How to Grant User Access to Google Tag Manager

June 17, 2024

How to Grant User Access to Google Tag Manager | AIA Book in a free 30 minute strategy session

Google Tag Manager (GTM) is a powerful tag management system that allows you to quickly and easily update measurement codes and related code snippets or tags on your website or mobile app.

Whether you are looking to deploy Google Analytics, Google Ads, or integrate other marketing platforms, mastering GTM can enhance your digital marketing and data-driven decision-making capabilities. In this blog, we’ll explore how to grant user access to Google Tag Manager, ensuring that your team can efficiently manage your site’s tagging needs.

Before adding users to your Google Tag Manager account, it’s crucial to understand the different levels of access you can grant. GTM offers several user roles that determine what actions a user can perform within both the account and container setups.

Account Setup

When setting up an account in Google Tag Manager, you control who has access and what level of access each user holds. Here’s a step-by-step guide on how to add users to your GTM account, complete with the necessary permissions to manage your tag environment effectively.

Step 1: Navigate to Admin Settings

Start by logging into your Google Tag Manager account. Once inside, click on the ‘Admin’ tab located at the top of the interface. This area is crucial for managing all account and container-level settings.

Step 2: Access User Management

Within the Admin panel, you’ll find the ‘User Management’ option under the Account column. Click on this to begin adding or managing users.

Step 3: Add New Users

In the User Management section, you’ll see an option to ‘Add’ users. Click on ‘Add new users’ to proceed.

Step 4: Enter User Details

You will be prompted to enter the email addresses of the individuals you wish to add. You can add multiple emails at once by separating them with commas.

adding a user to google tag manager

Step 5: Set Account Permissions

After adding the email addresses, set the appropriate permissions for each user. Permissions range from basic viewing rights to full administrative privileges, which include the ability to create new containers and modify user permissions.

  • User: Allows the user to view account and container information but not make any changes.
  • Administrator: Grants full control over account and container settings, including the ability to add or remove users and manage permissions.

Optionally, you can set specific container permissions for each user. This is useful if you want to limit a user’s access to certain projects or data sets within your GTM account.

Step 6: Send Invitations

Once you have configured all settings, click ‘Invite’. Each user will receive an email invitation to join the Google Tag Manager account, which they must accept to gain access.

Best Practices for Managing User Access

  • Regularly Review Access Levels: Periodically review who has access to your Google Tag Manager to ensure that only the necessary individuals have the appropriate levels of access.
  • Use Container Versions and Workspace Management: Take advantage of GTM’s version control and workspace management features to test changes and manage publishing rights effectively.
  • Educate Your Team: Ensure that all users understand how to use GTM responsibly, including how to use the preview and debugging modes to check tags before deployment.

Integrating Google Tag Manager with Other Tools

Leveraging GTM effectively means integrating it with other tools like Google Analytics and Google Ads for comprehensive conversion tracking, e-commerce tracking, and site-wide tagging. Understanding how to manage user permissions is critical in maintaining the integrity and accuracy of your data.

By following these steps and best practices, you can ensure your team has the necessary access to manage your website’s tags effectively, leading to better tracking, improved site performance, and more informed marketing decisions.

Debugging and Publishing Tags

Utilising GTM’s built-in debugging tools allows you to test and ensure your tags work correctly before going live. The “Preview Mode” helps visualise what tags are firing on your site and troubleshoot any issues.


Google Tag Manager not only simplifies the management of your website’s tags but also enhances your digital marketing capabilities. By properly setting up user permissions, you can ensure that your team collaborates efficiently while maintaining control over tag deployments. Remember, the key to successful tag management is understanding the tools at your disposal and using them to their full potential to gather valuable analytics insights and drive data-driven marketing strategies.

Loooking for help with your Google Ads account? Get in touch with Australian Internet Advertising today.

Billy P.

About The Author

William Polson founded Australian Internet Advertising in 2013 and has over 12 years of experience immersed in Digital Marketing.

With an in-depth level of digital marketing knowledge, William has been sort after by and worked for, many large national brands including Subaru, Blooms The Chemist, and Nova 96.9.

Book in a free 30 minute strategy session
Google Reviews Icon