Google Analytics vs Google Tag Manager: What’s the difference?

Chris Haigh

Chris Haigh

Google Analytics: The Basics

Google Analytics is a service that is offered by Google to track and report on website traffic, for example:

  • How many people have visited your website in a given time period (this could be hour, day, month, year etc).
  • Specific information about the visitor, e.g. (if available) where they are visiting from, age, gender etc.
  • Specific information about how they are accessing your website, e.g. type of device (mobile phone, desktop, tablet), operating system, browser etc.
  • Which the most popular pages on your website are
  • How users navigate through your website
  • How many people bounce off your website (leave immediately after landing on your site without viewing other content or interacting with the page)

The way that Google Analytics is able to track these users and their interactions with your website is by utilising a marketing tag.

This usually comes in the form of a Google Analytics Tracking Code which looks something like the following:


google analytics code example


The script shown above uses the gtag.js integration, however you may have the older analytics.js code.

By default, this will allow you to track basic information like user visits, page views, bounce rates, session durations, traffic source etc.

If you have the knowledge you can implement things such as event tracking which requires you to input additional code onto your site which will track things such as phone number clicks or form submissions, however depending on the implementation of your website, this can be difficult. This is where Google Tag Manager comes in.

Google Tag Manager: The Basics

Google Tag Manager (GTM) does exactly what the name suggests, it manages all the different tags (of which Google Analytics is one) that you can implement on your site. These can include, but not limited to:

  • Google Analytics Tracking Code
  • Google Ads Conversion and Remarketing
  • Facebook Tracking Pixel

GTM uses triggers alongside the tags to create a powerful set of tools.

For example, you can create a trigger that will watch for any clicks on a specific telephone number throughout the site. Then when that trigger has been activated, you can then fire a tag (Google Analytics) and pass through some set variables and information. In this case, the variables and information you set would be creating an event which you can track separately within Google Analytics.

The benefits to using GTM over just Google Analytics alone, is that once you have implemented the code required, you can configure everything within GTM, without having to have code knowledge to modify your website. Additionally, the options from tracking and filtering user interactions with your website is endless with GTM, you can filter by almost anything you can think of to focus on a specific target audience.

When you implement GTM you do not need to insert the Google Analytics Code too, you configure a link to Google Analytics within GTM. You would however still need to setup Google Analytics in the way you normally would on the Google Analytics website.

You implement Google Tag Manager in a similar way to how you implement Google Analytics, but with a different javascript code snippet. The difference here is that there are 2 code snippets to implement. Depending on what your website is built upon, you can get extensions or plugins that will do this automatically for you. Here is an example of a Google Tag Manager code:

google tag manager example code

TLDR; version

You can think of it this way. Google Analytics is a tool whereas Google Tag Manager is a toolbox.

Google Analytics vs Google Tag Manager: Conclusion
Without going into too much detail about either one, here is a summary about the two:

  • Google Analytics is not replaced by Google Tag Manager
  • Google Analytics can be used without Google Tag Manager
  • Google Tag Manager can be used without Google Analytics
  • To use the two together, you still need to setup each one separately
  • Both are implemented onto your site in similar ways, using javascript code snippets

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How much does a good website cost to build?

  • A brochure site (a place to share information about your products or services) will cost between £6,000-£12,000 depending on the volume of pages, functional elements and any bespoke design requests you may have.
  • An ecommerce website (a place where you can sell your products or services and visitors can complete their transaction online) will cost from £10,000.
  • If you’re looking for completely bespoke design or just a website refresh, we’ll be happy to chat with you and provide a quote for your requirements.

We’ve developed over 200 websites. You can look at our catalogue of work here and chat with our clients if you’d like to get a feel for what it’s like to work with our team before we become partners in your project.

When you work with us, you’ll get that perfect combination of great design and technical development from our whole team, not just one person.

How long does it take to build a website?

Before we start any work, we’ll share a project plan which will include deadlines for providing content, and we’ll keep you updated if the expected times change.

Writing keyword-rich copy will keep visitors on your website and encourage them to work with you. If writing isn’t for you or you just don’t have time, we can produce a content plan on your behalf.

Why you need a website

Most customers will expect you to have a website and may question your legitimacy as a business if they can’t find you online. When a potential customer does find you, what should their first impression be? You want them to be confident when buying from you and to have a good feeling about your brand.

If growing your business is a goal, then having a website is a great place to gain leads. Using the right mix of keywords and a thorough digital marketing plan, you can become good friends with Google! Google will play a significant role in helping your customers find you online and giving you a positive return on investment for the cost of your website and online strategy.

Even the most basic of websites should serve as an informative tool to answer frequently asked customer questions and offer your first port of call for customer service. Your opening times, address and latest news or offers should be easy to find. Ultimately, the better your website is, the easier it will be to find, and a great website will help you to reach more customers.

Being online helps you to reach a much bigger pool of customers than a bricks and mortar store. Your website can be the key to extended success, with no limits on the scope of your customer geography other than your product/service capabilities.

Working with an agency like Browndog will give you a technically sound, fresh and functional website which is responsively designed, and provides consistent brand messaging for your customers. We’ll also take the guess work out of your online strategy and make sure your website is targeting the right customer segments to increase sales opportunities and raise brand awareness.

How much does it cost?

  • A marketing campaign animation or company/product introduction between 90-120 seconds in length will cost between £2,500 and £3,000. This will depend on the length of the video, the content, and any additional options such as a voice over or music. Don’t worry, we can guide you through best practice and find a plan that fits for you.
  • If you’d like us to produce a logo ident or gif animations for you to use on social media and in smaller campaigns, you can expect to pay between £250-£300. This will be a much smaller brief and will take less time than a campaign animation.
  • We’re more than happy to put together a bespoke package for you to include multiple campaign videos, logo idents, voice overs and photography or videography as needed. We do it all!

You can look at our catalogue of work here and chat with our clients if you’d like to get a feel for what it’s like to work with our team before we become partners in your project. 

How long does it take to produce an animation?

But here’s the kind of time you can expect your animation to take:

  • Marketing campaign animations – this will usually take us about three weeks to prepare. We like to allow a week for content and styling, followed by storyboarding and revisions. Finally, we’ll take another week to animate your work. These things are a work of art, you can’t rush them (and we won’t).
  • Logo idents, gifs and short animations – we estimate that this will take up to two weeks.

Are you ready to get started? Send us your brief today or give us a call to talk through your ideas. We’re a friendly bunch!*

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What kind of animations can we help with?

Ideally, your marketing strategy will include a range of media content to achieve the greatest engagement and response from your audience.

We can help with animations and videos that include company and product introductions, as well as content for specific marketing campaigns. These types of animations can showcase who you are, and what you have to offer. Plus, they are an exciting way to launch a new product or service and get your customers on board.

When you work with us on your branding, why not include a logo ident to add that extra bit of personality to your business and content, setting you apart from your competitors.

Another growing area for animated content is social media and your website. We produce gifs, short video clips and motion graphics for use on web pages and in social posts. This is a great way to captivate the viewers’ attention, share your brand values and advertise your latest campaign or event.

Finally, when you work with us on your website, we highly recommend adding a range of graphics, animations and videos to keep visitors on your site and share your messaging in captivating ways. We’ve provided many website banners and short looping animations for our clients.

We will guide you through each of your animation journey, from assessing the content that will work best for you, to how long your animated content should be and where it should be placed.

Why is animation an important element of your content strategy?

Not only is it effective but using animation can be a cost-saving way to grab the attention of your audience and keep them looking at your content for longer. It’s considerably cheaper than producing recorded video footage because it can be easily edited and updated when needed.

Animation is the fastest growing type of content created by marketers for use on websites and social media, so if you’re not doing it yet, now is the time to start…

We understand that sometimes it can be difficult to explain complex ideas, products or services in text form or with images. That’s why many of our clients work with us to produce animations that take the information off the page and jump out at the audience.

Most importantly, animation has been proven to boost conversion rates on your website. Users are significantly more engaged and more likely to spend longer on your site or complete an action, such as filling in a contact form.

How will animation help my marketing strategy?

Animation is a powerful marketing tool and a great way to show some personality in your brand, making you more memorable (think: the Aldi carrot or the Netflix Tudum).

One of the great benefits of animation is that it can help you to share a lot of information in just a few seconds, because sometimes that’s all the time you have to attract a user’s attention.