_favicon/8ec14336ff9bc4af3d6b069a0ec94671/utm-io.svg "UTM.io")](https://www.g2.com/products/utm-io/reviews)

UTM.io

Small-Business(50 or fewer emp.)

66.7%

Mid-Market(51-1000 emp.)

8.3%

Enterprise(\> 1000 emp.)

25.0%

Small-Business

(50 or fewer emp.)

54.5%

66.7%

Mid-Market

(51-1000 emp.)

35.1%

8.3%

Enterprise

(\> 1000 emp.)

10.4%

25.0%

Reviewers' Industry

[![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%

[![UTM.io](https://images.g2crowd.com/uploads/product/hd_favicon/8ec14336ff9bc4af3d6b069a0ec94671/utm-io.svg "UTM.io")](https://www.g2.com/products/utm-io/reviews)
UTM.io

Information Technology and Services

33.3%

Marketing and Advertising

16.7%

Professional Training & Coaching

8.3%

Internet

8.3%

Health, Wellness and Fitness

8.3%

Other

25.0%

Alternatives

**Google Tag Manager Alternatives**

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

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

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

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

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**UTM.io Alternatives**

 ![Bitly](https://images.g2crowd.com/uploads/product/hd_favicon/1487565593/bitly.svg "Bitly")

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Bitly
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Rebrandly
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 ![GoLinks](https://images.g2crowd.com/uploads/product/hd_favicon/cc90d3f38dd1378085938059de5d05c2/golinks.svg "GoLinks")

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GoLinks
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