Google Tag Manager (GTM) is an essential tool for managing and deploying marketing tags on your website without having to modify the code directly. It streamlines the process, enabling marketers and developers to work more efficiently. But what happens when you need to bring someone new on board—be it an employee, contractor, or agency? Granting them access to your GTM account is the key, and this guide will walk you through the process while delving into best practices, types of access, and the importance of managing permissions correctly.

Why Granting Access to Google Tag Manager is Crucial

Granting access to Google Tag Manager (GTM) is an essential step for businesses that rely on data-driven marketing strategies. GTM enables you to manage all your tracking codes in one place, ensuring that your website's performance is monitored accurately. By allowing key personnel to access GTM, you can ensure that tracking codes are implemented quickly and effectively, without the need to constantly involve a developer.

Types of User Roles in Google Tag Manager

In GTM, user roles are divided into two levels: Account-Level Access and Container-Level Access. Understanding these roles is crucial for managing who can do what in your GTM account.

1. Account-Level Access:

●     Admin: Admins have full access to the GTM account, including the ability to manage user permissions. It's crucial to limit the number of admins to avoid potential security risks. For example, if a sole admin leaves the company without handing over access, you could be locked out of your own account. Therefore, it's recommended to have at least two admins.

●     User: Users can access the account but cannot manage other users. This is a safer option for individuals who need to work within GTM but don't require full administrative powers.

2. Container-Level Access:

●     No Access: The user cannot see the container in the account.

●     Read: The user can view tags, triggers, and variables but cannot make any changes. This is ideal for stakeholders who need to monitor activity without making modifications.

●     Edit: The user can create workspaces and make edits but cannot publish changes. This role is perfect for team members who are setting up new tags or triggers but do not need to finalize them.

●     Approve: The user can create versions and make edits but cannot publish. This role adds an additional layer of review before changes go live.

●     Publish: The user has full rights to make changes and publish them. Only trusted individuals who need to make frequent updates should be given this level of access.

Best Practices for Granting Access to Google Tag Manager

When granting access to GTM, it's important to follow best practices to ensure that your account remains secure and well-organized.

1. Limit Admin Access:

●     As mentioned, it’s wise to have at least two admins but no more than necessary. Admins have the power to remove other admins, which can be risky if not managed properly.

2. Use the Principle of Least Privilege:

●     Grant users the minimum level of access they need to perform their tasks. For instance, if someone only needs to monitor tags, give them Read access rather than Edit or Publish.

3. Regularly Review Access:

●     Periodically check who has access to your GTM account and whether their level of access is still appropriate. Remove users who no longer need access or downgrade their access level if their role has changed.

4. Educate Users on GTM Best Practices:

●     Before granting access, ensure that users understand the basics of GTM and their responsibilities, especially if they have Edit or Publish rights. This can prevent accidental misconfigurations that could disrupt your tracking setup.

Step-by-Step on How to Grant Access to Google Tag Manager

Step 1: Sign in to Your Google Tag Manager Account

●     Log in to GTM using your Google account. Ensure that you’re signed into the correct account that manages the container you want to share.

Step 2: Navigate to User Management

●     In your GTM dashboard, select the container you want to share access to. Click on the three dots menu (located at the top right of the container) and select "User Management."

Step 3: Add a New User

●     Click the “+” button in the top right corner and choose “Add users.”

Step 4: Enter the User’s Email Address and Assign Roles

●     Enter the email address of the person you want to add. Then, select the appropriate level of access for both the account and container levels. If you’re unsure about the level of access to grant, refer back to the roles section above.

Step 5: Send the Invitation

●     After selecting the appropriate access level, click "Invitation" to send an invite. The user will receive an email prompting them to accept the invitation, after which they’ll gain access to your GTM account based on the permissions you set.

The Importance of Managing Google Tag Manager Access

Properly managing access to GTM is vital for several reasons:

1. Security:

●     Granting excessive permissions, especially to users who don’t need them, can lead to security vulnerabilities. For instance, a malicious user with Publish access could inject harmful code into your website.

2. Efficiency:

●     By assigning the correct roles, you streamline workflow and reduce the chances of errors. For example, an editor can set up tags, while a publisher finalizes them after review.

3. Accountability:

●     When you control who can publish changes, you maintain a clear line of accountability. This is particularly important in larger organizations where multiple people work on the same GTM account.

4. Data Accuracy:

●     Mismanagement of GTM can lead to incorrect tracking data, which in turn can affect business decisions. Ensuring that only qualified individuals can make significant changes helps maintain data integrity.

Examples and Scenarios for Granting Access

Here are a few scenarios to illustrate the different levels of access:

1. Working with a Marketing Agency:

●     You’ve hired a marketing agency to handle your PPC campaigns. You can grant the agency’s analysts Edit access so they can set up conversion tracking tags. However, you might want to keep Publish access within your company to maintain control over what goes live.

2. Onboarding a New Employee:

●     A new marketing analyst joins your team. Initially, you give them Read access so they can familiarize themselves with the existing setup. After they’ve completed their onboarding and received training, you upgrade them to Edit access.

3. Collaborating with a Contractor:

●     You’re working with a contractor to optimize your website’s SEO. Since they need to implement specific tags but don’t need full control, you grant them Edit access. Once their contract ends, you can easily remove their access.

Benefits of Using Google Tag Manager

GTM offers several advantages that make it a must-have tool for businesses:

1. Centralized Tag Management:

●     With GTM, you can manage all your tags from one place, reducing the need for multiple scripts on your website. This leads to faster load times and easier tag management.

2. Flexibility:

●     GTM supports a wide range of tags, including Google Analytics, AdWords, and third-party scripts. This flexibility allows you to manage all your tracking needs in one place.

3. Version Control:

●     GTM allows you to create versions of your containers. If something goes wrong, you can easily revert to a previous version, minimizing the impact of errors.

4. Collaboration:

●     GTM’s user management system makes it easy to collaborate with team members, agencies, and contractors. You can control who has access to what, ensuring that everyone can contribute without compromising security.

5. No Developer Dependency:

●     Once GTM is set up, marketers can add and update tags without needing to involve a developer. This speeds up the process and allows for more agile marketing campaigns.

Best Practices for Using Google Tag Manager

To make the most of GTM, consider these best practices:

1. Regularly Update Your Tags:

●     Ensure that your tags are up-to-date and reflect your current marketing goals. Regular reviews help maintain accuracy.

2. Test Before Publishing:

●     Always test your tags in GTM’s preview mode before publishing. This helps identify issues before they affect your live site.

3. Document Your Setup:

●     Keep a record of the tags you’ve implemented, along with their purpose and any custom settings. This documentation will be invaluable if you need to troubleshoot issues or onboard new team members.

4. Use Naming Conventions:

●     Adopt a consistent naming convention for your tags, triggers, and variables. This makes it easier to understand your setup at a glance and reduces the risk of errors.

5. Limit Tag Usage:

●     Only implement the tags that are necessary for your business goals. Excessive tagging can slow down your website and make it harder to manage.

Removing Access from Google Tag Manager

Sometimes, you’ll need to remove access from users who no longer require it. Here’s how to do it:

Step 1: Sign in to Your Google Tag Manager Account

●     Log in and ensure you’re in the correct account.

Step 2: Navigate to User Management

●     Select the appropriate container, then click on the three dots menu and choose "User Management."

Step 3: Remove the User

●     Find the user you want to remove, click on the three dots menu next to their name, and select "Remove access."

The user will no longer have access to your GTM account.

Conclusion

Granting and managing access to Google Tag Manager is a critical aspect of maintaining a secure and efficient marketing operation. By following the steps outlined in this guide and adhering to best practices, you can ensure that your GTM account is well-organized and secure, while also allowing your team to work effectively. Whether you’re working with internal teams, contractors, or agencies, understanding how to properly manage GTM access will help you make the most of this powerful tool.