Every category where a model named Google Tag Manager for a mid-market B2B company. Share is first choices across the direct, paraphrase, budget and scale prompts; rank is within every product named in that category.

Category	Function	Share	Rank	Negative rate	Labels	Quadrant
Tag management	GTM data and infrastructure	77%	1 of 59	19%	72	endorsed leader

Movement

This is the first edition on this tier, so no move can be computed for Google Tag Manager yet. The next is due October 1, 2026. From the next edition this section shows, per buyer segment, whether its share moved by more than the measured noise floor.

By model

How each model treated Google Tag Manager across every prompt where it was named for a mid-market B2B company. Twelve models, six prompts per category.

Model	First choice	Alternative	Mention	Negative	Labels
Claude Haiku 4.5	3	0	1	0	4
GPT-5.4 mini	4	0	0	1	5
Gemini 3.5 Flash	5	0	0	1	6
Perplexity Sonar	4	0	0	1	5
Grok 4.1 Fast	5	0	1	2	8
Mistral Small	3	0	3	1	7
DeepSeek V4 Flash	5	0	0	1	6
Llama 4 Maverick	2	1	2	0	5
Qwen 3.7 Flash	3	1	0	2	6
Kimi K2	5	0	0	2	7
GLM 4.7 FlashX	4	0	0	2	6
MiniMax M2.5	4	2	0	1	7

By framing

Which of the six questions produced the naming. By model says how often; this says asked what. The first-choice count on the right carries the marks of the models that produced it.

FramingLabels by classFirst choices

Direct31 labels19

Paraphrase35 labels27

Comparative36 labels25not counted in share

Budget-constrained41 labels29

Scale-constrained27 labels11

Negative36 labels8not counted in share

First choiceAlternativeMentionNegative206 labels in all, every segment counted; 86 of the 119 first choices count toward share, since the comparative and negative framings do not. The bar is one segment per label class, to scale within the framing.

What the models said for it

Verbatim evidence the judge attached to positive labels.

“Google Tag Manager is a popular and highly recommended tag management system for mid-sized B2B companies. It is free, easy to use, and has a broad template ecosystem.” Llama 4 Maverick · Tag management · paraphrase prompt · first choice

“Consider starting with a structured evaluation that includes both Google Tag Manager (free, widely adopted) and one enterprise option like Tealium or Adobe Launch” Kimi K2 · Tag management · scale prompt · first choice

“Google Tag Manager (GTM) is the industry standard and offers the tightest integration... Almost everyone | Free software, largest integration library” Gemini 3.5 Flash · Tag management · scale prompt · first choice

“For most mid-market B2B companies, Google Tag Manager provides the best balance of cost, functionality, and ease of use.” MiniMax M2.5 · Tag management · direct prompt · first choice

And against it

Verbatim evidence attached to negative labels. A warning on a product with few labels is a warning; on a product with many, it is one voice among them.

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

“often criticized for security, performance, and governance risks if it is left unmanaged; user reviews also mention occasional slowdowns and code-injection concerns” Perplexity Sonar · Tag management · negative prompt · soft negative

“Google Tag Manager is widely used, but if you use it in a client-side-only way, you need stronger governance; its server-side mode is the safer pattern” GPT-5.4 mini · Tag management · negative prompt · soft negative

“Cons: Limited enterprise governance, no SLA, basic permissions - Suitability: Consider if you have simple tagging needs and limited budget” GLM 4.7 FlashX · Tag management · scale prompt · soft negative

Named alongside

The products named in the same answers as Google Tag Manager, over the 193 answers that named it. Took the first choice instead counts the answers where the other product was the first choice and Google Tag Manager was named but was not.

ProductSame answerTook the first choice insteadHead to head

Adobe Experience Platform Tags126 of 1939Not in the top three

Tealium iQ100 of 19324Compare →

Piwik PRO90 of 1931Not in the top three

Segment80 of 1932Not in the top three

Matomo Tag Manager62 of 1931Not in the top three

Tealium49 of 1934Compare →

Ensighten38 of 1931Not in the top three

Piwik PRO Tag Manager38 of 1931Not in the top three

Matomo38 of 1930Not in the top three

Ensighten Manage23 of 1931Not in the top three

A head-to-head page exists where both products are in a category's top three. The other rows are the same fact without a page behind them, so they link to the product instead.

What carried it into the answer

The sites and pages cited by the answers that named Google Tag Manager. A fact about retrieval, not a lever on the model.

Citations exist only for the models that return a source list, four of the twelve in this edition, so these counts come from 32 of the 193 answers that named Google Tag Manager and are not a share of its labels.

Domains cited

guideflow.com18

g2.com17

usercentrics.com17

piwik.pro15

gartner.com14

checkthat.ai13

lokker.com13

peerspot.com13

observepoint.com12

6sense.com10

142 of the 142 domain citations in answers naming Google Tag Manager came from somebody else's page.

Pages cited

guideflow.com/blog/best-tag-management-tools18

usercentrics.com/guides/smarter-tagging-with-google-tag-manager17

gartner.com/reviews/market/tag-management14

checkthat.ai/answers/what-are-the-best-tag-management-system-solutions13

lokker.com/compare/tag-managers13

peerspot.com/categories/tag-management13

piwik.pro/blog/tag-manager-comparison13

observepoint.com/blog/9-tag-management-solutions-you-should-consider11

Pages are listed as the models cited them.

Names read as Google Tag Manager

What the judge wrote, as written, with how often. The vendor table decides that these count as Google Tag Manager; a claim can dispute any of them.

Google Tag Manager (GTM) 42GTM 360 4Google Tag Manager (GTM) + Server-Side GTM 1Google Tag Manager (GTM) Standard 1Google Tag Manager (free version) 1Google Tag Manager 360 1

The company

Google Search is the company behind Google Tag Manager.

Website: google.com
Headquarters: United States
Founded: 1997

From Wikidata, fetched September 14, 2026. These describe the company, not the product's standing, and a claimed page can dispute any of them. · Wikidata

Is this your product?

Claim this page

Claiming is free and changes nothing in the data. A claimed page shows a verified contact who is told when each edition publishes and when Google Tag Manager's standing changes by more than the noise floor; the right to propose corrections to the vendor table, meaning names the judge wrote that should or should not read as Google Tag Manager, applied by version and listed in the change log; and a one-line description supplied by the vendor and marked as such.

It does not get any change to labels, shares or verdicts, any preview, or any say over which quotes appear. A verification link goes to your work email; an address at google.com is approved on the spot, any other address is reviewed by hand.

Your name and company appear on the claimed page, or the company alone if you ask below. A title and a LinkedIn address appear there too if you give them, and are left off if you do not. Your email address is never published.