Trying to navigate and understand Google Analytics, Google Tag Manager, and Global Site Tag can sometimes feel like wading through quicksand. What’s the difference between the three, and do I need them all for my landing pages?
Google Analytics is a web analytics service and a metrics tracker that collects data from your visitors as they peruse your landing page. The data collected allows you to analyze the behavior of your visitors to help you understand your traffic and stats.
Google Tag Manager is a container, where you can install all your analytics trackers, not just Google Analytics. You can use Google Tag Manager to control the behaviors of many of your trackers, such as Facebook Pixel, or Google Ads tracker.
Unlike our direct Google Analytics integration, using our Google Tag Manager integration via Script Manager will not send through form, button, and link click events into GA. It will also not add the variant letter to the end of the URL path. Forms, buttons and links can still be tracked through Google Tag Manager, but you'll need to manually set up custom event tracking tags first. See our article here for more information.
Adding the Global Site Tag specifically for Google Ads won’t affect your GA stats as long as you don’t include GA details in the script.
Would I install Global Site Tag and Google Tag Manager on the same page?
No, as they have the same general function you would pick only one of the two options. If you are already using Google Tag Manager, you won’t need to install Global Site Tag, and vice versa.
What if I already have GA and Facebook Pixel/Another Tracker installed on My Landing Page?
You do not have to replace GA and your other tracker with Global Site Tag OR Google Tag Manager. In fact, you should not duplicate and install GTM or Global Site Tag if you already have these installed as you will cause issues in your reporting.
Should I switch to Google Tag Manager or Global Site Tag?
You should switch to Google Tag Manager if you want the freedom of being able to set up and modify your own triggers and events in a web interface without needing to hard code the scripts into your landing page.
Want more info? Check out the pages below: