GTM AI Index
September 2026 Edition · The permanent record of this edition. The unqualified address always carries the latest edition.
Index › GTM data and infrastructure › Tag management › Small business › September 2026 Edition

Tag management for small business buyers

Asked as “tag management system”, and as “website tag manager”, on behalf of a small B2B company. 42 first choices recorded across the direct, paraphrase, budget and scale prompts, twelve models each.
Standing
Google Tag Manager
Clear leader
98% of first choices, clear leader.
ShowinginAll 73 categories in the September 2026 Edition →

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 businessGoogle Tag Manager98%Clear leaderThis pageMid-marketGoogle Tag Manager77%Clear leaderStanding →EnterpriseTealium 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 small B2B company. Ordered by share.
ProductFirst-choice shareNegative rateLabelsQuadrant
01Google Tag Manager98%5%66endorsed leader
Show the nine products at 0%, ordered by negative rate
09Tealium iQ0%80%25criticized challenger
08Tealium0%76%21criticized challenger
10Adobe Experience Platform Tags0%72%36criticized challenger
07Segment0%56%34criticized challenger
05Matomo0%7%14accepted challenger
06Pixelflow0%7%14accepted challenger
02Piwik PRO0%3%35accepted challenger
03Matomo Tag Manager0%0%31accepted challenger
04Piwik PRO Tag Manager0%0%17accepted 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 iQGoogle Tag Manager vs TealiumTealium iQ vs Tealium

One product takes 98% 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. Four products carry a negative rate above 25% in this category. Jump to the standing

02What they warned about

Eleven of twelve models held their first choice under the paraphrase. Llama 4 Maverick 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.
Adobe Experience Platform Tags
72%
26 of 36 labels negative · 11 of 12 models · 15 hard negative
“it is expensive for small businesses, the setup and implementation process can be time-consuming, and it's less intuitive for non-technical users.” Claude Haiku 4.5, negative prompt
Tealium iQ
80%
20 of 25 labels negative · 10 of 12 models · 13 hard negative
“Enterprise-level tag management systems like Tealium can be expensive for small businesses, have time-consuming setup and implementation processes” Claude Haiku 4.5, negative prompt
Tealium
76%
16 of 21 labels negative · 10 of 12 models · 6 hard negative
“**Over-buying enterprise tools** (Tealium, Adobe Launch) — you'll pay $30K–$150K+ for features you don't need” Kimi K2, scale prompt
Segment
56%
19 of 34 labels negative · 9 of 12 models · 7 hard negative
“flagged as too expensive, overkill for basic tag management, and a poor fit for small businesses or startups without developer support” Perplexity Sonar, 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

18 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. 165 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.

g2.com
7 answers · 10 citations · 2 models
guideflow.com
vendor site · Guideflow7 answers · 7 citations · 2 models
usercentrics.com
vendor site · Usercentrics7 answers · 7 citations · 2 models
xerago.ai
7 answers · 7 citations · 2 models
sourceforge.net
vendor site · SourceForge5 answers · 7 citations · 2 models
reddit.com
vendor site · Reddit5 answers · 6 citations · 1 model
checkthat.ai
5 answers · 5 citations · 1 model
lokker.com
5 answers · 5 citations · 1 model
piwik.pro
5 answers · 5 citations · 3 models
6sense.com
vendor site · 6sense4 answers · 4 citations · 1 model
devopsschool.com
4 answers · 4 citations · 2 models
gartner.com
vendor site · Gartner4 answers · 4 citations · 1 model

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.

g2.com/categories/tag-management-systems/small-business
7 answers · 2 models
guideflow.com/blog/best-tag-management-tools
7 answers · 2 models
usercentrics.com/guides/smarter-tagging-with-google-tag-manager
7 answers · 2 models
xerago.ai/xtelligence/tag-management-solution
6 answers · 2 models
checkthat.ai/answers/what-are-the-best-tag-management-system-solutions
5 answers · 1 model
lokker.com/compare/tag-managers
5 answers · 1 model
reddit.com/r/analytics/comments/ovqis2/good_enterprise_tag_management_solut…
5 answers · 1 model
6sense.com/tech/tag-management
4 answers · 1 model
devopsschool.com/blog/top-10-tag-management-tools-in-2025-features-pros-con…
4 answers · 2 models
gartner.com/reviews/market/tag-management
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 small B2B company?”Paraphrase“Which website tag manager would you recommend to a small business that sells to other businesses?”Comparative“What are the top tag management systems for a small team and how do they differ?”Budget-constrained“What is the best tag management system for a small company with a tight budget?”Scale-constrained“We are a 30 person company evaluating a tag management system. What should we look at?”Negative“Which tag management systems should a small business avoid or be cautious about?”
Claude Haiku 4.5Google Tag Manager
One alternativeSegment
against: TealiumGoogle Tag ManagerHeld
Two alternativesPiwik PRO, TagCommander
Google Tag Manager
Three alternativesHeap, Matomo Tag Manager, Piwik PRO
against: TealiumGoogle Tag Manager
Three alternativesMatomo, Segment, mParticle
against: Adobe Experience Platform Tags, Tealiumno first choiceagainst: Adobe Experience Platform Tags, Ensighten, Tealium iQ
GPT-5.4 miniGoogle Tag Manager
Four alternativesAdobe Experience Platform Tags, Piwik PRO, Segment, Tealium
Google Tag ManagerHeld
One alternativePiwik PRO Tag Manager
Google Tag Manager
One alternativePiwik PRO Tag Manager
against: Adobe Experience Platform Tags, Tealium iQ Tag ManagementGoogle Tag Manager
One alternativeAdobe Experience Platform Tags
against: Tealium iQno first choiceagainst: Google Tag Manager
Gemini 3.5 FlashGoogle Tag Manager
Two alternativesPiwik PRO Tag Manager, Segment
Google Tag ManagerHeld
Three alternativesPiwik PRO Tag Manager, PostHog, Segment
Google Tag Manager
Three alternativesCloudflare Zaraz, Matomo Tag Manager, Piwik PRO Tag Manager
against: Adobe Experience Platform Tags, Tealium iQGoogle Tag Manager
Three alternativesCloudflare Zaraz, Matomo Tag Manager, Piwik PRO Tag Manager
against: Adobe Experience Platform Tags, TealiumGoogle Tag Manager
Two alternativesCloudflare Zaraz, Piwik PRO
against: Adobe Experience Platform Tags, Segment, Tealium iQagainst: Adobe Experience Platform (AEP) Launch, Ensighten, Segment, Tealium iQ
Perplexity SonarGoogle Tag Manager
Four alternativesAdobe Experience Platform Tags, Matomo Tag Manager, Piwik PRO, Tealium iQ
Google Tag ManagerHeld
Two alternativesMatomo, Piwik PRO
against: TealiumGoogle Tag Manager
Two alternativesMatomo Tag Manager, Piwik PRO Tag Manager
against: Adobe Experience Platform Tags, Tealium iQGoogle Tag Manager
Two alternativesPiwik PRO, Pixelflow
no first choiceagainst: Adobe Experience Platform Tags, Ensighten Manage, ObservePoint, Segment, Snowplow, Tealium iQ
Grok 4.1 FastGoogle Tag Manager
Four alternativesMatomo, Piwik PRO, Pixelflow, Segment
Google Tag ManagerHeld
One alternativePiwik PRO
against: Matomo, TealiumGoogle Tag Manager
Three alternativesMatomo Tag Manager, Piwik PRO Tag Manager, Segment
against: Adobe Experience Platform Tags, TealiumGoogle Tag Manager
One alternativeMatomo Tag Manager
against: Piwik PRO, SegmentGoogle Tag Manager
Two alternativesPiwik PRO, Tealium
against: Adobe Experience Platform Tags, ObservePoint, Segment, Tealium iQ, Yottaa
Mistral SmallGoogle Tag Manager
Two alternativesMatomo Tag Manager, Piwik PRO Tag Manager
against: Adobe Experience Platform Tags, Ensighten, TealiumGoogle Tag ManagerHeld
Three alternativesMatomo Tag Manager, Pixelflow, Tealium iQ
Google Tag Manager
Four alternativesAnalytify, Matomo Tag Manager, Piwik PRO Tag Manager, Pixelflow
against: SegmentGoogle Tag Manager
Two alternativesMatomo Tag Manager, Yottaa
Google Tag Manager
Four alternativesAdobe Experience Platform Tags, Matomo, Piwik PRO, Tealium iQ
against: Google Tag Manager
DeepSeek V4 FlashGoogle Tag Manager
One alternativePiwik PRO
against: Adobe Experience Platform Tags, Ensighten, Segment, Tealium iQGoogle Tag ManagerHeld
Two alternativesMatomo Tag Manager, Pixelflow
against: Adobe Experience Platform Tags, Segment, Tealium iQGoogle Tag Manager
Three alternativesMatomo Tag Manager, Piwik PRO Tag Manager, Pixelflow
against: Adobe Experience Platform Tags, Ensighten Manage, Segment, Tealium iQGoogle Tag Manager
Four alternativesMatomo Tag Manager, Piwik PRO, Pixelflow, Stape
Google Tag Manager
Three alternativesMatomo, Piwik PRO, Stape
against: Tealiumagainst: Adobe Dynamic Tag Management, Adobe Experience Platform Tags, Ensighten Manage, Segment, Tealium iQ
Llama 4 Maverickno first choiceTagmateChanged
Two alternativesGoogle Tag Manager, Usercentrics
Google Tag Manager
Three alternativesAdobe Experience Platform Tags, Piwik PRO, Tealium iQ
Google Tag Manager
Two alternativesMatomo Tag Manager, Piwik PRO
no first choicenothing named
Qwen 3.7 FlashGoogle Tag Manager
Two alternativesCloudflare Zaraz, Piwik PRO
Google Tag ManagerHeld
One alternativePiwik PRO Tag Manager
against: Adobe Real-Time CDP, Tealium iQGoogle Tag Manager
Two alternativesMatomo Tag Manager, Piwik PRO
against: SegmentGoogle Tag Manager
Two alternativesMatomo Tag Manager, Piwik PRO
Google Tag Manager
Two alternativesOneTrust, Piwik PRO
against: Adobe Experience Platform Tags, Tealium iQagainst: Adobe Real-Time CDP, Amperity, BlueConic, Segment, Tealium, mParticle
Kimi K2Google Tag Manager
Two alternativesMatomo, Piwik PRO
against: Adobe Experience Platform Tags, Segment, TealiumGoogle Tag ManagerHeld
Two alternativesMatomo Tag Manager, Piwik PRO
against: Adobe Experience Platform Tags, Segment, TealiumGoogle Tag Manager
Three alternativesMatomo Tag Manager, Piwik PRO Tag Manager, Segment
against: AnalytifyGoogle Tag Manager
Two alternativesMatomo Tag Manager, Piwik PRO Tag Manager
against: Tealium iQGoogle Tag Manager
Three alternativesMatomo, Piwik PRO, Segment
against: Adobe Experience Platform Tags, Tealiumagainst: Adobe Experience Platform Tags, Commanders Act, Ensighten Manage, Segment, Server-Side GTM, Tealium iQ
GLM 4.7 FlashXGoogle Tag Manager
Three alternativesMatomo Tag Manager, Piwik PRO Tag Manager, Segment
against: Tealium iQGoogle Tag ManagerHeld
One alternativeStape
against: Adobe Experience Platform Tags, Segment, TealiumGoogle Tag Manager
Three alternativesMatomo Tag Manager, Piwik PRO Tag Manager, Segment
against: Adobe Experience Platform Tags, Tealium iQGoogle Tag Manager
Two alternativesMatomo Tag Manager, Piwik PRO
Google Tag Manager
One alternativeTealium iQ
against: Adobe Experience Platform Tagsagainst: Adobe Experience Platform Tags, Ensighten, Google Tag Manager, Pixelflow, Segment, Tealium iQ
MiniMax M2.5Google Tag Manager
Two alternativesMatomo Tag Manager, Piwik PRO
Google Tag ManagerHeld
One alternativeMatomo Tag Manager
Google Tag Manager
Three alternativesMatomo, Piwik PRO, Tagmate
against: Tealium iQGoogle Tag Manager
Two alternativesMatomo Tag Manager, Pixelflow
against: Adobe Experience Platform Tags, Segment, Tealiumno first choiceagainst: Adobe Experience Platform Tags, Ensighten, Segment, TagCommander, Tealium
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.
PromptModelVersion stringTime (UTC)SearchedSourcesLatency
Direct recommendationClaude Haiku 4.5claude-haiku-4-5-202510012026-09-14 23:17no05 s
Direct recommendationGPT-5.4 minigpt-5.4-mini-2026-03-172026-09-15 01:22no02 s
Direct recommendationGemini 3.5 Flashgemini-3.5-flash2026-09-14 23:20yes1020 s
Direct recommendationPerplexity Sonarsonar2026-09-15 00:03yes204 s
Direct recommendationGrok 4.1 Fastspacexai/grok-4.1-fast-non-reasoning via vertex2026-09-15 03:07yes04 s
Direct recommendationMistral Smallmistral/mistral-small via mistral2026-09-14 23:56yes08 s
Direct recommendationDeepSeek V4 Flashdeepseek/deepseek-v4-flash via deepinfra2026-09-15 03:18yes029 s
Direct recommendationLlama 4 Maverickmeta/llama-4-maverick via bedrock2026-09-14 23:02yes01 s
Direct recommendationQwen 3.7 Flashalibaba/qwen3.7-flash via alibaba2026-09-15 01:49yes041 s
Direct recommendationKimi K2moonshotai/kimi-k2 via novita2026-09-15 02:47yes047 s
Direct recommendationGLM 4.7 FlashXzai/glm-4.7-flashx via zai2026-09-15 02:17yes010 s
Direct recommendationMiniMax M2.5minimax/minimax-m2.5 via minimax2026-09-14 23:30yes013 s
ParaphraseClaude Haiku 4.5claude-haiku-4-5-202510012026-09-15 04:59yes96 s
ParaphraseGPT-5.4 minigpt-5.4-mini-2026-03-172026-09-15 01:28no03 s
ParaphraseGemini 3.5 Flashgemini-3.5-flash2026-09-15 01:20yes719 s
ParaphrasePerplexity Sonarsonar2026-09-15 04:49yes2019 s
ParaphraseGrok 4.1 Fastspacexai/grok-4.1-fast-non-reasoning via vertex2026-09-15 02:58yes06 s
ParaphraseMistral Smallmistral/mistral-small via mistral2026-09-15 02:45yes07 s
ParaphraseDeepSeek V4 Flashdeepseek/deepseek-v4-flash via deepinfra2026-09-15 02:30yes018 s
ParaphraseLlama 4 Maverickmeta/llama-4-maverick via bedrock2026-09-15 00:59yes01 s
ParaphraseQwen 3.7 Flashalibaba/qwen3.7-flash via alibaba2026-09-15 00:20yes046 s
ParaphraseKimi K2moonshotai/kimi-k2 via novita2026-09-14 23:35no026 s
ParaphraseGLM 4.7 FlashXzai/glm-4.7-flashx via zai2026-09-15 03:35yes010 s
ParaphraseMiniMax M2.5minimax/minimax-m2.5 via minimax2026-09-14 23:49yes018 s
ComparativeClaude Haiku 4.5claude-haiku-4-5-202510012026-09-15 02:20yes87 s
ComparativeGPT-5.4 minigpt-5.4-mini-2026-03-172026-09-15 03:30yes79 s
ComparativeGemini 3.5 Flashgemini-3.5-flash2026-09-14 23:48yes1323 s
ComparativePerplexity Sonarsonar2026-09-14 23:53yes197 s
ComparativeGrok 4.1 Fastspacexai/grok-4.1-fast-non-reasoning via vertex2026-09-15 04:16yes08 s
ComparativeMistral Smallmistral/mistral-small via mistral2026-09-15 03:06yes010 s
ComparativeDeepSeek V4 Flashdeepseek/deepseek-v4-flash via deepinfra2026-09-14 23:11yes042 s
ComparativeLlama 4 Maverickmeta/llama-4-maverick via bedrock2026-09-15 04:40yes02 s
ComparativeQwen 3.7 Flashalibaba/qwen3.7-flash via alibaba2026-09-15 02:38yes042 s
ComparativeKimi K2moonshotai/kimi-k2 via novita2026-09-15 04:24yes041 s
ComparativeGLM 4.7 FlashXzai/glm-4.7-flashx via zai2026-09-15 00:22yes0113 s
ComparativeMiniMax M2.5minimax/minimax-m2.5 via minimax2026-09-15 03:19yes017 s
Budget constrainedClaude Haiku 4.5claude-haiku-4-5-202510012026-09-15 04:09no05 s
Budget constrainedGPT-5.4 minigpt-5.4-mini-2026-03-172026-09-15 01:48yes35 s
Budget constrainedGemini 3.5 Flashgemini-3.5-flash2026-09-15 00:36yes617 s
Budget constrainedPerplexity Sonarsonar2026-09-15 03:23yes203 s
Budget constrainedGrok 4.1 Fastspacexai/grok-4.1-fast-non-reasoning via vertex2026-09-15 03:38yes04 s
Budget constrainedMistral Smallmistral/mistral-small via mistral2026-09-14 23:28yes04 s
Budget constrainedDeepSeek V4 Flashdeepseek/deepseek-v4-flash via deepinfra2026-09-15 01:25yes035 s
Budget constrainedLlama 4 Maverickmeta/llama-4-maverick via bedrock2026-09-14 23:59yes02 s
Budget constrainedQwen 3.7 Flashalibaba/qwen3.7-flash via alibaba2026-09-15 03:16yes042 s
Budget constrainedKimi K2moonshotai/kimi-k2 via novita2026-09-15 03:12yes022 s
Budget constrainedGLM 4.7 FlashXzai/glm-4.7-flashx via zai2026-09-15 03:18yes057 s
Budget constrainedMiniMax M2.5minimax/minimax-m2.5 via minimax2026-09-15 01:30yes017 s
Scale constrainedClaude Haiku 4.5claude-haiku-4-5-202510012026-09-15 04:11no06 s
Scale constrainedGPT-5.4 minigpt-5.4-mini-2026-03-172026-09-14 23:38no07 s
Scale constrainedGemini 3.5 Flashgemini-3.5-flash2026-09-14 23:12yes724 s
Scale constrainedPerplexity Sonarsonar2026-09-15 02:05yes2019 s
Scale constrainedGrok 4.1 Fastspacexai/grok-4.1-fast-non-reasoning via vertex2026-09-15 00:46yes07 s
Scale constrainedMistral Smallmistral/mistral-small via mistral2026-09-15 00:07yes09 s
Scale constrainedDeepSeek V4 Flashdeepseek/deepseek-v4-flash via fireworks2026-09-14 23:10yes018 s
Scale constrainedLlama 4 Maverickmeta/llama-4-maverick via bedrock2026-09-15 04:25yes02 s
Scale constrainedQwen 3.7 Flashalibaba/qwen3.7-flash via alibaba2026-09-15 02:04yes041 s
Scale constrainedKimi K2moonshotai/kimi-k2 via novita2026-09-15 03:19yes028 s
Scale constrainedGLM 4.7 FlashXzai/glm-4.7-flashx via zai2026-09-14 22:56yes019 s
Scale constrainedMiniMax M2.5minimax/minimax-m2.5 via minimax2026-09-15 04:06no011 s
Negative framingClaude Haiku 4.5claude-haiku-4-5-202510012026-09-15 01:21yes179 s
Negative framingGPT-5.4 minigpt-5.4-mini-2026-03-172026-09-14 23:23yes24 s
Negative framingGemini 3.5 Flashgemini-3.5-flash2026-09-15 04:36yes1021 s
Negative framingPerplexity Sonarsonar2026-09-15 00:56yes205 s
Negative framingGrok 4.1 Fastspacexai/grok-4.1-fast-non-reasoning via vertex2026-09-15 03:09yes07 s
Negative framingMistral Smallmistral/mistral-small via mistral2026-09-15 00:40yes06 s
Negative framingDeepSeek V4 Flashdeepseek/deepseek-v4-flash via fireworks2026-09-15 01:22yes021 s
Negative framingLlama 4 Maverickmeta/llama-4-maverick via bedrock2026-09-15 01:52yes01 s
Negative framingQwen 3.7 Flashalibaba/qwen3.7-flash via alibaba2026-09-15 00:19yes051 s
Negative framingKimi K2moonshotai/kimi-k2 via novita2026-09-15 04:13yes047 s
Negative framingGLM 4.7 FlashXzai/glm-4.7-flashx via zai2026-09-15 04:56yes014 s
Negative framingMiniMax M2.5minimax/minimax-m2.5 via minimax2026-09-14 23:32yes015 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
Adobe read as Adobe Experience Platform Tags
Unresolved, counted raw
Adobe Experience Platform (AEP) Launch
Adobe Tag Management
Tealium UI
Yottly
restricted Google tag / Google-only container
server-side tagging
Discontinued, still offered
No shut-down product was recommended here.

Also in gtm data and infrastructure

The other categories of this function, with the leader in each.
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