There is no need to deal with multiple tracking codes, pixels, and third-party tags separately when you have Google Tag Manager. It makes tag management so much simpler and you won't have to rely on or wait for your developer to keep things up-to-date on your website or mobile app!

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What is Google Tag Manager?

Google Tag Manager is a tag management tool that allows you to install and manage marketing tags on your website or app. Examples of tags include tracking codes from Google Analytics, Google Ads, Meta, CRM software, or third-party tags for remarketing and A/B testing.

It acts as a “container” for all the various tracking codes, where you can easily add, edit, and remove tracking pixels and web beacons from one dashboard instead of editing website code each time you need to make a change.

You can use Tag Manager to track your advertising ROI, gain a better overview of your website’s analytics, and gather information about your users.  

👾 If you are tech-savvy, you can install two Google Tag Manager code snippets yourself to your website or app!

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Sharing access to Google Tag Manager

If you have a team or work with a freelancer, developer, or agency to manage your marketing (including online ads and SEO), they will need access to your Tag Manager account.

You can do it manually in Tag Manager, or automatically using Leadsie (we'll show you how at the end). 🙌

Prefer a video? Watch below!

We’ll start with the manual method, followed by the easy way 😉.

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Different types of Google Tag Manager access

Depending on the responsibilities of the person you're working with, there are two levels of access you can give when adding new users to your Google Tag Manager account:

1. Account level: You’re sharing access to the entire account.
2. Container level: You’re granting per-container access to the person or agency you’re working with and not the entire account. This is the most common type of access you'll give and is restricted to specific websites or apps.

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A: How to add a user at the account level

Step 1. Go to tagmanager.google.com, and sign in to your account.

Step 2. You’ll see the list of accounts. Click on the cog icon, as shown in the screenshot. 

Step 3. In the Account Admin page, select User Management on the left.

Step 4. In the popup window, click the blue + button in the top-right corner. Select Add Users.

Step 5. Type in their email address and choose the permissions you want to grant them (Publish, approve, edit, or read-only). Click Invite in the top right, and the user will receive an email notification. 

Step 6. Under Account permissions, choose between Administrator or User access. You can choose to modify the container access here too.

Step 7. Once everything is set, click Invite. ✅

The user you added will receive the invitation via email or through an Invitations card in Google Tag Manager. They just need to accept the invite to start working with your Google Tag account.

💡 Note that any users you add as an administrator to your Tag Manager account will also be able to add new users and share access to your account. ⚡

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B: How to give access to a Google Tag Manager container

If you want your contractor to work on a specific container only, you can grant container-level access to limit their scope. This way, they can’t view or access other websites/apps or account-wide settings. Here’s how. 👇

Step 1. Go to tagmanager.google.com.

Step 2. Look for the container you want to grant access to, then click on the three dots to the right of the container ID. Select User Management.

Step 3. In the popup window, click on the blue + button in the top-right corner. Select Add Users.

Step 4. Type in their email addresses, then check/uncheck the permissions for the container (Publish, approve, edit, or read-only).

Step 5. Click Invite when you’re ready. They will receive an email invitation and can begin working on the Google Tag container 🙌

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Managing user permissions & access

You’ve already set user permissions when adding people to your Tag Manager account. But if you need to change someone’s permissions or access later, here's how to do it. 👇

Editing user access at the Account level

Step 1. Go to Admin.

Step 2. Under the Account column, choose User Management.

Step 3. Select the user you want to edit from the Account permissions list.

Step 4. Adjust the access level of the user—pick either Administrator or User.

Step 5. To modify individual access to your containers, simply adjust container permissions as needed, then click Save.

Step 6. Save all your changes.

💡 Your Tag Manager must have at least one admin assigned; you can’t remove the last one, even if you try to.

If you’re the sole admin of a Tag Manager account, make sure you don’t lose access to your Google account. In case it gets deleted or disabled, 

• Your GTM account will have no administrator and be auto-deleted. 

After deletion, users with read access will have 30 days to retrieve and export their information from the trash. 📌

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Editing user access at the Container level

The steps are similar as above, but make sure you are in the correct Tag Manager container when editing someone's access level.

Step 1. Go to Admin. Then, under Container, select User Management.

Step 2. From the Container permissions list, choose the user you want to edit.

Step 3. Edit user permissions for the selected user as needed.

Step 4. Click Save.

💡 Tip: If you want to delete the selected user from the container access list, simply go back to the Container permissions page and click Remove. 

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Agencies & freelancers: How to request access to your clients’ Google Tag Manager account

Are you an agency or freelancer who needs access to Google Tag Manager?

Unfortunately, there is no built-in feature to request access to a client’s account or container.

But instead of waiting passively, you can automate an access request with Leadsie. 😉

Simply send a personalized request link to your client. They only need to open the link, log in to their Google account, and confirm to grant you access. Leadsie handles everything else on the back end 🔧

If you need to request access to Google Ads, Analytics, Tag Manager, and Google Business Profile, you can use the same link to request access for all of them!

Make client onboarding easy and stress-free. Others have already done it: Leadsie Testimonials and Case Studies.

Start your 14-day free trial—no credit card needed—today and set up your account in under a minute. 👇