Echoing what others are saying, I much prefer Google Tag Manager. Many clients use a CMS which make injecting dynamic variables into a page a bit of a pain if it's not done via rules at runtime.
The Next Web has open-sourced its Google Tag Manager setup (https://github.com/thenextweb/gtm), which has things like Scroll Tracking, Engagement Tracking (riveted.js), Outbound Link Tracking and lots of other things that are not in the default GA setup. They have recently added support for AMP.
In my experience it allows clients to get up and running with a useful GA setup in a couple of hours and means that you as a developer don't get bothered to make trivial changes.
The Next Web has open-sourced its Google Tag Manager setup (https://github.com/thenextweb/gtm), which has things like Scroll Tracking, Engagement Tracking (riveted.js), Outbound Link Tracking and lots of other things that are not in the default GA setup. They have recently added support for AMP.
In my experience it allows clients to get up and running with a useful GA setup in a couple of hours and means that you as a developer don't get bothered to make trivial changes.