European Alternatives to Google Tag Manager
Google Tag Manager (GTM) is a tag manager system from the US-American tech company Google. The product can be used to embed tags on a website. A tag can basically be any JavaScript code. GTM is often used to embed tags from other Google products, such as Google Analytics or Google Ads. This pages lists European Google Tag Manager alternatives from companies based in a member state of the European Union (EU) or the European Free Trade Association (EFTA).
Stackhero Matomo
Stackhero Matomo is managed Matomo hosting – French company, EU servers.
Matomo
Matomo is the leading open-source web analytics platform that can be self-hosted in Europe, offering complete data ownership and a powerful alternative to Google Analytics.
Stape
Stape is server-side tracking solution – UK-based with EU servers, for GTM.
Friendly Analytics
Friendly Analytics is the open-source Matomo hosting – managed Matomo, GDPR compliant, privacy-first.
Piwik PRO
Piwik PRO is a Polish privacy-first analytics and data activation platform with HIPAA and GDPR compliance, offering enterprise-grade analytics with full data control.
Jentis
Jentis is the Austrian server-side tracking – first-party data collection, privacy-compliant, enterprise.
Commanders Act
Commanders Act is the French tag management and CDP – server-side tagging, privacy-focused, enterprise.