Replaces Google Tag Manager
European alternatives to Google Tag Manager
Tag management with European data flows
Browse the category: Tag management systems · Web analytics services
Google Tag Manager, often shortened to GTM, is a tag management system from Google. It puts a single container on your site so marketers can add, change and remove tracking snippets without a developer deploying code each time. Triggers and variables decide when each tag fires, and the container is commonly used to load other Google products such as Analytics and Ads.
A tag manager is a controlled way to run third party JavaScript, which makes it a natural focus for consent management and for questions about which vendors your visitors actually contact. A European alternative to Google Tag Manager keeps that container and its logs with an EU or EFTA provider. Matomo and Matomo by Stackhero combine tag management with analytics, JENTIS and Stape focus on server side tagging, and Commanders Act - TagCommander is aimed at larger marketing stacks.
European options 8
Our pick
Matomo by Stackhero
Managed Matomo analytics from France
Matomo by Stackhero is a managed instance of Matomo, the open source web analytics platform, operated from France by Stackhero. Each instance runs on its own private virtual machine with a dedicated IPv4 address, and there are no limits on websites, members, segments, goals or data retention time.
FranceEU hostedOpen source♻
Matomo
Open source web analytics you can self-host
New ZealandOpen source
Stape
Server side tag management from Estonia
EstoniaEU hostedFree plan
Friendly Analytics
Matomo based web analytics from Switzerland
SwitzerlandEFTA hosted
Piwik PRO
Analytics and tag management from Poland
PolandEU hosted
JENTIS
Server-side tag management from Austria
AustriaEU hosted
Commanders Act - TagCommander
Tag management system from France
FranceSelf-hosted and open source
Open source projects you can run yourself. Not necessarily made in Europe, but nobody else holds your data.
Questions
Can I migrate my GTM container?
Containers export as JSON, but the trigger and variable model differs per product, so most teams rebuild the important tags rather than convert everything. Matomo and Commanders Act - TagCommander document their own tag structures.
What is server side tagging?
Instead of the browser calling each vendor directly, requests go to a server you control, which then forwards what is needed. Stape and JENTIS build on that approach, which gives you more control over what leaves the page.
Which European alternative is closest to Google Tag Manager?
Matomo is the nearest for teams that want tag management and web analytics in one place. Piwik PRO and Friendly Analytics are worth comparing if analytics is the larger part of what you need.