Google Tag Manager
Free Google tool for adding and managing website and app tracking tags without code changes.
Updated · AppBreakup editorial · Web
Is Google Tag Manager free?
Free plan, plus paid plans
Switch from Google Tag Manager to
All 5
MatomoOpen source
Cloudflare ZarazCompareFree plan + paid
Piwik PROStarting price: From €36 a month (Business)
- Verified facts
- 4 of 4
- Alternatives ranked
- 5
- Approved reviews
- 0
- Visits sent from here
- 0
About Google Tag Manager
Google Tag Manager lets marketers and analysts deploy tracking tags such as Google Analytics, Google Ads conversions, Meta pixels and other vendor scripts through a web interface instead of editing site code. You install a container snippet once, then define tags, triggers and variables, preview and debug them, and publish versions with rollback. Workspaces, user permissions and environments let marketing and engineering teams work on changes separately. A community template gallery covers many third-party tools, and a server-side container option moves tag processing to your own cloud server for better performance and data control. The standard version is free; Tag Manager 360, sold with Google Marketing Platform, adds enterprise controls and support. It runs in the browser and supports web and mobile apps through Firebase. Badly managed containers can slow sites down and leak data to vendors, so it needs governance.
Best for: Marketing teams that want to manage analytics and ad tags without waiting on developers.
Google Tag Manager pricing (checked Nov 8, 2026)
Each line is quoted from Google Tag Manager's own site, with the page it came from.
| Plan or term | What it says | Checked | Source |
|---|---|---|---|
| Price | Free | Nov 8, 2026 | marketingplatform.google.com |
Pros and cons
What works
- Free for nearly all sites
- Preview, debug mode and version history for every change
- Large template gallery for third-party tags
- Server-side tagging option
Why people leave
- Easy to bloat a site with too many tags
- Server-side containers need your own paid cloud hosting
- Enterprise SLAs and controls require the paid 360 edition
Google Tag Manager vs Matomo, Cloudflare Zaraz and Piwik PRO
From each app's listing and the prices verified on its own site. A dash means we haven't verified it yet.
| Attribute | Google Tag Manager | Matomo | Cloudflare Zaraz | Piwik PRO |
|---|---|---|---|---|
| Pricing | Free plan + paid | Open source | Free plan + paid | Paid |
| Verified price | — | — | — | From €36 a month (Business) |
| Free plan | Yes | Free app | 1,000,000 events/month | No |
| Open source | No | Yes | No | No |
| Self-hostable | No | Yes | No | No |
| Platforms | Web | Web, Self-hosted, iOS, Android | Web | Web |
Top Google Tag Manager alternatives
See all 5- 1Matomo69.4
Its built-in open-source Tag Manager can be self-hosted, keeping tag data off Google.
- 2Cloudflare Zaraz55.9
Loads analytics and ad tags from Cloudflare's edge instead of the browser, with built-in consent management and a free monthly allowance.
- 3Piwik PRO52.6
Privacy-focused suite with its own tag manager and consent tools, popular with EU organisations.
- 4
Segment51.2Collect events once with one SDK and route them to analytics and ad tools, instead of managing a pile of tags in a container.
- 5
RudderStack50.0Open-source, warehouse-first event pipeline that replaces client-side tags with server-side delivery to your tools.
Why people left Google Tag Manager
In reviewers' own words, from reviews of the apps they moved to. These are their opinions, not ours.
No switching stories yet. If you moved away from Google Tag Manager, review the app you switched to and tell us why.
Reviews
No approved reviews yet. How we verify reviewers
Write a review of Google Tag Manager
Google Tag Manager: common questions
What is Google Tag Manager?
Google Tag Manager: Free Google tool for adding and managing website and app tracking tags without code changes. Best for marketing teams that want to manage analytics and ad tags without waiting on developers. Available for Web.
Is Google Tag Manager free?
Google Tag Manager has a free plan and paid plans.
How much does Google Tag Manager cost?
Google Tag Manager is free with paid plans. Price: Free. Checked on Google Tag Manager's own site, November 2026.
Is Google Tag Manager open source?
No, Google Tag Manager is not open source. Open-source alternatives include Matomo.
What platforms does Google Tag Manager run on?
Google Tag Manager is available for Web.
What are the best alternatives to Google Tag Manager?
The highest-ranked Google Tag Manager alternatives right now are Matomo, Cloudflare Zaraz and Piwik PRO. See the full ranked list for pricing, platforms and verified facts.
Google Tag Manager vs Matomo: what's the difference?
Google Tag Manager is free with paid plans; Matomo is free and open source. Matomo is open source and Google Tag Manager is not. Only Matomo runs on iOS and Android.