Index › GTM data and infrastructure › September 2026 Edition

Tag management

Asked as “tag management system”, and as “website tag manager”, on behalf of a mid-market B2B company. 47 first choices recorded across the direct, paraphrase, budget and scale prompts, twelve models each.

Standing

Google Tag Manager

Clear leader

77% of first choices, clear leader.

By buyer segment

The same question asked on behalf of a different buyer. Each standing is computed within its segment; they sit side by side and are never added together.

Small business

Google Tag Manager98%Clear leaderStanding →Mid-market

Google Tag Manager77%Clear leaderThis page Enterprise

Tealium iQ43%Clear leaderStanding →

01The standing

Share is the count of first choices across the direct, paraphrase, budget and scale prompts, over all twelve models, for a mid-market B2B company. Ordered by share.

ProductFirst-choice shareNegative rateLabelsQuadrant

Google Tag Manager19%72endorsed leader

Tealium iQ36%36criticized challenger

Tealium32%19criticized challenger

Adobe Experience Platform Tags23%43accepted challenger

Show the six products at 0%, ordered by negative rate

Ensighten47%15criticized challenger

Segment10%31accepted challenger

Piwik PRO9%33accepted challenger

Matomo Tag Manager0%24accepted challenger

Matomo0%15accepted challenger

Piwik PRO Tag Manager0%12accepted challenger

Bars are the share of first choices, 0 to 100Every product with at least 10 labels here. Every product name links to its vendor page.

Head to head

Google Tag Manager vs Tealium iQ Google Tag Manager vs Tealium Tealium iQ vs Tealium

One product takes 77% of first choices here, so the chart would put nine 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. Three products carry a negative rate above 25% in this category. Jump to the standing

02What they warned about

Six of twelve models held their first choice under the paraphrase. Claude Haiku 4.5, Gemini 3.5 Flash, Mistral Small, Llama 4 Maverick, Qwen 3.7 Flash and MiniMax M2.5 changed. 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 Manager

19%

14 of 72 labels negative · 10 of 12 models · 1 hard negative

“Avoid entirely: - Google Tag Manager for any privacy-conscious organization” Mistral Small, negative prompt

Adobe Experience Platform Tags

23%

10 of 43 labels negative · 8 of 12 models · 3 hard negative

“Avoid on a tight budget: ... Adobe Launch (bundled with expensive Adobe Cloud)” DeepSeek V4 Flash, budget prompt

Tealium iQ

36%

13 of 36 labels negative · 7 of 12 models · 2 hard negative

“they are generally **not recommended** for mid-market B2B companies” Gemini 3.5 Flash, direct prompt

Ensighten

47%

7 of 15 labels negative · 5 of 12 models · 4 hard negative

“Acquired by **CHEQ** in August 2022 ... Customer adoption has been declining since” DeepSeek V4 Flash, negative prompt

03What they cite

Citations exist only for the models that return a source list: four of the twelve in this edition, and all six flagship models on the expanded tier.

Sites the answers cite

19 of 72 answers in this category came back with a source list, from 4 of 12 models: citations where the model returns them, or the search results it consulted. 6 of those lists are Google grounding redirects that name no site and are left out of the counts. 167 links across 65 sites, every framing counted. Ranked by the number of answers carrying the site or page. The other 8 models searched through a gateway that returned no source list on this edition.

tealium.com

vendor site · Tealium6 answers · 7 citations · 2 models

lokker.com

6 answers · 6 citations · 2 models

g2.com

5 answers · 9 citations · 1 model

6sense.com

vendor site · 6sense5 answers · 5 citations · 2 models

checkthat.ai

5 answers · 5 citations · 1 model

gartner.com

vendor site · Gartner5 answers · 5 citations · 1 model

guideflow.com

vendor site · Guideflow5 answers · 5 citations · 2 models

observepoint.com

vendor site · ObservePoint5 answers · 5 citations · 1 model

peerspot.com

vendor site · PeerSpot5 answers · 5 citations · 2 models

usercentrics.com

vendor site · Usercentrics5 answers · 5 citations · 1 model

support.google.com

vendor site · Google Search4 answers · 11 citations · 2 models

devopsschool.com

4 answers · 4 citations · 2 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.

lokker.com/compare/tag-managers

6 answers · 2 models

6sense.com/tech/tag-management

5 answers · 2 models

checkthat.ai/answers/what-are-the-best-tag-management-system-solutions

5 answers · 1 model

gartner.com/reviews/market/tag-management

5 answers · 1 model

guideflow.com/blog/best-tag-management-tools

5 answers · 2 models

observepoint.com/blog/9-tag-management-solutions-you-should-consider

5 answers · 1 model

peerspot.com/categories/tag-management

5 answers · 2 models

usercentrics.com/guides/smarter-tagging-with-google-tag-manager

5 answers · 1 model

devopsschool.com/blog/top-10-tag-management-tools-in-2025-features-pros-con…

4 answers · 2 models

g2.com/categories/tag-management-systems

4 answers · 1 model

04How 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.

ModelDirect“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 Haiku 4.5no first choiceagainst: Adobe Real-Time CDPGoogle Tag ManagerChanged

Three alternatives

Matomo Tag Manager, Segment, Tealium iQ

against: Adobe Experience Platform TagsGoogle Tag Manager, Tealium Customer Data Hub

Three alternatives

Adobe Experience Platform Tags, Matomo, Piwik PRO

Google Tag Manager

Two alternatives

Heap, Segment

no first choiceagainst: GTM

GPT-5.4 miniGoogle Tag Manager

One alternative

Tealium iQ

Google Tag ManagerHeld

Two alternatives

Adobe Experience Platform Tags, Tealium iQ

Google Tag Manager

Four alternatives

Adobe Experience Platform Tags, Matomo Tag Manager, Piwik PRO Tag Manager, Tealium iQ Tag Management

Google Tag Manager

One alternative

gtag.js

no first choiceagainst: Google Tag Manager

Gemini 3.5 FlashGoogle Tag Manager

Three alternatives

Piwik PRO Tag Manager, Segment, Stape.io

against: Adobe Experience Platform Tags, Tealium iQGoogle Tag Manager, Server-Side GTMChanged

Two alternatives

Piwik PRO Tag Manager, Segment

against: TealiumGoogle Tag Manager

Six alternatives

Adobe Experience Platform (AEP) Tags, Commanders Act, Matomo Tag Manager, Piwik PRO Tag Manager, Segment, Tealium iQ

Google Tag Manager

Two alternatives

Matomo Tag Manager, Stape.io

against: Piwik PROGoogle Tag Manager

Four alternatives

Adobe Experience Platform (AEP) Tags, Piwik PRO Tag Manager, RudderStack, Segment

against: Tealium iQagainst: Adobe Dynamic Tag Management, Commanders Act, Ensighten Manage, Google Tag Manager, Qubit OpenTag, Signal, Tealium iQ

Perplexity SonarGoogle Tag Manager

Two alternatives

Piwik PRO, Tealium

against: Adobe Experience Platform TagsGoogle Tag ManagerHeld

Three alternatives

Matomo Tag Manager, Piwik PRO, Tealium

Google Tag Manager

Four alternatives

Adobe Experience Platform Tags, Matomo Tag Manager, Piwik PRO Tag Manager, Tealium iQ

against: Ensighten, Qubit OpenTag, TagCommanderGoogle Tag Manager

One alternative

Piwik PRO

against: Adobe Experience Platform Tags, Tealiumno first choiceagainst: Google Tag Manager

Grok 4.1 FastGoogle Tag Manager

Four alternatives

Adobe Experience Platform Tags, Matomo, Piwik PRO, Tealium iQ

Google Tag ManagerHeld

Three alternatives

Adobe Experience Platform Tags, Matomo, Piwik PRO

against: Tealium iQGoogle Tag Manager

Four alternatives

Adobe Experience Platform Tags, Matomo Tag Manager, Piwik PRO Tag Manager, Tealium iQ

Google Tag Manager

One alternative

Matomo Tag Manager

against: Piwik PRO, SegmentGoogle Tag Manager, Tealium iQ

Three alternatives

Adobe Experience Platform Tags, Ensighten Manage, Piwik PRO

against: Google Tag Manageragainst: Adobe Dynamic Tag Management, Ensighten, Google Tag Manager, Tealium iQ

Mistral SmallTealium iQ

Two alternatives

Adobe Experience Platform Tags, Segment

Google Tag ManagerChanged

Two alternatives

Piwik PRO Tag Manager, Tealium iQ

against: Adobe Experience Platform TagsGoogle Tag Manager

Six alternatives

Adobe Experience Platform Tags, Ensighten Manage, Matomo Tag Manager, Piwik PRO Tag Manager, TagCommander, Tealium iQ

Google Tag Manager

Two alternatives

Matomo Tag Manager, Stape

no first choiceagainst: Adobe Experience Platform Tags, Google Tag Manager, Tealium iQ

DeepSeek V4 FlashGoogle Tag Manager

Two alternatives

Piwik PRO, Segment

against: Ensighten, TealiumGoogle Tag ManagerHeld

Four alternatives

Adobe Experience Platform Tags, Matomo Tag Manager, Piwik PRO, Segment

against: Tealium iQGoogle Tag Manager

Seven alternatives

Adobe Experience Platform Tags, Commanders Act TagCommander, Ensighten Manage, Matomo Tag Manager, Piwik PRO Tag Manager, Segment, Tealium iQ

Google Tag Manager

One alternative

Matomo Tag Manager

against: Adobe Experience Platform Tags, Ensighten, Piwik PRO, TealiumGoogle Tag Manager, Tealium

Four alternatives

Adobe Experience Platform Tags, Ensighten, Piwik PRO, Segment

against: Adobe Real-Time CDP, BrightTag, Ensighten, Google Tag Manager, Segment, Signal, TagMan, Tealium iQ

Llama 4 MaverickIngest IQGoogle Tag ManagerChangedno first choice

Five alternatives

Adobe Experience Platform Tags, Google Tag Manager, Matomo, Piwik PRO, Tealium iQ

Google Tag Managerno first choicenothing named

Qwen 3.7 FlashIngest IQ

Two alternatives

Google Tag Manager, Piwik PRO

against: Tealium iQGoogle Tag ManagerChanged

One alternative

Segment

against: Adobe Experience Platform Tags, Tealium iQGoogle Tag Manager

Four alternatives

Ensighten, Segment, Tealium, mParticle

Google Tag Manager

One alternative

Matomo Tag Manager

against: Adobe Experience Manager, Ensighten, TealiumIngest IQ

Two alternatives

Matomo, Piwik PRO

against: Adobe Real-Time CDP, Google Tag Manager, Tealium iQagainst: Google Tag Manager

Kimi K2Google Tag Manager

Two alternatives

Ingest IQ, Segment

against: Adobe Experience Platform Tags, Tealium iQGoogle Tag ManagerHeld

One alternative

Segment

against: TealiumGoogle Tag Manager

Five alternatives

Adobe Experience Platform Tags, Ensighten Manage, Matomo Tag Manager, Piwik PRO Tag Manager, Tealium iQ

against: SegmentGoogle Tag Manager

Two alternatives

Matomo Tag Manager, Piwik PRO

against: Google Tag ManagerGoogle Tag Manager

Two alternatives

Adobe Experience Platform Tags, Tealium iQ

against: Adobe Dynamic Tag Management, Google Tag Manager, SonicWall Global Management System, TagGator

GLM 4.7 FlashXGoogle Tag Manager

Two alternatives

Adobe Experience Platform Tags, Tealium iQ

Google Tag ManagerHeld

Three alternatives

Adobe Experience Platform Tags, Segment, Tealium iQ

Google Tag Manager

Six alternatives

Adobe Experience Platform Tag Management, Ensighten, Matomo Tag Manager, Piwik PRO, TagCommander, Tealium iQ

against: Ingest IQ, ObservePointGoogle Tag Manager

Three alternatives

Matomo Tag Manager, Piwik PRO, Segment

Tealium iQ

One alternative

Adobe Experience Platform Tags

against: Google Tag Manageragainst: Adobe Dynamic Tag Manager, BrightTag, Google Tag Manager

MiniMax M2.5Google Tag Manager

Three alternatives

Ingest IQ, Piwik PRO Tag Manager, Tealium iQ Tag Management

Google Tag Manager, Tealium iQChangedGoogle Tag Manager

Three alternatives

Adobe Experience Platform Tags, Piwik PRO, Tealium iQ

Google Tag Manager

Two alternatives

Tagmate, Usercentrics

Adobe Experience Platform Tags, Tealium

One alternative

Google Tag Manager

against: Adobe Experience Platform Tags, Ensighten, Google Tag Manager, Tealium iQ

Bold is the first choiceAlternatives are counted; the count opens them.What the answer argued against

05The 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

Seventy-two rows: every prompt, every model, every answer.

Prompt	Model	Version string	Time (UTC)	Searched	Sources	Latency
Direct recommendation	Claude Haiku 4.5	`claude-haiku-4-5-20251001`	2026-09-15 04:13	no	0	4 s
Direct recommendation	GPT-5.4 mini	`gpt-5.4-mini-2026-03-17`	2026-09-15 05:02	yes	2	5 s
Direct recommendation	Gemini 3.5 Flash	`gemini-3.5-flash`	2026-09-15 00:42	yes	23	21 s
Direct recommendation	Perplexity Sonar	`sonar`	2026-09-15 00:36	yes	20	4 s
Direct recommendation	Grok 4.1 Fast	`spacexai/grok-4.1-fast-non-reasoning via vertex`	2026-09-15 02:47	yes	0	8 s
Direct recommendation	Mistral Small	`mistral/mistral-small via mistral`	2026-09-14 23:07	yes	0	8 s
Direct recommendation	DeepSeek V4 Flash	`deepseek/deepseek-v4-flash via fireworks`	2026-09-15 04:18	yes	0	20 s
Direct recommendation	Llama 4 Maverick	`meta/llama-4-maverick via bedrock`	2026-09-15 03:12	yes	0	1 s
Direct recommendation	Qwen 3.7 Flash	`alibaba/qwen3.7-flash via alibaba`	2026-09-15 04:46	yes	0	40 s
Direct recommendation	Kimi K2	`moonshotai/kimi-k2 via novita`	2026-09-15 03:20	yes	0	54 s
Direct recommendation	GLM 4.7 FlashX	`zai/glm-4.7-flashx via zai`	2026-09-15 04:11	yes	0	33 s
Direct recommendation	MiniMax M2.5	`minimax/minimax-m2.5 via minimax`	2026-09-14 23:58	yes	0	19 s
Paraphrase	Claude Haiku 4.5	`claude-haiku-4-5-20251001`	2026-09-15 00:19	no	0	4 s
Paraphrase	GPT-5.4 mini	`gpt-5.4-mini-2026-03-17`	2026-09-15 00:24	yes	3	4 s
Paraphrase	Gemini 3.5 Flash	`gemini-3.5-flash`	2026-09-14 23:16	yes	8	20 s
Paraphrase	Perplexity Sonar	`sonar`	2026-09-15 04:17	yes	20	4 s
Paraphrase	Grok 4.1 Fast	`spacexai/grok-4.1-fast-non-reasoning via vertex`	2026-09-15 01:05	yes	0	8 s
Paraphrase	Mistral Small	`mistral/mistral-small via mistral`	2026-09-15 00:10	yes	0	9 s
Paraphrase	DeepSeek V4 Flash	`deepseek/deepseek-v4-flash via deepinfra`	2026-09-15 03:37	yes	0	22 s
Paraphrase	Llama 4 Maverick	`meta/llama-4-maverick via bedrock`	2026-09-15 03:32	yes	0	2 s
Paraphrase	Qwen 3.7 Flash	`alibaba/qwen3.7-flash via alibaba`	2026-09-15 00:40	yes	0	71 s
Paraphrase	Kimi K2	`moonshotai/kimi-k2 via novita`	2026-09-15 05:03	yes	0	19 s
Paraphrase	GLM 4.7 FlashX	`zai/glm-4.7-flashx via zai`	2026-09-15 00:00	yes	0	60 s
Paraphrase	MiniMax M2.5	`minimax/minimax-m2.5 via minimax`	2026-09-15 03:38	yes	0	26 s
Comparative	Claude Haiku 4.5	`claude-haiku-4-5-20251001`	2026-09-15 01:56	yes	8	8 s
Comparative	GPT-5.4 mini	`gpt-5.4-mini-2026-03-17`	2026-09-14 23:29	yes	8	7 s
Comparative	Gemini 3.5 Flash	`gemini-3.5-flash`	2026-09-15 03:20	yes	15	28 s
Comparative	Perplexity Sonar	`sonar`	2026-09-15 02:48	yes	20	7 s
Comparative	Grok 4.1 Fast	`spacexai/grok-4.1-fast-non-reasoning via vertex`	2026-09-15 03:45	yes	0	6 s
Comparative	Mistral Small	`mistral/mistral-small via mistral`	2026-09-15 05:00	yes	0	8 s
Comparative	DeepSeek V4 Flash	`deepseek/deepseek-v4-flash via deepinfra`	2026-09-14 23:01	yes	0	71 s
Comparative	Llama 4 Maverick	`meta/llama-4-maverick via bedrock`	2026-09-15 04:32	yes	0	2 s
Comparative	Qwen 3.7 Flash	`alibaba/qwen3.7-flash via alibaba`	2026-09-15 01:31	no	0	36 s
Comparative	Kimi K2	`moonshotai/kimi-k2 via novita`	2026-09-14 23:12	yes	0	36 s
Comparative	GLM 4.7 FlashX	`zai/glm-4.7-flashx via zai`	2026-09-15 00:11	yes	0	45 s
Comparative	MiniMax M2.5	`minimax/minimax-m2.5 via minimax`	2026-09-15 04:31	yes	0	13 s
Budget constrained	Claude Haiku 4.5	`claude-haiku-4-5-20251001`	2026-09-15 00:47	no	0	5 s
Budget constrained	GPT-5.4 mini	`gpt-5.4-mini-2026-03-17`	2026-09-14 23:32	yes	4	4 s
Budget constrained	Gemini 3.5 Flash	`gemini-3.5-flash`	2026-09-15 02:24	yes	15	21 s
Budget constrained	Perplexity Sonar	`sonar`	2026-09-15 04:55	yes	20	15 s
Budget constrained	Grok 4.1 Fast	`spacexai/grok-4.1-fast-non-reasoning via vertex`	2026-09-15 02:05	yes	0	6 s
Budget constrained	Mistral Small	`mistral/mistral-small via mistral`	2026-09-15 02:48	yes	0	6 s
Budget constrained	DeepSeek V4 Flash	`deepseek/deepseek-v4-flash via fireworks`	2026-09-15 05:01	yes	0	14 s
Budget constrained	Llama 4 Maverick	`meta/llama-4-maverick via bedrock`	2026-09-14 23:58	yes	0	1 s
Budget constrained	Qwen 3.7 Flash	`alibaba/qwen3.7-flash via alibaba`	2026-09-15 04:34	no	0	24 s
Budget constrained	Kimi K2	`moonshotai/kimi-k2 via novita`	2026-09-15 02:47	yes	0	13 s
Budget constrained	GLM 4.7 FlashX	`zai/glm-4.7-flashx via zai`	2026-09-15 04:20	yes	0	15 s
Budget constrained	MiniMax M2.5	`minimax/minimax-m2.5 via minimax`	2026-09-15 02:34	yes	0	10 s
Scale constrained	Claude Haiku 4.5	`claude-haiku-4-5-20251001`	2026-09-15 04:51	no	0	6 s
Scale constrained	GPT-5.4 mini	`gpt-5.4-mini-2026-03-17`	2026-09-15 03:30	no	0	5 s
Scale constrained	Gemini 3.5 Flash	`gemini-3.5-flash`	2026-09-15 05:01	yes	9	28 s
Scale constrained	Perplexity Sonar	`sonar`	2026-09-15 03:53	yes	20	24 s
Scale constrained	Grok 4.1 Fast	`spacexai/grok-4.1-fast-non-reasoning via vertex`	2026-09-15 03:26	yes	0	8 s
Scale constrained	Mistral Small	`mistral/mistral-small via mistral`	2026-09-15 00:55	no	0	6 s
Scale constrained	DeepSeek V4 Flash	`deepseek/deepseek-v4-flash via deepinfra`	2026-09-14 23:48	yes	0	80 s
Scale constrained	Llama 4 Maverick	`meta/llama-4-maverick via bedrock`	2026-09-15 00:24	yes	0	3 s
Scale constrained	Qwen 3.7 Flash	`alibaba/qwen3.7-flash via alibaba`	2026-09-15 01:40	yes	0	40 s
Scale constrained	Kimi K2	`moonshotai/kimi-k2 via novita`	2026-09-15 00:46	yes	0	26 s
Scale constrained	GLM 4.7 FlashX	`zai/glm-4.7-flashx via zai`	2026-09-15 02:13	yes	0	202 s
Scale constrained	MiniMax M2.5	`minimax/minimax-m2.5 via minimax`	2026-09-15 04:37	yes	0	13 s
Negative framing	Claude Haiku 4.5	`claude-haiku-4-5-20251001`	2026-09-15 03:03	yes	17	10 s
Negative framing	GPT-5.4 mini	`gpt-5.4-mini-2026-03-17`	2026-09-15 04:27	yes	5	6 s
Negative framing	Gemini 3.5 Flash	`gemini-3.5-flash`	2026-09-15 00:14	yes	15	24 s
Negative framing	Perplexity Sonar	`sonar`	2026-09-15 00:53	yes	20	6 s
Negative framing	Grok 4.1 Fast	`spacexai/grok-4.1-fast-non-reasoning via vertex`	2026-09-15 01:22	yes	0	11 s
Negative framing	Mistral Small	`mistral/mistral-small via mistral`	2026-09-15 00:24	yes	0	11 s
Negative framing	DeepSeek V4 Flash	`deepseek/deepseek-v4-flash via deepinfra`	2026-09-15 02:21	yes	0	65 s
Negative framing	Llama 4 Maverick	`meta/llama-4-maverick via bedrock`	2026-09-14 23:38	yes	0	4 s
Negative framing	Qwen 3.7 Flash	`alibaba/qwen3.7-flash via alibaba`	2026-09-14 23:00	yes	0	44 s
Negative framing	Kimi K2	`moonshotai/kimi-k2 via novita`	2026-09-15 01:35	yes	0	50 s
Negative framing	GLM 4.7 FlashX	`zai/glm-4.7-flashx via zai`	2026-09-15 03:52	yes	0	115 s
Negative framing	MiniMax M2.5	`minimax/minimax-m2.5 via minimax`	2026-09-15 03:45	yes	0	56 s

Normalization in this category

Every judgment call made between the raw labels and the numbers above, listed so it is visible and reversible.

Category-scoped readings

None. Every name in this category resolved on its own.

Unresolved, counted raw

AddThis

Adobe Dynamic Tag Manager (DTM)

Adobe Experience Platform (AEP) Data Collection / Tags

Adobe Experience Platform Tag Management

Falcon

Friendly Analytics

GTM

SonicWall Global Management System (GMS)

TAGGRS

TagGator

gtag.js

Discontinued, still offered

No shut-down product was recommended here.

Tag management

By buyer segment

01The standing

02What they warned about

03What they cite

Sites the answers cite

Pages the answers cite

04How they answered

05The record

Normalization in this category

Also in gtm data and infrastructure