Google Tag Manager

Google Tag Manager

Data collection is a useful tool to expand the online reach of your business and increase conversion rates. When you have access to user information with detailed analytics, it becomes more straightforward to promote and sell your products. With the advancing technology, SEO Tools such as Google Analytics have started becoming more productive. The credit goes to Google Tag Manager (GTM), which allows you to quickly and effectively manage all your tags. You can add tags for Facebook, LinkedIn, Twitter, Google Analytics, Adwords, etc. with the help of tag manager. Using this tool, you can easily track the advertising performance of your website.
What is Google Tag Manager?

Google Tag Manager is a tag management system (TMS) that allows you to quickly and easily update measurement codes and related code fragments collectively known as tags on your website or mobile app. Once the small segment of Tag Manager code has been added to your project, you can safely and easily deploy analytics and measurement tag configurations from a web-based user interface.

When Tag Manager is installed, your website or app will be able to communicate with the Tag Manager servers. You can then use Tag Manager’s web-based user interface to set up 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 Tag Manager container can replace all other manually-coded tags on a site or app, including tags from Google AdsGoogle AnalyticsFloodlight, and 3rd party tags

Set Up and Install Tag Manager

Install Google Tag Manager to configure and deploy tags, including tags from Google AdsGoogle AnalyticsFloodlight, and 3rd parties. At a high level, the steps are:

  1. Create an account, or use an existing account, at (A new container is created by default, and you can create additional containers within each account.)
  2. Install the container in your website or mobile app.
    1. For web and AMP pages: Add the container snippet as instructed by Tag Manager, and remove any existing tags.
    2. For mobile apps: Use the Firebase SDK for Android or iOS.
  3. Add and publish your tags.

Create a new account and container

  1. In Tag Manager, click Accounts and then Create account.
  2. Enter an account name and optionally indicate whether you’d like to share data anonymously with Google and others.
  3. Click Continue.
  4. Enter a descriptive container name and select the type of content: Web, AMPAndroid, or iOS. If setting up a mobile container, select whether you’re using the Firebase SDK or one of the legacy SDKs.
  5. Click Create.
  6. Review the Terms of Service and click Yes if you agree to those terms.

When your new container first loads, you will be prompted with the web container installation code snippet, or to get started with Tag Manager as part of the SDK for your chosen mobile platform. You can install your code snippets now, or click OK to clear this dialog. You can always set up your container first and install the container snippet or SDK later.

Add a new container to an existing account

  1. In Tag Manager, click Accounts and then More next to the relevant account name.
  2. Choose Create Container.
  3. Repeat steps 4–6, listed above.

Install the container

If you are not experienced with code or do not have access to your website or mobile app code, you may need to enlist the assistance of a developer for this step. Developers can learn more at the Tag Manager Developer Quick Start Guide.
  1. In Tag Manager, click Workspace.
  2. Near the top of the window, find your container ID, formatted as “GTM-XXXXXX“.
  3. Click your container ID to launch the Install Tag Manager box.
  4. Copy and paste the code snippets into your website as instructed in the Install Tag Manager box, or download and install the appropriate mobile SDK. Click on links for tips on webAMP, and mobile installation.

Add, update and publish tags

Now that a container is installed, you’re ready to add new tags.

  1. Click Tags from the navigation menu.
    • To add a tag: Click New. Select the tag type and specify triggers for when the tag should fire.
    • To edit a tag: Click a tag in the list and make changes on the “Edit Tag” page. For example, you might update the triggers for when the tag should fire.
    • To delete a tag: Click a tag in the list. On the “Edit Tag” page, click the More menu in the upper right corner of the screen and choose Delete.
  2. Preview mode gives you an opportunity to inspect your Tag Manager configuration on your site or app to make sure everything behaves as expected. On the web, you can use the debug option to see which tags fire as you browse and interact with the site.
    • From any web page in a workspace with unpublished changes, click PreviewLearn more.
    • For mobile apps, read the developer documentation for Android and iOS.
  3. When you’re ready, click Submit in the upper-right corner of the screen to begin publishing your changes. Add details such as a Version Name and Version description, then click Publish.
  1. Most Tag Manager implementations start with a Google Analytics page view tag deployment. Get step by step instructions for how to deploy a Google Analytics tag.
As always, if you need help or have questions, your friends here at New Media One are here to help, just give us a call at 303.828.9882 or email us at
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