Setting up and implementing Google Tag Manager on your website

Rafal Kremplewski

Google Tag Manager is a great tag management tool, which lets you launch new tags any time with just a few clicks, ensuring that you never miss a measurement or marketing opportunity. Tag is a snippet of code that sends information to a third-party, such as Google. If you don't use a tag management solution such as Tag Manager, you need to add these snippets of code directly to files on your website or mobile app. With Tag Manager, you no longer need to maintain each of these code snippets in your source files. Instead, you specify the tags that you want to fire, and when you want them to fire, from within the Tag Manager user interface.

Setting up and implementing Google Tag Manager is really simple, so let's get started now!

Step 1.

Login to your Google account, go to and enter the account name for you new Google Tag Manager account. You can also optionally choose to share anonymous data with Google and others:

Step 2.

Enter the container name and select where to use the container. You can choose between Web, iOS or Android:

Step 3.

Great! You've just completed the initial setup of Google Tag Manager. Now you have to install it on your website:

If you are not a developer or simply need more help, take a look at the Google Tag Manager Quick Start Guide.

Step 4

Now you just need to confirm that you agree to Terms & Conditions:

Step 5

After agreeing to T&C, you will be redirected to the main Google Tag Manager dashboard:

Step 6

After putting the Google Tag Manager script on your website, you can start adding your first tag. In order to do so, select "Add a new tag" in the main dashboard and you will be redirected to the tag creation page. Firstly, you will have to choose the product you want to use; I will be using Google Analytics in this example:

Step 7

In the next step, you need to choose the tag type. I can choose between Universal Analytics and Classic Google Analytics after choosing Google Analytics as product:

Step 8

Now you need to configure the tag. Google Analytics requires me to provide the Tracking ID, which has to be in the following format: UA-XXXXX-X. There are additional options available, such as adding content groups, custom metrics, custom dimensions and more:

Step 9

After configuring the tag, you can select pages the tag should be triggered on; I chose all pages. After you've made the decision, you can click "Create Tag" to create the tag:

Step 10

You can name the tag now:

Step 11

After creating and naming the tag, it should show up in your Google Tag Manager dashboard:

Step 12

The last thing you need to do is click the red "Publish" button in the top right corner of the dashboard and then select "Publish Now":

Step 13

Congratulations! You've just set up a basic tag for Google Analytics in Google Tag Manager and implemented it in your website:

If you need to make any changes to the tag, you can just click on the "Tags" tab in the left menu of the dashboard. Just remember to click "Publish" after making any changes or else the changes won't be made!

Google Tag Manager is a great, secure tool provided by Google, which enables you to easily create and manage new tags. If you follow this solution closely, you should be able to start using it in no time!