walkerOS vs. Google Tag Manager
Google Tag Manager (GTM) has been the industry standard for tag management. But as privacy regulations tighten and development practices evolve, many teams are looking for alternatives. Here's how walkerOS compares.
Quick comparison
| Feature | GTM | walkerOS |
|---|---|---|
| Open-source | No | Yes |
| Self-hosted option | Yes (sGTM) | Yes |
| Server-side runtime | Sandboxed environment | Full Node.js |
| Config location | Google's UI | Your codebase |
| Privacy/GDPR | Requires configuration | Built-in consent handling |
| Version control | Limited UI history | Git-native |
| Developer experience | GUI-based | Code-first |
| Composable tagging | No | Yes (tag once, use everywhere) |
| Learning curve | Low (GUI) | Medium (code) |
| Works with Google tags | Yes | Yes |
Who should use what?
Choose GTM if
- You prefer GUI-based configuration over code
- You're heavily invested in the Google ecosystem
- You need quick setup without developer resources
- Your team is already trained on GTM
Choose walkerOS if
- Data privacy and ownership is a priority
- You want version-controlled, reviewable tracking
- You need self-hosted infrastructure
- You're building with modern component frameworks (React, Vue, etc.)
- You want tracking to be part of your development workflow
Key differences
Data ownership & privacy
GTM: With client-side GTM, data flows through Google's servers. Server-side GTM (sGTM) lets you host your own endpoint, but your configuration still lives in Google's UI and the runtime is sandboxed.
walkerOS: Self-hosted by default. Your data never touches third-party servers unless you explicitly send it there. Config lives in your codebase. Built-in consent management ensures you only track what you're allowed to.
Developer experience
GTM: GUI-based configuration. Changes are made through a web interface, making code review difficult. Version history exists but isn't Git-integrated.
walkerOS: Config-as-code approach. Tracking is defined in your codebase, reviewed in pull requests, and deployed with your application. If it works in staging, it works in production.
Flexibility
GTM: Optimized for Google products (GA4, Google Ads). Third-party integrations require custom templates or JavaScript.
walkerOS: Vendor-agnostic. Send events to any destination: analytics tools, data warehouses, marketing platforms, or your own APIs. Switch providers without changing your tracking code.
Cost
GTM: Client-side GTM is free but data flows through Google. Server-side GTM requires hosting infrastructure. Both are free software, costs come from hosting.
walkerOS: Free and open-source. Self-host on your own infrastructure. Both solutions have similar hosting costs for server-side use - the difference is runtime flexibility, not price.
Can they work together?
Yes! You don't have to choose one or the other. walkerOS can push events to GTM via the GTM destination, letting you:
- Use walkerOS for structured, consent-aware event collection
- Keep GTM if your team is already familiar with it
- Gradually migrate away from GTM at your own pace
Getting started
Ready to try walkerOS? Check out the quickstart guide to get up and running, or explore the GTM destination to see how they work together.