Google Tag Manager logo

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).

Matomo by Stackhero logo

Matomo by Stackhero

Uses renewable energy
EU EU hosted Open source

"Matomo by Stackhero" is a managed Matomo service from France provided by Stackhero.

Matomo is a powerful open source web analytics platform.

Stackhero runs each Matomo service on a private instance (VM) with a fully dedicated IPv4 for high performances and security. Websites, members, segments, goals and data retention time are unlimited on Stackhero.

Stape logo


Estonia EU EU hosted Free plan

Stape is a tag management system from Estonia. Stape hosts fully managed server-side Google Tag Manager containers. The sGTM containers are connected to server-side containers in your GTM account and can be configured there. The containers provided by Stape can be hosted in Europe and can remove personally identifiable information (PII) before sending data to other services. Stape provides all kinds of templates that make the configuration for popular services like Google Analytics or Facebook Pixel easier.

Friendly Analytics logo

Friendly Analytics

Switzerland EFTA EFTA hosted

Friendly Analytics is a web analytics service from Switzerland that offers more advanced features like a tag manger in addition to the normal tracking options.

Friendly Analytics is based on Matomo, a widely used and powerful open-source web analytics software. It is also possible to track users without cookies, which has the advantage that no cookie banner is necessary. Friendly Analytics also advertises its free support via email, videos and audio calls. Those who currently use Google Analytics will also be happy about the import feature.

Piwik PRO logo

Piwik PRO

Poland EU Free plan

Piwik PRO is a web analytics service from Poland, with analytics, a tag manager and a consent manager. The consent manager is a customizable cookie banner, that asks user for consent.



Austria EU EU hosted

JENTIS is a tag manager system from Austria, that offers hosting of a server-side tag management system with over 100 connectable Tools (GA, Meta, LinkedIn, etc.).

This allows the customers to track data thanks to the 1st party and gain full data sovereignty, as the customer can decide which data is further forwarded to 3rd party services. The goal is to allow the customers to continue to use their current Tech-stack with only a minor change in their current Tag Management System.

Self-hosted & Open Source

Matomo logo


New Zealand Open source

Matomo is an open source web analytics service, that can be self-hosted. The company behind Matomo is from New Zealand.

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