Add Google Tag Manager to WP: Step-by-Step Guide

Published October 7, 2025 | By M@rcus

Method	Ease of Use	Code Access Required	Theme Update Risk	Best For
Manual	Moderate	Yes	High	Developers, advanced users
Plugin	Easy	No	Low	Beginners, non-coders

What Is Google Tag Manager?

Definition: Google Tag Manager (GTM) is a free tool that lets you add and manage tracking codes on your WordPress site without touching the code directly.
Purpose: It acts like a central hub for scripts such as Google Analytics, Facebook Pixel, and other marketing tools.
Functionality: You control when and where those scripts fire, all from a single dashboard.

Instead of pasting new code into your site for each marketing tool, GTM lets you add or update all those tags in one place. This keeps your site clean and cuts down on errors.

Why Use Google Tag Manager With WordPress?

Centralized Control: You get one easy-to-use interface to manage all your tags.
No Need for Developers: Anyone with basic web knowledge can use GTM—no coding required.
Better Performance: GTM loads scripts asynchronously, which helps your pages load faster.
Error Reduction: Built-in tools help test and troubleshoot your tags before publishing.
Flexible Tracking: Set up custom triggers to track clicks, scrolls, form submissions, and more.

Key takeaway: GTM gives you complete control over your site’s marketing and tracking codes—all without touching your site’s core files after setup.

What You Need Before You Start

Google Account: Required to create and access your GTM container.
Admin Access to WordPress: Needed to add code manually or install and configure plugins.
Optional Analytics Setup: While not required, setting up Google Analytics alongside GTM is common practice for tracking visitor behavior.

Create a Google Tag Manager Account

To get started with GTM:

Go to https://tagmanager.google.com and log in with your Google account.
Click Create Account and enter your company or website name.
Select your country.
Enter your website’s domain name as the container name
Choose Web as the target platform.
Agree to the terms and click Create.

You’ll receive two code snippets—one for the <head> and one for just after the opening <body> tag. Copy both and keep them nearby.

Grab Your GTM Tracking Code

Head Snippet: This should be placed inside your site’s <head> tag and is used to load the GTM container script.
Body Snippet: This goes immediately after the <body> tag and acts as a fallback for users without JavaScript enabled.

Both snippets are necessary for full functionality. Don’t skip either one.

Add GTM to WordPress Manually

If you’re comfortable with a little code, manual installation is simple.

In your WordPress dashboard, head to Appearance > Theme File Editor.
Locate and open header.php.
Paste the head snippet right before the closing </head> tag.
Paste the body snippet immediately after the opening <body> tag, if available in the same file or in footer.php.
Click Update File to save changes.

Remember, theme updates can wipe out your changes. Use a child theme to keep your custom code safe.

Add GTM Using a Plugin

For a no-code approach, plugins work great. Two solid options are:

Insert Headers and Footers by WPCode
DuracellTomi’s Google Tag Manager for WordPress

Using Insert Headers and Footers:

Go to Plugins > Add New, search for “Insert Headers and Footers,” and install it.
After activating, go to Settings > Insert Headers and Footers.
Paste the GTM head code into the “Scripts in Header” box.
If there’s a field for “Scripts in Body,” place the body snippet there.
Click Save.

Using DuracellTomi’s Plugin:

Install the plugin through Plugins > Add New by searching “DuracellTomi Google Tag Manager.”
Activate it and go to Settings > Google Tag Manager.
Enter your GTM container ID (e.g., GTM-XXXXXX).
Enable any extra features like WooCommerce support or AMP compatibility.
Save your settings and verify your setup.

Plugins are ideal for keeping GTM working even when you update or switch themes.

Test and Verify That GTM Is Working

Testing your setup ensures everything is running correctly.

Preview Mode: Open GTM, click “Preview,” and enter your website URL. A debug panel will open at the bottom of your site showing which tags are firing.
Chrome Extension: Use the Tag Assistant (Legacy) extension. Visit your site, click the extension, and it will show if GTM and other tags are working properly.
Common Fixes: If you don’t see GTM working, check code placement, confirm you saved changes, and make sure no plugins are blocking the scripts.

Always verify your installation before deploying live tags.

Connect Google Analytics With GTM (Optional)

To use Google Analytics through GTM:

In your GTM dashboard, click Tags > New.
Choose Google Analytics: GA4 Configuration.
Enter your GA4 Measurement ID (found in your Analytics Data Stream).
Set the trigger to All Pages.
Click Save, then Submit and Publish your container.

With this setup, GA4 tracks your visitors using GTM, keeping your implementation clean and centralized.

Watch Out for These Common Mistakes

Wrong Code Placement: Always place the head and body snippets exactly where Google recommends.
Duplicate Containers: Avoid adding more than one GTM container to your site. It causes conflicts and duplicate tracking.
Unpublished Changes: Changes in GTM aren’t live until you hit Submit in the GTM interface.
Plugin Conflicts: Some security or optimization plugins might block GTM. Whitelist your scripts if needed.
Skipping Testing: Always run GTM in preview mode or use Tag Assistant to confirm everything’s working before publishing tags.

Conclusion

Adding Google Tag Manager to WordPress doesn’t take much time, but it opens up powerful tracking and tag management features. Once set up, GTM gives you the flexibility to add, adjust, and troubleshoot tags without editing code or relying on developers. Whether you prefer adding it manually or using a plugin, the result is the same—you get full control over the tracking tools that keep your site running smarter.

Key takeaway: Google Tag Manager is the simplest and most efficient way to manage tracking scripts in WordPress. With the right setup, you’ll spend less time worrying about code and more time focusing on the insights those tags deliver.

FAQs

Can I use Google Tag Manager on multiple WordPress sites?

Yes, but you’ll need to create a unique container for each site within your GTM account. Avoid reusing containers to prevent tag confusion or cross-site data leakage.

Is Google Tag Manager really free?

Absolutely. GTM is 100% free with no hidden charges, regardless of how many containers or tags you manage.

Does GTM replace Google Analytics?

No, GTM doesn’t collect data on its own. It simply helps you deploy Google Analytics and other tracking tools more efficiently.

Can I run A/B tests through GTM?

Yes, GTM works with tools like Google Optimize and other testing platforms. You can load test variations using triggers and tags.

What happens if I uninstall the GTM plugin?

If you remove the plugin and haven’t added the GTM code manually elsewhere, your tags will stop firing. Make sure GTM is embedded another way before deactivating any plugin.