Google Tag Manager vs Google Analytics: Which Should You Use for 2020?

When it comes to digital analytics and tracking, there are two tools that often come to mind: Google Tag Manager and Google Analytics. Many SEO professionals and marketers frequently question whether one should replace the other. In this article, we will explore the functionalities, differences, and use cases of both Google Tag Manager and Google Analytics in the SEO landscape of 2020.

What is Google Tag Manager (GTM)?

Google Tag Manager (GTM) is a free tag management solution offered by Google. It is a platform that enables you to manage and implement various tags on your website without directly modifying the site’s code. GTM works as a container that stores and activates tags when specific conditions are met. By default, GTM comes with built-in tags such as Google Analytics, Google Ads, and smart cookies, but you can add custom tags as well.

What is Google Analytics (GA)?

Google Analytics is a powerful web analytics service offered by Google. It provides detailed insights into website traffic and user behavior. GA is used to track numerous metrics such as pageviews, bounce rates, user demographics, and much more. It is a comprehensive platform that not only tracks but also analyzes and reports on website traffic and performance.

The Role of Google Tag Manager (GTM) in SEO

Google Tag Manager is primarily used to manage and deploy various tracking tags on your website. It is a tool that simplifies the process of installing and updating tags and scripts, making it easier to implement tracking solutions without direct access to the website's code. GTM acts as a layer between your website and the tracking tools, ensuring that the tags are correctly placed and functioning as intended.

Google Analytics (GA) as an SEO Tool

Google Analytics plays a crucial role in SEO by providing detailed data on how users interact with your website. GA offers a wide range of reports, including traffic sources, user engagement, and conversion rates. By leveraging GA, you can gain insights into which pages are driving the most traffic, at what times, and how users are navigating through your site. This information is essential for making data-driven decisions to improve your website’s SEO strategy.

How Do Google Tag Manager (GTM) and Google Analytics (GA) Interact?

While Google Tag Manager and Google Analytics have different roles, they are often used together to enhance the accuracy and effectiveness of your tracking and measurement processes. GTM can be configured to trigger specific tags, such as Google Analytics, based on various conditions and events on your website. This setup allows for more precise and dynamic tracking, without the need to alter your website's code.

Which Should You Use in 2020?

Whether you decide to use Google Tag Manager, Google Analytics, or a combination of both depends on your specific needs and goals.

Using Google Tag Manager (GTM) for Extensive Tracking

If you need to manage and deploy multiple tracking and conversion tags, GTM is an excellent tool. It simplifies the process of implementing various tags, such as those for Google Analytics, Google Ads, and other marketing and analytics platforms. GTM allows you to activate tags based on specific conditions, making it a versatile solution for tracking the performance of different aspects of your website.

Using Google Analytics (GA) for Data Analysis and Reporting

Google Analytics is designed for comprehensive data analysis and reporting. If your goal is to gain deep insights into your website’s traffic, user behavior, and conversion rates, Google Analytics is the right tool for you. With GA, you can create custom reports, set up alerts, and perform advanced analytics to optimize your website’s performance.

Conclusion

In conclusion, Google Tag Manager and Google Analytics are not replacements for each other but rather complementary tools in the digital marketing and SEO toolkit. GTM is ideal for managing and deploying tracking tags, while GA is the best option for in-depth data analysis and reporting. By leveraging both tools effectively, you can gain a comprehensive understanding of your website’s performance and make informed decisions to improve your SEO strategy.