Google Tag Manager vs Google Analytics comes down to one split: Google Tag Manager (GTM) deploys tracking tags on your site, and Google Analytics 4 (GA4) collects and reports the data those tags send. GTM does not report anything. GA4 does not manage tags. Most sites need both. This guide is for marketers, analysts and store owners who want to know which tool does which job.
Below you get seven main differences, a guide to when each tool fits, and a simpler way to see GA4 data inside WordPress with Analytify.
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