Google Tag Manager vs. Global Site Tag: What is the Difference?

Google has come out with various tools and systems that have become crucial in the business landscape as we have gone digital. Recently, the Google Tag Manager and Global Site Tag have made their way into the toolkit and it may be confusing to choose between the two. Understanding the difference between GTAG and GTM is essential for making the right choice for your business needs. Here’s the breakdown of everything you need to know:  Global Site Tag vs. Google Tag Manager Comparison  (GTAG vs. GTM.)

Google Tag Manager vs. Global Site Tag: What Are They?

Before deciding what is better for you, let’s dive into these systems: Global Site Tag vs. Google Tag Manager.

What is Global Site Tag ?

The Global Site Tag, GTAG, or gtag.js is an efficient way to tag all your services or pages. Instead of adding multiple scripts to a page, a tracking code can be installed in the header section of your site and track all of the information on your site which can then be forwarded to other Google tools like Google Analytics.

What is Google Tag Manager ?

On the other hand, Google Tag Manager (GTM) is a more common tool and tag management system. Global Site Tag vs. Google Tag Manager, GTM allows you to send information via tags to various analytical tools (e.g., Google Ads, LinkedIn Tag, Facebook Pixel, etc.) after being installed onto a landing page or multiple landing pages. 

Global Site Tag vs. Google Tag Manager: 5 Key Differences

So, what is the difference? Comparing the two side-by-side, Google Tag Manager vs. Global Site Tag, the main differences include:

Compatibility

Google Tag Manager vs. GTAG, compatibility with third-party marketing tools is a noticeable difference between the two. While the Global Site Tag is compatible with other Google tools, Google Tag Manager allows users to send data to various tools that have a JavaScript-based tracking code which includes Microsoft Ads, Google Ads, Social media ads platforms etc. 

Features and Functions

Global Site Tag vs. Google Tag Manager, both have specific features and functions unique to the system. For instance, GTAG vs. GTM, the Global Site Tag is much more straightforward and user-friendly because what you see is what you get. On the other hand, Google Tag Manager has more centralized features and offers more functionality for those who perform testing and debugging. 

A More Comfortable Experience

While there are still studies to be conducted regarding this advantage, dark mode UI design is said to help users use their devices for longer without straining their eyes or being overexposed to blue light. Many choose dark mode app design because they are able to comfortably work, study, or browse for hours in low-light environments. 

User Interface (UI)

Another noticeable difference between the two, Google Tag Manager vs. Global Site Tag is the user interface of each of the two. Unlike the Global Site Tag, Google Tag Manager offers a graphical UI. With a centralized dashboard that has been designed to be user-friendly, using Google Tag Manager is relatively intuitive and users require little to no JavaScript knowledge. As for the GTAG, a website’s tracking coding will have to be done by a marketer that has basic JavaScript knowledge or a developer in order to configure certain tools and functionalities correctly.

Google Tag Vs Google Tag Manager Comparison to understand which is better?

Wondering about GTM vs GTAG? Google Tag Manager is a free tool that helps track data for your website. Data sharing and Google’s tracking Framework are the new features of GTM. Marketing tags of every kind can be implemented without changing the code of your website. Apart from Google products, you can use Google Tag Manager on CRM platforms, Facebook, and in ads. 

On the other hand, Google tag is an example of a marketing tag that needs manual installation often with the help of a developer and the use is restricted for Google products and services. 
Global site tag vs Google tag manager used for tracking Google analytics. The major difference between GTAG and GTM lies in the way they work. Manual adding of Google tag is necessary for each page to smooth your tracking. Whereas, Google Tag Manager needs a container source code installed for tracking.

GTAG vs GTM: When to Use

When to use Google Tag Manager

As we have seen Google Tag Manager is the only free tool that you can use both for your website and platforms outside websites. After you add the GTM to your website, you can start analyzing the website’s powerful insights. You can use GTM  to get an understanding of the overall performance of the website.

You can use Google Tag Manager for the following things:

• To track different attributes of your website
• To improve overall marketing efficiency 
• To get the most refined tracing results without installing manual coding
• To get an understanding of audience segments
• To get solid data on various conversion levels
• To preview and debug your website
• To analyze general events on the website

Global site tag is quite burdensome as you need the technical know-how and time to install the tag for each web page. For example, a developer needs to change your website source code to install the Google site tag. However, using a Global site tag is the best option in certain circumstances. 

You can use Gtag for the following things:

• Gtag automatically measures attributes in Google ads and Google Analytics
• To work directly with the code with the help of a doctor
• If you want to use bespoke global site tags for projects
• For remarketing visitors  into sponsored ads 

GTAG vs GTM: What to Use

So, Google Tag Manager vs. GTAG, what do you need and what should you use? 

In short, Google Tag Manager is best for those who wish to take control of tracking, deployment, and management of their tags (both Google and third-party) without heavily relying on developers. With Google Tag Manager, you can test your own tags and take advantage of the third-party compatibility that it offers. 

On the other hand, Global Site Tag is best for those who have no need to integrate their tags with third-party tools. If you need to install tags onto your web page or pages directly and have total control over the tags that are tracked, GTAG will be a much better choice than GTM. Before choosing one over the other, it is best to assess your needs and goals and then select what aligns with your business more. 

FAQS

Is Global site tag the same as Google Tag Manager?
No, the global site tag (gtag.js) and Google Tag Manager (GTM) are different tools. The global site tag is a JavaScript library for managing tracking tags, while GTM is a platform that allows you to manage tags without modifying your website code. The key difference between gtag and GTM is that GTM offers more flexibility in managing various tags.

How do I migrate from GTAG to GTM?
To migrate from gtag.js to GTM, first, set up your Google Tag Manager account and container. Then, replace the gtag.js code on your site with the GTM container snippet. Lastly, configure the same tracking tags in GTM that you had with gtag.js.

How to install GTAG via GTM?
To install gtag.js via Google Tag Manager, create a new tag in GTM and choose the appropriate tracking type (e.g., Google Analytics). Then, configure the tag by adding your tracking ID and publish the changes to implement gtag.js within GTM.

How do I know if my website has GTAG?
To check if your website has gtag.js, view the source code of your site and search for “gtag.js” or “global site tag.” If present, it indicates that the gtag.js script is installed.
Should I use GTAG or GTM?
If you need simplicity and are only managing a few tags, gtag.js might suffice. However, for advanced tracking and flexibility, GTM (Google Tag Manager) is the better choice, especially when comparing gtag.js vs gtm.js in terms of scalability.

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