Is it better to implement GA4 through gtag or GTM?

gtag or GTM?
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Google Analytics 4 (GA4) can be implemented on your website or app using either the global site tag (gtag) or Google Tag Manager (GTM). Both approaches have their own pros and cons, and which one is the better fit for your business will depend on your specific needs and goals, as well as your level of expertise and resources. Here are some factors to consider when deciding which approach to take:

  1. Ease of implementation: gtag is a simple and lightweight tracking code that can be easily added to your website or app with just a few lines of code. GTM is a more comprehensive and feature-rich tag management platform that requires more setup and configuration, but can also provide more flexibility and control.

  2. Flexibility and control: GTM provides a range of features and options for customizing and fine-tuning your tracking setup, such as the ability to create and manage custom variables and triggers, and to preview and debug your tracking code. If you need this level of control and flexibility, GTM may be the better choice.

  3. Data collection and measurement: Both gtag and GTM can help you implement GA4 more accurately and consistently, by automating the tracking of key events and actions on your website or app. However, GTM can provide more advanced features and options for customizing your tracking setup, such as the ability to create custom data layers and to manage multiple tracking tags and code snippets.

  4. Time and resources: Implementing GA4 with gtag requires minimal time and resources, and is suitable for basic tracking scenarios. GTM requires more setup and configuration, and may be more suitable for larger or more complex sites, or for businesses that need more advanced tracking and measurement capabilities.

Ultimately, the decision between gtag and GTM will depend on your specific needs and goals, and on your level of expertise and resources. It's a good idea to carefully review the pros and cons of both approaches and consider seeking guidance from online resources or consulting with an analytics expert before making a decision.