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Google Tag Manager vs Google Analytics | Key Differences

NIDMM ~ Modified: November 21st, 2023 ~ Tools ~ 6 Minutes Reading

Google Tag Manager vs Google Analytics

Google Tag Manager vs Google Analytics comparison is a topic that everyone wants to know so we have created this post to give you a better understanding of Google Tag Manager (GTM) and Google Analytics. Both are indeed free tools from Google that serve different purposes in the realm of digital marketing and website analysis. While they can be used in conjunction to enhance data collection and analysis, their functionalities and objectives are distinct.

Google Analytics is a powerful analytics tool designed to monitor and evaluate user interactions with your website and application. It enables you to track and analyze various aspects of user behaviour, providing valuable insights into their engagement and actions.

On the other hand, Google Tag Manager is a convenient tag management system that simplifies the process of adding and modifying tags for more precise insights into user events. It allows teams to efficiently manage and control tags, enabling them to gain deeper understanding and optimization opportunities.

Harnessing the combined power of Google Analytics and Google Tag Manager can offer numerous benefits. By incorporating Google Analytics as one of the tags within Google Tag Manager, you can effortlessly monitor user behavior and track conversion events, such as app downloads or purchases, without the need to directly implement the Google Analytics snippet into your website.

Now, let’s delve into a detailed explanation of the functionalities provided by each tool.

Google Analytics Allows You to Examine How Visitors Interact With Your Website or App.

Unlock the power of Google Analytics to gather and analyze valuable information about user engagement with your website or app. This versatile tool enables you to delve into user data and generate insightful reports, providing answers to important questions, such as:

  • How many visitors did your website receive during a specific time frame?
  • What is the total number of pageviews your website or app generated?
  • Which specific pages and screens attracted the highest number of visitors?

Stay ahead with Google’s latest innovation, Google Analytics 4, designed to enhance your analytical capabilities.

Google Analytics 4: Unraveling the Transformations in the New Analytics Standard

Embracing the Future: Google Analytics 4 Redefining Data Insights

For years, Google Analytics has relied on Universal Analytics as its go-to standard for gathering and leveraging user data. However, a new era has dawned with the introduction of Google Analytics 4, the next-generation standard. While the deadline to transition all web properties to GA4 is set for July 1, 2023, you have the opportunity to embrace the change and make the switch to GA4 right away. Let’s explore some of the remarkable capabilities offered by GA4, empowering you with cutting-edge data insights.

An Event-Driven Model

In the realm of analytics, Universal Analytics has long relied on page views and sessions to define user activity. However, Google Analytics 4 (GA4) marks a significant shift by embracing a user-centric event model to gather and analyze user data. With GA4, the focus now shifts to capturing user events, including clicks, scrolls, searches, and downloads, as the fundamental metric.

Better Multichannel Tracking Tools

Traditionally, Universal Analytics was limited to website data, making it difficult for marketers to incorporate customer data from other touchpoints like mobile apps. GA4, however, introduces unique user IDs to track customer activity across various touchpoints. This enables marketers to gain a comprehensive understanding of customers and effectively target them across multiple platforms.

Google Tag Manager – Organize All your Tracking CZZodes

Google Tag Manager (GTM) is a tool that serves as a centralized storage and organization system for event-tracking tags. It simplifies the process of tracking user interactions and events on your website or mobile app for marketing campaigns.

GTM provides pre-designed tag templates, rule-based triggers, and built-in variables, allowing you to track various user events with precision. Tags describe what specific events or actions you want to monitor, triggers listen for these events, and variables return contextual values when certain code is executed.

By using GTM, you can easily implement different tracking tags without relying on your engineering team to manually insert them into the source code. Instead, you only need to add a container code snippet once during the initial setup. This empowers non-technical teams to add or modify tags as necessary without making changes to the source code, eliminating delays and dependencies on developers.

Google Tag Manager vs. Google Analytics

1. GA Tracks Quantitative Website Performance, Whereas GTM Tracks User Events. google analytics vs google tag manager

Google Analytics (GA) and Google Tag Manager (GTM) are both tools provided by Google that serve different purposes in tracking and analyzing website performance.

Google Analytics focuses on quantitative analysis of website visitors. It provides insights into the number of users and sessions on your website over a specific time period.

Google Tag Manager is a tool that organizes third-party tags that track user events. User events refer to specific actions taken by visitors on your website, such as clicks, scrolls, downloads, or purchases. GTM allows you to create and manage these tags, which collect data related to user events. This data can be used for various purposes, including analytics, retargeting, attribution, and more.

2. GA Can Help You Improve The Overall Performance of Your site; GTM Collects Data

Google Analytics is a potent tool that generates real-time reports and offers insights into trends in session length, bounce rate, and overall website traffic. These reports provide insightful advice on how to improve the functionality of websites. For instance, Google Analytics can give you immediate feedback on the success of changes you’ve made, such as fixing broken links and optimizing your internal site linking structure.

Meanwhile, Google Tag Manager allows you to manage tags that collect data on various user events and activities. By sending this data to a Customer Data Platform or an analytics tool, you can segment users into cohorts based on their actions and target them with specific actions to improve conversions.


In conclusion, Google Analytics provides real-time insights into website traffic, session duration, and bounce rates, enabling informed decisions to improve overall website performance. Google Tag Manager helps collect user event data, allowing for targeted actions to optimize conversions. Together, they offer powerful tools for enhancing online presence and marketing strategies.