How to add a user to Google Tag Manager?

In GTM: go to Admin → User Management (at container or account level) → click + Add users → enter the Gmail address → select their role (Administrator or User) → choose the container and permission level (Read, Edit, Approve, or Publish) → Add.

What GTM permission level should I give an agency?

Give the agency Publish permission at the container level — this lets them create, edit, and publish tags. If you want to review before publishing, set them to Approve. The Administrator role should only be given if they need to manage users.

Can an agency access GTM without my login credentials?

Yes. GTM user management lets you invite the agency with their own Google account. They log in with their credentials and access only the containers you granted them. Never share your main Google account password.

What is the difference between Administrator and User in GTM?

Administrator: can manage user access across the GTM account. User: can work with containers based on assigned container-level permissions (Read, Edit, Approve, Publish). Always assign the minimum necessary permission for security.

How to remove an agency from Google Tag Manager?

Go to Admin → User Management → find the user → click the three dots → Remove. If they have access to specific containers, remove from the Container User Management as well. Changes take effect immediately.

Instructions

How to Grant Access to Google Tag Manager

Редакція Spilno Agency | 30 Apr 2026 Updated: 06 May 2026 | 5 min read 12 views

Google Tag Manager is a powerful tool for managing tags on your website. To share this tool with other team members, you need to grant them appropriate permissions. Here’s a detailed guide on how to do it:

Step 1: Navigate to Google Tag Manager

Log in to your Google account.
Go to the Google Tag Manager page: https://tagmanager.google.com/

Step 2: Select a Container

Select the container to which you want to add users. This could be your website’s container, a mobile app container, etc.

Step 3: Go to the “Admin” Section

In the container’s top menu, select the “Admin” tab.

Step 4: Go to the “User Management” Section

In the left column, under the “Container” section, select the “User Management” option.

Step 5: Add Users

Click the “+” button (Add Users).
Enter the email address of the user you want to grant access to.
Choose the access level:
- Administrator.
- User.
Set container permissions:
- Read: The user can view settings but cannot make changes.
- Edit: The user can create and edit tags, triggers, and variables, but cannot publish changes.
- Approve: The user can approve or reject changes, but cannot publish them independently.
- Publish: The user has full access to the container, including publishing changes.
Click the “Invite” button.

Step 6: Confirm the Invitation

The user you invited will receive an email with an invitation. They will need to click the link in the email and accept the invitation.

P.S. This guide is based on the experience of digital agency Spilno Agency.

Frequently Asked Questions

How can I learn more about this topic?

We recommend exploring other articles on our blog and official documentation. Our content is regularly updated to reflect the latest changes in 2026.

Can I get a consultation?

Yes, you can reach out to our team for a free consultation through the contact form on our website. We’ll help you find the best solution for your business needs.

Are there free tools available?

Most tools described in this article offer free plans or trial versions. Check the pricing section in the article for detailed information.

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