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Adobe DTM is Sunsetting — Why it’s Time to Switch to Google Tag Manager

Since the introduction of tag management systems (TMS), businesses have had a much easier time managing, maintaining and implementing their tags while creating a seamless user interface. TMS platforms like Adobe’s Dynamic Tag Manager (DTM) and Google Tag Manager (GTM) are two of the most used systems, but DTM is on its way out.

As one of Adobe’s major products is in the beginning stages of its sunset, it’s time for users to contemplate how to manage the tags from various digital properties moving forward and start the relocation process.

Sunset Timeline for Adobe DTM

Adobe announced last year that it would sunset DTM and replace it with Adobe Launch. Its depreciation schedule began this month and will be gradually removing features and eventually decommissioning over the next two years.

· July 2019 – DTM is no longer allowing creation of new properties (does not affect existing properties)

· July 2020 – DTM properties will enter read-only mode which means users cannot create or edit tools, rules or data elements. New publish functionality will not be available.

· January 2021 – DTM is dark. Servers will be decommissioned, and communities will be removed.

Managing Transition Turmoil

Any data transition can be stressful, and with it always comes fear and apprehension. But as DTM starts its descent and Launch attempts to encourage company buy-in, there have also been some hiccups. Adobe DTM has been in its current form since 2013, and many businesses have become reliant and comfortable with its interface and metrics. Common complaints about Adobe Launch are that it’s more complicated and completely unique to DTMs functionality. There are many steps and a full setup required to get your property ready to create rules and extensions. People are finding that the process is more difficult and harder to understand, which is creating a considerable learning curve.

One advantage of the Adobe Launch product is that it is free to people who subscribe to the Adobe Analytics contract or have purchased other Experience Cloud products. But if you’re looking to cut the cord with Adobe products, the DTM sunset may provide the perfect opportunity to do so.

Benefits of Google Tag Manager

The transition of analytics can be a lengthy and complicated process, and changing to a new TMS is both a learning and selling process. All staff must be on board and willing to learn the new system, which can be considerably more difficult when the new system is complex.

GTM is a popular TMS largely due to its ease of use and the fact that it’s free (with a paid upgraded version). The intuitive design and profoundly tested user interface make adding and updating tags, analytics and remarketing a cinch. The available templates, access controls and testing functionality ensures that marketers don’t have to be experts to utilize all the available tools. GTM is designed to work seamlessly with other Google Analytics products, ensuring that full usability can be handled from one system.

Due to its popularity, the support options are plentiful, ensuring that any issues can be resolved quickly. As with most of Google’s products, GTM is fairly easy to learn, with many guides to assure that company buy-in will be easy from the top down. All of this makes the transition far less painful than expected.

Same Use, Less Stress

As Adobe DTM begins its sunset, transitioning to a new TMS is inevitable. But it doesn’t have to be a stress-inducing process. GTM has proven to be a superior product that will provide the same functionality DTM proponents are used to, without the hassle of relearning a completely new product.


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Jared R Smith
Jared R Smith
Jared is a Senior Digital Analyst at Belo + Company, who specializes in the Google stack (GA, GTM, GDS, etc.) When he’s not wrangling data he enjoys spending time with his three children Eva, Jackson, and Grayson.