The most frequently asked questions about using Google Tag Manager.

About Tags & Tag Management

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  • What is a tag?

    Tags are tiny bits of website code that let you measure traffic and visitor behavior, understand the impact of online advertising and social channels, use remarketing and audience targeting, test and improve your site, and more.

  • Why manage tags?

    Adding tags without efficient management can cause big problems. All that code bogs down your site. Redundant or incorrectly applied tags can distort your measurement and result in duplicate costs or missing data. And it can be time-consuming for the IT department or webmaster team to add new tags, which means important marketing and measurement programs can be delayed. Google Tag Manager helps eliminate these problems — so you can focus on your marketing campaigns.

  • Do I need a tag management system?

    If you’ve ever been slowed down while waiting for new tags to be implemented, or if your site has gotten slow and clunky due to too many tags, or if you’re not sure that you’re collecting data efficiently, then Google Tag Manager can make your job easier.

  • How does Google Tag Manager actually work?

    Google Tag Manager keeps track of a set of tags and tag-firing triggers that define when those tags should be made available on your site. When a user visits the site, the most up-to-date tag configuration is sent over to the end-user’s browser with instructions for which tags should fire. Learn more about how Google Tag Manager works.

  • I’m on the webmaster / IT team. How can I be sure that letting marketers add their own tags with Google Tag Manager won’t break my site?

    No need to worry! We’ve built in a tag Preview Mode, automatic error-checking that prevents publication if tags aren’t properly formatted, and error-recovery features like version history to make sure that no one will deploy a tag that’s going to break the site. Plus, we’ve included user permission controls so you can grant different levels of access.

  • What happens if Tag Manager gets promoted to Tag Executive Managing Director?

    Although a promotion may be well-deserved, there are no immediate plans.

My Tags & Data

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  • What about my old tags?

    You’ll migrate all current tags to a new container in Google Tag Manager. And you’ll still have full control over how these tags fire, based on your triggers. You can also take advantage of other Google Tag Manager features, such asynchronous firing, previewing, and syntax validation.

  • Will I lose any data history?

    All data will flow into the same accounts, and no important history will be lost. (As with most tag migrations, there's a small chance of losing a few seconds or at most a few minutes of data. But that’s lots better than tags that don’t work in the first place.)

  • Do I have to migrate all of my tags?

    We recommend migrating all measurement and marketing tags site-wide to take full advantage of Google Tag Manager. But if you really want to migrate only some tags, or deploy to only a subset of pages, Google Tag Manager will still work just fine.

  • Can I add or edit tags later?

    You bet. It’s easy to add or update tags – any time you need them. You can manage everything within Google Tag Manager, and you won’t have to access the site code – just use our web interface.

  • Can I rely on Google Tag Manager to fire all my tags?

    Yep. Thanks to Google Tag Manager’s fast loading times and precise tag-firing triggers, you can trust that your tags are firing when they’re supposed to – in fact, on average, you’ll have more data, and that data will be more reliable. Google has a better than 99.9% “up-time” rate, so it’s highly unlikely that your tags will ever fail to fire because you’re using Google Tag Manager.

  • What about non-Google tags?

    You can add custom code for any tag you like (please also check out the Google Tag Manager Use Policy). And Google Tag Manager will be adding templates for non-Google measurement and marketing tags in the coming months.

    If your company provides tag technology and you’d like Google Tag Manager to include a template for your tag, please contact us here to become a tag vendor.

Set-up & Usage

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  • How long will it take to install? What resources are required?

    It only takes a few minutes to set up an account. You’ll need to know what tags you currently have installed on your site, so that you can shift these tags into Google Tag Manager. Depending on the size of your site and how many tags you are migrating, this process might take less than an hour or might require more time. If you’re a marketer, it’s a good idea to talk with your webmaster or IT team. Once Google Tag Manager is installed, you won’t need to bother them anymore! See our Help Center articles on setup and workflow and what to think about before you begin.

  • Can I set up Google Tag Manager using an API?

    Absolutely. If you’re working with a developer or IT person, they can use our Google Tag Manager API to customize application for your business.

  • What if I have a really large or complex website?

    For most users, setup is quick and easy. If your site is especially complex, you might find it valuable to invest in the help of an implementation expert. You can find a listing here of our Google Certified Partners. All partners are carefully vetted by Google and meet rigorous qualification standards.

  • Does it work with other Google products?

    Certainly. Google Tag Manager has built-in tag templates for AdWords Conversion Tracking, Google Analytics, DoubleClick Floodlight, and AdWords Remarketing. Learn more about tag templates.

  • I currently use the DoubleClick Floodlight tag. How does Google Tag Manager work with Floodlight?

    Today, many DoubleClick customers use Floodlight as both a container tag and as a conversion-tracking and remarketing tag. Because Google Tag Manager offers more versatile tag-management technology, we encourage all Floodlight users to install Google Tag Manager and migrate their existing Floodlight tags into Google Tag Manager using the built-in Floodlight template. This will make adding future Floodlight tags easier, and it will make variable collection much faster and less error-prone.

    It’s important to note that Google Tag Manager does not replace the conversion-tracking and remarketing functionality of the Floodlight tag. DoubleClick users should continue to use Floodlight for these capabilities. Because of the more sophisticated container features of Google Tag Manager, we also encourage Floodlight users to migrate the tags in the Default tag section into Google Tag Manager, but to keep tags in the Publisher tag section within Floodlight to take advantage of last-click and view-through tag firing.

  • Does it work on mobile websites and other platforms?

    Yes, Google Tag Manager can also be used on mobile websites, and we’re building support for other platforms as well. You can manage your mobile tags and your standard website from the same Google Tag Manager account.

  • What about mobile applications?

    Google Tag Manager for Mobile Apps lets you configure your mobile application even after users have downloaded your application. Learn more about how it works and how to manage app configuration.

  • Will adding Google Tag Manager to my site affect the load time of my pages?

    With Google Tag Manager, all tags are fired asynchronously. This means that tracking tags won’t slow down the user-visible part of the page. Additionally, if a tag is slow in loading or executing, the rest of the tags won’t have to wait for that tag to finish in order to execute. As a result, the overall loading time of your pages could be even faster with Google Tag Manager.

  • What if I don’t want to re-tag my whole site? Can I still use Google Tag Manager?

    We strongly recommend doing a site-wide deployment and migrating all your tracking tags into Google Tag Manager in order to take full advantage of the benefits. This way, when you want to add or edit tags in the future, you won’t have to re-tag your site and you can manage it all within Google Tag Manager. However, the product still works even if it’s only deployed on a subset of pages.


  • Does Google Tag Manager collect data? How does Google use that data?

    Google Tag Manager is a solution for marketers to manage website tags, from one interface. The tag manager tool itself (which deploys the tags) is a cookie-less domain and does not collect any personally identifiable information. The tool instructs other tags to fire, and these other tags may collect data. This data is not accessed by Google Tag Manager. If users have opted-out at the domain or cookie levels, they will stay opted-out for all of the tracking tags deployed using Google Tag Manager.

    We may ask for your permission to share some product data (for example, your account information) with other Google products in order to enable certain features, such as making it easier to add new AdWords Conversion Tracking Tags. In addition, our engineers periodically review information about product usage in order to make improvements to the product. However, we will never share any of that data with other Google products without your consent.

    Please view our product use policy for more information.

For Agencies

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  • Can Google Tag Manager be used by agencies?

    Yes, we’ve designed Google Tag Manager with both agencies and end clients in mind. Whenever you sign in to Google Tag Manager, you’ll see a list of all the accounts you manage, thanks to our multi-account feature. And you can work with your clients to determine the appropriate workflow and user permissions so that you can manage tags efficiently.

  • Who should create the account, the agency or the end client?

    We recommend that end clients create their own accounts and then grant access to their agencies using the user permissions feature.