Why Google Analytics?
If used properly, Google Analytics will show you how you acquired your site visitors, the behavior of these visitors on your site, and the outcomes of your visitors. Google Analytics can uncover unseen opportunities and let you know what’s already working for you. It’s also great to let you know what’s not working!
Why Google Tag Manager (GTM)?
GTM is great for companies that want more control over the actions taken on a site. For instance, want to know what specific buttons and links are being clicked on? You can do that with GTM. Also, you can insert all scripts on GTM you don’t have to mess with the code in your site. Common scripts are Google Analytics, Facebook Pixel, live chats scripts, Taboola/Outbrain scripts, etc.