Google Tag Manager (GTM) is a powerful tool that allows marketers and developers to manage website tracking tags without directly editing code. Once your GTM container is set up and installed on your website, you’ll likely need to grant access to team members, developers, or marketing agencies who will help manage your tags.

This guide walks you through the process of adding users to your Google Tag Manager container with the appropriate permission levels.

Why Add Users to Your GTM Container?

Adding users to your Google Tag Manager account is common in several situations. Marketing teams need access to create and manage campaign tags. External agencies require access to implement tracking and measure performance. Developers need to troubleshoot technical implementations. Analytics specialists may need view-only access to understand tag configurations. GTM offers granular permission controls, so you can assign the right level of access based on each user’s role.

Understanding GTM Permission Levels

Before adding users, it’s important to understand the two levels of permissions in Google Tag Manager:

Account Level Permissions

• Admin: Full control over the account, including the ability to add or remove users, create containers, and manage all settings
• User: Can view and manage tags within containers, but cannot modify account settings or manage other users

Container Level Permissions

• Read: View-only access to the container and its tags, triggers, and variables, but cannot make any changes
• Edit: Can create and modify tags, triggers, and variables, but cannot publish changes to the live site
• Approve: Can review and approve changes made by others, but cannot publish them
• Publish: Full access to create, edit, approve, and publish changes to the live container

How to Add Users to Your Google Tag Manager Container

Follow these steps to grant access to your GTM container:

1. Log into Google Tag Manager

Navigate to tagmanager.google.com and sign in with your Google account. If you manage multiple containers, select the appropriate one from your dashboard.

2. Access the Admin Panel

Click on the Admin tab located at the top of the page. This will display your account and container settings in separate columns.

3. Navigate to User Management

You’ll need to add users at both the account and container levels:

• Under the Account column, click on User Management
• Repeat this process under the Container column

Note: User Management must be configured separately for both the account and container levels to ensure proper access.

4. Add a New User

In the User Management screen, click the + button at the top-right corner and select Add Users.

5. Enter Email Addresses

A window will appear where you can enter the email addresses of the people you want to add. You can add multiple users at once by separating email addresses with commas.

6. Assign Permissions

Choose the appropriate permission level for each user based on their role:

For most agency partnerships, we recommend assigning:

• Admin permissions at the account level
• Publish permissions at the container level

This gives your partners the access they need to implement and manage tags effectively while maintaining proper oversight.

7. Send the Invitation

Once you’ve entered the email addresses and selected permission levels, click Invite.

The new users will receive an email invitation to access your GTM account. They must accept the invitation to gain access to the container.

Best Practices for GTM User Management

• Assign minimum necessary permissions: Give users only the access level they need to complete their tasks
• Regular access audits: Periodically review your user list and remove access for team members who no longer need it
• Use container-level permissions: When possible, assign specific permissions at the container level rather than blanket account access
• Document user roles: Keep a record of who has access and why, especially when working with external agencies

Important Reminders

• Users must have a Google account to access Google Tag Manager
• Invited users must accept the email invitation before they can access the container
• Permission changes take effect immediately; no need to republish your container
• You can modify user permissions at any time by returning to User Management

Google Tag Manager’s flexible permission system makes it easy to collaborate with team members and agencies while maintaining control over your tag implementation. By assigning the right access levels, you ensure efficient tag management without compromising security.

Need help managing your Google Tag Manager setup? Ripple Design & Marketing specializes in analytics implementation and tag management. Our team can help you optimize your tracking strategy and ensure accurate data collection.

Contact us today to learn how we can support your digital marketing efforts.