Setup and Workflow (Web)

Using the new version of Google Tag Manager? Read the updated version of this article.

To manage your tags using Google Tag Manager, you’ll need to:

  • go to to create a Google Tag Manager account (or to access an existing account).
  • create a container for your site in the account,
  • add the container snippet to your site while removing any existing tags on your site.

You’re then ready to add tags (for example Google Analytics and AdWords Conversion Tracking tags) to your site via the Google Tag Manager user interface.

Creating an Account

The account is the top-most level of organization in Google Tag Manager. Typically, only one account is needed per company. Tags for all the company’s websites can be be managed from this single account.

You can create and/or administer multiple Google Tag Manager accounts from a single Google account. This allows you to conveniently manage website tracking and campaigns for more than one company. Each time you sign in to Google Tag Manager, you’ll see the list of the Google Tag Manager accounts to which your Google Account has access.

  1. From the All Accounts page in Google Tag Manager, click New Account.
  2. Enter an account name and click Next.
  3. Follow the instructions below, under Creating a Container.

Creating a Container

As part of creating a Google Tag Manager account, you’ll be asked to create a container. A container holds all the tags for a specific website, so it’s best to name the container after the site. For the site, you might name the container "example".

Create a new container whenever you start managing tags for a new website. To create a new container:

  1. In Google Tag Manager, select an account. The Containers page appears.
  2. On the Containers page, click New Container.
  3. Enter a container name, select "Web Pages" under Where to Use Container, and click Save (or Create Account and Container if you are creating this container as a part of creating an account.)

Adding the Container Snippet

A container snippet is provided for each container. Copy and paste this snippet immediately after the opening <body> tag on every page on the site. Be sure to remove tags (e.g. Google Analytics, AdWords Conversion Tracking, etc) from the site pages at the same time.

To find the container snippet:

  1. In Google Tag Manager, select an account. The Containers page appears.
  2. Click the desired container in the list.
  3. Using the left navigation, go to Users & Settings > Settings.

To verify or troubleshoot your installation, you can use the Tag Assistant Chrome extension.

Adding, Updating and Publishing Tags

When you first create a container, it will be empty so you’ll need to add tags. Begin by replacing any tags you removed from the site in the previous step. For example, if you deleted an AdWords Conversion Tracking tag from the site, add it back in Google Tag Manager. Once a container has been created and the container tag has been added to the site, you’re ready to add and update all tags from the Tags page.

  1. In Google Tag Manager, select an account. The Containers page appears.
  2. Click your site’s container in the list. The Tags page appears.

  3. To add a tag:
    Click New > Tag. Select the tag type (for example, Google Analytics) and specify rules for when the tag should fire. Read Tags to learn more.

    To edit a tag: (for example, update the rules for when the tag should fire)
    Click the tag in the list. Make changes on the Edit Tag page. Read Tags to learn more.

    To delete a tag:
    Click the tag in the list. On the Edit Tag page, click Delete this tag.

  4. Preview your site. Previewing gives you an opportunity to perform quality assurance (QA) on your site. You can make sure the site looks and behaves as you expect and, using the debugging option, see which tags fire as you browse and interact with the site.
    From any page under Container Draft in the left navigation, click Create Version. Click Preview > Preview and Debug. Read Previewing and Debugging to learn more.

  5. Publish the changes live to your site.
    Using the left navigation, go to Versions > Overview. In the table, select the version you saved when you previewed your site. Click Publish.

    You should only publish container versions that you've previewed. However it's possible to create a version and publish it without previewing. From the Tags page, click Create Version. Click Publish. Read Publishing and Versions to learn more.

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