Head-to-head · 2026

Etiquetta vs Google Tag Manager

Etiquetta is a European alternative to Google Tag Manager — same web analytics use case, built under EU data-protection law.

By the EU Alternatives team Last updated

European alternative
Etiquetta logo
Etiquetta
Spain
Jurisdiction
EU / EEA
GDPR by default
Yes
US CLOUD Act exposure
No
Open source
No
Free tier
No
See full Etiquetta profile
Non-EU
Google Tag Manager
Google Tag Manager · US

Google Tag Manager — a non-EU product.

Jurisdiction
US
GDPR by default
Requires DPA + TIA
US CLOUD Act exposure
Yes
All European alternatives to Google Tag Manager

Why choose Etiquetta over Google Tag Manager?

The decisive argument is data jurisdiction. Google Tag Manager is headquartered in US, which means personal data processed through it can be subject to non-EU legal regimes — the US CLOUD Act, FISA 702, or similar laws depending on the provider. After the 2020 Schrems II ruling, EU organisations must carry out a transfer impact assessment for every such data flow.

Etiquetta removes that overhead. As a Spain-based provider, it operates natively under GDPR, and data stays inside the EU/EEA by default. For regulated sectors — health, public administration, finance — that's not a nice-to-have but a requirement. For everyone else, it's concentration-risk insurance: you avoid depending on a single non-EU jurisdiction that can change the rules without warning.

Frequently asked questions

Is Etiquetta a good alternative to Google Tag Manager?
Yes — Etiquetta is one of the top-ranked European alternatives to Google Tag Manager in our directory, covering the same web analytics use case. It is headquartered in Spain, keeping your data under EU law by default.
What's the main difference between Etiquetta and Google Tag Manager?
The biggest difference is jurisdiction: Etiquetta is based in Spain and operates under GDPR and EU data-protection law, while Google Tag Manager is headquartered in US and may transfer data outside the EU. For regulated industries or organisations following Schrems II guidance, this difference is decisive.
Is Etiquetta GDPR-compliant?
Etiquetta is a European company based in Spain, so GDPR compliance is the default operating model — not a bolt-on. No transfer impact assessment is required for EU customers, unlike when using Google Tag Manager.
How do I migrate from Google Tag Manager to Etiquetta?
Start by exporting your data from Google Tag Manager (most providers offer an export in their settings). Then import into Etiquetta using its native import tool or migration guide. Running both in parallel for a week catches any feature or workflow gaps before you fully switch.

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