A dynamic duo: Google Analytics and Google Tag Manager

The digital age brings more data than ever, with tools to help marketers make sense of it. Google products like Analytics and Tag Manager can help monitor campaigns in real time and allow continuous optimization.

But navigating these programs can be a daunting task, especially if users are unaware of the strengths (and weaknesses) of each. After all, there are certain jobs better suited for Batman than Robin, and vice versa.

Below, we’ve assembled a scouting report on two of Google’s most useful tools, Analytics and Tag Manager, complete with recommendations on how to use them together to save the world! (Or at least your marketing campaign.)

The Superhero: Google Analytics

Google Analytics (GA) tracks and reports website traffic, events, conversions and advertising ROI. In the words of Google, “Analytics gives you the digital analytics tools you need to analyze data from all touchpoints in one place, for a deeper understanding of the customer experience.”

The powers of Google Analytics

  • Consolidates all insights in one dashboard
  • Equipped with filters and view settings to find the most covert metric
  • Allows you to back up decisions with data
  • Completely free of charge!

But no hero can do it all alone. Here are some words of caution for GA:

Too much code bogs down your site. GA requires codes on every page in order to track events.

Redundant or incorrectly applied tags can distort your measurement and result in duplicate measurements or missing data.

It can be time-consuming for the development or webmaster team to add new tags, which means important marketing and measurement programs can be delayed.

The Sidekick: Google Tag Manager

Worried about implementing Google Analytics due the concerns described above? Never fear, because Google Tag Manager (GTM) is here! It works as a complementary tool, enabling users to work with GA more efficiently.

GTM allows you to easily deploy various types of code on your website without using developer resources to hard code each page.

Why you should add GTM to your team:

  • Requires less coding to set up an event, saving time in testing and development  
  • Shifts some of the tasks from development to marketing
  • Consolidates all site tags into a single admin panel
  • Can track more detailed events like how far users scroll down a page, how long users view a video
  • Ensures more comprehensive reports

GA and GTM: A match made for your website

Like Simon and Garfunkel, GA and GTM work best in tandem. They work together to simplify web tracking and provide most useful reporting.

Additional Reading

Why use GTM?

Setting up and tracking events with GTM

When and How to use GTM for Google Analytics