Organize your containers

How many accounts and containers do I need?

Most organizations have one account for all of their containers. Within that account, the most common practice is to use one container for each website or mobile app.


A company might have a general information website, and ecommerce website on a separate domain, a domain that hosts a blog, and mobile apps for Android and for iOS. In Google Tag Manager, this company has created a single Tag Manager account. Within that account they have set up a total of five containers: Three web containers for their information, ecommerce, and blog websites, a container for their Android app, and a container for their iOS app.

Important note for mobile apps: Each new major version of a mobile app should have a new container. (Minor revisions such as bug fix releases might not need new containers.) Use container export/import to migrate content between containers.

Use folders to organize content

Folders can help you organize a container's tags, triggers, and variables into logical groups that make your Tag Manager implementations easier to work with. Folders can be used to organize content in a number of ways:

  • Organize by project: Create a folder for a new microsite, or for a new ad campaign.
  • Organize tag by team: Create a folder for an agency to work in, and another for your marketing team.
  • Organize tags by type: Create a folder for Google Analytics tags, another for AdWords, another for 3rd party tags.

Establish tag naming conventions

It is common for Tag Manager configurations to include a large number tags, triggers, and variables. To keep your container's content organized and easy to work with, we recommend that you use a naming convention similar to the following pattern: <tag type> - <name of app> - <detail>​.


  • AdWords conversions - Ecommerce website - 2018-01 campaign
  • AdWords conversions - Android - 2017-12 campaign
  • Analytics pageviews - Info site + blog
  • DoubleClick Floodlight - Ecommerce website - product categories

Learn more about naming conventions and setup tips.

Manage container size

Over time, the number of tag, triggers, and variables in your containers may grow. To keep your workspace manageable and to keep the size of your container reasonable:

Learn more

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