Etiquetta vs Google Tag Manager
Etiquetta is a European alternative to Google Tag Manager: same web analytics use case, headquartered in Spain and operating under GDPR by default, while Google Tag Manager is based in the United States.
By the EU Alternatives team Last updated
- Jurisdiction
- EU / EEA
- GDPR by default
- Yes
- US CLOUD Act exposure
- No
- Open source
- No
- Free tier
- No
Google Tag Manager, a non-EU product.
- Jurisdiction
- US
- GDPR by default
- Requires DPA + TIA
- US CLOUD Act exposure
- Yes
Etiquetta vs Google Tag Manager at a glance
| Etiquetta | Google Tag Manager | |
|---|---|---|
| Headquarters | Spain | US |
| Data jurisdiction | EU / EEA | US law applies |
| GDPR by default | Yes | Requires DPA + transfer assessment |
| US CLOUD Act exposure | No | Yes |
| Open source | No | — |
| Free tier | No | — |
| Best for | Teams that need web analytics with EU data residency | Teams already invested in the Google Tag Manager ecosystem |
Choose Etiquetta if…
- You want your data to stay under EU law without extra legal paperwork
- GDPR compliance or public-sector requirements apply to you
- You'd rather back the European tech ecosystem
Stick with Google Tag Manager if…
- You depend on integrations only available in the Google Tag Manager ecosystem
- Your organisation has no EU data-residency constraints
- Migration costs outweigh the jurisdiction benefits for now
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 such as health, public administration, and 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.