Install and Share Access for Google Tag Manager

Install and Share Access for Google Tag Manager

Manage all your website tags without editing code. Google Tag Manager delivers simple, reliable, easily integrated tag management solutions— for free. --Google

We use Google Tag Manager (GTM) as a simplified system for implementing conversion and audience tracking tags on your advertiser's website. Google Tag Manager is a tag injector. This means that we only have to install the actual Google Tag Manager codes one time on your advertiser's website. Then we use the Google Tag Manager container to add other tags (e.g. conversion tracking, the Facebook pixel, etc.) and program when and where those tags should show up on your advertiser's website. Every time the actual Google Tag Manager codes load on the advertiser's website, Google Tag Manager checks our settings to see if any other codes should be loaded as well. If we have added any, then it loads them alongside its own script.

This significantly optimizes the tag implementation process because we only have to access the advertiser's website one time for the initial implementation. For everything after that, we simply make adjustments in the Google Tag Manager interface. Google Tag Manager provides much more seamless and secure user management (no risk of breaking something on the advertiser's website), and it also provides a significantly improved level of customization. Google Tag Manager is built for tag implementation with every option you can imagine, but the advertiser's website usually only has the most basic implementation options. We use the options that Google Tag Manager provides to capture every piece of conversion and audience data.

If your advertiser does not have a Google Tag Manager container installed on their site, we'll create a container for them. We can invite Admin users for your agency or the advertiser if you provide us with the email addresses.

Once we create a Google Tag Manager account and container for the advertiser, we'll need to install the Google Tag Manager codes on their website.

If you would like us to install the codes for you, please share the client's Content Management System (CMS, e.g. WordPress) credentials with optimizing.sem@gmail.com via LastPass. Please share individual credentials instead of a folder if you are sending multiple. Once this is done, we'll just need you to submit a ticket confirming that you have provided access. We'll follow up in the ticket thread to confirm that the tags have been installed on the advertiser's website.

Alternatively, you can install the tags yourself once you have access to their Google Tag Manager container.

Install the Google Tag Manager container

  1. In Google Tag Manager, click Workspace.
  2. Near the top of the window, find your container ID, formatted as "GTM-XXXXXX".
  3. Click your container ID to launch the Install Tag Manager box.
  4. Copy and paste the code snippets into your website as instructed in the Install Tag Manager box.

Learn more about creating and installing the Google Tag Manager container in their help doc.
We recommend that the advertiser move any other tracking scripts into the Google Tag Manager container. It can be confusing to manage tags when some are installed via Google Tag Manager while others are placed directly on the website. Placing them inside Google Tag Manager does not hamper functionality and makes it significantly easier to find and update when the tags are all in one place. This is especially true for the Google Analytics and Facebook pixel tags. The only exception is eCommerce websites that have already invested time into setting up advanced tracking for purchases; we would typically make adjustments to the Google Tag Manager container in that case.

If your advertiser already has Google Tag Manager installed on their site, we'll need you to ask them to add us to that account.

Installing or using two Google Tag Manager containers on the same website is not recommended and often leads to double-tracking, where each user action is counted multiple times. This leads to inaccurate and inflated conversion metrics.

Add oxbird to a Google Tag Manager account

You may want to request that they add a second email for your agency as well, just be careful about the wording if you do not want to disclose oxbird's involvement.
  1. Login to the Google account that manages the Google Tag Manager account.
  2. Click Admin.
  3. In the Account column, select User Management.
  4. Click the blue + button.
  5. Select Add new users.
  6. Enter advertiser.assets@gmail.com.
  7. Set Account Permissions to Administrator.
  8. Under Container Permissions, click Set All and select the checkbox by Publish.
  9. Click Done and then Invite.

Learn more about adding users to Google Tag Manager accounts in Google's help doc.

Once the Google Tag Manager container has been created and installed, we'll get busy setting up lead generation conversion tracking.

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