September 2026 Edition, published · The permanent record of that edition, superseded since. The current standing is on the category page →
Index › GTM › GTM data and infrastructure › Tag management · 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 · first-choice share
77%
Clear leader
77Google Tag Manager13Tealium iQ Tag Management06Ingest IQ04others

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.

The 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
01Google Tag Manager Lab in the set77%19%72endorsed leader
02Tealium iQ Tag Management13%33%57criticized challenger
03Adobe Experience Platform Tags2%22%46accepted challenger
Show the four products at 0%, ordered by negative rate
07Ensighten0%47%15criticized challenger
06Segment0%10%31accepted challenger
04Piwik PRO Tag Manager0%7%45accepted challenger
05Matomo Tag Manager0%0%39accepted challenger
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 3.5 Flash is in the set. On the four share prompts that model made it the first choice four times of 4; the other eleven models thirty-two times of 44. Lab treatment is defined on the method page; the row is marked, not excluded.

One product takes 77% 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. Two products carry a negative rate above 25% in this category.

What 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
Tealium iQ Tag Management
33%
19 of 57 labels negative · 8 of 12 models · 5 hard negative
“Skip Tealium/Ensighten for now — they're excellent, but the $30K+/yr price tag” DeepSeek V4 Flash, direct prompt
Adobe Experience Platform Tags
22%
10 of 46 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
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

What they cite

Four of the twelve models returned a source list in this edition: four return the pages they cited.

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. 252 links across 99 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.

vendor site · Guideflow9 answers · 9 citations · 3 models
vendor site · Usercentrics9 answers · 9 citations · 2 models
8 answers · 9 citations · 2 models
7 answers · 11 citations · 2 models
vendor site · Tracklution7 answers · 8 citations · 2 models
vendor site · ObservePoint7 answers · 7 citations · 2 models
vendor site · Improvado6 answers · 7 citations · 3 models
vendor site · Tealium6 answers · 7 citations · 2 models
vendor site · 6sense6 answers · 6 citations · 3 models
vendor site · checkthat.ai6 answers · 6 citations · 2 models
6 answers · 6 citations · 3 models
6 answers · 6 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.

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 productsShareOwn site citedName searches, GoogleAI search demand, est.Organic visitsGoogle ads, last 30 daysBest Google position
Google parent site
Google Tag Manager 77%
77%19890,500863
Tealium iQ Tag Management tealium.com
Tealium iQ Tag Management 13%, Tealium Customer Data Hub 0%
13%1764009,399321
Ingest IQ6%0
Adobe parent site
Adobe Experience Platform Tags 2%
2%1441,220,000117,563
Server-Side GTM2%14030
Piwik PRO Tag Manager piwik.pro0%7410095,8628
Matomo Tag Manager matomo.org0%7050435,0159
Twilio segment.com
Segment 0%
0%460135,0004,3439,0860
Ensighten Manage0%102
Stape stape.io0%7

Google's top ten for the two searches hold 14 sites; 2 of them are among the sites the models cited here (tealium.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
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 alternativesMatomo Tag Manager, Segment, Tealium iQ Tag Management
against: Adobe Experience Platform Tags
Google Tag Manager, Tealium Customer Data Hub
Three alternativesAdobe Experience Platform Tags, Matomo Tag Manager, Piwik PRO Tag Manager
Google Tag Manager
Two alternativesHeap, Segment
no first choiceagainst: GTM
GPT-5.4 miniGoogle Tag Manager
One alternativeTealium iQ Tag Management
Google Tag ManagerHeld
Two alternativesAdobe Experience Platform Tags, Tealium iQ Tag Management
Google Tag Manager
Four alternativesAdobe Experience Platform Tags, Matomo Tag Manager, Piwik PRO Tag Manager, Tealium iQ Tag Management
Google Tag Manager
One alternativegtag.js
no first choiceagainst: Google Tag Manager
Gemini 3.5 FlashGoogle Tag Manager
Three alternativesPiwik PRO Tag Manager, Segment, Stape
against: Adobe Experience Platform Tags, Tealium iQ Tag Management
Google Tag Manager, Server-Side GTMChanged
Two alternativesPiwik PRO Tag Manager, Segment
against: Tealium iQ Tag Management
Google Tag Manager
Six alternativesAdobe Experience Platform Tags, Commanders Act Enterprise Tag Manager, Matomo Tag Manager, Piwik PRO Tag Manager, Segment, Tealium iQ Tag Management
Google Tag Manager
Two alternativesMatomo Tag Manager, Stape
against: Piwik PRO Tag Manager
Google Tag Manager
Four alternativesAdobe Experience Platform Tags, Piwik PRO Tag Manager, RudderStack, Segment
against: Tealium iQ Tag Management
against: Adobe Dynamic Tag Management, Commanders Act Enterprise Tag Manager, Ensighten Manage, Google Tag Manager, Qubit OpenTag, Signal, Tealium iQ Tag Management
Perplexity SonarGoogle Tag Manager
Two alternativesPiwik PRO Tag Manager, Tealium iQ Tag Management
against: Adobe Experience Platform Tags
Google Tag ManagerHeld
Three alternativesMatomo Tag Manager, Piwik PRO Tag Manager, Tealium iQ Tag Management
Google Tag Manager
Four alternativesAdobe Experience Platform Tags, Matomo Tag Manager, Piwik PRO Tag Manager, Tealium iQ Tag Management
against: Ensighten, Qubit OpenTag, TagCommander
Google Tag Manager
One alternativePiwik PRO Tag Manager
against: Adobe Experience Platform Tags, Tealium iQ Tag Management
no first choiceagainst: Google Tag Manager
Grok 4.20Google Tag Manager
Four alternativesAdobe Experience Platform Tags, Matomo Tag Manager, Piwik PRO Tag Manager, Tealium iQ Tag Management
Google Tag ManagerHeld
Three alternativesAdobe Experience Platform Tags, Matomo Tag Manager, Piwik PRO Tag Manager
against: Tealium iQ Tag Management
Google Tag Manager
Four alternativesAdobe Experience Platform Tags, Matomo Tag Manager, Piwik PRO Tag Manager, Tealium iQ Tag Management
Google Tag Manager
One alternativeMatomo Tag Manager
against: Piwik PRO Tag Manager, Segment
Google Tag Manager, Tealium iQ Tag Management
Three alternativesAdobe Experience Platform Tags, Ensighten Manage, Piwik PRO Tag Manager
against: Google Tag Manager
against: Adobe Dynamic Tag Management, Ensighten, Google Tag Manager, Tealium iQ Tag Management
Mistral SmallTealium iQ Tag Management
Two alternativesAdobe Experience Platform Tags, Segment
Google Tag ManagerChanged
Two alternativesPiwik PRO Tag Manager, Tealium iQ Tag Management
against: Adobe Experience Platform Tags
Google Tag Manager
Six alternativesAdobe Experience Platform Tags, Ensighten Manage, Matomo Tag Manager, Piwik PRO Tag Manager, TagCommander, Tealium iQ Tag Management
Google Tag Manager
Two alternativesMatomo Tag Manager, Stape
no first choiceagainst: Adobe Experience Platform Tags, Google Tag Manager, Tealium iQ Tag Management
DeepSeek V4 FlashGoogle Tag Manager
Two alternativesPiwik PRO Tag Manager, Segment
against: Ensighten, Tealium iQ Tag Management
Google Tag ManagerHeld
Four alternativesAdobe Experience Platform Tags, Matomo Tag Manager, Piwik PRO Tag Manager, Segment
against: Tealium iQ Tag Management
Google Tag Manager
Seven alternativesAdobe Experience Platform Tags, Commanders Act TagCommander, Ensighten Manage, Matomo Tag Manager, Piwik PRO Tag Manager, Segment, Tealium iQ Tag Management
Google Tag Manager
One alternativeMatomo Tag Manager
against: Adobe Experience Platform Tags, Ensighten, Piwik PRO Tag Manager, Tealium iQ Tag Management
Google Tag Manager, Tealium iQ Tag Management
Four alternativesAdobe Experience Platform Tags, Ensighten, Piwik PRO Tag Manager, Segment
against: Adobe Real-Time CDP, BrightTag, Ensighten, Google Tag Manager, Segment, Signal, TagMan, Tealium iQ Tag Management
Llama 4 MaverickIngest IQGoogle Tag ManagerChangedno first choice
Five alternativesAdobe Experience Platform Tags, Google Tag Manager, Matomo Tag Manager, Piwik PRO Tag Manager, Tealium iQ Tag Management
Google Tag Managerno first choicenothing named
Qwen 3.7 FlashIngest IQ
Two alternativesGoogle Tag Manager, Piwik PRO Tag Manager
against: Tealium iQ Tag Management
Google Tag ManagerChanged
One alternativeSegment
against: Adobe Experience Platform Tags, Tealium iQ Tag Management
Google Tag Manager
Four alternativesEnsighten, Segment, Tealium iQ Tag Management, mParticle
Google Tag Manager
One alternativeMatomo Tag Manager
against: Adobe Experience Manager, Ensighten, Tealium iQ Tag Management
Ingest IQ
Two alternativesMatomo Tag Manager, Piwik PRO Tag Manager
against: Adobe Real-Time CDP, Google Tag Manager, Tealium iQ Tag Management
against: Google Tag Manager
Kimi K2Google Tag Manager
Two alternativesIngest IQ, Segment
against: Adobe Experience Platform Tags, Tealium iQ Tag Management
Google Tag ManagerHeld
One alternativeSegment
against: Tealium iQ Tag Management
Google Tag Manager
Five alternativesAdobe Experience Platform Tags, Ensighten Manage, Matomo Tag Manager, Piwik PRO Tag Manager, Tealium iQ Tag Management
against: Segment
Google Tag Manager
Two alternativesMatomo Tag Manager, Piwik PRO Tag Manager
against: Google Tag Manager
Google Tag Manager
Two alternativesAdobe Experience Platform Tags, Tealium iQ Tag Management
against: Adobe Dynamic Tag Management, Google Tag Manager, SonicWall Global Management System, TagGator
GLM 4.7 FlashXGoogle Tag Manager
Two alternativesAdobe Experience Platform Tags, Tealium iQ Tag Management
Google Tag ManagerHeld
Three alternativesAdobe Experience Platform Tags, Segment, Tealium iQ Tag Management
Google Tag Manager
Six alternativesAdobe Experience Platform Tag Management, Ensighten, Matomo Tag Manager, Piwik PRO Tag Manager, TagCommander, Tealium iQ Tag Management
against: Ingest IQ, ObservePoint
Google Tag Manager
Three alternativesMatomo Tag Manager, Piwik PRO Tag Manager, Segment
Tealium iQ Tag Management
One alternativeAdobe Experience Platform Tags
against: Google Tag Manager
against: Adobe Dynamic Tag Manager, BrightTag, Google Tag Manager
MiniMax M2.5Google Tag Manager
Three alternativesIngest IQ, Piwik PRO Tag Manager, Tealium iQ Tag Management
Google Tag Manager, Tealium iQ Tag ManagementChangedGoogle Tag Manager
Three alternativesAdobe Experience Platform Tags, Piwik PRO Tag Manager, Tealium iQ Tag Management
Google Tag Manager
Two alternativesTagmate, Usercentrics
Adobe Experience Platform Tags, Tealium iQ Tag Management
One alternativeGoogle Tag Manager
against: Adobe Experience Platform Tags, Ensighten, Google Tag Manager, Tealium iQ Tag Management
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.
Seventy-two rows: every prompt, every model, every answer.
PromptModelVersion stringTime (UTC)SearchedSourcesLatency
Direct recommendationClaude Haiku 4.5claude-haiku-4-5-202510012026-09-15 04:13no04 s
Direct recommendationGPT-5.4 minigpt-5.4-mini-2026-03-172026-09-15 05:02yes25 s
Direct recommendationGemini 3.5 Flashgemini-3.5-flash2026-09-15 00:42yes2321 s
Direct recommendationPerplexity Sonarsonar2026-09-15 00:36yes204 s
Direct recommendationGrok 4.20spacexai/grok-4.1-fast-non-reasoning via vertex (asked for grok-4.20-non-reasoning; the API answered as this version)2026-09-15 02:47yes08 s
Direct recommendationMistral Smallmistral/mistral-small via mistral2026-09-14 23:07yes08 s
Direct recommendationDeepSeek V4 Flashdeepseek/deepseek-v4-flash via fireworks2026-09-15 04:18yes020 s
Direct recommendationLlama 4 Maverickmeta/llama-4-maverick via bedrock2026-09-15 03:12yes01 s
Direct recommendationQwen 3.7 Flashalibaba/qwen3.7-flash via alibaba2026-09-15 04:46yes040 s
Direct recommendationKimi K2moonshotai/kimi-k2 via novita2026-09-15 03:20yes054 s
Direct recommendationGLM 4.7 FlashXzai/glm-4.7-flashx via zai2026-09-15 04:11yes033 s
Direct recommendationMiniMax M2.5minimax/minimax-m2.5 via minimax2026-09-14 23:58yes019 s
ParaphraseClaude Haiku 4.5claude-haiku-4-5-202510012026-09-15 00:19no04 s
ParaphraseGPT-5.4 minigpt-5.4-mini-2026-03-172026-09-15 00:24yes34 s
ParaphraseGemini 3.5 Flashgemini-3.5-flash2026-09-14 23:16yes820 s
ParaphrasePerplexity Sonarsonar2026-09-15 04:17yes204 s
ParaphraseGrok 4.20spacexai/grok-4.1-fast-non-reasoning via vertex (asked for grok-4.20-non-reasoning; the API answered as this version)2026-09-15 01:05yes08 s
ParaphraseMistral Smallmistral/mistral-small via mistral2026-09-15 00:10yes09 s
ParaphraseDeepSeek V4 Flashdeepseek/deepseek-v4-flash via deepinfra2026-09-15 03:37yes022 s
ParaphraseLlama 4 Maverickmeta/llama-4-maverick via bedrock2026-09-15 03:32yes02 s
ParaphraseQwen 3.7 Flashalibaba/qwen3.7-flash via alibaba2026-09-15 00:40yes071 s
ParaphraseKimi K2moonshotai/kimi-k2 via novita2026-09-15 05:03yes019 s
ParaphraseGLM 4.7 FlashXzai/glm-4.7-flashx via zai2026-09-15 00:00yes060 s
ParaphraseMiniMax M2.5minimax/minimax-m2.5 via minimax2026-09-15 03:38yes026 s
ComparativeClaude Haiku 4.5claude-haiku-4-5-202510012026-09-15 01:56yes88 s
ComparativeGPT-5.4 minigpt-5.4-mini-2026-03-172026-09-14 23:29yes87 s
ComparativeGemini 3.5 Flashgemini-3.5-flash2026-09-15 03:20yes1528 s
ComparativePerplexity Sonarsonar2026-09-15 02:48yes207 s
ComparativeGrok 4.20spacexai/grok-4.1-fast-non-reasoning via vertex (asked for grok-4.20-non-reasoning; the API answered as this version)2026-09-15 03:45yes06 s
ComparativeMistral Smallmistral/mistral-small via mistral2026-09-15 05:00yes08 s
ComparativeDeepSeek V4 Flashdeepseek/deepseek-v4-flash via deepinfra2026-09-14 23:01yes071 s
ComparativeLlama 4 Maverickmeta/llama-4-maverick via bedrock2026-09-15 04:32yes02 s
ComparativeQwen 3.7 Flashalibaba/qwen3.7-flash via alibaba2026-09-15 01:31no036 s
ComparativeKimi K2moonshotai/kimi-k2 via novita2026-09-14 23:12yes036 s
ComparativeGLM 4.7 FlashXzai/glm-4.7-flashx via zai2026-09-15 00:11yes045 s
ComparativeMiniMax M2.5minimax/minimax-m2.5 via minimax2026-09-15 04:31yes013 s
Budget constrainedClaude Haiku 4.5claude-haiku-4-5-202510012026-09-15 00:47no05 s
Budget constrainedGPT-5.4 minigpt-5.4-mini-2026-03-172026-09-14 23:32yes44 s
Budget constrainedGemini 3.5 Flashgemini-3.5-flash2026-09-15 02:24yes1521 s
Budget constrainedPerplexity Sonarsonar2026-09-15 04:55yes2015 s
Budget constrainedGrok 4.20spacexai/grok-4.1-fast-non-reasoning via vertex (asked for grok-4.20-non-reasoning; the API answered as this version)2026-09-15 02:05yes06 s
Budget constrainedMistral Smallmistral/mistral-small via mistral2026-09-15 02:48yes06 s
Budget constrainedDeepSeek V4 Flashdeepseek/deepseek-v4-flash via fireworks2026-09-15 05:01yes014 s
Budget constrainedLlama 4 Maverickmeta/llama-4-maverick via bedrock2026-09-14 23:58yes01 s
Budget constrainedQwen 3.7 Flashalibaba/qwen3.7-flash via alibaba2026-09-15 04:34no024 s
Budget constrainedKimi K2moonshotai/kimi-k2 via novita2026-09-15 02:47yes013 s
Budget constrainedGLM 4.7 FlashXzai/glm-4.7-flashx via zai2026-09-15 04:20yes015 s
Budget constrainedMiniMax M2.5minimax/minimax-m2.5 via minimax2026-09-15 02:34yes010 s
Scale constrainedClaude Haiku 4.5claude-haiku-4-5-202510012026-09-15 04:51no06 s
Scale constrainedGPT-5.4 minigpt-5.4-mini-2026-03-172026-09-15 03:30no05 s
Scale constrainedGemini 3.5 Flashgemini-3.5-flash2026-09-15 05:01yes928 s
Scale constrainedPerplexity Sonarsonar2026-09-15 03:53yes2024 s
Scale constrainedGrok 4.20spacexai/grok-4.1-fast-non-reasoning via vertex (asked for grok-4.20-non-reasoning; the API answered as this version)2026-09-15 03:26yes08 s
Scale constrainedMistral Smallmistral/mistral-small via mistral2026-09-15 00:55no06 s
Scale constrainedDeepSeek V4 Flashdeepseek/deepseek-v4-flash via deepinfra2026-09-14 23:48yes080 s
Scale constrainedLlama 4 Maverickmeta/llama-4-maverick via bedrock2026-09-15 00:24yes03 s
Scale constrainedQwen 3.7 Flashalibaba/qwen3.7-flash via alibaba2026-09-15 01:40yes040 s
Scale constrainedKimi K2moonshotai/kimi-k2 via novita2026-09-15 00:46yes026 s
Scale constrainedGLM 4.7 FlashXzai/glm-4.7-flashx via zai2026-09-15 02:13yes0202 s
Scale constrainedMiniMax M2.5minimax/minimax-m2.5 via minimax2026-09-15 04:37yes013 s
Negative framingClaude Haiku 4.5claude-haiku-4-5-202510012026-09-15 03:03yes1710 s
Negative framingGPT-5.4 minigpt-5.4-mini-2026-03-172026-09-15 04:27yes56 s
Negative framingGemini 3.5 Flashgemini-3.5-flash2026-09-15 00:14yes1524 s
Negative framingPerplexity Sonarsonar2026-09-15 00:53yes206 s
Negative framingGrok 4.20spacexai/grok-4.1-fast-non-reasoning via vertex (asked for grok-4.20-non-reasoning; the API answered as this version)2026-09-15 01:22yes011 s
Negative framingMistral Smallmistral/mistral-small via mistral2026-09-15 00:24yes011 s
Negative framingDeepSeek V4 Flashdeepseek/deepseek-v4-flash via deepinfra2026-09-15 02:21yes065 s
Negative framingLlama 4 Maverickmeta/llama-4-maverick via bedrock2026-09-14 23:38yes04 s
Negative framingQwen 3.7 Flashalibaba/qwen3.7-flash via alibaba2026-09-14 23:00yes044 s
Negative framingKimi K2moonshotai/kimi-k2 via novita2026-09-15 01:35yes050 s
Negative framingGLM 4.7 FlashXzai/glm-4.7-flashx via zai2026-09-15 03:52yes0115 s
Negative framingMiniMax M2.5minimax/minimax-m2.5 via minimax2026-09-15 03:45yes056 s

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
Commanders Act read as Commanders Act Enterprise Tag Manager
Commanders Act (formerly Tag Commander) read as Commanders Act Enterprise Tag Manager
Matomo read as Matomo Tag Manager
Piwik PRO read as Piwik PRO Tag Manager
Stape.io read as Stape
Tealium read as Tealium iQ Tag Management
Tealium iQ read as Tealium iQ Tag Management
Unresolved, counted raw
AddThis
Adobe Experience Platform Tag Management
Falcon
Friendly Analytics
SonicWall Global Management System (GMS)
TagGator
gtag.js
Discontinued, still offered
No shut-down product was recommended here.
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