Google Analytics, a widely used web analytics tool for over two decades, requires extensive manual event tracking, which can be burdensome due to its need for constant updates. Google Tag Manager (GTM) was introduced to alleviate this by allowing non-developers to manage event tags, although it still demands upfront planning and organization to prevent data loss. In contrast, Heap offers a more dynamic approach by automatically recording all user interactions and enabling event definitions on top of its collected raw data, allowing for retroactive analysis and immediate insights without waiting for new data accumulation. Heap also supports data from iOS, Android, and numerous third-party integrations, making it versatile compared to GTM. The choice between Google Tag Manager and Heap depends on an organization's specific needs, resources, and objectives, with a comparison available on G2 Crowd for customer insights on both tools.