Difference Between Google Tag Manager and Firebase Analytics

Edited by Diffzy | Updated on: April 30, 2023


Difference Between Google Tag Manager and Firebase Analytics

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Digital marketing is huge right now. No significant sector can be developed without investing a lot of time and money, thus it's critical to comprehend the results and impacts of the job being done and to compare them. Analytical tools are used in digital marketing to achieve this. In addition to the numerous other web-based tools that are already available, Google also developed one called Google Analytics. Google Analytics, in its simplest form, is an analytics tool that can be used to measure and examine website activity, including visitor numbers, page views, and bounce rates. Any webmaster may use it without charge. There is a commercial edition with more advanced features, though I should note that it is somewhat pricey for publishers and small enterprises. While all data on it is anonymized, you can still readily analyse user behaviour and site traffic flow to know where visitors to your sites come from.

One of the many tools the dominant search engine company offers users to assist them to comprehend what visitors are doing on their website is Google Analytics. You may track and review important statistics about your website and visitors with the application. Because of the variety of information it offers, Google Analytics is a crucial part of any website manager's or marketer's online toolkit. The best analytics tool for monitoring a website's or app's efficiency is Google Analytics. It is one of the several tools that Google offers, along with Google Tag Manager and Google Search Console. Through the platform, you may obtain a thorough study of the performance of your website. It gathers a lot of data and processes it with skill. The generated reports can then be used to view the data. By using these reports, you can learn crucial information about your website and its visitors. One of the few regularly used tools is Google Analytics, and it has developed mobile apps for both iOS and Android that let users monitor data while on the go. It is even possible to identify the visitor's city. The two main technologies that Google Analytics uses are cookies and tracking codes. Like the bulk of modern analytics solutions, it uses tracking codes to monitor and evaluate online performance. After signing up for the service, you must first create a new property. The online interface provides you with a code once you're finished. This single line of JavaScript code needs to appear on each page of the website you wish to track.

With so many tools available to marketing professionals today, it's easy to become bogged down in the various roles, responsibilities, and services these portals provide businesses, especially when they're created and provided by the same company. Both Google Tag Manager (GTM) and Firebase Analytics are still often used interchangeably.

Google Analytics Characteristics

  • These Google Analytics capabilities are used to monitor how people navigate your website. It can reveal how people access the site, what devices or internet connections they use, the length of their sessions, their bounce rates, and how many new and returning users there are.
  • The main focus of this is tracking website conversions. You can create a funnel for an e-commerce site, for example, to track the number of clients who add an item to their shopping cart and then remove it.
  • You may observe the keyword visitors used to reach you in addition to knowing what phone or operating system they used to access your website. Using this, you may produce content for your website that will improve its SEO and draw in more visitors.
  • Google Analytics enables Add ons since no analytics solution in the world can accomplish everything. These plugins can be used to increase Google Analytics' feature set and enable customization and experience modification. Additionally, adding add-ons isn't that difficult because there is a web-based method that eliminates the need for downloading and uploading any files.
  • You can allow options to assess the age, gender, and other characteristics of your audience in the settings, which can also provide you with information about your audience. It naturally keeps track of visitors' language, nationality, etc., information by default.

Difference Between Google Tag Manager and Firebase Analytics in Tabular Form

With so many tools available to marketing professionals today, especially when they were both created and provided by the same company, it's easy to get lost in the various tasks, responsibilities, and services these portals provide firms. Google Tag Manager (GTM) and Firebase Analytics are still widely used interchangeably.

Parameters of Comparison  Google Tag Manager Firebase Analytics
Definition The administration of website tags is simple with Google Tag Manager thanks to its services and analytics, which allow smaller businesses to distribute and modify tags in one place. Using Google's Firebase platform, programmers can build both web and mobile applications.
Presented in In 2012, Google Tag Manager was introduced. On October 1, specifically, Google officially debuted it in the market. In 2011, it debuted as a standalone company. The framework was acquired by Google in 2014, and it now serves as their primary app development offering.
Parent Company Google was the driving force behind the Google Tag Manager project. On the other side, the Envolve start-up served as the foundation for the Firebase platform. Google eventually bought it after that.
Developers A group of Google employees who work as developers created the Google Tag Manager ecosystem. James Tamplin and Andrew Lee created Firebase in 2011 through Envolve, which later changed its name to Firebase.
Privacy Issues For certain firms with an emphasis on security, the idea of information, including monitoring codes, being maintained with a third party, Google, may seem unthinkable (typically banks). There have been numerous rumours recently that Firebase has been collecting data without users' consent.

What is Google Tag Manager?

You must examine data like traffic, events, or conversions to assess the outcomes of your digital marketing efforts. To track technological activity, you must add several tags or bits of code to your website. The process used to be difficult and required professional technical support. Thanks to Google Tag Manager, controlling tags on your website is now more straightforward than ever.

Using a straightforward web-based user interface, Google Tag Manager is a tag management system that enables you to quickly define and deploy tags on your website or mobile application. The same functions as global site tags are available. Additionally, Tag Manager provides enterprise collaboration tools, security features, community- and third-party-developed tag templates, tag version control, and organization. Tag Manager optimizes tag deployment and minimizes tag setup issues while allowing you to rapidly modify and deploy tags on your website via a web-based interface.

Google Tag Manager (GTM) is a component of the Google solution that aids SEO specialists in understanding what is occurring on a website. It is simple to integrate labels, triggers, and numerous other search engine features with GTM, including Google Analytics. Freeware software called Google Tag Manager enables you to add several types of coding (tags) to the website. GTM gives customers the option to add customised codes as well as other types of coding to any webpage. Before GTM, each page's GA monitoring credentials had to be manually hard-coded, usually by a web designer. It can be challenging to maintain track of and update several events. Google Tag Manager, on the other hand, resolves the issue by centrally storing all tags in a user's GTM profile. Google Tag Manager incorporates user administration as well. At the highest level, one can decide whether a user has access to vast accounts or just a few modules.

Top Google Tag Manager Features

  • Its tagging system allows for entirely personalized tagging of your website. Along with compatibility for AMPs and mobile apps, the software provides capabilities including synchronous tag loading, stopping tags, excluding tags, and sequencing.
  • This approach has advantages for marketers as well as IT personnel. It has a preview mode, search and auto-complete, version history, and workspaces in addition to a simple web interface.
  • You may manage access levels, which makes it possible for marketing and web development teams to cooperate more safely and productively. This software supports several users and accounts at once, and permissions are assigned at the user level.
  • It offers a set of tools to govern data gathering in addition to regulating when and how tags are activated and gathered. Clicks, form submissions, page visits, and history modifications are examples of automated occurrences.
  • The built-in templates offered by Google and other parties make it simple to choose and deploy measurement and marketing tags.

What is Firebase Analytics?

You can use Firebase Analytics to learn more about the performance of your app. It will give detailed information on how users of the specified program are interacting with it on iOS and Android. The program will immediately begin tracking as soon as you configure it, depending on the specified events. It implies that users can learn about the effectiveness of their software right away. Google Analytics, a limitless and cost-free analytics tool, serves as the foundation of Firebase. Analytics will be integrated across all Firebase functionalities to give users unrestricted reporting for 500 events specified by users in the Firebase SDK.

Up until the year 2020, a Firebase Analytics plugin included in the Firebase infrastructure allowed for the data collection of mobile browser engagements. This title is no longer in use as of 2021. Firebase Analytics has been superseded by Google Analytics for Firebase. There is still only one analytics component in this Firebase architecture. The core of Firebase is still Google Analytics, a free analytics tool. Using the Firebase SDK, Analytics works with all Firebase features and enables you to produce an unlimited number of reports for up to 500 future items.

Users can quickly understand consumer behaviour thanks to analytics tools, which enable users to choose wisely when it comes to app advertising and performance enhancement. Finding out how users engage with your website, iOS app, or mobile apps may be done with the aid of Google Analytics. The SDK allows you to develop your custom events to track the things that are vital to the business while also instantly logging a large number of activities and user attributes. Once the data has been gathered, a dashboard using the Firebase interface may be used to see it. This dashboard provides you with thorough information on the statistics, ranging from summary data like active accounts and demographics to a great deal more in-depth data like identifying the most popular items.

Characteristics of Firebase Analytics

  • With the mobile app, it's crucial to offer users a customized experience. App developers must be aware of consumer usage trends and behaviour to make it possible. The Firebase will assist app developers in obtaining comprehensive reports regarding the performance and engagement of users.
  • One of the greatest benefits that this platform can offer is its integration with Google Analytics. It provides the fundamental Google-integrated technologies that enable developers to form opinions about what clients need based on their level of involvement.
  • Understanding user involvement is crucial while developing apps. To build the capabilities and features that users desire in the app you have created, Firebase will give you complete information on the customers' engagement. Customer loyalty and satisfaction will increase as a result.
  • It would be fair to claim that Firebase Analytics will be a fantastic addition for app developers as it will help manage client interests and comments while fostering the company's sustainable growth. It is a solid platform for the expansion of channels for app development.
  • Firebase Analytics creates reinvented analytics for mobile applications. The reason for this is that you can adjust all properties and events to fit your application.

Difference Between Google Tag Manager and Firebase Analytics In Points

  • With services and data that let smaller organizations distribute and modify tags in one location, Google Tag Manager makes webpage tag administration straightforward. Conversely, developers can build mobile and online services using the Firebase platform from Google.
  • A group of Google employees developed the Google Tag Manager environment. James Tamplin and Andrew Lee developed Firebase in 2011 and then used Envolve to rebrand it as Firebase.
  • The Google Tag Manager program has been spearheaded by Google. Envolve, an older start-up, provided the technology for the firebase.
  • Both platforms serve various objectives. Google Analytics is a platform specifically for analytics, whereas Firebase is mobile-focused. Google Analytics is geared for the web, monitoring, and advertising, but it also functions with mobile apps.
  • Most people believe that Firebase Analytics and Google Analytics are interchangeable. The minimal distinctions between the two platforms must be understood, though. There are a few important changes right here that you should be aware of.


A great tool for reviewing a mobile application's performance is Firebase Analytics. Its benefits include real-time analysis, ready-to-use reports, and an out-of-the-box connection with Firebase SDKs. It is free and included in the Spark and Blaze plans, making the price unbeatable.

A lot of people are enthusiastic about Google Analytics 4, a significant upgrade to the Google Analytics (GA) platform. Web analytics, app analytics, and data from a few other platforms within GA were all kept entirely separate until recently. Analysts may gain more value from GA4 by compiling data on user behaviours and conversions for analytics across many platforms, notably mobile and over-the-top (OTT) applications. Google appears to have had several tools from the start for evaluating mobile apps and offering general smartphone app solutions.


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"Difference Between Google Tag Manager and Firebase Analytics." Diffzy.com, 2024. Sat. 02 Mar. 2024. <https://www.diffzy.com/article/difference-between-google-tag-manager-and-firebase-872>.

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