Installing the Google tag (also known as gtag.js or the Global Site Tag) on your website is the foundational step for tracking conversions in Google Ads and measuring activity in Google Analytics.
Google Tag Manager is a container that holds all your individual tags (Google Ads, Analytics, Facebook Pixel, etc.). You install the GTM code once, and then manage all other tags within the GTM interface, without needing a developer for every change.
Step 1: Create a GTM Account and Container
Go to the Google Tag Manager website.
Sign in with your Google Account.
Click Create Account and enter an account name (usually your company name).
Create a Container for your website.
Select Web as the Target Platform and click Create.
Agree to the Terms of Service.
Step 2: Install the GTM Container Code
After creating the container, a pop-up window will display two code snippets. These are the only pieces of code you should need to manually add to your website.
Code Snippet 1 : Copy the first snippet and paste it as high up as possible in the <head> section of every page on your website.
Code Snippet 2 : Copy the second snippet and paste it immediately after the opening <body> tag on every page of your website.
CMS Users (WordPress, Shopify, etc.): If you use a Content Management System (CMS), you often have a simpler option:
Plugins (WordPress): Use a dedicated plugin like GTM4WP, which only requires you to enter your GTM Container ID (e.g., GTM-XXXXXXX).
Theme/Admin Settings: Many themes or website builders (like Shopify, Wix) have a dedicated field in the theme editor or settings to paste tracking codes into the header.
Step 3: Add the Google Tag within GTM
Once the GTM container code is installed on your site, you add the Google Tag inside the GTM interface:
Go back to your GTM Workspace.
Click Add a new tag.
For Tag Configuration, select Google Tag.
Enter your Google Tag ID (found in your Google Ads or Analytics account).
For Triggering, select All Pages.
Save and Publish the GTM container.
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