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Tealium iQ: What Can It Do? And How Does It Compare?

By Jason Freely / a few months ago

When most folks believe about tag management, they believe about Google Tag Manager (GTM), Adobe Launch, and Adobe DTM. And, generally, companies are making use of the tag supervisor provided by their picked world-wide-web and/or application analytics vendor.

This posting highlights what a vendor-agnostic tag supervisor product, Tealium iQ, delivers to the desk. Tealium iQ is a aspect-prosperous product that also has a special angle to tag management in comparison to the industry-dominating items.

There is no free edition, so companies want a sound use scenario.

I’ll begin by covering some of the normal distinctions among Tealium iQ and Google Tag Manager, then dig into some technological details of Tealium iQ.

Tealium iQ vs. Google Tag Manager

Most folks working in analytics is aware something about GTM, so, for this posting, I’ll assess GTM and Tealium iQ directly.

Let’s begin with a seem at terminology. This record isn’t comprehensive but illustrates similarities and distinctions.

Google Tag Manager Tealium iQ Explanation
Accounts Account (singular) In Tealium iQ, one company generally has one Account. One Tealium iQ person, like a marketing consultant, can have accessibility to a number of buyer Accounts.
Container Profiles and Libraries Profiles provide the same goal as Containers in Google Tag Manager. A Library has the same performance as a Profile, but its goal is to be inherited by one or a number of Profiles. One Account can comprise a number of Profiles and Libraries.
Tags Tags Tags are the same as in Google Tag Manager.
Variables Variables The expression Variables has the same that means as in Google Tag Manager. Nonetheless, Tealium iQ does not have the same Variables as Google Tag Manager, and not all of them function the same way or provide the same performance.
Triggers Load Procedures, Disorders, and Scope Load Procedures are the equivalent of Triggers in Google Tag Manager. Tealium iQ also has the terms Disorders and Scope, which provide similar reasons somewhere else in the product.

1. Seller-agnostic (or not)

Tag management items like Google Tag Manager and Adobe Launch are not genuinely vendor-agnostic, which helps make sense—these equipment cater to the wants of other items developed and preserved by the same vendor.

Nonetheless, with a just lately added Tag Templates and Community Template Gallery performance, Google Tag Manager is quickly getting a more vendor-agnostic product. Until then, that hadn’t been the case—unless you ended up completely ready to do a ton of custom JavaScript function.

Tealium iQ has lengthy supported heaps of tags from various distributors on the same terms, supplying similar performance for all tags. Even the same Variables and Facts Layer setup, for instance, can be applied for ecommerce tracking in Google Analytics and Adobe Analytics.

2. Tags

As talked about, Tags in Tealium iQ are the same as in Google Tag Manager, nevertheless Tealium iQ has a a bit various way of building and enhancing them.

A 3-step wizard solution

When introducing or enhancing Tags, you use the same variety of 3-step template:

  1. Tag Configuration. Regulate the normal options of the Tag. It’s also possible (see under) to use an “Extract From Code” functionality, which tries to discover options and their values from a script you paste in.
  2. Load Procedures. Determine the Load Procedures that result in execution of the Tag. You can pick a number of principles, and these can then result in the Tag making use of a “Match All Rules” or “Match Any Rule” evaluation method.
  3. Facts Mappings. Map your knowledge to particular Tag parameters. One piece of knowledge can be mapped to a number of Tag parameters Tag parameters are arranged into rational types.
tag configuration in tealium iq.

Tag Market

The Tag Market has many pre-manufactured Tag templates—more than 1,000, the two outdated and new.

tag marketplace in tealium iq.

You also have a wonderful aspect referred to as “Detect Tag From Code,” which does just that. It does not generally discover Tags effectively, but if you have an unfamiliar script, it may well level you in the ideal route.

When introducing a Tag, you are introduced with the precise same 3-step template as if enhancing an present Tag.

You can restrict the forms of Tags that can be added to your Profiles by way of the Tag Market Plan. Pick out the Tags you want to make it possible for, then cover the relaxation.

An critical notice about making use of Tag templates: Most evolve and adjust around time, some more than many others. Tealium does not routinely update present Tags to the latest readily available versions. If requested to do it, Tealium can choose a lengthy time to update Tags. This may well be a downside of the present-day Tag templates, even for Tealium on their own.

three. Facts Layer

As with any other tag management process, Tealium iQ’s Facts Layer is a collection of crucial-price pairs that contains details. But in comparison to Google Tag Manager, Tealium iQ is a little bit various.

You can examine Tealium’s personal description of the expression Facts Layer listed here. You can also obtain particular Tealium Facts Layer recommendations for various places of business.

From webpage

As you would count on, Tealium iQ has a Facts Layer that you define in the HTML of world-wide-web web pages or indigenous code of mobile applications. The subsequent is from the homepage of tealium.com:

data layer code from tealium iq.

It seems pretty much like what you see when applying tag management techniques from other distributors. In Tealium terminology, this Facts Layer is referred to as the Common Facts Object (UDO).

In product

In the Tealium iQ UI, you will also obtain a part named “Data Layer,” and, as you would count on, this is where by the knowledge from the “in-page” Facts Layer, the UDO, also lives.

In this part, you generate Variables as a link among the UI and the Facts Layer applied on web-site web pages or in-application code.

In this article, you can also generate variables with other knowledge, for instance knowledge in cookies or meta tags of a world-wide-web webpage. You can generate empty variables to populate with knowledge from inside the UI, too.

An example would be screen scraping world-wide-web web pages or tracking person scroll with JavaScript added by way of the UI. That JavaScript would map knowledge into the empty Variables for use in any applied Tags.

Arrays of Strings, not JSON

As opposed to Google Tag Manager—where the Facts Layer is one significant JSON object—the Tealium iQ Facts Layer is a collection of Strings and Arrays of Strings.

So, for tracking product-particular points in Tealium iQ, you would, for instance, have one Facts Layer Variable with product IDs and one with product names, much like tracking in Adobe Analytics—but certainly not like defining a single JSON object per product that incorporates all its knowledge, like in Google Tag Manager.

If you have labored a ton with Google’s suite of items, this change will take a little bit of acquiring applied to. For an example of this, seem at Tealium’s description of Array Variables.

4. Variables

As with any tag management process, Variables are the cornerstone of Tealium iQ. Let’s dive into how they exist in the Tealium iQ universe.


Tealium iQ has a particular collection of Variable forms that are similar—but not just the same—as in other items:

  • UDO Variable. Fetch knowledge described in the webpage/application Facts Layer.
  • JavaScript Variable. Determine a Variable based mostly on the output of a one-line JavaScript reference. For instance, “window.testVar1” to get the price of the “testVar1” variable put directly in the window object of a world-wide-web webpage. 
  • Meta Facts Ingredient. Fetch the price of meta knowledge factors located on world-wide-web web pages. For example, get the price “utf-8” from the meta tag: .
  • Initially Get together Cookie. Stating the title of a to start with-party cookie will fetch the price of that cookie.
  • Querystring Parameter. Fetch the price of any crucial/price pair located in the question string of your world-wide-web web pages.

All Variables are named like their particular person knowledge resource, so you also have the solution to insert an alias, which is then shown all through the UI. This also assists circumvent any bad naming that comes from the knowledge sources of your Variables.

As you can see, the Facts Layer applied within of Tealium iQ can consist of a ton more than what is described in your “in page” Facts Layer, particularly the UDO.


Devoid of the want for JavaScript, Tealium iQ lets persistent Facts Layer Variables. The length can be established to the life time of the session or visitor, but also a particular number of several hours or days. This persistence performance is based mostly on the use of to start with-party cookies.

You can use a pre-manufactured Extension—something coated a little bit later—for that goal.

Frequent Variables (pre-manufactured offers)

A Variable-particular aspect well worth mentioning is “Common Variables,” which lets you to import predefined offers of Variables.

These offers are performance- or process-based mostly and are divided into two bundle types: standard and provider.

Normal bundles

This category has bundles for particular technological reasons, like web-site search, ecommerce, and “Tealium Developed-in Data” Variables. Introducing the package “Tealium Developed-in Data” adds Variables like:

  • Is_begin_of_session. A flag that indicates whether or not a pageview is the begin of a session. A price of 1 means indeed means no.
  • Session_webpage_watch_depend. The number of web pages viewed for the duration of the present-day session.
  • Session_depend. The number of sessions for a special visitor.
  • Visitor_id. A special identifier for each and every visitor.

(Additional Variables than those shown are section of the package.)

Service provider bundles

Although standard bundles are based mostly on performance, provider bundles support integrations with Tealium iQ for Adobe Encounter Manager, Sitecore, Shopify, Magento, WordPress, and many others.

These offers allow you see Variables like CMS template and webpage author. (Tealium presents an integration tutorial.)

Bulk Import Variables from CSV

If you want to generate a ton of Variables at the same time, you can bulk import these as one blended chunk of comma-separated textual content.

This import performance is easy to use, though—for some reason—exporting Variables from the Facts Layer and importing them does not generally function. Owning more reputable import and export abilities would make this performance so much greater.

5. Labels and Notes

You can insert Labels and Notes to almost everything in Tealium iQ. Notes are entered in a simple commentary industry, assisting others—or yourself—remember what a particular Tealium iQ element does or why it was established up as it is.

Labels in Tealium iQ are similar to Folders in Google Tag Manager—a way to group points alongside one another but also mark them by relevance or some other ruleset. A wonderful thing about Labels, which folks tend to forget about, is that you can use them as resource locks, so that users added only to a selected Label have accessibility to adjust factors.

6. Environments

In Tealium iQ, publishing is completed to one of 3 default Environments:

  1. Dev
  2. QA
  3. Prod.

When you carry out Tealium iQ, you established it to run Dev on your growth servers, QA on your QA/Exam servers, and Prod on your are living generation web-site.

You can publish to any blend of Environments at the same time, so make certain you are publishing improvements to the right Environments.

7. Versions

Every time you publish in Tealium iQ, you help you save a new Edition of the Profile you publish. You can also choose to save—but not publish—a Edition in the Publishing modal.

When conserving, you can choose possibly to “Save” (i.e. overwrite) or “Save As” (i.e. generate a new edition).

save and publish in tealium iq.

Tealium iQ contains an elaborate (but visual) overview of Versions.

eight. Community

If you want to function with Tealium iQ, head to their online local community, Tealium Understanding Community (TLC).

You will not obtain much by searching Google for in-depth methods on Tealium iQ implementation. The appealing stuff—guides, documentation, and peers—is in the TLC, so you may well as very well go there directly.

Virtually none of the details necessitates a login.

9. Support

Moreover supplying a superior local community, Tealium has professional support. The support process itself isn’t increased than with any other vendor, but the personnel supplying the support are top rated-notch, even for really technological troubles or solution requests.

Tealium iQ: The technological information that differentiate it

You have some basic information about what helps make Tealium iQ tick. Let’s seem at some facets that are special to Tealium iQ.

1. Extensions

Extensions act as helpers—for present performance and, in their innovative variety, as a way to insert new performance to your setup.


A ton of the readily available Extensions provide as helpers. In this article are a number of prevalent kinds:

  • Lookup Desk. Like in Google Tag Manager, you can use Lookup Tables, together with the import or export of crucial/price mappings.
  • Established Facts Values. Determine the price of UDO Variables as directly entered textual content, from a further Variable, or the price of a one-line JavaScript.
  • Lessen-Casing. Transform the casing of all Variable values to Lessen-Circumstance. This can benefit knowledge consistency.
  • Persist Facts Value. As the title implies, this helper Extension helps make added Variables persistent.
scope and configuration in tealium iq.
An example of the “Set Facts Values” Extension.

There are also pretty a number of innovative Extensions. We’ll seem into one of them, the “JavaScript Code” Extension.

The “JavaScript Code” Extension

Include custom JavaScript code for regardless of what goal, like introducing your personal script for scroll tracking.

The Extension is pretty innovative, together with performance like:

  • Drafts. Make various Drafts (Versions) of your code that are contained inside the Extension.
  • Compare Drafts. Compare Drafts of the JavaScript code.
  • Acceptance for publish. Acceptance to publish code to picked Environments. If desired, you can publish various Drafts to various Environments.
  • GitHub Sync. Synchronize the code contained in the Extension with that of a GitHub-hosted repository.


Tags use Load Procedures to make your mind up when they ought to run Extensions use Disorders. Disorders have the same performance as Load Procedures but need to be described on a per-Extension foundation.

Additionally, you even now define which Variables want to involve which values for the Extension to fireplace. You can also not established any Disorders, in which scenario the Extension will run solely based mostly on the Scope environment (talked about under) for the Extension.


When working with Extensions in Tealium iQ, you also want to know the expression Scope, which—like a Condition—affects when Extensions run.

Available Scope environment are:

  • Pre Loader
  • All Tags – Just before Load Procedures
  • All Tags – Immediately after Load Procedures
  • DOM Ready
  • Specific Tag(s)
  • All Tags – Immediately after Tags.

I will not go into element about all of them, but you in all probability see the likely based mostly on their names. “Pre Loader,” even so, may well want a little bit of clarification. The “Pre Loader” Scope is the earliest level in time at which you can run an Extension.

You could, for instance, established up a “kill switch” Extension to convey to Tealium iQ not to run nearly anything at all—the “Pre Loader” Scope is just right before Tealium iQ begins loading almost everything you have established up in the Profile.

If you want to adjust Variables right before they get sent to Google Analytics, you can Scope an Extension to do that (i.e. operating just right before your Google Analytics Tag).

Every Scope solution, in reality, has its position in the Tealium iQ “Order Of Operations.”

2. Purchase of Operations

Tealium iQ follows a stringent “Order of Operations” method, which stipulates just when it does what. The subsequent is a simplified record of the Purchase of Operations when loading a world-wide-web webpage:

  1. “Pre Loader” Extensions
  2. Facts Layer Processing
  3. “All Tags” Extensions with execution “Before Load Rules”
  4. Load Procedures
  5. “All Tags” Extensions with execution “After Load Rules”
  6. Tags not established to wait for DOM Ready
  7. Normal tags
  8. DOM Ready:
    • Operate Extensions scoped to “DOM Ready”
    • Cause Seller Tags:
      • Extensions scoped to the tag
      • Use Facts Mappings
      • Fireplace Tag.
  9. Extensions scoped to “All Tags” with execution “After Tags.”

Simply because Scope allows you define when in the Purchase of Operations you want an Extension to run, you can pinpoint when steps choose area. Read through a more comprehensive clarification listed here.

three. On/Off

A pretty simple, but wonderful, aspect in Tealium iQ is that pretty much almost everything can be turned on or off with the flip of a swap. This contains Load Procedures, Tags, and Extensions—but not Variables administered in the Facts Layer part of the UI.

It saves the function of possessing to fiddle with Load Procedures and Disorders if you just quickly want to toggle something on or off.

(It is in fact an On/Off swap you just simply click, so it’s pretty easy. While, you even now want to publish the Profile to get the adjust active in your Environments.)

4. Libraries

Libraries have the same skills as Profiles, but Profiles can inherit the contents from one or more Libraries. When Library content is inherited by a Profile, that content is locked and are unable to be modified in inheriting Profiles.

The Library content can even now be modified inside the Library based mostly on accessibility rights. 

In the illustration under, the eco-friendly bins are Libraries, and the orange bins are particular person Profiles:

diagram showing the interaction between libraries and profiles in tealium iq.

As you can see by subsequent the eco-friendly and blue traces, the “Corporate Tracking” Library is inherited by all Profiles (i.e. Web-site #1, Web-site #2, Web-site #three). But the Library “Global Ad tags” is inherited only by Profiles “Site #1” and “Site #three.”

A person Profile can inherit from a number of Libraries simultaneously.

5. Content Shipping and delivery Networks (CDNs)

As with other tag management techniques, Tealium iQ hosts revealed content on CDN servers. Tealium iQ, even so, utilizes a multi-CDN network, serving content from CDNs these as Akamai and EdgeCast.

This assures superior failover if one vendor’s servers are down. It also helps make it possible to check out the speeds of the closest CDNs and provide data files to the person from the swiftest one, across geographical spots and among distributors.

If you never want to use Tealium’s CDN, you can host it oneself. It’s easy to established up Tealium iQ to make distribution .zip data files, then download those for unpacking and hosting on your servers.

Also of notice: Tealium has CDN servers in China if you want to goal the Chinese industry.

6. Custom made tags

Presented the previously mention of the many pre-manufactured tags, you may well ponder: Is it possible to generate your personal Tags? Indeed.

The innovative way of performing this is to use a Tag referred to as “Tealium Custom made Container,” which presents an empty Tag “shell.” That “shell” is a somewhat massive snippet of JavaScript crafted to healthy the Tealium “Order of Operations.” You can then insert code bits to be executed inside that structure.

An much easier solution is to use the Tealium Generic Tag, which lets you to insert custom pixels, iframes, or scripts, together with mapping of Variable knowledge to parameters.

custom tag setup in tealium iq.

7. Debugging

If you are applied to debugging Google Tag Manager containers, then you’ll obtain debugging Tealium iQ Profiles a little bit various. That reported, Tealium iQ lets you to debug its Profiles thoroughly.

The advisable way of debugging Tealium iQ Profiles—but also the more technological one— is to help its console debugging output:

debugging console view in tealium iq.

You never want to comprehend every line even so, know that it outputs knowledge about pretty much almost everything likely on, together with Facts Layer and Tag knowledge for all states in the Purchase of Operations.

This is technological, but it’s also where by you get most details about what is likely on. Browser extensions exist for debugging Tealium iQ, but none relays as much element as console debugging.

A person browser extension you may perhaps want to use is Tealium Tools, developed by Tealium. It allows you swap among Environments on web-sites with Tealium iQ. So, for instance, you can do a check run of the Dev Ecosystem on the generation web-site, which would usually run the Prod Ecosystem.

This browser extension can also be expanded by way of custom scripts. Tealium presents some of these, but you can also generate your personal.

environment switcher in tealium iq.

eight. Platform SDKs

Tealium iQ has SDKs for numerous platforms: JavaScript (Internet), iOS (also tvOS and WatchOS), Android (also Tv set and Wear), C#, Angular, Node, Ruby, and Python.

Have a seem at their platform documentation listed here.

9. Obtain management

Creating Tealium iQ users follows a 5-step method, which properly illustrates the extent of the accessibility management:

diagram of account permissions in tealium iq.

Consumers are added to the Account and a variety of fundamental Profiles and Libraries. Permissions are assigned on the two an Account and Profile/Library degree.

To give you an idea of the likely granularity, seem at the subsequent screenshot that exhibits Profile/Library authorization options:

profile permissions in teqlium iq.

A Password Plan and Multi-Component Authentication can be established up on the Account degree.

10. APIs

A person great thing about Google Tag Manager is the Administration API. And to use that API, you never even want to create a device oneself. You can use freely provided equipment, like those developed by Simo Ahava.

In September 2018, I submitted a product idea for the growth of a similar Administration API for Tealium iQ. One calendar year later, the position of the product idea is even now “Being Considered.” So, sadly, it does not appear to be a substantial priority for Tealium.

Other APIs exist, but in the scope of this posting, we will not seem into them.


This publish is intended to get rid of gentle on what Tealium iQ offers. Even with its length, it would be easy to produce even more thoroughly about just a number of pieces or features.

Must you choose Tealium iQ around a product like Google Tag Manager? I can not say—a multitude of factors want to be taken into account.

But, with any luck ,, the information and comparisons in this publish may well support you make that decision.