Google Tag Manager

Your Best Friend For Tracking

Set Up

  • Implemented by just putting a snippet of code on the clients site.
  • Once there it acts as a portal to your list of tracking rules you’ll set up through tag manager.


  • Simplicity: The rules are very straightforward.
  • Speed & Agility: Add tracking as needed without having to use a developer.
  • Precision: The less code added to the website the less chance there is for tracking errors.

Set up – Account

  • You will need one GTM account per company.
  • You can link your Tag Manager account to a Tag Manager MCC.

Container Setup

  • After creating the account you will be prompted to create a container. Containers hold all of the tags for a specific website.
  • You can create a new container at any time by going to the company GTM account page. Then click New and select container.

Set Up – Container Snippet

  • Each container has a snippet of code attached to it. When first creating the container it will show you the code.
  • You can also find it at any time by going to Admin and select Install GTM.

Set Up – Placing Snippet

  • Then take the snippet of code and put it in the body of every page of your site.
  • Be sure to remove any previous tracking codes to prevent tracking duplicate data. Those codes will be handled through Tag Manager.
  • GTM is now ready for you to add new tags.

Set Up – Creating Tags

  • Create all of the tracking tags you will be using for your site.
  • To add a tag, click the “new” button then select tags. Give the tag a logical name depending on its purpose.
  • Then select the type of tag you want to create. Tag Manager will then tell you what information you need to provide to create that specific tag.
  • For example, to the left is an example of setting up google analytics.

Set Up – Firing Rules

  • From there you add the rules for when you want it to fire. Whether it be on certain pages, all pages, or even events on the site.
  • The option to fire on all pages already exists, but if you want a more specific rule you’ll have to create it yourself.
  • Once you create the rule and save it, you can then save the tag.
  • Then click preview to double check the tag before hitting publish to make the tag live.

Example: Google Analytics

  1. Create a new tag in the container for the site of your choice.
  2. Name the tag “Google Analytics”.
  3. Select tag type Universal Analytics.
  4. For Track Type select page view.
  5. Then select firing rules on the top right of the page. Select all pages.
  6. Next you’ll have to find your Universal Analytics tracking ID.  To do this you’ll first happen to open the analytics account you’re using on the website.
  7. To find the ID, first click the admin button then select tracking info. From there select Tracking Code and the ID will be on top of the page.
  8. Copy this ID into the Tracking ID section in Tag Manager. Then save your tag.
  9. Before publishing your tag, click preview to makes sure everything works. Then click publish.
  10. Your Analytics code will now be tracking on your site

Example: Adwords Conversion Code

Setting up Adwords Conversion Code is a little more complicated than setting up Analytics, but is still easily accomplished.

  1. First, set up your conversion in Adwords.
  2. You’ll need the Conversion ID and The Conversion Label for tag manager.
  3. Create a new tag and name the tag “Adwords Conversion” or something similar and select Adwords conversion tracking as the tag type.
  4. Then go to firing rules and set the tag to fire upon reaching the thank you page on your site.
  5. Save.


  • Google Tag Manager takes a process that often requires coordination between multiple parties and simplifies it to a one person job.
  • All tags can be installed on a website through GTM, quickly and easily.
  • Less tags, also mean faster load times.