Tag management
Asked as “tag management system”, and as “website tag manager”, on behalf of a mid-market B2B software company. 47 first choices recorded across the direct, paraphrase, budget and scale prompts, six models each.
Standing · first-choice share
81%
Clear leader
81Google Tag Manager11Tealium iQ Tag Management02Forte Conversions06others
81% of first choices, clear leader.
Since September 2026▲+4Since September 2026: 77% → 80%, +4 points. Inside the 12-point floor: within noise. Read over the models both editions asked.Google Tag Manager held the lead, +4 points on 77%, inside the 12-point floor.
The standing
Share is the count of first choices across the direct, paraphrase, budget and scale prompts, over all six models, for a mid-market B2B software company. Ordered by share.
ProductFirst-choice shareNegative rateLabelsQuadrantSince September 2026
01
Google Tag Manager Lab in the set81%19%85endorsed leader▲+4Since September 2026: 77% → 80%, +4 points. Inside the 12-point floor: within noise. Read over the models both editions asked.77% → 80%
Google Tag Manager Lab in the set81%19%85endorsed leader▲+4Since September 2026: 77% → 80%, +4 points. Inside the 12-point floor: within noise. Read over the models both editions asked.77% → 80%02
Tealium iQ Tag Management11%25%57accepted challenger▼−1Since September 2026: 13% → 12%, −1 point. Inside the 12-point floor: within noise. Read over the models both editions asked.13% → 12%
Tealium iQ Tag Management11%25%57accepted challenger▼−1Since September 2026: 13% → 12%, −1 point. Inside the 12-point floor: within noise. Read over the models both editions asked.13% → 12%03
Segment2%12%16accepted challenger▲+2Since September 2026: 0% → 2%, +2 points. Inside the 12-point floor: within noise. Read over the models both editions asked.0% → 2%
Segment2%12%16accepted challenger▲+2Since September 2026: 0% → 2%, +2 points. Inside the 12-point floor: within noise. Read over the models both editions asked.0% → 2%Show the four products at 0%, ordered by negative rate
07Ensighten0%50%10criticized challenger=heldSince September 2026: 0% → 0%, ±0 points. Inside the 12-point floor: within noise. Read over the models both editions asked.0% → 0%
04
Adobe Experience Platform Tags0%18%50accepted challenger▼−2Since September 2026: 2% → 0%, −2 points. Inside the 12-point floor: within noise. Read over the models both editions asked.2% → 0%
Adobe Experience Platform Tags0%18%50accepted challenger▼−2Since September 2026: 2% → 0%, −2 points. Inside the 12-point floor: within noise. Read over the models both editions asked.2% → 0%05
Piwik PRO Tag Manager0%0%29accepted challenger=heldSince September 2026: 0% → 0%, ±0 points. Inside the 12-point floor: within noise. Read over the models both editions asked.0% → 0%
Piwik PRO Tag Manager0%0%29accepted challenger=heldSince September 2026: 0% → 0%, ±0 points. Inside the 12-point floor: within noise. Read over the models both editions asked.0% → 0%06
Matomo Tag Manager0%0%25accepted challenger=heldSince September 2026: 0% → 0%, ±0 points. Inside the 12-point floor: within noise. Read over the models both editions asked.0% → 0%
Matomo Tag Manager0%0%25accepted challenger=heldSince September 2026: 0% → 0%, ±0 points. Inside the 12-point floor: within noise. Read over the models both editions asked.0% → 0%The floor is 12 points of share, measured: how far the models move a leader on their own when the same questions are asked twice with nothing changed. A larger change is movement; a smaller one is noise, and both are shown. How the floor is measured
Bars are the share of first choices, 0 to 100Every product with at least 10 labels here. Every product name links to its product page.
Google Tag Manager is made by Google, whose model Gemini 3.1 Pro is in the set. On the four share prompts that model made it the first choice zero times of 4; the other five models zero times of 20. Lab treatment is defined on the method page; the row is marked, not excluded.
One product takes 81% of first choices here, so the chart would put six markers in one corner and one at the far edge. The two measurements it plots are columns in the standing above: share, and the negative label rate. One product carries a negative rate above 25% in this category.
What they warned about
A high negative share on a product with few labels is a warning. A low share on a product with many labels is salience, not sentiment.
Google Tag Manager19%
16 of 85 labels negative · 12 of 6 models · 1 hard negative
“**Avoid paid enterprise suites** like GTM 360 unless you have a clear need for enterprise governance features” GPT-5.4 mini, budget prompt
Tealium iQ Tag Management25%
14 of 57 labels negative · 6 of 6 models · 3 hard negative
“Enterprise Platforms to Avoid (For Mid-Market) ... like **Tealium iQ** ... you should probably steer clear” Gemini 3.5 Flash, direct prompt
Adobe Experience Platform Tags18%
9 of 50 labels negative · 6 of 6 models · 2 hard negative
“When to Avoid: Tealium and Adobe ... extremely expensive custom contracts” GLM 4.7 FlashX, paraphrase prompt
Ensighten
50%
5 of 10 labels negative · 4 of 6 models · 1 hard negative
“Traditional enterprise TMS like Ensighten are sometimes recommended to be avoided in favor of more modern or flexible solutions” Mistral Small, negative prompt
What they cite
Citations exist only for the models that return a source list: fourteen of the six in this edition.
Sites the answers cite
74 of 84 answers in this category came back with a source list, from 14 of 6 models: citations where the model returns them, or the search results it consulted. 958 links across 209 sites, every framing counted. Ranked by the number of answers carrying the site or page. None of the 36 answers across every segment cited this index's own page for the category.
vendor site · ObservePoint45 answers · 47 citations · 12 models
vendor site · Guideflow42 answers · 42 citations · 11 models
vendor site · Usercentrics37 answers · 39 citations · 11 models
28 answers · 28 citations · 9 models
vendor site · checkthat.ai24 answers · 27 citations · 9 models
22 answers · 34 citations · 9 models
22 answers · 28 citations · 10 models
vendor site · Improvado21 answers · 22 citations · 11 models
vendor site · Google Search19 answers · 33 citations · 8 models
19 answers · 28 citations · 11 models
18 answers · 26 citations · 8 models
vendor site · SourceForge17 answers · 17 citations · 10 models
Pages the answers cite
The ten pages named in the most answers, by full address. A page here is one the models returned with a recommendation, not one the index endorses.
43 answers · 12 models
42 answers · 11 models
37 answers · 11 models
28 answers · 9 models
21 answers · 11 models
19 answers · 9 models
17 answers · 8 models
13 answers · 8 models
12 answers · 8 models
12 answers · 7 models
Search against answers
Each company's standing in the answers beside its site's footprint in Google search, one row a site: the products the models named on it with their shares, and the share they add up to; monthly searches on Google, and DataForSEO's estimate of AI search demand (modeled from search signals, directional, not a count of queries to any assistant), for the most-searched of the company's and its products' names (the name is in each row's hover text); estimated monthly organic visits to the site; and its best position in Google's top ten for “best tag management system”, “tag management system”. US estimates from DataForSEO and Google's Ads Transparency Center. A small company's site, or a mid-sized company's site for its flagship, is marked company; a product on a large parent's site (Google, Microsoft) has no site figures. A column with no figures for this category is left out, and an empty cell means none were seen, not none exist. Two measurements side by side: neither is read as the cause of the other.
| Company and products | Share | Own site cited | Name searches, Google | AI search demand, est. | Organic visits | Google ads, last 30 days | Best Google position |
|---|---|---|---|---|---|---|---|
| Google parent site Google Tag Manager 81% | 81% | 207 | 90,500 | 863 | |||
| Tealium iQ Tag Management tealium.com | 11% | 163 | 20 | 0 | 9,399 | 32 | 1 |
| Twilio segment.com Segment 2% | 2% | 408 | 135,000 | 4,343 | 9,086 | 0 | |
| Ingest IQ | 2% | 0 | |||||
| Forte Conversions | 2% | 0 | |||||
| Google Tag Manager – GTM | 2% | ||||||
| Adobe parent site Adobe Experience Platform Tags 0% | 0% | 150 | 1,220,000 | 117,563 | |||
| Piwik PRO Tag Manager piwik.pro | 0% | 89 | 10 | 0 | 95,862 | 8 | |
| Matomo Tag Manager matomo.org | 0% | 75 | 50 | 4 | 35,015 | 9 | |
| Cloudflare Zaraz cloudflare.com | 0% | 18 | 4,995,413 | 111 |
Google's top ten for the two searches hold 14 sites; 3 of them are among the sites the models cited here (marketingplatform.google.com, omr.com, usercentrics.com). The first result for “best tag management system” is omr.com.
How they answered
Six framings of the same buying question, each sent to every model in a fresh session with search on. One row per model, so a row shows whether it held its answer under rewording, what it named when cost was the constraint, and what it argued against. Computed from the raw judge labels.ShowHide
How they answered
Six framings of the same buying question, each sent to every model in a fresh session with search on. One row per model, so a row shows whether it held its answer under rewording, what it named when cost was the constraint, and what it argued against. Computed from the raw judge labels.
ShowHideModelDirect“What is the best tag management system for a mid-market B2B company?”Paraphrase“Which website tag manager would you recommend to a mid-sized B2B company?”Comparative“What are the top tag management systems and how do they differ?”Budget-constrained“What is the best tag management system for a company with a limited budget?”Scale-constrained“We are a 500 person company evaluating a tag management system. What should we look at?”Negative“Which tag management systems should I avoid or be cautious about?”
Claude Opus 5no first choiceno first choiceno first choiceno first choiceno first choicenothing named
Claude Opus 4.8no first choiceno first choiceno first choiceno first choiceno first choicenothing named
GPT-6 Astrano first choiceno first choiceno first choiceno first choiceno first choicenothing named
GPT-5.6 Solno first choiceno first choiceno first choiceno first choiceno first choicenothing named
Gemini 3.1 Prono first choiceno first choiceno first choiceno first choiceno first choicenothing named
Perplexity Sonar Prono first choiceno first choiceno first choiceno first choiceno first choicenothing named
Bold is the first choiceAlternatives are counted; the count opens them.What the answer argued against
The record
One row per call: the version string exactly as returned, whether the model searched, sources cited, and latency. Full answer text is in the free responses file. Download the record
Zero rows: every prompt, every model, every answer.
| Prompt | Model | Version string | Time (UTC) | Searched | Sources | Latency |
|---|
Normalization in this category
Every judgment call made between the raw labels and the numbers above, listed so it is visible and reversible.
ShowHide
Category-scoped readings
Adobe Experience Platform (AEP) Tags read as Adobe Experience Platform Tags
Adobe Experience Platform Tags, formerly Adobe Launch read as Adobe Experience Platform Tags
Commanders Act read as Commanders Act Enterprise Tag Manager
Matomo read as Matomo Tag Manager
Piwik PRO read as Piwik PRO Tag Manager
Tealium read as Tealium iQ Tag Management
Tealium (by Acoustic) read as Tealium iQ Tag Management
Tealium AudienceStream (iQ Platform) read as Tealium iQ Tag Management
Tealium IQ read as Tealium iQ Tag Management
Tealium iQ read as Tealium iQ Tag Management
Unresolved, counted raw
AddThis
Adobe Analytics Tags (formerly Dynamic Tag Management)
Adobe DTM (legacy)
Adobe Dynamic Tag Manager (DTM)
Adobe's tag management options
Amazon Tag Manager
Cloudsaver
Coveo Solutions
Forte Conversions
GA4 Default
GTM Server-Side
Genesys Smart Tags
Google Tag Manager – GTM
Lokker
Optimizely Web Optimization
Oracle
Oracle Corporation
Salesforce
Siemens’ TagCommander
Signal Customer Intelligence Platform (Legacy)
Signal Digital
Signal Tag Manager (formerly BrightTag)
Tag Companion
Tealium EventStream
Twilio
Yahoo Tag Manager
Discontinued, still offered
No shut-down product was recommended here.