What This Guide Covers

Google Tag Manager (GTM) is a free tool from Google that makes it easy to add tracking codes to your website without editing code every time. You'll install it once, and then you can set up tracking for bookings, ads, and other tools through the GTM interface.

Time to complete: 5-10 minutes

You'll need:

Access to edit your website's code (or access to your website developer)
A Google account

Step 1: Create a Google Tag Manager Account

If you already have a GTM account, skip to Step 2.

Go to tagmanager.google.com
Click "Create Account"
Account Setup:
- Account Name: Your company name (e.g., "Acme Events Ltd")
- Country: Select your country
- Check the boxes to agree to terms
- Click "Continue"
Container Setup:
- Container Name: Your website URL (e.g., "acmeevents.com")
- Target Platform: Select "Web"
- Click "Create"
Accept the Terms of Service
You'll see a screen with two code snippets - keep this open!

Step 2: Get Your GTM Container Code

If you just created an account, the code is already showing. Otherwise:

In Google Tag Manager, click Admin (gear icon, bottom left)
Click "Install Google Tag Manager" at the top
You'll see two code snippets

Your GTM Container ID will look like: GTM-XXXXXX

Step 3: Install GTM on Your Website

You need to add two pieces of code to every page of your website.

Code Snippet 1: In the `<head>` section

Copy this code and paste it as high in the <head> of every page as possible:

html

<!-- Google Tag Manager --> <script>(function(w,d,s,l,i){w[l]=w[l]||[];w[l].push({'gtm.start': new Date().getTime(),event:'gtm.js'});var f=d.getElementsByTagName(s)[0], j=d.createElement(s),dl=l!='dataLayer'?'&l='+l:'';j.async=true;j.src= 'https://www.googletagmanager.com/gtm.js?id='+i+dl;f.parentNode.insertBefore(j,f); })(window,document,'script','dataLayer','GTM-XXXXXX');</script> <!-- End Google Tag Manager -->

Replace GTM-XXXXXX with your actual Container ID

Code Snippet 2: In the `<body>` section

Copy this code and paste it immediately after the opening <body> tag on every page:

<!-- Google Tag Manager (noscript) --> <noscript><iframe src="https://www.googletagmanager.com/ns.html?id=GTM-XXXXXX" height="0" width="0" style="display:none;visibility:hidden"></iframe></noscript> <!-- End Google Tag Manager (noscript) -->

Installation Methods by Platform

WordPress

Option 1: Using a Plugin (Easiest)

Install the "Google Tag Manager for WordPress" plugin by Thomas Geiger
Go to Settings → Google Tag Manager
Enter your Container ID (e.g., GTM-XXXXXX)
Save changes

Option 2: Editing Your Theme

Go to Appearance → Theme File Editor
Find header.php
Paste the first code snippet before </head>
Paste the second code snippet after <body>
Click Update File

Shopify

Go to Online Store → Themes
Click Actions → Edit code
Open theme.liquid
Paste the first code snippet before </head>
Paste the second code snippet after <body>
Click Save

Wix

Go to Settings → Custom Code
Click + Add Custom Code
Paste the first code snippet
Place code in: Head
Apply to: All pages
Click Apply

Wix doesn't support the <body> snippet, but the <head> snippet alone will work for most tracking.

Squarespace

Go to Settings → Advanced → Code Injection
Paste the first code snippet in the Header section
Paste the second code snippet in the Footer section (Squarespace limitation)
Click Save

HTML/Custom Website

If you have a custom-built website:

Open your website's main template file (often header.php, index.html, or similar)
Paste the first code snippet in the <head> section
Paste the second code snippet after the <body> tag
Upload the file to your web server
Repeat for all template files if you have multiple

Not sure how to do this? Contact your web developer and send them this guide.

Step 4: Verify GTM is Installed

Method 1: Google Tag Assistant (Recommended)

Install the "Tag Assistant Legacy" Chrome extension
Visit your website
Click the extension icon
You should see your GTM container listed (e.g., "GTM-XXXXXX")
Status should show "Working" with a green checkmark ✅

Method 2: View Page Source

Visit your website
Right-click → View Page Source
Press Ctrl+F (or Cmd+F on Mac)
Search for: GTM-
You should see your GTM container code

Method 3: GTM Preview Mode

In Google Tag Manager, click Preview (top right)
Enter your website URL
Click Connect
If GTM is installed correctly, you'll see a debug panel at the bottom of your website

Troubleshooting

Tag Assistant shows GTM is not working

Check these:

Did you paste both code snippets? (head AND body)
Did you replace GTM-XXXXXX with your actual Container ID?
Did you clear your browser cache? (Try in an Incognito window)
Did you upload the changes to your live website?

I don't have access to edit my website code

Contact your web developer and send them:

This guide
Your GTM Container ID
Ask them to install Google Tag Manager using the official snippets

Most developers are familiar with GTM and can install it in 5-10 minutes.

My website platform isn't listed above

GTM works with any website. The installation is the same - you just need to find where to edit your site's header and body sections. Check your platform's documentation for "adding custom code" or "editing HTML."

Common platforms:

Webflow: Settings → Custom Code
Joomla: Extensions → Templates → Edit template
Drupal: Structure → Blocks → Add custom block
Magento: Content → Design → Configuration → HTML Head / Footer

Next Steps

✅ GTM is now installed on your website!

Continue to: Track Event Bookings with Google Analytics 4 to set up booking conversion tracking.

Support

Need help installing GTM?

💬 Live Chat: Contact
🗓️ Book A Meeting: Book a meeting with one of our experts
📚 Google's Official Guide: Install Google Tag Manager

Cross-Domain Conversion Tracking For Landing Pages

Track Event Bookings with Google Analytics 4

Adding Google Tag Manager to Your Eventrac Landing Pages

Adding Google Tag Manager to Your Website