Google Tag Manager vs Google Analytics

Google Tag Manager vs Google Analytics…! Google Tag Manager helps to easily add Google Analytics tracking codes (tags) to the website. Publish GA event code snippets and define rules, when each tag should fire. Google Tag Manager is the middle-man of digital analytics implementation on the website.

Google Analytics’ main purpose is generating reports and statistics about the website, for example:

  • how many users visited the website.
  • what country are they from.
  • the number of pages user’s visited per session.
  • how many visitors bounced off the website (without performing any action).
  • top landing pages.

The only way Google Analytics can track these user interactions is with the help of a marketing tag, it’s called GA Tracking Code or GA Javascript code snippet, which must be placed on every page of the website

Once an interaction occurs on a site (e.g. pageview), a Javascript snippet sends the corresponding data to Google Analytics’ servers.

There’s no problem if you just want to put the GA tag on all websites and track general information like pageviews, bounce rate, session duration, referrals, etc.

However, to track how many people used a specific feature on the website/app or track sales.

In this case, we’ll need to add custom tags – Google Analytics events that send the data only when a visitor completes a particular action on the website. For example: a form submission.

So what to do here? Ask the developer to add that form submission tracking tag to a website, right? But what happens when there are tens or hundreds of interactions we are willing to track with Google Analytics?

Unfortunately, it will require a lot of developer’s time. It might take weeks or even months until we can get our marketing tags up and running.

Google Tag Manager can help you!

Google Tag Manager makes it easier to manage this with the help of tags by letting us define the rules of when certain tags should fire. Let’s take an overview of GTM.

Google Tag Manager is free software from Google that allows to publish/deploy various types of code (tags) to the website.

Some good examples of a tag would be Google Analytics tracking code, Google Analytics event codes, Google Ads conversion script and remarketing tags. There are many more types of code that can be added to the website using GTM, including custom codes.

Before GTM, GA tracking codes have to be hard-coded, usually by a web developer on each individual page.

Having hundreds of events is very difficult when it comes to maintaining/updating them. But Google Tag Manager solves this problem because all the tags are stored in one place – under one GTM account.

Google Tag Manager also lets test tags to make sure they are triggered when the right page is loaded or click a particular button.

Another great benefit: we can change the tags and the way they work without actually changing the source code of the website – instead we can just edit tags in the GTM user interface and publish changes with a click of a button.

Google Analytics is not the only tag compatible with Google Tag Manager. Other examples include:

  • Google Ads Conversion Tag.
  • Google Ads Remarketing Tag.
  • Facebook Pixel code
  • Crazyegg tracking code.
  • Inspect tracking code.
  • Any other custom HTML/javascript code

To sum up, Google Tag Manager lets us manage various Javascript tracking codes (Tags) on the website. Google Analytics tracking code is one of those tags. What do you think of Google Tag Manager vs Google Analytics? Do let me know.

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