What is Google Tag Manager (GTM)?

Published by Kyle Zinn in Marketing on September 26, 2019

Google Tag Manager, often abbreviated as GTM or just called Tag Manager, is a tag management system created by Google to manage scripts and pixels used for tracking and analytics on websites without having to modify the code.

The main advantage of using Tag Manager is that you can easily add, remove, or modify tracking scripts on your website without needing a developer to edit the code or having to use plugins.

Google Tag Manager makes script deployment simple, and in most cases, has a template to use when setting up common scripts.

Some examples of these common script templates include:

You can even add a Custom HTML tag, allowing for simple integration of scripts such as Facebook Pixels or other tracking pixels.

Ideally, every tracking script and pixel should be stored and deployed from this one location. That’s because when a website is built, sometimes there are multiple places in the framework where scripts can be added. Some of these places include:

  • Directly in the code itself
  • Plugins
  • Template settings
  • Header settings
  • Footer settings

The list goes on.

Using multiple plugins will bloat the backend of your website with a bunch of unnecessary plugins that are just deploying scripts. It’s not uncommon to see multiple plugins for deploying GA, Facebook Pixels, Hotjar, CrazyEgg, and other scripts on a website.

Even worse, it can be difficult to find exactly where these scripts are on the backend of a website when so many different ways of deploying them exist.

This is why it’s a best practice to use Google Tag Manager. You don’t need to install and maintain multiple plugins that may have accumulated over the years and you can always find and modify scripts as needed.

How do I grant access to a Google Tag Manager account?

To grant users access to a Google Tag Manager account, follow these directions:

Step 1. Go to https://tagmanager.google.com and, at the top right, switch to the Google account that has access to the Tag Manager account

Step 2. Go to the Tag Manager account you wish to grant a user access to and click the vertical three dots and select User Management

Step 3. Click New in the top right

Step 4. Enter the email address

Step 5. Select the account permissions (User or Admin)

Step 6. Select the container permissions (No accessReadEditApprove, or Publish)

The highest possible access is Admin with Publish permissions. This is the access level your marketing team will need to manage a Tag Manager account.

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