Google Tag Manager overview

Google Tag Manager is a tag management system that allows you to quickly and easily update tags and code snippets on your website or mobile app. Once the Tag Manager snippet has been added to your website or mobile app, you can configure tags via a web-based user interface without having to alter and deploy additional code. This reduces errors and frees you from having to involve a developer whenever you need to make changes.

Tag Manager for web works via its own code snippet that you add to your website or mobile app. This code connects your website or app to the Tag Manager servers. You then use the web based user interface to set up tracking tags, establish triggers that cause your tag to fire when certain events occur, and create variables that can be used to simplify and automate your tag configurations.

A collection of tags, triggers, variables, and related configurations installed on a given website or mobile app is called a container. A container replaces all other manually-coded tags on a site or app, including tags from AdWords, Google Analytics, Floodlight, and 3rd party tags

When you upgrade your site or app to Tag Manager, the best practice is to migrate all your tags at once. However, this is not a mandatory requirement. Tag Manager can fire your migrated tags alongside any tags that are not administered through Tag Manager.

Your Tag Manager account allows you to administer the tags for one or more websites or mobile apps. Although you can set up multiple Tag Manager accounts from a single Google account, you’ll typically only need one Tag Manager account per company or organization. Learn more

Setup for web

To get started with Tag Manager for your website:

  1. Go to to create an account (or to access an existing account).
  2. Create a container for your site in the account.
  3. Add the container snippet to your site.
  4. Migrate any hardcoded tags (such as AdWords or DoubleClick tags) from your site’s source code into Tag Manager.

Setup for mobile apps

Tag Manager for Android and iOS is deployed in conjunction with the Firebase SDK. Firebase is Google’s mobile app platform, which provides end to end development tools and analytics. When you add Tag Manager to your app, you can make changes to your measurement setup without having to edit code or publish updated versions of your app.

To setup Tag Manager for mobile apps:

  1. Go to to create or log in to a Tag Manager account).
  2. Create a container for your app in the account (select the "Mobile Apps" option).
  3. Select the appropriate container type (Android, iOS) and SDK version (Firebase, Legacy SDKs).
For mobile containers, a default container is used to set initial tag configurations until the first time a container is downloaded. Once the app has connected to the internet and downloaded a container, it will never use the default container again. Applications periodically check for container updates, typically every 12 hours.

Please visit the Tag Manager developer documentation to learn more.

Was this article helpful?
How can we improve it?