Whether you’re working with a digital marketing agency, SEO specialist, or developer, they’ll often ask for access to your Google Tag Manager (GTM) account to install tracking codes, pixels, or custom scripts.
This guide shows you exactly how to add someone safely and correctly without giving them your login.
Step-by-Step: How to Give Access to Google Tag Manager
Make sure you’re signed in with the Google account that owns the GTM container.
- Go to tagmanager.google.com and sign in.
- From your dashboard, select the account and container (your website).
- Click on the Admin tab in the top navigation.
- Under “User Management”, click it.
- Click the blue “+” button → select “Add Users”.
- Enter the email address of the person you’re inviting. (Google account required)
- Choose their permissions:
- User – Can view only
- Approve – Can edit, but not publish
- Publish – Can edit and publish
- Admin – Full access, including adding/removing users
- Click “Invite”
How to Remove or Edit Access in Google Tag Manager?
- Go to Admin → User Management
- Click the three dots next to the user
- Choose “Edit” or “Remove”
Why Give Access to GTM?
- Your Google Ads team needs to set up tracking
- Your SEO team needs to fire GA4 or event tags
- Your developer is adding pixels (Meta, TikTok, Hotjar, etc.) without editing the site code
FAQs:
Is GTM the same as Google Analytics?
No. GTM is where you manage all your tags (like Analytics). It’s a container.
Can I give access to just one site?
Yes. GTM access is assigned per container.
They didn’t get the invite?
Have them check spam and visit tagmanager.google.com directly.
So,
Always know who has access to your marketing tools. Share it only when needed, and assign the right role.
Need help? We assist clients with this setup weekly feel free to reach out.
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