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How to Add an Agency as a User to Your Google Tag Manager Account

When you begin to work with a digital marketing agency, you may get asked to add the agency as a user to your Google Tag Manager account.  Google Tag Manager is a tag management system created by Google to manage JavaScript and HTML tags used for tracking and analytics on websites.  Google Tag Manager is helpful for agencies because it allows them to be able to add some things for tracking capability without having to go into the back end of the website.

Google Tag Manager allows you to grant access to other users at the Account and Container level. Users can be granted the ability to view or administer other users at the Account level, and can be granted read, edit, approve, or publish rights at the Container level.

To add or modify users at the Account level:

  1. For the account which you wish to add a user, click the three dots on the far right of the blue bar
Google tag manager user management

2. Select User Management.

3. Click the red New button.

Enter the user’s email address.  You may only delegate access to Google accounts. These might be Gmail accounts, accounts managed through organizations using G Suite, or other accounts created at

5. Set Account Permissions (“User” or “Admin“).

6. Optional: Set Container Permissions for each container that you would like the user to have access to.  If you’d like to restrict access to certain containers, this is where you’d do it.

adding a new user to Google Tag Manager

7. Click Add.

The person you added will get an email notifying them that he/she has been granted access.

Be sure to check out our blog for other helpful posts.  Contact us if you still need assistance and we’ll be glad to help you.

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