Astronomer vs Google Tag Manager vs Segment

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Advice on Astronomer, Google Tag Manager, and Segment
Iva Obrovac
Product Marketing Manager at Martian & Machine · | 8 upvotes · 54.3K views


This is a question for best practice regarding Segment and Google Tag Manager. I would love to use Segment and GTM together when we need to implement a lot of additional tools, such as Amplitude, Appsfyler, or any other engagement tool since we can send event data without additional SDK implementation, etc.

So, my question is, if you use Segment and Google Tag Manager, how did you define what you will push through Segment and what will you push through Google Tag Manager? For example, when implementing a Facebook Pixel or any other 3rd party marketing tag?

From my point of view, implementing marketing pixels should stay in GTM because of the tag/trigger control.

If you are using Segment and GTM together, I would love to learn more about your best practice.


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Replies (1)
Ruben Lozano
Growth Marketing Specialist at Ruben Lozano Me · | 4 upvotes · 20 views

Hello Iva,

I think it is a good exercise to think about this framework once you start to add tags, triggers, and parameters and connect data between different tools (Amplitude, Google Ads, Linkedin Ads, Twitter Ads). I really love a post where Daniel Wolchonok shared a video about the Data Stack at Reforge ( My suggestion and what I see in other startups, centralise everything in one platform, Segment, and then send data whatever you need. Allow Google Tag Manager to be the tool for marketers and don't allow them to use Segment (I am a marketer). It is good that marketers have the freedom to set up tags and triggers for conversions and audiences but it is good that they don't have access to everything. So, I found it very simple to do it that way, Segment for everything and then connect Segment with Google Tag Manager where Google Tag Manager will allow marketers to work on the events, conversions, tracking, pixels, etc.

I hope you find this helpful. I will try to work on creating basic documentation to collect all of that information. I found really interesting for many startups at the beginning.


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Pros of Astronomer
Pros of Google Tag Manager
Pros of Segment
    Be the first to leave a pro
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      • 86
        Easy to scale and maintain 3rd party services
      • 49
        One API
      • 39
      • 25
        Multiple integrations
      • 19
        Cleanest API
      • 10
      • 9
      • 8
        Mixpanel Integration
      • 7
        Segment SQL
      • 6
      • 4
        Google Analytics Integration
      • 2
        Salesforce Integration
      • 2
        SQL Access
      • 2
        Clean Integration with Application
      • 1
        Own all your tracking data
      • 1
        Quick setup
      • 1
        Clearbit integration
      • 1
        Beautiful UI
      • 1
        Integrates with Apptimize
      • 1
      • 1
        Woopra Integration

      Sign up to add or upvote prosMake informed product decisions

      Cons of Astronomer
      Cons of Google Tag Manager
      Cons of Segment
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          • 2
            Not clear which events/options are integration-specific
          • 1
            Limitations with integration-specific configurations
          • 1
            Client-side events are separated from server-side

          Sign up to add or upvote consMake informed product decisions

          What is Astronomer?

          Astro is the modern data orchestration platform, powered by Apache Airflow. Astro enables data engineers, data scientists, and data analysts to build, run, and observe pipelines-as-code.

          What is Google Tag Manager?

          Tag Manager gives you the ability to add and update your own tags for conversion tracking, site analytics, remarketing, and more. There are nearly endless ways to track user behavior across your sites and apps, and the intuitive design lets you change tags whenever you want.

          What is Segment?

          Segment is a single hub for customer data. Collect your data in one place, then send it to more than 100 third-party tools, internal systems, or Amazon Redshift with the flip of a switch.

          Need advice about which tool to choose?Ask the StackShare community!

          What companies use Astronomer?
          What companies use Google Tag Manager?
          What companies use Segment?

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          What tools integrate with Astronomer?
          What tools integrate with Google Tag Manager?
          What tools integrate with Segment?
            No integrations found

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            What are some alternatives to Astronomer, Google Tag Manager, and Segment?
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