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Mike Gomez

SEO Strategy Manager

Google Tag Manager is a free tool from Google which enables you to quickly add and update tags that allow for website analytics, conversion tracking, HTML and more.

The best bit of Tag Manager is that once the code is set up, it can be dropped into the website almost instantly and you can avoid turnaround times normally associated with adding or amending the code manually. Google provide a full overview of benefits and features right here.

Setting up Google Tag Manager

Setting up Google Tag Manager is really simple. Just follow the steps below:

  1. Set up an account at
  2. Follow the sign-up process and set up a container making sure ‘Web Pages’ is selected in this particular instance
  3. Add your Domain when prompted and set your time zone to ‘UK’ – ‘London’
  4. Click ‘Create Account and Container’ and you’ll be presented with a unique code
  5. Add this code (which should look like something below) directly underneath the <body> tag on every page of the website and then Tag Manager is ready to go.


<!-- Google Tag Manager -->

<noscript><iframe src="//"

height="0" width="0" style="display:none;visibility:hidden">



new Date().getTime(),event:'gtm.js'});var f=d.getElementsByTagName(s)[0],




<!-- End Google Tag Manager -->


Now you just need to set up your tags and rules for your requirements. For the sake of this post, we’ll set up a simple Google Analytics tag.

Creating Google Analytics Code

There are two main parts to ensuring your Google Analytics code works in the correct manner – creating a tag (the code) and setting up a firing rule (when the code will appear). The following steps show us how we can do this:

  1. Click “New” and select “Tags”
  2. Give your Tag a name for reference and select your version of Google Analytics found under the ‘Google Analytics’ option.
  3. Add your ‘Web Property ID’. This is your Google Analytics UA-########-# number. enter the whole number including ‘UA-‘. You can find this in Google Analytics under ‘Admin’ -> ‘Property Settings’.
  4. Enable ‘Display Advertising Features’. This will provide you with access to demographics and interest reports giving you further insight into your audience.
  5. ‘Track Type’ can stay as ‘Page View’.
  6. Now to set up the firing rule. Scroll back to the top of the page and click ‘+Add’ next to ‘Firing Rules’. Tick ‘All Pages’ (a rule set up by default that cause the code to fire on every page the container exists). Click ‘Save’
  7. Head back down to the bottom of the page and Hit ‘Save’.

NB: The above is a basic set up of Google Analytics. Further steps are required should you want to set up ecommerce tracking or cross-domain tracking.


Well done - you’ve created your code and set up when it should fire. Just a couple more steps:

  1. Go back to your account and click ‘Container Draft’ -> ‘Overview’
  2. Click ‘Preview’ on the right of the screen and choose ‘Debug’ in the box that appears.
  3. If you added your domain, you will then be asked to select either a http:// or https:// version. For now, click the ‘http://’ version
  4. Your page will load and a Tag Manager Debug Tool will also appear at the bottom of the page. The status message should say ‘Fired on Tag Manager Load’ meaning everything is working.
  5. Important: If you have GA code already on your domain, make sure this is removed from all pages to ensure tracking data is not duplicated.
  6. Go back to Tag Manager and hit ‘Publish’ and again in the confirmation message. Your code is now live.
  7. If you want to be 100% sure, go to your Google Analytics account and load up ‘Real-Time’ -> ‘Overview’. Visit your domain. If the code is firing correctly, your code will be more than ‘0’.

There you have it. Google Analytics up and running after a couple of clicks. You can now edit, add to and publish code as required and IT no longer need to get involved.

Have you implemented Google Tag Manager? Do you have your own experiences you can share?