How to Set Up Google Analytics in Google Tag Manager

Google Tag Manager is now making it easier than ever to manage the different technical aspects of your website, including analytics, conversion tracking, heat maps, and AdWords. Althouh you’ll still have to go to each individual section in Google to view the information collected, long are the days of tag editing through various plugins and FTP. Today we’re going to go through the steps for getting Google Tag Manager set up and implementing Google Analytics and conversion tracking for your WordPress site.

Setting Up Google Tag Manger

Before you can start utilizing Google Tag Manager for your website, you’re going to have to set up an account, install a plugin, and pull some code from various places.

  1. Go to and sign in with your Google email (if you don’t have a Google email, this is when you’ll want to create one!)
  2. Walk through the steps of setting up your account by inserting your company name and setting up a container
  3. Once you set up your Google Tag Manager account, a pop up will appear with the code to install Google Tag Manager on your site – copy the GTM container snippet (see below) and paste it into the notepad on your computer for easy access to inserting this code on your WordPress site

Tag Manager Code

Adding Tag Manager to Your Site

  1. Leaving Google Tag Manager open, open the dashboard of your WordPress website in a separate tab
  2. Install the Google Tag Manager plugin on your website (Plugins > Add New > Search for plugin > Google Tag Manager > Install Now > Activate)
  3. Add the code snippet you have handy from setting up Google Tag Manager by going to Settings > General > Paste code into “Google Tag Manager ID” field (at the bottom of the page) > Save
  4. Remove the UA code from your website (Don’t worry! We’ll be fixing this in the next step)


 Setting Up Google Analytics in GTM

  1. Open Google Tag Manager and go to the Workplace Dashboard
  2. On the left sidebar, select “Tags”
  3. Select “New”
  4. In the window that opens, name your new tag – I suggest something simple, for example “Google Analytics Code”
  5. In the Tag Configuration section, select the editing pencil in the top right corner of the section
  6. In the “Choose Tag Type” window that opens, select “Universal Analytics” from the Featured section
  7. In a seperate window, open the analytics account for your website and copy the UA code from your settings
  8. Maneuver back to Tag Configuration in Google Tag Manager
  9. Keep the “Track Type” as “Page View”
  10. Under the “Google Analytics Settings” drop down, select “New Variable”
  11. In the window that opens, paste your UA code into the “Tracking ID” field, click “Save” and name your variable
  12. In the Triggering section, click the editing pencil in the top right corner
  13. In the window that opens, select “All Pages”
  14. Click “Save” and name our tag

Before publishing these changes, you’re going to want to make sure everything is working correctly. You can do this by:

  1. Click “Preview” on the top right of the tags dashboard
  2. Open your website in a new tab and the Google Tab Manager pop up should appear at the bottom of your website
  3. Under summary, you should see that the tag has been fired, which means it is working
  4. Go back to Google Tag Manager and select “Submit”
  5. To finish up the process, name the version and select “Publish”

If the Google Tag Manager pop up doesn’t appear or the tag doesn’t fire, go back to the GTM window and click refresh under the orange preview box and then refresh your website. If it still isn’t working, go back and make sure you didn’t miss a step!


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