Google Tag Manager (Server-Side) vs Tealium iQ
Google Tag Manager (Server-Side)
A server container for Google Tag Manager that receives event streams on your own domain and fans them out to vendors from infrastructure you control.
Full directory entry →Tealium iQ
Tealium's enterprise tag management system — the client-side entry point to its Customer Data Hub, with consent enforcement applied at the point of collection.
Full directory entry →Facts, side by side
| Google Tag Manager (Server-Side) | Tealium iQ | |
|---|---|---|
| Pricing model | free | enterprise |
| Pricing notes | The container software is free; you pay for hosting — Cloud Run, App Engine, or any Docker host — or a managed provider such as Stape. Google's Cloud Run guide estimates roughly $45/month (USD) per instance (1 vCPU, 0.5GB, CPU always allocated) and recommends a minimum of two instances, so budget about $90/month before traffic-driven autoscaling. | Quote-based; typically sold as part of the wider Tealium platform alongside EventStream and AudienceStream. |
| Open source | No | No |
| Self-hostable | Partial — The runtime is a Docker image you host anywhere (Cloud Run, App Engine, any container platform), but the management console remains Google-hosted SaaS at tagmanager.google.com — same grading as Adobe Launch and Tealium. | Partial — The generated utag.js bundle can be hosted on your own domain or CDN; the management console is SaaS. |
| Categories | Tag management | Tag management |
| Who it's for | implementation engineers, data engineers, measurement managers | implementation engineers, measurement managers |
| Integrations listed | 4 | 6 |
Directory entries last updated: Google Tag Manager (Server-Side) 2026-07-18 · Tealium iQ 2026-07-18.
In brief
Google Tag Manager (Server-Side) — A server container for Google Tag Manager that receives event streams on your own domain and fans them out to vendors from infrastructure you control. Pricing: free. The container software is free; you pay for hosting — Cloud Run, App Engine, or any Docker host — or a managed provider such as Stape. Google's Cloud Run guide estimates roughly $45/month (USD) per instance (1 vCPU, 0.5GB, CPU always allocated) and recommends a minimum of two instances, so budget about $90/month before traffic-driven autoscaling. Self-hosting: Partial — The runtime is a Docker image you host anywhere (Cloud Run, App Engine, any container platform), but the management console remains Google-hosted SaaS at tagmanager.google.com — same grading as Adobe Launch and Tealium.. Listed integrations: google-tag-manager, google-analytics-4, stape, bigquery.
Tealium iQ — Tealium's enterprise tag management system — the client-side entry point to its Customer Data Hub, with consent enforcement applied at the point of collection. Pricing: enterprise. Quote-based; typically sold as part of the wider Tealium platform alongside EventStream and AudienceStream. Self-hosting: Partial — The generated utag.js bundle can be hosted on your own domain or CDN; the management console is SaaS.. Listed integrations: google-analytics-4, adobe-analytics, amplitude, onetrust, didomi, usercentrics.
Which one, when
Derived mechanically from the structured facts above — deltas only, not an editorial verdict. Where the facts tie, read both entries.
- its pricing model is free, where Tealium iQ is enterprise
- its entry lists data engineers in "who it's for"; Tealium iQ's does not
No structural edge in the directory facts — the differences are qualitative. Read the full entry.
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