Google Analytics is a web analytics service provided by Google that allows webmasters, marketers and SEO professionals to track and analyze various aspects of their website's performance. Google Analytics tracking code is a piece of JavaScript code that is added to each page of a website.

The primary purposes of the GA code include:

• Visitor Tracking: GA tracks the number of visitors to a website, their geographic location, the devices they use, and other demographic information.
• Pageview Tracking: It monitors which pages users visit, how long they stay on each page, bounce rates, and the sequence of pages they navigate through.
• Event Tracking: GA allows you to set up event tracking to measure specific interactions, such as clicks on buttons, form submissions, file downloads, video views, and more.
• Conversion Tracking: Web marketers use GA to track and analyze conversions, such as form submissions, lead generations, online sales, and other transactions. Conversion tracking is used to track desired user actions.
• Traffic Sources: GA provides insights into how users find and navigate to your website, including organic search, paid advertising, social media, and referrals.
• Custom Reports and Dashboards: GA allows a user to create customized reports and dashboards based on their specific tracking needs.

Google Analytics helps webmasters understand user behavior, improve website performance, and make data-driven decisions. It is an essential tool every website owners need to track their web properties.

Google Tag Manager is a software that simplifies the process of managing and deploying various tags (snippets of code) on a website. Instead of manually adding and updating code directly in the web pages, GTM provides a user-friendly interface to manage tags dynamically.

The GTM code, similar to GA, is a JavaScript snippet that is added to each page of a website. Its main purposes include:

• Tag Management: GTM allows users to deploy and manage various tags without modifying the website's code directly. Tags can include analytics scripts (like GA), HTML custom codes, Javascript and marketing tags, remarketing pixels, and more.
• Version Control: GTM enables version control of tags used in the tag manager for tracking purposes. GTM also allows a user to preview and test changes before publishing them to the live website.
• Rule-Based Triggers: Users can define rules and triggers for when tags should be fired. For example, a tag might be set to fire on all pages or only on specific pages that meet predefined rules.
• Centralized Control: GTM provides a centralized platform for managing all tags, making it easier to maintain and update tracking codes.

Google Tag Manager simplifies the process of managing and deploying various tags on a website, offering a more flexible and controlled approach compared to manually editing the site's source code. It is often used in conjunction with Google Analytics and other marketing and analytics tools.