Google Tag Manager vs Google Analytics: How to Setup & Use it

Google Tag Manager and Google Analytics are two of the most important tools for working with complicated online data. This blog posts talks about how they are different and how they work together to improve your online presence. Start with Google Tag Manager's simplified tag management process to learn how to set them up and use them well. You will be shown how to make an account, set up containers, and install container codes step by step. Before you move on to Google Analytics, learn how to set up tags, triggers, and tests for your setup. You can make an account, get tracking codes, and set goals for useful data analysis here. Learn how to use both tools well if you want to make smart decisions and be successful online, no matter if you're a digital marketer, webmaster, e-commerce business owner, or SEO expert.

In today's digital age, businesses must navigate a complex web of data to stay competitive. Google Tag Manager and Google Analytics stand out as essential tools that streamline the process of data tracking and analysis. So, if you're aiming to make the most of your online presence, understanding the differences between these two tools and their complementary roles is paramount. This blog will serve as your comprehensive guide, leading you through the setup and effective utilization of both Google Tag Manager and Google Analytics. Let's get started.

What is Google Tag Manager

Google Tag Manager (GTM) is a versatile and user-friendly tool designed for managing website tracking tags without the need for direct code manipulation. It streamlines the process of implementing tracking codes, simplifying what can often be a complex and time-consuming task. Here's how to set it up and use it effectively:

Setting Up Google Tag Manager

Create a GTM Account

Start by creating a GTM account by visiting the Google Tag Manager website. You can use your existing Google account to log in or create a new one specifically for GTM.

Create a Container

After setting up your account, you'll need to create a container. This container is where you'll manage all your tags for a specific website. Provide the necessary details, including the website's URL and container name.

Install the Container Code

Once the container is created, GTM provides a code snippet to install on your website. This code snippet should be placed in the {head and body} sections of your site. This code acts as the bridge between GTM and your website.

Using Google Tag Manager

Tag Configuration

Within GTM, you can configure tags for various tracking purposes, such as Google Analytics, Facebook Pixel, and more. Each tag requires specific settings, and GTM provides an intuitive interface for customization.

Trigger Events

Triggers in GTM define when a particular tag should fire. You can set up triggers to respond to specific user actions, like pageviews, form submissions, or button clicks.

Testing and Debugging

GTM offers a Preview mode, allowing you to test your tags and triggers before deploying them on your live site. This is a crucial step to ensure everything is working as intended.

Version Control

GTM has a versioning system, which allows you to keep track of changes made to your container. You can publish new versions and revert to previous ones if needed.

What is Google Analytics

Google Analytics (GA) is a widely used analytics platform that provides a comprehensive view of your website's performance. It offers valuable insights into user behavior, traffic sources, and conversion tracking. Setting up and effectively using Google Analytics is essential for data-driven decision-making.

Setting Up Google Analytics

Create a Google Analytics Account

Visit the Google Analytics websiteand sign in with your Google account. Create a new Google Analytics property for your website, providing the necessary details.

Get the Tracking Code

Once the property is set up, Google Analytics will generate a unique tracking code. This code should be added to every page of your website, typically just before the closing tag. The tracking code collects data and sends it to your Google Analytics account.

Configure Goals

Define specific goals in Google Analytics, such as tracking form submissions, product purchases, or page views. Setting up goals is crucial for understanding user interactions and measuring conversions.

Using Google Analytics

Dashboard Overview

Google Analytics offers a comprehensive dashboard with numerous reports. The main sections include real-time data, audience insights, acquisition channels, behavior, and conversion tracking.

Custom Reports

You can create custom reports tailored to your specific business goals. These reports allow you to track and analyze the data that matters most to your business.

E-commerce Tracking

For online stores, Google Analytics provides in-depth e-commerce tracking features that help you monitor sales, product performance, and shopping behavior.

Event Tracking

Google Analytics allows you to set up event tracking to measure user interactions with specific elements on your website, such as clicks on buttons, downloads, and video views.

What Google Tag Manager does in the context of Google Analytics

Tag Deployment: GTM allows you to add tracking tags, such as Google Analytics tags, to your website. These tags collect data about user interactions on your site, which is then sent to Google Analytics for analysis.

Centralized Control: With GTM, you can manage all your tracking tags in one place. This centralization simplifies the process of adding, editing, or removing tags across your website, reducing the dependency on developers to make code changes.

Flexibility: GTM supports various tag types, not just Google Analytics. You can use it to deploy tags for various marketing and analytics tools, such as Facebook Pixel, Google Ads, and custom HTML tags.

Version Control: GTM provides a versioning system, allowing you to track changes made to your container. This is beneficial for maintaining data accuracy and collaborating in a team.

In the context of Google Analytics, GTM is often used to deploy Google Analytics tags (tracking codes) to a website. By integrating GTM with Google Analytics, you can centralize control over your tracking configurations, customize data collection, and streamline the process of managing tags for analytics and marketing purposes.

Google Tag Manager VS Google Analytics

Google Tag Manager (GTM) and Google Analytics (GA) are both essential tools for website tracking and data analysis, but they serve different purposes and are often used in conjunction. Let's compare them to understand their key differences and how they complement each other:

Combining Google Tag Manager and Google Analytics

The real power of these tools emerges when you combine them. So, it’s not Google Tag Manager VS Google Analytics. Rather, it’s Google Tag Manager AND Google Analytics. So, Google Tag Manager simplifies the process of adding tracking codes, while Google Analytics provides the means to analyze and gain insights from the data. And here's how to make the most of this synergy:

Integrate GTM with GA

Link your GTM container with your Google Analytics property. This integration allows you to deploy Google Analytics tags via GTM, providing a centralized location for managing all your tracking codes.

Enhance Data Collection

With GTM, you can collect and send custom data to Google Analytics, such as enhanced e-commerce data, user engagement metrics, or dynamic content tracking.

Streamline Tracking

GTM's event tracking and trigger configurations can be seamlessly integrated with Google Analytics, enabling more granular tracking of user interactions.

Version Control and Collaboration

GTM's versioning system allows for collaborative work on tracking implementations, ensuring that everyone is on the same page regarding data collection and analysis.

Bottom line

Google Tag Manager and Google Analytics are two powerful tools that, when used in tandem, offer a robust solution for data management and analysis. Setting up these platforms requires attention to detail, and their effective use demands an understanding of your specific business goals and the data you need to achieve them. By mastering both tools, you can gain valuable insights, optimize your online presence, and make data-driven decisions that propel your online business to success.

For more insights and quick actions, connect DO Communications. We analysis your strengths and weaknesses and help you stay ahead of the competition.