How to Set Up Google Tag Manager

Create a free container, grab its ID, and add all your tracking pixels in one place. No developer required.

Chandler KlineUpdated July 20267 min read

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What it is

1. Create a container

Short answer

Google Tag Manager lets you add and manage all your analytics and ad-tracking pixels in one place. You create a free container, copy its ID (in the format GTM-XXXXXXX), then add pixels like the Meta Pixel as tags inside it. After that, you can add or change tracking without editing your site’s code each time.

What Google Tag Manager is, and why it helps

Your raise page

→

One GTM container

GTM-XXXXXXX

Meta Pixel · Google Ads · GA4 · LinkedIn Insight

Add pixels here, no site code changes

→

Ad & analytics accounts

Think of GTM as one container that sits on your page and holds all your tracking pixels: the Meta Pixel, Google Ads, GA4, and more. Instead of adding each pixel’s code to your site separately, you manage them all in GTM. Add a new pixel or change one, and you never have to touch your site’s code again.

Step 1: Create an account and container

Go to tagmanager.google.com and sign in with a Google account. Click Create Account, then enter:

Account name (your company or brand)

Country

Container name (your website domain, like example.com)

Target platform: Web

Click Create and accept the terms.

Step 2: Find your Container ID

At the top of your workspace you’ll see your Container ID, in the format GTM-XXXXXXX (6 to 8 characters). This ID is the one thing you’ll paste into Highlander.

Step 3: Where the container gets installed

Normally, GTM gives you two code snippets to place in your site’s head and body. On Highlander, you skip this step. You paste only your Container ID into Raise Settings and Highlander installs the container on your raise page for you. If you also run GTM on your main website, that’s where the two snippets go.

Using Highlander? You only need the Container ID. See how to connect it in the Highlander GTM guide: /product-guides/google-tag-manager

Step 4: Add a pixel (Meta Pixel example)

Inside GTM, go to Tags, then New. Choose the Meta Pixel template (or Custom HTML and paste the base pixel code from Meta Events Manager). Enter your Pixel ID, set the trigger to All Pages, and save. That’s how you add a pixel to your container. Repeat for any other pixel, such as Google Ads or a GA4 tag.

Step 5: Preview and publish

Before going live, click Preview to test that your tags fire correctly. The free Meta Pixel Helper Chrome extension confirms the pixel is firing and sending data. When it looks right, click Submit, then Publish. Always preview before publishing; it’s your safety net.

Mini-glossary

Container

The GTM box that holds your tags. Its ID is GTM-XXXXXXX.

Tag

A piece of tracking you add (a pixel, an analytics tag).

Trigger

The rule for when a tag fires (for example, All Pages).

Pixel

A snippet from an ad platform (like Meta) that measures actions and builds audiences.

Frequently asked questions

How do I create a GTM account?

Go to tagmanager.google.com, sign in with a Google account, click Create Account, and fill in your account name, country, container name, and Web as the platform.

Where is my Container ID?

At the top of your GTM workspace, in the format GTM-XXXXXXX.

Do I need to add code to my site?

Not on Highlander. You paste only the Container ID in Raise Settings and Highlander installs it. For your own website, GTM gives you two snippets to add.