Both Tag Manager and gtag.js perform similar functions:

  • Tag Manager is a tag management system that allows you to quickly and easily update tags on your website or mobile app from a web interface.
  • gtag.js is the JavaScript framework that is used to add Google tags directly to web pages.

Both solutions are built on the same core Google infrastructure, and are interoperable. You are free to choose the solution that best suits your needs.

Consider Tag Manager if you need:

  • The ability to deploy and modify both Google and 3rd party tags
  • The ability to deploy and modify tags for both web and mobile apps
  • The ability to deploy and modify tags on the fly from a web interface
  • Collaboration and versioning capabilities

Consider gtag.js if you are unable to use Google Tag Manager, or the following capabilities are important to you:

  • The ability to install tags directly on your web page, without the ramp-up time of setting up a tag management system
  • The ability to work with your tags directly in JavaScript without being required to work with a separate interface

https://support.google.com/tagmanager/answer/7582054?hl=en

Answer from Michele Pisani on Stack Overflow
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Google Support
support.google.com › tagmanager › answer › 7582054
Google Tag Manager vs. gtag.js - Tag Manager Help
If you already use Tag Manager, continue to do so. Tag Manager fully supports Google Ads and Google Marketing Platform tags, and there is no need to deploy additional code using gtag.js on your site if Tag Manager is already in use.
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Analytics Mania
analyticsmania.com › post › gtag-vs-google-tag-manager
GTAG vs Google Tag Manager. What is the Difference? What to Choose?
April 14, 2025 - GTM is a central place where you can keep your tracking codes and manage them. When a page is loaded, Google Tag Manager will activate those codes based on your conditions (on page load, on purchase, on form submission, etc.). One of the things ...
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Reddit
reddit.com › r/googletagmanager › switching from ga4 tag to gtm tag
r/GoogleTagManager on Reddit: Switching from GA4 tag to GTM tag
October 5, 2023 -

I have a web design agency and on all my clients websites I have Google analytic property and GA4 via gtag.js script. I recently learned more about GTM and realizing it makes more sense to add the GTM tag and then add GA4 via GTM. How do I go about doing this?

I have setup a GTM account and working on 1st website right now and created an Account and container for that website and added container tag code to the website. I also added a 'Google Tag.' Should I now remove the gtag.js script from the site and add another tag via GTM for google analytics?

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Analytify
analytify.io › home › gtag vs google tag manager (detailed guide)
GTAG vs Google Tag Manager (Detailed Guide) - Analytify
April 21, 2025 - On the other hand, Google Tag Manager (GTM) is a tag management system that lets you add, update, and manage all tracking tags through a web interface without changing the website code.
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Vakulski-Group
vakulski-group.com › home › gtag vs gtm: what to choose?
GTAG vs GTM: What to choose? | Vakulski-Group
January 1, 2024 - It gives you complete control over the tags installed on your website. ... Google Tag Manager (GTM) is a powerful Tag management system from Google for deploying and managing tags (tracking codes) on websites, apps, or online products.
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Seer Interactive
seerinteractive.com › insights › what-is-google-tag-global-site-tag
Google Tag vs. GTM vs. Global Site Tag | Seer Interactive
February 22, 2023 - Is Google tag (gtag.js) actually a new tag? Is it the same as Global Site Tag? Should I use it or Google Tag Manager? Learn why and when to use Google Tag.
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YouTube
youtube.com › watch
Google Tag Manager vs GTAG. Which one to choose? How are they different? - YouTube
When you want to install Google Analytics 4, you will see two options: via Google Tag Manager or via Global Site Tag (gtag.js). Which one to choose?In this v...
Published   January 4, 2022
Views   16K
Find elsewhere
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e-CENS
e-cens.com › google tag manager vs global site tag (gtag.js): key differences
Google Tag Manager Vs Global Site Tag (gtag.js): Key Differences
October 28, 2024 - With GTM, all tags are configured and deployed from a single account. GTM provides a “command center” to manage tags across channels. gtag.js requires adding code directly to each site or app. There is no central management console.
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MeasureSchool
measureschool.com › home › google tag manager vs global site tag (gtag.js) – similarities and differences
Google Tag Manager vs Global Site Tag (gtag.js)
You can also test and debug your implementation using GTM’s Preview Mode to keep each version as clean as possible. Lastly, Google Tag Manager has a graphical user interface that is not available for the Global Site Tag. This means that with the gtag.js, you’ll need to do all your site’s ...
Published   January 11, 2024
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Rtfct
rtfct.com › blog-posts › google-tag-vs-google-tag-manager-which-one-should-i-use
Artifact | Google Tag vs. Google Tag Manager: Which One Should I Use?
January 15, 2025 - Direct Tracking: gtag.js sends data directly to services like Analytics and Ads. Customization: Events and parameters are configured manually in the code. Best for Simplicity: Ideal for small websites with straightforward tracking needs. Google Tag Manager (GTM) is a powerful tag management system that enables you to manage and deploy multiple tracking codes, or tags, from a single platform without modifying your website’s source code.
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Google
developers.google.com › google analytics › tagging for google analytics
Tagging for Google Analytics | Google for Developers
The **Google tag** is a single tag for measuring organic and ad performance, configurable for various Google products. **Google Tag Manager** is recommended for managing tags without code editing, supporting Google, third-party, and custom tags.
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Yossi Fest
yossifest.com › blog-post › gtag-js-vs-google-tag-manager-which-should-i-go-with
gtag.js vs. Google Tag Manager: Which Should I Choose? | Yossi Fest
gtag.js is a direct line to Google. It’s for people who want to track the basics fast. No frills. GTM is a full-blown tag management system.
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Estiponagroup
estiponagroup.com › blog › magic-8-ball-should-i-use-gtagjs-or-google-tag-manager
Global Site Tag vs Google Tag Manager | Estipona Group
Google Tag Manager is a better fit with that goal in mind. This system gives us more freedom and doesn’t require a working knowledge of coding. We’re constantly adding new features to client websites and reevaluating client goals, so GTM gives us the flexibility to quickly test and track new events.
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Gtechme
gtechme.com › insights › google-tag-manager-vs-global-site-tag-what-is-the-difference
Google Tag Manager vs. Global Site Tag: Gtag & GTM Key Differences
May 6, 2025 - Instead of adding multiple scripts ... Google tools like Google Analytics. On the other hand, Google Tag Manager (GTM) is a more common tool and tag management system....
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Obility
obilityb2b.com › home › blog › seo › how to choose between google tag manager and global site tag
How to Choose Between Google Tag Manager and Global Site Tag - Obility
October 6, 2020 - If you already have Google Tag ... was designed for users who are not using GTM. If you have to make a choice between Gtag and GTM, my recommendation would be to go with GTM....
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Quora
quora.com › What-is-the-difference-between-Google-Tag-Manager-and-gtag-js-and-which-one-should-I-use
What is the difference between Google Tag Manager and gtag.js, and which one should I use? - Quora
Answer: GTM is a like a CMS for tags, UI-centric and more setup but comes with powerful features (beyond GA, 3rd party tags, custom stuff, preview mode, version control etc) and it is one-time setup on websites.
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Endeavour
endeavour.nl › en › insights › googletagmanager
Google Tag Manager and gtag.js – This is how you do it! - Endeavour
March 1, 2023 - GTM and Google Analytics are two separate tools that can be used independently of each other. You can choose to use GTM alone, or you can choose to use gtag.js alone. In general, Google recommends tracking Analytics through GTM. However, this is not always possible.