How you should give permissions in Google Tag Manager
Google Tag Manager
February 1, 2023
Bryant Stephens

What is Google Tag Manager?

Google Tag Manager (GTM) is a tool for deploying tracking scripts (AKA pixels) on your site that allows users to access the scripts and what they track without accessing your website code.

There are many advantages to using GTM. Here are a few to consider

  1. Scoped Permissions - Only allow advertisers access to what they need and to the level that they need it. Why does an advertiser need access to your site code?
  2. Increased Page Load Times - GTM deploys all the tracking scripts “asynchronously” meaning that the script load times will not interfere with anything loading on your site.
  3. One Code Snippet to Rule them All - You will only need to put one piece of code on your site and then all the others will be managed in the same place. Simplify your life!

Do I have an existing Google Tag Manager Account?

How do you know that you already have GTM on your site? If you already know the answer to this question, then feel free to skip to the next section. Let’s review two ways to check your site for a Google Tag Manager Account.

Check the site code

  1. Go to your sites homepage
  2. Right click and select “View Page Source”
  3. On a Mac, use CMD+F to search the code for “”
  4. On a Windows, use CTRL+F to search the code for “”
  5. If you are able to find the code, use the GTM-XXXXXX (removed from image above) to reference your account

Use the Tag Assistant Chrome Extension

  1. From the Chrome Web Store, search for the Tag Assistant Legacy (by Google) extension and add to your browser.
  2. Navigate to your site and click on the Tag Assistant icon on your browser. This should open a small window.
  3. Click “Record” on the tag assistant window and refresh the page.
  4. Open the tag assistant extension again and review the list of Google Tracking Scripts on your site.
  5. The GTM-XXXXXX number is the reference number to your GTM account

The last check here is to ensure that you or someone on your team has access to the GTM account that is on your site. Follow these steps to see

  1. Navigate to
  2. Look for the account number (GTM-XXXXX) that you found on your site. It will be under the column for “Container ID”
  3. If you don’t see the account, check under any other emails that you use and with any other team members that would use the tool. It’s common for IT or tech related roles to handle GTM related requests.

How to share permissions to Google Tag Manager?

Before starting it’s important to know that there are two places you can give access to users and 4 scoped roles they can have. 

Account Level Access

  • Admin**
  • User

Container Level Access

  • Read
  • Edit
  • Approve
  • Publish**

We recommend giving our team the Admin access to the account to ensure we can take care of all required actions, but in certain cases that might not be appropriate. At the very least, we need PUBLISH access to the Container. Anything less and we will not be able to complete our job without involving the account admin.

Let’s get started.

  1. Navigate to
  2. Select the GTM account by clicking on the blue text of the container name
  3. Once in the account, Find the “Admin” tab on the top left side of the page. 
  4. Under the Account Settings on the left hand side, select “User Management”
  5. Click the Blue Icon on the top right and select “Add Users”
  6. Input the email addresses you want to share access with
  7. Check the box for “Administrator”
  8. Under Container Permissions click the option for “Set all”. This should open a window on the right hand side of the screen.
  9. Check the box for “Publish” and click done. This should take you back to the “Send Invitations” screen.
  10. Next press “Invite” in the top right corner of the screen.

Now you are all ready to go! Every email that was invited under those settings should now have access to the GTM account.

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Our team will contact you within 2 business days.