Google Analytics (GA) and Google Tag Manager (GTM) are both tools developed by Google, but they serve different purposes. However, they are often used together to enhance website tracking and analysis. Over time, Google Analytics has evolved, with Google Analytics 4 (GA-4) being the latest version. Here's how GA-3, GA-4, and GTM are related:

  1. Google Analytics 3 (GA-3): Also known as Universal Analytics, GA-3 is the older version of Google Analytics. It has been widely used for years by businesses and website owners. GA-3 operates on a session-based model, tracking pageviews and events, with tracking codes directly embedded into web pages.

  2. Google Analytics 4 (GA-4): GA-4 is the next-generation analytics platform introduced by Google. It uses an event-driven data model, focusing on user interactions rather than sessions. GA-4 enables cross-platform and cross-device tracking, integrates more deeply with Google Ads, and includes machine learning features for predictive insights. It's designed for more advanced and flexible tracking of user behavior across various platforms.

  3. Google Tag Manager (GTM): GTM is a tag management system that allows website owners to manage and deploy various tracking tags, such as those for Google Analytics, without needing to modify the website's code manually. GTM provides a simple interface to add, edit, or update tags, eliminating the need for a developer every time changes are needed. This streamlines tag management and ensures consistent tracking across the website.

How GA-3, GA-4, and GTM Work Together:

  • Implementation: Both GA-3 and GA-4 can be deployed on a website using GTM. GTM acts as a centralized platform for managing the tracking codes for both versions, simplifying setup and ongoing management of tracking configurations.

  • Migration: For websites currently using GA-3, GTM makes the transition to GA-4 easier by allowing users to add the new GA-4 tracking code while keeping the existing tags. This ensures smooth data continuity during the migration process.

  • Enhanced Tracking: GTM enhances GA-4's capabilities by allowing for custom event tracking, data layer variables, and other advanced configurations. These features allow users to capture specific user interactions and behaviors more effectively in GA-4.

In Summary:

Google Analytics 3, Google Analytics 4, and Google Tag Manager are complementary tools used for comprehensive website tracking and analysis. GTM serves as a centralized platform for managing and implementing both GA-3 and GA-4 tracking codes, while also providing additional tracking features to leverage GA-4's advanced capabilities.