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
| service | Country | Hosting | Open source | Free plan | Status |
|---|---|---|---|---|---|
 Matomo |
 New Zealand |
Self-hosted | ✓ | — | Ownership reviewed, controller unresolved |
Self-hosted and open source
Open source projects you can run yourself. Not necessarily made in Europe, but nobody else holds your data.
Services without verified European control
Kept here for transparency, but excluded from the European options and totals. How we classify services →
Matomo by Stackhero
Managed Matomo analytics from France
FranceEU hostedOpen source♻ Ownership reviewed, controller unresolved
Stape
Server side tag management from Estonia
EstoniaEU hostedFree plan Ownership reviewed, controller unresolved
Friendly Analytics
Matomo based web analytics from Switzerland
SwitzerlandEFTA hosted Ownership reviewed, controller unresolved
Piwik PRO
Analytics and tag management from Poland
PolandEU hosted Ownership reviewed, controller unresolved
JENTIS
Server-side tag management from Austria
AustriaEU hosted Ownership reviewed, controller unresolved
Commanders Act - TagCommander
Tag management system from France
France Ownership reviewed, controller unresolvedQuestions
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.