Google Tag Manager: grant access in 2 minutes

When you work with an agency, they need access to your Google Tag Manager (GTM). Important: never share your password — GTM is built precisely to grant access per person. Here is how:

Step 1: open Tag Manager

Sign in at tagmanager.google.com with the Google account that owns the container.

Step 2: open Admin

Select your account and click the Admin tab at the top. You will see two columns: account settings on the left, container settings on the right.

Step 3: choose User Management

• Access to all containers in the account: User Management on the left (account column)
• Access to one specific container: User Management on the right (container column)

For working with an agency, account level usually makes the most sense.

Step 4: add the person

Click the plus icon at the top right → Add users. Enter the email address (it has to belong to a Google account).

Step 5: set the permissions

• Read: may view everything, change nothing
• Edit: may create and change tags and triggers
• Approve: may create versions
• Publish: may push changes live

For an agency to be able to work, it generally needs Publish. Confirm with Invite — done.

Removing access again later

Same route: Admin → User Management, click the person and choose Remove access. As the owner you keep full control at all times.

Tip: Review the user list once a year. Former suppliers and ex-employees turn out to still have container access surprisingly often.