Google Tag Manager vs. Google Analytics: Which Is Better for Event Tracking?

Understanding user behaviour is necessary for optimising the performance of online platforms. 

Event tracking lets marketers and website owners capture data about how users interact with their websites. This can include link clicks, form submissions, or any custom events that businesses care about. 

While Google Analytics offers native support for event tracking, Google Tag Manager (GTM) provides a more flexible approach. But which is better?

Key Summary

• Event tracking measures non-page load interactions on a website, such as video plays and button clicks, to provide insights into user behaviour. This data helps businesses optimise their site for better user experience and conversions.

• Google Analytics (GA4) integrates seamlessly with event tracking, offering a simple setup for basic tracking needs. However, it requires code changes for new events, which can be cumbersome and often necessitates developer involvement.

• Google Tag Manager (GTM) offers centralised tag management, allowing for quick updates without accessing the website’s backend. It provides greater flexibility and reduces IT dependency, though it can be complex to set up and manage.

• Best Practices for Event Tracking - Define clear tracking objectives and use consistent naming conventions to streamline data analysis. Review and remove outdated tags regularly to maintain clean data.

What is Event Tracking?

Event tracking is a technique used to measure interactions on a website that do not involve a page load. These interactions can include everything from video plays and button clicks (e.g. submitting a form) to downloads. By tracking these events, you can better understand how people interact with your site, which can inform more effective updates and conversion rate optimisations.

Using Google Analytics for Event Tracking

Pros:

1. Seamless Integration: Since event tracking code is a part of Google Analytics, it integrates flawlessly without the need for additional tools. This can simplify setup for those already familiar with GA.

2. Simplicity for Basic Tracking: For straightforward tracking needs, Google Analytics provides a simple method to implement tracking code directly within the website elements you wish to monitor.

3. Direct Data Reporting: Event data collected through native tracking is directly accessible in Google Analytics, providing a unified view without needing to switch between different platforms or tools.

Cons:

1. Code Changes May Be Required: Each new event or modification to an existing event can require changes to the website's source code (datalayer), which can be impractical without technical skills.

2. Limited Flexibility: Once the event tracking code is set up, making changes or updates can be cumbersome. This rigid structure can be a significant disadvantage in dynamic environments where tracking needs change frequently.

3. Dependency on Developers: Any significant changes to the tracking setup often require developer intervention, which can slow down the process and increase costs, especially in larger organisations where IT resources are shared.

Using Google Tag Manager for Event Tracking

Pros:

1. Centralised Tag Management: GTM allows you to manage all your tracking codes from a single interface. This centralisation makes adding, editing, or removing tags easier without directly accessing the website’s backend, facilitating quicker updates and changes.

2. Enhanced Flexibility: GTM's user-friendly interface and versatility make it possible to implement complex tracking scenarios that would be difficult or impossible with native GA tracking.

3. Reduced IT Dependency: By separating the deployment of tracking codes from the development of the website, GTM reduces the need for constant IT involvement. Marketers can deploy most tags independently, speeding up the implementation process and reducing bottlenecks.

4. Advanced Testing and Debugging Tools: GTM includes built-in tools that allow testing and debugging in a sandbox environment before publishing tags live. This feature reduces errors and potential website disruptions.

Cons:

1. Complexity: While GTM offers greater flexibility, it also introduces complexity, particularly for users who are not familiar with how tag management systems work. There can be a steep learning curve for setting up and managing tags properly.

2. Overhead Management: Managing a large number of tags within GTM can become cumbersome and, without careful management, may lead to errors such as tag firing overlaps or conflicts.

3. Initial Setup Time: Setting up GTM involves a learning curve and might require initial assistance from IT, especially when configuring more complex triggers and variables or integrating multiple data sources.

Comparison of Google Tag Manager vs. Google Analytics

Google Tag Manager (GTM) may initially seem complex when it comes to ease of use, but it offers significant advantages in flexibility and scalability. It allows for rapid deployment of new tags and changes without involving IT or web developers.

Both tools are highly dependable in terms of data accuracy and reliability. However, GTM provides a robust environment for testing and previewing changes before they go live, minimising the risk of errors.

Best Practices for Event Tracking

1. Define clear objectives for what you want to track and why.

2. Use consistent naming conventions for events to simplify analysis.

3. Regularly review and prune unnecessary or outdated tags to keep your data clean.

Conclusion

Choosing between Google Tag Manager and Google Analytics for event tracking depends on your specific needs and resources. If you have the capability to manage a slightly more complex system that offers greater flexibility and control over your tracking needs, GTM is the way to go. However, for smaller projects or those with less frequent changes, Google Analytics' native event tracking might suffice.

FAQs

What is the easiest way to set up event tracking?

• Google Tag Manager offers an easier setup process through its user interface without needing to write JavaScript code.

Can GTM track events without Google Analytics?

• Yes, GTM can send data to other analytics platforms or custom databases, not just Google Analytics.

How real-time is the event data from GTM and Google Analytics?

• GTM and Google Analytics data can appear in real-time, though processing times can vary slightly.

This guide is written by Hedgehog, a DWY digital marketing consultancy specialising in small and medium businesses in Australia. We offer digital marketing consulting, coaching, and training to help you grow your business effectively.