Astronomer vs Google Tag Manager

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Astronomer

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Astronomer vs Google Tag Manager: What are the differences?

Astronomer: Capture every user event and route them anywhere. Automatically. Astronomer is a data engineering platform that collects, processes and unifies enterprise data so you can get straight to analytics, data science and insights. Astronomer Clickstream captures valuable user events and routes them straight to all your favorite tools or a data warehouse for analytics. All in real time; Google Tag Manager: Quickly and easily update tags and code snippets on your website or mobile app. Tag Manager gives you the ability to add and update your own tags for conversion tracking, site analytics, remarketing, and more. There are nearly endless ways to track user behavior across your sites and apps, and the intuitive design lets you change tags whenever you want.

Astronomer and Google Tag Manager belong to "Analytics Integrator" category of the tech stack.

Advice on Astronomer and Google Tag Manager
Iva Obrovac
Product Marketing Manager at Martian & Machine · | 8 upvotes · 80.3K views

Hi,

This is a question for best practice regarding Segment and Google Tag Manager. I would love to use Segment and GTM together when we need to implement a lot of additional tools, such as Amplitude, Appsfyler, or any other engagement tool since we can send event data without additional SDK implementation, etc.

So, my question is, if you use Segment and Google Tag Manager, how did you define what you will push through Segment and what will you push through Google Tag Manager? For example, when implementing a Facebook Pixel or any other 3rd party marketing tag?

From my point of view, implementing marketing pixels should stay in GTM because of the tag/trigger control.

If you are using Segment and GTM together, I would love to learn more about your best practice.

Thanks!

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Replies (1)
Ruben Lozano
Growth Marketing Specialist at Ruben Lozano Me · | 4 upvotes · 3K views

Hello Iva,

I think it is a good exercise to think about this framework once you start to add tags, triggers, and parameters and connect data between different tools (Amplitude, Google Ads, Linkedin Ads, Twitter Ads). I really love a post where Daniel Wolchonok shared a video about the Data Stack at Reforge (https://www.linkedin.com/feed/update/urn:li:activity:6963174688554414080/). My suggestion and what I see in other startups, centralise everything in one platform, Segment, and then send data whatever you need. Allow Google Tag Manager to be the tool for marketers and don't allow them to use Segment (I am a marketer). It is good that marketers have the freedom to set up tags and triggers for conversions and audiences but it is good that they don't have access to everything. So, I found it very simple to do it that way, Segment for everything and then connect Segment with Google Tag Manager where Google Tag Manager will allow marketers to work on the events, conversions, tracking, pixels, etc.

I hope you find this helpful. I will try to work on creating basic documentation to collect all of that information. I found really interesting for many startups at the beginning.

Cheers,

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What is Astronomer?

Astro is the modern data orchestration platform, powered by Apache Airflow. Astro enables data engineers, data scientists, and data analysts to build, run, and observe pipelines-as-code.

What is Google Tag Manager?

Tag Manager gives you the ability to add and update your own tags for conversion tracking, site analytics, remarketing, and more. There are nearly endless ways to track user behavior across your sites and apps, and the intuitive design lets you change tags whenever you want.

Need advice about which tool to choose?Ask the StackShare community!

What companies use Astronomer?
What companies use Google Tag Manager?
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What tools integrate with Astronomer?
What tools integrate with Google Tag Manager?
    No integrations found

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    What are some alternatives to Astronomer and Google Tag Manager?
    Airflow
    Use Airflow to author workflows as directed acyclic graphs (DAGs) of tasks. The Airflow scheduler executes your tasks on an array of workers while following the specified dependencies. Rich command lines utilities makes performing complex surgeries on DAGs a snap. The rich user interface makes it easy to visualize pipelines running in production, monitor progress and troubleshoot issues when needed.
    Segment
    Segment is a single hub for customer data. Collect your data in one place, then send it to more than 100 third-party tools, internal systems, or Amazon Redshift with the flip of a switch.
    Google Analytics
    Google Analytics lets you measure your advertising ROI as well as track your Flash, video, and social networking sites and applications.
    Mixpanel
    Mixpanel helps companies build better products through data. With our powerful, self-serve product analytics solution, teams can easily analyze how and why people engage, convert, and retain to improve their user experience.
    Mixpanel
    Mixpanel helps companies build better products through data. With our powerful, self-serve product analytics solution, teams can easily analyze how and why people engage, convert, and retain to improve their user experience.
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