European Alternatives to Google Tag Manager
Looking for a European alternative to Google Tag Manager? Google Tag Manager is a free tag management product from Google, and Google's privacy policy names Google LLC at 1600 Amphitheatre Parkway, Mountain View, California as the controller for users in the United Kingdom. Its server-side option runs on your own cloud account, and Google's Cloud Run guide puts each server at roughly $45 per month (USD) in that configuration.
The European tools below host the same server container in the EU (Addingwell, TAGGRS, Measurebase, owntag) or replace it with their own tag manager (JENTIS, Commanders Act, Piwik PRO).
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12 European Alternatives to Google Tag Manager
Addingwell
Managed server-side GTM hosting with consent data attached to events
TAGGRS
Dutch sGTM hosting on its own server network, ISO 27001 certified
Measurebase
Amsterdam-hosted sGTM with nightly tracking audits and flat plans
JENTIS
Viennese hybrid tag manager that runs client and server tags together
owntag
Hamburg-run sGTM hosting with one price and EU-only infrastructure
Sirdata sGTM
Paris publisher-data company hosting sGTM on Scaleway and Hetzner
Onetagger
Antwerp server-side tagging hosting on its own hardware, free tier included
Piwik PRO
Tag manager inside a Polish analytics, CDP and consent suite
Commanders Act
Paris enterprise tag manager with server-side destinations and consent
Tracklution
Finnish server-side tracking with offline conversions for ad platforms
walkerOS by elbwalker
Open-source event collection you run as code, from a Hamburg team
Littledata
British Shopify app that sends full order data server-side
Key takeaways
- Google Tag Manager is a free product from Google LLC in Mountain View, California, and Google's Cloud Run guide puts one server container at roughly $45 a month (USD) in that setup.
- Addingwell (France), TAGGRS (Netherlands), Measurebase (Netherlands), owntag (Germany), Sirdata sGTM (France) and Onetagger (Belgium) host the Google server container in Europe for a monthly fee.
- JENTIS (Austria), Commanders Act (France) and Piwik PRO (Poland) replace Google's tag manager with their own, which means rebuilding tags.
- TAGGRS, Measurebase and Onetagger have free plans, with 10,000, 15,000 and 10,000 requests a month respectively.
- owntag states that its infrastructure uses no Google Cloud, AWS or Azure, while Tracklution runs on AWS in Stockholm and Littledata stores data in North Virginia, USA.
Why people leave Google Tag Manager
Google Tag Manager is the free container that most websites use to load analytics and advertising scripts without asking a developer for every change. Google describes it as a tag management product, and the privacy policy names Google LLC in Mountain View, California as the controller for users in the United Kingdom. A marketer edits tags in a browser, publishes a version, and the container script on the site does the rest.
The free part is the browser container. Once you move tags to a server container, which is how you keep third-party scripts off the page and decide what leaves your domain, you are running software that Google hands to you to host. Google's own Cloud Run guide puts one server at roughly $45 a month (USD) in that configuration, paid to a cloud account you own and maintain, in addition to whatever the tags cost you in engineering time.
People look for a European option for two different reasons, and they lead to different answers. Some want the same Google server container, hosted by a company in the EU, so that the cloud bill and the upkeep disappear. Others want to stop depending on Google's container at all and move to a tag manager built and operated in Europe. The list below covers both, and says which tool belongs to which group.
- The server container is your hosting problem Google supplies the server software, but the machine, the scaling, the custom domain and the monitoring are yours. Addingwell, TAGGRS, Measurebase, owntag, Sirdata and Onetagger each sell that layer as a service, with a request-based or flat monthly fee. If your team ran the Cloud Run setup once and has been nervous about it since, hosting is the part to hand over.
- The contracting party is a US company The control over what a tagging server forwards sits with you, but the container software, its templates and its updates come from Google LLC. For an organisation whose procurement rules ask for a European supplier on the whole chain, a hosted container in Hamburg or Lille still leaves Google as the software publisher. JENTIS, Commanders Act and Piwik PRO are the options that replace the tag manager itself.
- Consent state does not travel with the event by default A browser container fires tags according to rules you write, and a consent banner sits next to it as a separate product. Several European tools put the consent signal on each event: Addingwell attaches it for event consent monitoring, JENTIS has an Essential Mode for visitors who decline, and Commanders Act and Piwik PRO ship their own consent layers. That closes a gap, though it does not replace legal advice.
- Cost is hard to predict at server scale The container is free, the server is not, and the invoice from the cloud provider depends on traffic you do not fully control. Fixed plans change that: owntag charges €100 a month including 5 million requests, Onetagger steps from €21 to €195 per month across five tiers, and Measurebase runs from a free plan to €60. A flat fee is easier to put in a budget than a usage bill.
What you have to replace, not just match
What you replace depends on how far your setup has gone. With only a browser container on the site, nothing needs to be rebuilt: every tool here that hosts the server container works with the tags and triggers you already have, and you point your web container at a new server URL on your own subdomain.
If you run a server container on Cloud Run, the migration is the hosting layer. The container configuration, clients, tags and variables are the same Google software, so Addingwell, TAGGRS, Measurebase, owntag, Sirdata and Onetagger take over the machine, the scaling and the SSL certificate. Expect to recreate the custom domain, update the DNS records and check that every tag still receives its data.
The bigger step is leaving Google's container model. JENTIS and Commanders Act run their own tag managers, so tags, triggers and data layer mappings are rebuilt in a different interface. Piwik PRO offers a tag manager inside a wider analytics suite. walkerOS by elbwalker replaces the click-based editor with configuration kept in version control, which is a rebuild by developers. Plan for that as a project, not an afternoon.
The alternatives compared
| Position | Tool | Headquarters | Pricing | Jurisdiction |
|---|---|---|---|---|
| #1 | Addingwell | Lille, France | Free plan with up to 100,000 requests; paid plans from €90 per month for 1,000,000 requests; add-ons €30 per container, €10 per domain, €20 per region monthly | EU (France) |
| #2 | TAGGRS | Heerenveen, Netherlands | Free up to 10,000 requests per month; Basic from €22 per month (750,000 requests), Pro from €57 (3,000,000), Ultimate from €127 (10,000,000); Enterprise on request | EU (Netherlands) |
| #3 | Measurebase | Elst (Gelderland), Netherlands | Free to 15,000 requests per month; Solo €16, Growth €28, Scale €40, Business €60 per month; Enterprise custom; yearly billing saves 20% | EU (Netherlands) |
| #4 | JENTIS | Vienna, Austria | Core, Professional and Enterprise plans; prices on request (Get Price) | EU (Austria) |
| #5 | owntag | Hamburg, Germany | €100 per month including 5 million requests, €1.50 per additional 100,000 requests; free trial | EU (Germany) |
| #6 | Sirdata sGTM | Paris, France | Smart plan from €80 per month with annual commitment (usage-based from €0), 14-day free trial; extra GTM container €29 per month; Enterprise and Partner custom | EU (France) |
| #7 | Onetagger | Antwerp, Belgium | Free to 10,000 requests; Starter €21 per month billed annually (€25 monthly) for 750,000 requests; Business €55 (3,000,000); Professional €125 (10,000,000); Expert €195 (50,000,000) | EU (Belgium) |
| #8 | Piwik PRO | Wroclaw, Poland | Free core plan / paid plans on request | EU (Poland) |
| #9 | Commanders Act | Paris, France | Quote-only, no published tiers | EU (France) |
| #10 | Tracklution | Finland, Finland | Free 0 EUR/month (5k events); Grow EUR 39.20/month billed annually (50k events); Enterprise and Agency custom | EU (Finland) |
| #11 | walkerOS by elbwalker | Hamburg, Germany | Software free (MIT); fixed-price services Starter €5,000, Professional €10,000, Enterprise from €20,000; support €600 to €2,400 per month; consulting call €399 | EU (Germany) |
| #12 | Littledata | Newbury, United Kingdom | Flex pay per order ($0.35 per order); Scale from $219/month at 2,000 orders in the calculator; Plus from $792/month; 30-day free trial | United Kingdom (adequacy decision, outside the EEA) |
How each alternative compares to Google Tag Manager
Best for: Teams that want the Google server container hosted in Europe and consent shown on each event
Addingwell SAS in Lille hosts Google Tag Manager server containers so that you no longer run Cloud Run yourself. Its documentation covers a custom domain, a CDN for the gtm.js and gtag.js scripts, tag health monitoring and an event-level consent view. Plans are request-based and public, and the free plan allows up to 100,000 requests, which is the most generous free allowance in this group.
Against a self-run container the change is mostly financial and operational. Paid steps begin at €90 per month for 1,000,000 requests, and containers, domains and regions are add-ons at €30, €10 and €20 per month. The company is part of Didomi since 2025, according to the vendor, so a consent platform now sits behind it.
What Addingwell does better than Google Tag Manager
- No cloud account to run, scale or patch
- Free plan up to 100,000 requests instead of a cloud bill
- Consent monitoring on each event
- Public prices in euros
Where Addingwell is a step down from Google Tag Manager
- Extra containers, domains and regions cost more
- Exact hosting regions were not checked on the pages read
- Your container still comes from Google
Standout against Google Tag Manager. Its free plan is large enough to move a small site off Cloud Run without a card.
Best for: Agencies and shops that want EU-owned servers and a certified supplier
TAGGRS B.V. in Heerenveen began in 2022 and says it runs sGTM containers on its own servers in the Netherlands, Germany, Belgium, France, Sweden and Norway. Its security page names an ISO/IEC 27001:2022 certificate issued by DEKRA, last evaluated in February 2025. That combination of own hardware and a named auditor is rare among the small hosts here.
Pricing runs from a free plan at 10,000 requests to Basic at €22, Pro at €57 and Ultimate at €127 a month. Shop plugins exist for Shopify, WooCommerce, Magento, PrestaShop, Shopware and Lightspeed. Compared with Google's setup there is no cloud bill, but each account covers one website and refunds are not given.
What TAGGRS does better than Google Tag Manager
- Own servers in six European countries, where Google Cloud Run depends on your chosen region
- ISO 27001 certificate with named auditor
- Plugins for six shop platforms
- Partner programme with consolidated invoicing
Where TAGGRS is a step down from Google Tag Manager
- Price columns differ by billing toggle and site type
- No refunds
- Multi-domain only from the Pro plan
Standout against Google Tag Manager. A certificate and its own server network make it the easiest to defend in a vendor review.
Best for: Small and mid-sized sites that want all features on a low monthly plan
Measurebase is the trading name of Dash Forward in Elst, Gelderland, registered under KVK 91017408. The pricing page states hosting in Amsterdam on infrastructure that Measurebase operates. Every feature, including same-origin tracking, Cookie Keeper, a click ID restorer and a nightly audit, is available on the free plan and on each paid tier.
Solo costs €16, Growth €28, Scale €40 and Business €60 a month, with 20 percent off for yearly billing. Against Google's own container this is a hosting fee instead of a cloud bill, with an audit that proposes fixes inside your GTM workspace. The pages read name no customers and no founding year, so treat it as a small vendor.
What Measurebase does better than Google Tag Manager
- Lowest paid entry price in the group
- Nightly audit that proposes fixes in your GTM workspace
- Flat multi-domain plans up to ten domains
- Data processing agreement under EU law on every plan
Where Measurebase is a step down from Google Tag Manager
- Request logs are kept only 3 to 30 days
- Auto Grant Consent is described as testing only, so your own banner decides
- Small company with no named customers
Standout against Google Tag Manager. It gives the free plan the same feature set as the paid tiers.
Best for: Larger sites and publishers ready to rebuild tags in a different platform
JENTIS GmbH in Vienna is entered at the Commercial Court of Vienna under 529675i. Its platform runs client and server tags together in one hybrid tag manager of its own, with raw data access, connectors, a mobile SDK and SSO. It does not host Google's container, so it competes with Google Tag Manager rather than supplementing it.
Essential Mode is the notable feature: it lets you keep a minimum of measurement for visitors who declined consent. Hosting is managed on EU infrastructure, though the Professional plan offers a choice between EU and US cloud, so confirm the setting. Prices are on request, which makes budgeting a conversation with sales.
What JENTIS does better than Google Tag Manager
- One European vendor for tag manager and server-side tracking
- Essential Mode for visitors who decline consent
- Managed EU hosting with 24/7 support
- Enterprise controls such as SSO and dedicated infrastructure
Where JENTIS is a step down from Google Tag Manager
- No published prices
- Tags must be rebuilt, not moved
- Professional offers US cloud, so EU must be selected
Standout against Google Tag Manager. It is the only option here built to keep measuring, in limited form, when consent is declined.
Best for: Teams that want a single clear price and the official Google container, kept in EU infrastructure
owntag GmbH in Hamburg is registered at Amtsgericht Hamburg under HRB 189807. The site says its infrastructure sits in the EU and uses no Google Cloud, AWS or Azure. The container it runs is the official unmodified Google image, so your existing tags carry over, and up to 10 custom domains are included.
There is one plan: €100 per month including 5 million requests, then €1.50 for each additional 100,000. A small site pays the same base fee as a large one, which makes owntag poor value below a few hundred thousand requests. Its Cloudflare Workers guide shows that a same-origin setup may involve a US provider that you pick yourself.
What owntag does better than Google Tag Manager
- Flat price with 5 million requests included
- States no Google Cloud, AWS or Azure underneath
- Official Google image, so tags move across unchanged
- Free trial without a credit card
Where owntag is a step down from Google Tag Manager
- High entry cost for small sites
- No free plan
- No certification named on the pages read
Standout against Google Tag Manager. It is the one host here that says plainly which clouds it does not use.
Best for: Publishers and agencies that need many domains hosted in France and Germany
Sirdata SAS in Paris, founded in 2012 and registered at RCS Paris 790 193 924, is a data and consent company that also sells sGTM hosting. The service runs on Scaleway in France and Hetzner in Germany, with redundant infrastructure in France, Germany and the Netherlands, so the providers underneath are named.
The Smart plan costs from €80 a month on an annual commitment, usage-based from €0, with a 14-day trial and unlimited domains on every plan. An extra container is €29 a month. The pricing page mixes usage-based and annual figures, and support on Smart answers within three days, so confirm the real cost in the calculator.
What Sirdata sGTM does better than Google Tag Manager
- Named European providers underneath, Scaleway and Hetzner
- Unlimited domains on every plan
- A GTM-Helper script that also works with other hosts
- 14-day free trial
Where Sirdata sGTM is a step down from Google Tag Manager
- Three-day support response on Smart
- Mixed pricing presentation
- Hosting is a small part of a data and consent company
Standout against Google Tag Manager. Named hosting providers and unlimited domains in a single plan suit publishers with many sites.
Best for: Small advertisers and shops that want Belgian hosting and predictable steps
Onetagger is run by Connexeon BV in Antwerp under Belgian law. According to its privacy policy, the servers are hardware that the company owns in Belgium. Plugins exist for WordPress, Shopify and Magento, the interface comes in ten languages, and cookie recovery and a custom loader are part of the product.
The free plan covers 10,000 requests. Starter costs €21 a month billed annually (€25 monthly) for 750,000 requests, Business €55 for 3,000,000, Professional €125 for 10,000,000 and Expert €195 for 50,000,000. No data centre, certification or founding year appeared on the pages read, and the performance claims are the vendor's own.
What Onetagger does better than Google Tag Manager
- Five clear price steps up to 50 million requests
- Hardware owned in Belgium per the privacy policy
- Free plan with 10,000 requests
- Interface in ten languages
Where Onetagger is a step down from Google Tag Manager
- No certification or data centre named
- Multi-domain only from the Business plan
- Terms provide the service as is
Standout against Google Tag Manager. It is the only host here that goes up to 50,000,000 requests on a published price list.
Best for: Organisations that want tag management inside one European analytics suite
Piwik PRO S.A. in Wroclaw, founded in 2013, sells analytics, a tag manager, a customer data platform and a consent manager as one suite. The tag manager is a module, not a stand-alone hosting service, so it fits when you also want to replace analytics. The site lists data centres in Sweden and states no US transfers for EU customers.
A free core plan exists and paid plans are quoted. Next to a Google container the difference is scope: you get a single vendor for measurement and consent, but you take on a complete suite and leave Google's templates and container behind. That is more product than a site needs if it only wants hosting.
What Piwik PRO does better than Google Tag Manager
- Tag manager, analytics and consent from one vendor
- EU-only data centres
- Free core plan
- Fits public bodies with procurement rules
Where Piwik PRO is a step down from Google Tag Manager
- More product than a simple site needs
- Paid plans are quoted rather than published
- Tags must be rebuilt
Standout against Google Tag Manager. It puts consent and measurement in the same product, which a Google container never does.
Best for: Enterprise teams that want tags, consent and a customer data platform from one French vendor
Commanders Act is the trading name of Fjord Technologies, registered in Paris under SIREN 527 730 782. It grew out of a tag management business, and its Enterprise Tag Manager offers more than 100 server-side destinations, with consent state carried on the events. The Real-Time CDP and Adloop, bought in October 2023, make it a three-part suite.
Against Google Tag Manager the main difference is procurement. You get one French supplier and one contract, and you accept that nothing is priced in public. The vendor advertises no free trial and publishes no tiers, so a comparison with the hosted-container tools starts only after a sales call.
What Commanders Act does better than Google Tag Manager
- Tag manager, consent and CDP from one vendor
- More than 100 server-side destinations
- EU-based supplier at SIREN level
Where Commanders Act is a step down from Google Tag Manager
- Quote-only pricing
- No free trial
- Thinner public documentation outside France
Standout against Google Tag Manager. It owns both the tag manager and the consent layer, so there is no seam between them.
Best for: Small advertisers and agencies that mainly need clean conversions sent to ad platforms
Tracklution Oy is a Finnish company whose terms refer to Finnish law. It is a tracking layer more than a tag manager: it captures events on the server, sends them to Meta and Google Ads, and adds offline conversions from CRM, payment or backend systems. The security page states AWS with primary data centres in Stockholm.
A free plan covers 5,000 events a month, and Grow costs €39.20 a month billed annually for 50,000 events, with an attribution engine from that tier up. Next to Google's container it does less general tag management and more conversion delivery. The 34.2 percent average of conversions recovered is the vendor's own figure.
What Tracklution does better than Google Tag Manager
- Offline conversions from CRM and backend systems
- Free plan for a first test
- Agency plan with a multi-client manager
Where Tracklution is a step down from Google Tag Manager
- Free plan limited to 5,000 events
- Runs on AWS, not on its own servers
- No general tag manager interface like Google's
Standout against Google Tag Manager. It sends offline conversions from your own systems to ad platforms on the server.
Best for: Developer-led teams that want tracking reviewed like any other code
elbwalker GmbH in Hamburg (Amtsgericht Hamburg, HRB 156985) maintains walkerOS, event collection that you configure as code and run yourself. The software is free under the MIT licence. It has browser, dataLayer and HTTP sources, a collector that respects consent, and destinations such as GA4 and BigQuery.
There is no visual container editor, so it suits teams with developers. Money goes into services: fixed-price packages at €5,000, €10,000 and from €20,000, support from €600 to €2,400 a month, and a consulting call at €399. No hosting location was stated for the optional hosted app.
What walkerOS by elbwalker does better than Google Tag Manager
- MIT licence, self-hostable
- Configuration is reviewable in version control
- Named company with a Hamburg register entry
Where walkerOS by elbwalker is a step down from Google Tag Manager
- Needs developers
- Implementation packages start at €5,000
- No click-based container editor
Standout against Google Tag Manager. Its tracking setup lives in a repository where a pull request can review it.
Best for: Shopify merchants that want orders sent to GA4 and ad platforms without a container
Littledata Technologies Ltd is registered in England and Wales with its office in Newbury, so the contract sits with a UK company, which the EU treats as adequate but outside the EEA. It is a Shopify app that sends the same orders to GA4, Meta, Google Ads, TikTok and Klaviyo, using a persistent ID that recognises returning shoppers after cookies expire.
Pricing runs through Shopify billing: Flex at $0.35 per order, Scale from $219 a month at 2,000 orders and Plus from $792, all with a 30-day trial. The privacy policy states that stored data sits on Google or AWS servers in North Virginia, USA, which undercuts the reason many people leave Google in the first place.
What Littledata does better than Google Tag Manager
- Shopify setup without a tag manager
- Persistent ID beyond cookie expiry
- Per-order pricing with a trial
Where Littledata is a step down from Google Tag Manager
- Shopify only
- Data stored in the United States
- Plus plan starts at $792 a month
Standout against Google Tag Manager. It is the only entry here that works without a container, but only on Shopify.
What actually breaks when you switch
Moving a server container changes the endpoint, so the first thing that breaks is whatever still points at the old Cloud Run URL. Search your web container, your GA4 settings, your Meta and Google Ads setups and any mobile app for the old address before you cancel the cloud account. Lower the DNS time-to-live a day ahead of the switch so you can roll back quickly.
The second break is the custom domain. A first-party tagging subdomain needs the host's DNS records and a certificate, and the cookie lifetime benefit depends on it being set up on your own domain. Test in preview mode, then compare event counts in GA4 and your ad platforms for several days. Small gaps are normal while both servers run.
Leaving Google's container for JENTIS, Commanders Act, Piwik PRO or walkerOS is a different job. Tags, triggers, variables and the data layer have to be recreated and tested, which needs whoever knows your tracking plan. Budget for a parallel run, and keep the old container published until the new one matches your conversions.
Do I need to change my web container to move the server container?
In most cases no. The browser container stays where it is and keeps firing the tags you built. What changes is the server URL it sends events to: instead of a Cloud Run address you set up, the hosting company gives you an endpoint, and you map it to a subdomain such as a first-party tagging host on your own domain.
The practical work is the DNS record, a test of every tag in preview mode, and a check that the consent signal still reaches the server. Run the old and new servers side by side for a few days, compare event counts in GA4 and your ad platforms, then switch off the old one. The hosts above all document this switch because it is the most common reason people sign up.
Is a European host enough to make server-side tagging compliant?
No. Where the server runs and who operates it matters, and it is the part this page can compare. It does not decide whether you may fire a tag. That depends on your consent collection, your purposes and what each destination does with the data after the server forwards it, and the server often forwards data to US ad platforms.
What a European host does change is the number of parties holding raw request data such as IP addresses and cookies. With owntag, which states EU-only infrastructure, or Sirdata on Scaleway and Hetzner, that is a company inside the EU. Use the choice to simplify your records of processing and your data processing agreement, and keep the consent work in place.
Which one to pick
If you want to keep Google's container and stop running a server, pick a host. Addingwell has the largest free allowance, TAGGRS the certificate and its own servers, Measurebase the lowest paid price, owntag the single flat plan, Sirdata the many-domain setup and Onetagger the five-step price list. All of them work with the tags you already have.
If the aim is to get out of the Google container altogether, JENTIS suits a larger site that can rebuild, Commanders Act suits an enterprise buying tags, consent and a CDP together, and Piwik PRO suits a team replacing analytics at the same time. For a Shopify store, Littledata is the shortcut but keeps its data in the United States.
Frequently Asked Questions
For hosting the same Google server container in Europe, Addingwell from Lille and TAGGRS from Heerenveen are the first two to compare, followed by Measurebase, owntag, Sirdata and Onetagger. For replacing the tag manager itself, JENTIS from Vienna, Commanders Act from Paris and Piwik PRO from Wroclaw. Which one fits depends on whether you keep Google's container or leave it.
The tag management product is free from Google, according to its own product page. The server-side option is where cost appears: Google's Cloud Run guide gives roughly $45 per month (USD) per server in that configuration, billed through your own cloud account. The European hosts replace that bill with a plan fee.
TAGGRS is free up to 10,000 requests a month, Measurebase up to 15,000, Onetagger up to 10,000 and Addingwell up to 100,000. Tracklution has a free plan with 5,000 events. Piwik PRO lists a free core plan, and walkerOS is open source under the MIT licence. owntag, Sirdata and JENTIS offer a trial or a demo instead.
With Addingwell, TAGGRS, Measurebase, owntag, Sirdata and Onetagger, yes, because they host the Google server container. owntag states that it runs the official unmodified Google image. With JENTIS, Commanders Act, Piwik PRO or walkerOS you rebuild the tags in a different system.
Measurebase has a free plan to 15,000 requests and paid tiers from €16 a month. TAGGRS starts at €22 for 750,000 requests and Onetagger at €21 billed annually for the same volume. owntag has a single €100 plan with 5 million requests included, so it is cheaper per request at volume than at the start.
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