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  • There is no denying the fact that a website is extremely important for marketers, companies, readers, eCommerce sellers and also for the website users.

    Now, let’s just face it – the moment you browse a website that is slow and sluggish, you are very likely to blow your top.

    But, what causes this to happen?

    Why do websites become slow and take up so much time to load?

    Perhaps, the reason here could be adding many tags to a single website so as to increase its tracking, optimization or any other functionality. When your website ends up crowding pages with third party tags, you make it all the more slower than before.

    Google Tag Manager Structure

    When it comes to the structure of Google Tag Manager, it is quite similar to the different types of Google products like Google Analytics, Google Webmaster, Google AdWords and the rest. However, all these accounts can be managed on an individual basis, which means you need to signup and create an account on all these platforms to get the assistance that you need for your particular website.

    But, won’t it be easier and simpler if you can create only one account to manage all your individual accounts and their profile summary? Well, it really will be, and here is where Google Tag Manager comes into picture!

    Google Tag Manager Hierarchy:

    • Account: To begin with, you need to signup into Google Tag Manager. If you wish to create an additional account, then choose the option “Add a New Account”, as demonstrated below. Alternatively, you can also sign into an existing account.


    tag manager account creation

    Tip: While entering your Account Name, you should enter your company’s name, as a best practice.

    • Container: Now, after setting up an account, the next step is to set up a ‘Container’ which will hold all the tags for the website.


    tag manager container creation

    Tip: Another best practice is to enter your website’s URL as a Container Name while setting up a Container.

    1. Tags

    A tag is an HTML code that executes (or fires) on a page. So, after creating a relevant container, you can start creating tags for your website. Google provides a few templates of its own tags, but it also allows custom tags to be used. Depicted below are some of the tags supported by the tool.

    tag manager specific tag creation

    In the picture above, you can find several product templates/logos for tag creation. Some of these are:

    Google Analytics Tag
    Google AdWords (Conversion Code) Tag
    DoubleClick Floodlight Counter Tag
    LinkedIn Tag
    Crazy Egg Tag
    AdRoll Tag, etc.

    You can also find the options to enter Custom HTML Tags, Custom Image Tags, and also to ‘Suggest a tag’.

    In order to add a tag to a container, navigate through it and choose the ‘Tags’ section. Once you have decided which tag you need to add, choose its template and move ahead. Here is a demonstration of how it works.

    We have chosen Google Analytics (Universal Analytics) template in the picture below.

    tag manager google analytics tag creation

    Container User Management

    After the successful creation of Account, Container and Tags, the next step is to decide about ‘Users and Container Permissions’.

    It is important for you to understand that those users who are added to Google Tag Manager’s Accounts have “No access” to all containers in the account, by default.

    Google Tag Manager provides four types of user access:

    • No Access: The User has no permission to access or view the container listed in the account.


    • View Only: The User can view everything in the listed containers and is also able to browse the tags, rules, and macros in the container, but cannot edit them.


    • View and Edit: The User can view, add and edit tags in the container.


    • View, Edit, Delete and Publish: The User can add, edit, and delete tags, rules, and macros in the container, as well as publish changes to the live site.


    In order to manage user access see the indications in the screenshot below.

    tag manager user permission

    In a nutshell

    “Google Tag Manager is a free tool that provides absolute convenience to the users when it comes to managing tags (such as tracking event code, conversion tags and much more) on their sites. One can also add and update Google AdWords, Google Analytics, Floodlight and non-Google tags from the Google Tag Manager use- interface, instead of editing site code.”

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