Advantages and disadvantages of the event tracking by the Tag Manager compared to Analytics
Advantages Google Tag Manager
Disadvantages Analytics Event Tracking
|The Tag Manager enables the user to carry out the tracking independently after the snippet has been integrated once. Here, the tool itself can be linked to both Analytics and social media pixels or Google Ads can be integrated to refine the tracking.|
In the simple use of Analytics, it is not done with the one-time implementation of the snippet. Here we work permanently close to the core. Unlike Google Tag Manager, social media pixels, as well as Google Ads or similar analysis tools, must be integrated individually.
Google Tag Manager gives the user the ability to create individual containers for each category of tracking for better visibility. For example, individual events can be subdivided, or Analytics and Google Ads can be divided into different containers.
|When using the simple Analytics Event Tracking, the event and conversion scripts are distributed throughout the site and can not be edited directly at one point.|
The Tag Manager is a simple, understandable tool that does not require any prior knowledge. There is now so much documentation on the setup of tracking through the popular Tag Management System that even a layman can take on this topic.
The use of Analytics requires some prior knowledge. The responsible editor must be familiar with the basic structure of the website and know how to move through the code. However, many editors do not have this know-how. This makes the implementation considerably more difficult.
Example of the benefits of Google Tag Manager Event Tracking
Suppose sending a form leads to a thank you page. Here, both a Goal for Analytics will be included as well as a conversion tracking for Google Ads.
Event Tracking with Analytics
First, the Analytics snippet must be included with the addition "anonymizeip":
Next, the Google Ads snippet needs to be maintained:
In the next step, we'll take care of Google Ads tracking on the thanks page:
Finally, the tracking of the thank you page for Analytics has to be set up:
Finally, in Analytics, we set a goal for the tracked event.
So we can say that we have to work four times close to the core for easy tracking on a thank you page. The tracking by the Tag Manager, however, is much simpler and easy to manage in one place.
Event tracking by using the Google Tag Manager
First, the Tag Manager snippet is included in the head and body of the website:
Next, Tag Manager needs to be linked to Analytics:
For this we create a new variable with the Analytics Tracking ID, a trigger with a page view (All Pages) and a universal Analytics Tag. These are then linked together. In the universal Analytics Tag the IP anonymization will be selected directly.
Now we link Google Tag Manager to Google Ads.
This requires a Google Ads Re-Marketing Tag, which is linked to a trigger that tracks the start page of the form. On the other hand, a Google Ads conversion tracking tag is required, which is connected to a trigger. This tracks the thank you page.
Both the tracking ID and the required label are specified by Google Ads when creating a conversion.
Thus, the tracking is completed here. The workload per se is not very different for the two variants. However, using Google Tag Manager requires much less code work. The user can set up tracking independently.
Advantages Analytics Event Tracking
Disadvantages Tag Manager Event Tracking
|The integration of event tracking through Analytics, for example, allows events to be structured so that several elements can be addressed. The tracking does not necessarily have to be done in the element itself, but can be set up more generically.||Although the Tag Management System can address certain classes or IDs, a new tag and trigger must be created for each event to be tracked. This results in a larger page and a much larger amount of time.|
If the tracking of events is done by Analytics, existing logics can be changed for your own benefit. For example, e-commerce tracking can be used for other purposes.
Tracking the site data through the use of Analytics is more time-consuming when you first integrate it. For larger tracking efforts, using Analytics is clearly the faster option.
The use of the Google Tag Manager to integrate tracking is not a huge amount of time for a single subpage. However, the effort involved in tracking a complete website is significantly greater. Due to the many individual tags tracking is also very confusing.
Our conclusion is that both tracking variants have their advantages and disadvantages. The choice of either solution ultimately depends on the needs.
When tracking a smaller page with a contact form, Tag Manager is a great alternative to the popular Analytics variant. But as soon as the tracking becomes more complex and several events per page need to be tracked, it makes more sense to solve the tracking by the old-fashioned Analytics method.