Google Tag Manager vs Tealium iQ
Google Tag Manager
Google's free tag management system — a web container with a dataLayer contract and trigger/variable model that deploys most of the third-party tags on the open web.
Full directory entry →Tealium iQ
Tealium's enterprise tag management system — the client-side entry point to its Customer Data Hub, with consent enforcement applied at the point of collection.
Full directory entry →Facts, side by side
| Google Tag Manager | Tealium iQ | |
|---|---|---|
| Pricing model | freemium | enterprise |
| Pricing notes | Free at any volume. Tag Manager 360 adds zones, higher limits, and support SLAs under a Google Marketing Platform contract. | Quote-based; typically sold as part of the wider Tealium platform alongside EventStream and AudienceStream. |
| Open source | No | No |
| Self-hostable | No — The container script is served from Google's infrastructure; first-party serving requires the separate server-side container. | Partial — The generated utag.js bundle can be hosted on your own domain or CDN; the management console is SaaS. |
| Categories | Tag management | Tag management |
| Who it's for | implementation engineers, measurement managers, marketing managers, agency partners | implementation engineers, measurement managers |
| Integrations listed | 5 | 6 |
Directory entries last updated: Google Tag Manager 2026-07-18 · Tealium iQ 2026-07-18.
In brief
Google Tag Manager — Google's free tag management system — a web container with a dataLayer contract and trigger/variable model that deploys most of the third-party tags on the open web. Pricing: freemium. Free at any volume. Tag Manager 360 adds zones, higher limits, and support SLAs under a Google Marketing Platform contract. Self-hosting: No — The container script is served from Google's infrastructure; first-party serving requires the separate server-side container.. Listed integrations: google-analytics-4, gtm-server-side, onetrust, cookiebot, usercentrics.
Tealium iQ — Tealium's enterprise tag management system — the client-side entry point to its Customer Data Hub, with consent enforcement applied at the point of collection. Pricing: enterprise. Quote-based; typically sold as part of the wider Tealium platform alongside EventStream and AudienceStream. Self-hosting: Partial — The generated utag.js bundle can be hosted on your own domain or CDN; the management console is SaaS.. Listed integrations: google-analytics-4, adobe-analytics, amplitude, onetrust, didomi, usercentrics.
Which one, when
Derived mechanically from the structured facts above — deltas only, not an editorial verdict. Where the facts tie, read both entries.
- its pricing model is freemium, where Tealium iQ is enterprise
- its entry lists marketing managers and agency partners in "who it's for"; Tealium iQ's does not
- you need at least partial self-hosting — Google Tag Manager offers none
Also compare
GOOGLE TAG MANAGER VS: Adobe Experience Platform Tags · Matomo Tag Manager
TEALIUM IQ VS: Adobe Experience Platform Tags · Google Tag Manager (Server-Side) · Matomo Tag Manager · Segment