Tag managers were built before mobile existed, when companies were mostly concerned with tracking digital ad click-throughs.
In addition to ad networks, today’s data-driven businesses use a variety of tools to optimize their product and marketing spends. In order to a/b test copy, nurture sales leads, email customers, and provide fast support, businesses integrate variety of analytics and marketing tools. Segment makes it easy to install, try, and use them all. Tag managers focus on ad networks, and can’t support modern tools without extensive customization.
Rather than “firing and forgetting,” Segment takes a data-centric approach to integrations. We collect your data, and understand what it means so we can map it to each integration correctly. You don’t need to set up special parameters for each tool – we do that for you. Segment works because all of these tools operate on the same customer data: who is on your app and what are they doing. Segment collects this data once, then translates and sends it to every tool you use. Because we store the data, we also have the ability to replay your historical data into new tools and give you acccess to your raw data in a SQL data warehouse.
|Data Storage||Stores clickstream data in one comprehensive set; replays historical data into new tools; exports data into SQL databases and internal systems||Does not store data; cannot load historical data into new tools; cannot translate and load data into SQL databases|
|Device Compatibility||Tracks user events in mobile, web, and server-side environments. Server libraries include Python, Node, Ruby, PHP, .NET, Java, Clojure, Go & Xamarin||Operates on web; limited functionality on mobile; does not support server integrations|
|User Interface||Delivers sleek user experience; automatically configures tools when users switch on an integration||Requires users to designate a number of settings and rules for each pixel to fire|
|Tool Integrations||Fully integrates analytics, advertising, email, customer support, marketing automation, usability tracking, error testing, and CRM tools with the flick of a switch||Manages ad pixels; requires custom engineering work to integrate any other complex tool|
Replay is available to customers on our Business tier plan.