How to add Google Tag Manager on WordPress

If you’re interested in integrating Google Tag Manager into your WordPress website, you’ve come across the perfect article. In this article, we will provide a comprehensive guide on installing Google Tag Manager on your WordPress site. We will explore two methods: utilizing WordPress plugins or manually inserting the GTM snippet into your website code.

Now, let’s explore the smooth integration of Google Tag Manager into your WordPress website.

What is Google Tag Manager?

Google Tag Manager Homepage
Google Tag Manager

Google Tag Manager (GTM) is a tool provided by Google that helps website owners manage and organize the different tracking codes used on their websites. These codes, also known as tags, collect data and send it to analytics and marketing platforms like Google Analytics or Facebook Pixel.

Instead of manually adding these tags to your website’s code, GTM provides a central hub to add, update, and control all your tags easily. This means you don’t have to edit your website’s code whenever you want to change your tracking or marketing setup.

GTM lets you add tags that track website traffic, user behaviour, and conversions. You can set up triggers and variables to control the activation of these tags on your website. This gives you more flexibility and control over your tracking and marketing tools without relying on developers or making code changes.

In simple terms, Google Tag Manager makes it easier for website owners to manage and organize the tracking codes on their websites. It simplifies tracking user behaviour and conversions without the need for technical coding knowledge.

Benefits of using Google Tag Manager

Using Google Tag Manager (GTM) offers several benefits for website owners. Here are some of the key advantages:

  • Simplified Tag Management: GTM provides a user-friendly interface that simplifies managing and deploying tags on your website. You can easily add, edit, and remove tags without modifying your website’s code directly. This saves time and reduces the risk of errors.
  • Easy Implementation: With GTM, you can quickly implement various tracking and marketing tags on your website. Instead of relying on developers to make code changes, you can simply add the tags through the GTM interface. This makes it more accessible for non-technical users to set up and manage their tracking tools. It is also cost-effective as it is free for small and medium-sized businesses.
  • Centralized Control: GTM acts as a central hub for all your tags, allowing you better control and organization. You can manage multiple tags from different platforms in one place, making tracking your tracking and marketing setup easier.
  • Version Control and Rollbacks: GTM allows you to create different versions of your tag configurations. This means you can make and test changes without affecting your live website. If something goes wrong, you can easily roll back to a previous version, ensuring the smooth operation of your website.
  • Flexibility and Customization: GTM offers a range of features like triggers and variables that allow you to customize when and where your tags are fired. You can set up specific conditions for activating tags, such as specific pages or user actions. This flexibility helps you collect more accurate data and target your marketing efforts effectively.

In summary, Google Tag Manager simplifies tag management, provides easy implementation, centralizes control, offers version control, enhances website performance, and provides flexibility and customization options. These benefits make GTM a valuable tool for website owners looking to manage their tracking and marketing tags efficiently.

How to install Google Tag Manager on WordPress

To install GTM on your WordPress website, you must create a GTM account if you don’t already have one. First, visit the Google Tag Manager website and click “Start for free.” Then, sign in with your Google account. Next, create a new container and enter a name for your container. Select the target platform, which, in our case, is the web. After that, accept the Terms of Service. Finally, you will receive the Google Tag Manager container code snippet and a container ID.

Google Tag Manager Code Snippet
Google Tag Manager Code Snippet

If you already have a GTM account, you can create a new container for your WordPress website in GTM. GTM will provide the Google Tag Manager container code snippet and a container ID.

Now that we have our GTM container, we can add GTM to our WordPress website. There are two ways to do this; let’s look at these approaches below.

How to Add GTM to WordPress using WP Plugins

WordPress Plugins provide a user-friendly interface that simplifies the installation process. You don’t need to edit your website’s code manually or have technical knowledge. With just a few clicks, you can install and activate the plugin, making adding GTM to WordPress accessible to anyone, regardless of their coding skills.

Here’s a step-by-step guide on how to add GTM to WordPress using WP plugins:

Time needed: 15 minutes

  1. Choose a WordPress Plugin

    Select a suitable GTM plugin for WordPress. You can find these plugins in the WordPress Plugin Directory; select the one you feel comfortable with. One popular one is the “GTM4WP” Plugin.Step 1 Select GTM plugin for WordPress

  2. Install and Activate the Plugin

    Once you’ve chosen a plugin, install it by navigating to “Plugins” and clicking “Install Now.” Step 2 Activate the plugin

  3. Enter your GTM Container ID

    In the plugin settings (Settings -> Google Tag Manager), you’ll find a field to enter your GTM Container ID. Paste the ID you copied from your GTM account into this field. There may be other configuration settings selection depending on the plugin you choose.Step 3 Enter your GTM Container ID

  4. Verify Installation

    To ensure that GTM is installed correctly, visit your website and view the source code. Look for the GTM code snippet, which typically starts with “<! — Google Tag Manager –>” and ends with “<!– End Google Tag Manager –>.” If you see this code, it means GTM is successfully installed on your WordPress site.Step 4 Verify Your Innstallation

By following these steps, you have successfully added Google Tag Manager to your WordPress website using a WP plugin. Now, you can set up and manage your tags through the GTM interface.

Install GTM to WordPress manually

Installing Google Tag Manager (GTM) on WordPress manually involves adding the GTM container code directly to your WordPress theme files. Here’s a step-by-step guide to help you install GTM on WordPress manually:

First, access your WordPress Theme Files. In your WordPress dashboard, go to “Appearance” and click on “Theme Editor.” This will allow you to edit your theme’s files. On the right-hand side, you’ll see a list of theme files.

Next, locate the “header.php” file in the list of theme files. This file contains the code for the header section of your WordPress theme. Within the “header.php” file, find the <head> section and paste the GTM <head> snippet just before the closing </head> tag.

Then, paste the GTM <body> snippet just after the opening <body> tag paste. Now, update the file to save the changes.

Adding GTM code to WordPress Theme File directly

You have manually installed Google Tag Manager on your WordPress website by following these steps. You can now set up and manage your tags through the GTM interface.

Debug your GTM implementation

Debugging your Google Tag Manager (GTM) implementation is crucial to ensure your tracking tags are firing correctly and collecting accurate data. Here are some steps to help you debug your GTM implementation:

  • Enable GTM Preview Mode: In your GTM account, click the “Preview” button at the top right corner. This will activate the preview mode, allowing you to see the tags firing and debug any issues.
  • Test Triggers and Variables: Use the GTM preview mode to test your triggers and variables. Navigate to the page where you want to test the tags and interact with the elements that trigger the tags. Check if the tags fire as expected and if the variables capture the correct values.
  • Check Tag Configuration: Review the configuration of each tag in GTM. Ensure the tag type, settings, and parameters, such as Google Analytics or Facebook Pixel, are set up correctly.
  • Check Data Layer: Take the necessary steps to verify the correct data layer implementation on your website. Confirm that the data layer variables are properly defined and populated with the required values. The data layer, a JavaScript object, stores crucial information about user interactions and page data.
  • Monitor Real-Time Reports: Utilize the real-time reports in your analytics platform to monitor the data collected by your GTM tags. This will allow you to see if the tags are firing correctly and if the data is being recorded in real time.

Why does GTM not work on my WP website?

There could be several reasons why GTM may not work on your WordPress (WP) website. Here are some common issues to consider when this happens:

  • Incorrect GTM container code implementation: Ensure you have correctly implemented the GTM container code on your WP website. Double-check that the code is placed in the appropriate location, such as the header or footer of your website, as specified by GTM.
  • Conflicting plugins or themes: Some plugins or themes on your WP website may conflict with GTM, causing it not to work properly. Turn off any plugins or themes that may interfere with GTM and test if it resolves the issue.
  • Caching issues: If a caching plugin or server-side caching is enabled on your WP website, it may serve cached versions of your pages, preventing GTM from working. Clear the cache or disable caching temporarily to see if it resolves the issue.
  • Incorrect triggers or tags setup: Review your GTM configuration to ensure the triggers and tags are set up correctly. Ensure the triggers are firing on the desired events and the tags are correctly configured to collect and send the desired data.

If you have tried the suggestions above and still face challenges with GTM on your WordPress website, there’s no need to worry. Our team of GTM experts is available to assist you. We specialize in resolving intricate tracking and analytics problems as a reliable data analytics agency. Our skilled professionals have the expertise to diagnose and resolve any issues you may be experiencing. Contact us for expert guidance and support in optimizing your data analytics implementation.


In conclusion, integrating Google Tag Manager (GTM) into your WordPress website is a simple process that can significantly enhance your tracking and analytics capabilities. Whether you opt for WordPress plugins or manual insertion of the GTM snippet into your website’s code, the goal is to streamline the management and deployment of tracking codes and tags. By implementing GTM, you can effortlessly add and modify various tracking codes without directly editing your website’s code. This not only saves time and effort but also minimizes the risk of introducing errors or conflicts.

WordPress plugins provide a user-friendly interface for adding GTM to your website, making it accessible to users with limited technical knowledge. On the other hand, manually inserting the GTM snippet offers more control and flexibility over the implementation. Regardless of your chosen method, integrating GTM into your WordPress website empowers you to track and analyse user behaviour, conversions, and other crucial metrics. This valuable data can assist you in making informed decisions and optimizing your website’s performance.

By following the step-by-step instructions in this article, you can successfully add Google Tag Manager to your WordPress website and unlock its full potential.

Frequently Asked Questions

How to add GTM on WordPress?

There are two approaches to adding Google Tag Manager to your WordPress website: utilizing WordPress plugins or manually inserting the GTM snippet into your website code.

Why should I install GTM on WordPress?

Installing Google Tag Manager (GTM) on your WordPress website offers simplified tag management, easy deployment of tracking codes, flexibility and control over tag firing, version control and testing, enhanced website performance, collaboration capabilities, and future proofing for tracking needs. With GTM, you can efficiently manage and deploy various tracking codes without extensive coding, ensuring accurate data collection and optimizing your website’s performance.      

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