Google Tag Manager vs. Google Analytics – Which one to use and when

Google Tag Manager vs. Google Analytics – Which one to use and when


In this video we’re going to talk about Google
Analytics versus Google Tag Manager. All and more coming up. Hey there measuregeeks. Julian here back with
another video for you. Now, you might be thinking this doesn’t quite make sense, Google Analytics
versus Google Tag Manager? Then you’re pretty advanced already in Google Tag Manager or Google Analytics for that matter,
and know exactly the differences. But a lot of
beginners are asking themselves do they use Google Tag Manager or should I use Google
Analytics? And we’ve going to discover in this video why this question doesn’t quite
make sense, how these tools are actually different, and how you can utilize them together or separate.
Now we got lots to cover. So let’s dive in. So first of all, we need to talk about what
Google Analytics and Google Tag Manager are all about. Google Analytics is a tracking
tool. You can install it on your website or your mobile apps and it will gather data for
you which you can later analyze. Now you install a little bit of tracking code onto your website
then measures the data, transfers it over to Google Analytics there it gets processed
and stored on Google servers. And once all this data is ready, we’ll be able to view
it in a nice user interface where we can do much more to the data, we can analyze it,
segment it, filter it, move it around. So we get to that sweet insights which will help
us to understand our users better on our website or mobile app. Now, Google Analytics is a
very powerful tool. And it has competitors like mixpanel or Adobe analytics, and is obviously
very popular because it’s free. Google Tag Manager, on the other hand, is
a tag management system. Now the basic premise behind it is that you want to install tracking
onto your website and this normally happens through tracking codes. So for example, the
Google Analytics tracking code, the Facebook Pixel, or the Google Ads conversion tracking,
you need to install this onto your page. Normally, you get a little bit of JavaScript code that
you should place inside of the head of your HTML on your website. Now, once you want to
get a little bit more advanced with your tracking deployment, you can utilize a tag management
system, like Google Tag Manager. Now, the whole basic behind it is that you get one
central JavaScript snippet that you install on all your pages. And henceforth, you can
deploy all your tracking codes through a central management interface of Google Tag Manager.
You just go ahead and add a tag in your tag management system. And then the code will
be deployed in the back end automatically. This means you don’t really have to touch
the code anymore or have to install this manually on your website. A big advantage with a tag
management system. And as the name says, you can then manage all your different tracking
codes within the management interface of Google Tag Manager. There’s so much more to it, but
I I won’t get into this right now. So you see, there’s actually a big difference
between what Google Analytics does and what Google tag manager does. So where does the
confusion actually come from? Well first of all, they’re both Google products. They’re
both for free. But what you can do with Google Analytics is actually take your tracking code
and install it onto your page manually which would be placing a tracking tag onto your
page yourself. Well, you could also do this through Google Tag Manager which means you
can take the tag of Google Analytics and deploy through Google Tag Manager. And many other
tools as well like the Facebook Pixel or the Google Ads conversion tracking. Now, deploying
through Google Tag Manager makes sense if you have multiple tracking codes available
which you may want to install on certain sites on your website, or under certain conditions,
like when a user clicks a button or he scrolls down. This would be pretty hard to do with
a single tracking code because you would need to write some JavaScript. And Google Tag Manager
takes us all over for you. So in a sense, you can utilize the Google Analytics tracking
code within Google Tag Manager to deploy your tracking codes more effectively and in an advanced way. So there’s where the both tools come together,
you can utilize them together. But you could also utilize them separately. So you could
take your Google Analytics tracking code and deploy this onto your page without using Google
Tag Manager. On the other hand, you could also utilize Google Tag Manager and not deploy
the Google Analytics tracking code, but rather just deploy the Facebook Pixel or your Adobe
analytics tag or any other tags from other tag vendors. In a sense, Google Tag Manager
is really just the middle piece between the implementation on your website and the tracking
tool where the data gets Central. So in conclusion, who will win, Google Analytics
versus Google Tag Manager? Well as we have discovered in this video, there are no not
really the same. Google Analytics is a tracking tool itself. And Google Tag Manager is a tag
management system which deploys your tracking tag. You can utilize both tools together to
deploy, for example, the Google Analytics tracking code through Google Tag Manager.
You can also utilize them separately, installing the Google Analytics code directly onto your
page and using Google Tag Manager maybe for other tracking codes. But there are no real
similarities between these tools. They also have their respective competitors in their
space. A tracking tool or an analytics tool, click stream tracking tool has, for example,
competitors like Mixpanel or Adobe Analytics. And in the tag management side we have Insighten
or Adobe DTM which is now called Launch, which is their respective counterpart. So I hope
this cleared up some confusion around Google Analytics versus Google Tag Manager. Which
one should you use? I would recommend to use both tools because they’re both free and are
both pretty awesome. If you want to learn more about Google Analytics, then we have
a Google Analytics for beginners class which helps you to go through in five short lessons
through the most important features of this tool and helps you to understand Google Analytics
more thoroughly. On the other side, we also have a Google Tag Manager for beginners course
which takes you through the most important stages of a setup of Google Tag Manager. So
how to deploy tracking codes and the features that are included inside of Google Tag Manager.
So definitely check that out in the description down below. And as always, if this hasn’t
quite answered your question and you still have some confusion, I love to hear from you
in the comments down below and see what you have to say. And if you haven’t yet, maybe
consider subscribing right over there because we bring new videos just like this one every
week. Now, my name is Julian see in the next one.

9 comments

  1. How do you use both of these tools?

    0:51 What is Google Analytics?

    1:44 What is Google Tag Manager?

    3:01 Why do people often confuse the two?

    4:54 Conclusion

    6:02 Learn more: Free courses

  2. I have not used Google Tag Manager on my websites. I am curious if using GTM with multiple tracking code snippets cuts down on website page requests?

  3. 1.) Love the video cleared up my confusion.
    2.) Can you do a video on Adobe Analytics vs. Google Analytics video?
    3.) Don't play the outro music so early I almost closed the window when I heard the music and there was so much info.

  4. Will my event tag ga(….) will work if i install the google analytics code via gtm ? Or it better to use gtm event tracking (also will multiple event gtm trigger will effect the site load speed)

  5. i have install google analytics on my website www.heightgrowthplus.in but tag assistant showing some error.i have checker header.php for code to edit but i have not found on my website. New to wordpress. Can you help me to get this issue solve?

  6. What might happen if I install GA tracking code directly in the Shopify and also install GA through GTM, will data be double counted?

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