7 Easy Steps: How to Install Google Tag Manager on a WordPress Site

  Business   May 1, 2025   26  Add to Reading List

If you're serious about improving your marketing performance, tracking user behavior, or optimizing your website with data-driven decisions, there’s one tool you simply can’t ignore: Google Tag Manager (GTM). But setting it up correctly—especially on a WordPress site—can seem a little daunting if you're not tech-savvy.

The good news? You don’t need to be a developer. With this step-by-step guide, you'll learn how to install Google Tag Manager on a WordPress site in under 30 minutes, without touching a single line of complex code.

Let’s demystify the process and get you up and running with one of the most powerful marketing tools available.

What is Google Tag Manager (GTM)?

Google Tag Manager is a free tag management system from Google that allows you to quickly and easily add snippets of code (called tags) to your website. These tags can include tracking pixels, remarketing scripts, heatmaps, or even Google Analytics.

Instead of editing your site’s code every time you want to add a new script, GTM provides a centralized dashboard where you manage all these snippets in one place.

Some benefits include:

  • Reducing dependency on developers

  • Speeding up deployment of marketing and analytics tools

  • Minimizing coding errors

  • Improving site performance when used correctly

Why Use Google Tag Manager on WordPress?

WordPress is the most popular content management system (CMS) globally, powering over 40% of all websites. Unfortunately, many WordPress site owners manually add tracking codes, which is time-consuming and risky. GTM offers a safer, more efficient alternative.

Here’s why GTM is ideal for WordPress users:

  • Flexibility: Easily add or update tags without changing code.

  • Efficiency: Manage all third-party integrations from one place.

  • Accuracy: Reduce tracking errors and misfires.

  • Version Control: Revert changes with ease if something goes wrong.

Pre-Installation Checklist

Before we dive into the installation steps, make sure you have the following:

  1. A working WordPress website (admin access)

  2. A free Google Tag Manager account (create one at https://tagmanager.google.com)

  3. Basic familiarity with the WordPress dashboard

Step-by-Step: How to Install Google Tag Manager on a WordPress Site

Step 1: Set Up a Google Tag Manager Account

  1. Go to https://tagmanager.google.com and log in with your Google account.

  2. Click “Create Account” and fill in the details:

    • Account Name: Your company or website name.

    • Country: Choose your location.

    • Container Name: Use your domain name.

    • Target Platform: Select Web.

  3. Click Create, review the Terms of Service, and accept them.

You’ll now receive your GTM container code—a set of JavaScript snippets to embed in your website.

Step 2: Copy Your GTM Code Snippets

After creating the container, you’ll see two pieces of code:

  • One for the <head> section

  • Another for the <body> section

Keep this tab open—you’ll need to copy and paste these into your WordPress site in the next steps.

Step 3: Choose Your Installation Method

You have two main options for installing GTM in WordPress:

  • Method 1: Using a Plugin (Recommended for beginners)

  • Method 2: Manual Installation (For experienced users)

Method 1: Install GTM Using a Plugin

This is the safest and easiest method. Follow these steps:

  1. Go to your WordPress dashboard.

  2. Navigate to Plugins > Add New.

  3. Search for "Insert Headers and Footers" by WPCode or "Google Tag Manager for WordPress" by Thomas Geiger.

  4. Install and activate the plugin.

Insert the Code:

  • Go to Settings > Insert Headers and Footers (or the plugin's settings page).

  • Paste the head code into the Header section.

  • Paste the body code into the Body section (if the plugin supports it).

  • Click Save.

Your GTM code is now embedded and will fire on every page of your website.

Method 2: Manual Installation

If you’re comfortable editing theme files, follow these instructions:

  1. Go to your WordPress dashboard.

  2. Navigate to Appearance > Theme File Editor.

  3. Open the header.php file.

  4. Paste the first GTM code snippet immediately after the opening <head> tag.

  5. Open the footer.php file (or ideally, header.php again depending on your theme).

  6. Paste the second GTM code snippet immediately after the opening <body> tag.

⚠️ Note: If you update your theme, these changes might be overwritten. Consider using a child theme to avoid losing customizations.

Step 4: Verify GTM Installation

Now that GTM is installed, it’s time to confirm it's working:

  1. Install the Tag Assistant Companion Chrome extension by Google.

  2. Visit your website in Chrome and click the extension icon.

  3. It should detect your GTM container. If so, you're good to go!

Alternatively, use Google’s Tag Assistant online debugger to confirm successful integration.

Step 5: Add Your First Tag (Example: Google Analytics 4)

  1. Go back to your GTM dashboard.

  2. Click Tags > New > Tag Configuration.

  3. Choose Google Analytics: GA4 Configuration.

  4. Enter your Measurement ID (found in your GA4 property settings).

  5. Under Triggering, select All Pages.

  6. Click Save and then Submit > Publish.

That’s it! Your site is now tracking page views via Google Analytics using GTM.

Step 6: Organize and Test Your Tags

Each time you add a new tag (e.g., Facebook Pixel, LinkedIn Insight, Hotjar), always:

  • Name your tags clearly

  • Use built-in variables for data collection

  • Preview before publishing

Using GTM's Preview Mode, you can see how and when each tag is firing—before your visitors do.

Step 7: Take it Further with a Google Tag Manager Course

Once you're familiar with the basics, consider leveling up your skills with a Google Tag Manager course. These courses often cover advanced triggers, custom events, eCommerce tracking, form submissions, and more.

Some highly rated options include:

Common Issues and Troubleshooting Tips

1. Tags Not Firing?
Use the Tag Assistant and GTM Preview mode to check for errors in your triggers or configurations.

2. GTM Code Not Showing?
Double-check that your plugin is active and that the correct snippets were pasted.

3. Theme Updates Removed GTM?
If you manually installed the code, theme updates might override changes. Use a child theme or switch to a plugin instead.

Conclusion

Knowing how to install Google Tag Manager on a WordPress site is a game changer for marketers, SEO professionals, and site owners. It unlocks an entire suite of powerful data collection tools while simplifying your workflow.

Whether you’re tracking conversions, measuring scroll depth, or refining your retargeting strategy, GTM provides the foundation to make better marketing decisions—without relying on developers.

Start small, get comfortable with the basics, and then expand your knowledge through a trusted Google Tag Manager course. The time you invest now will pay off in clearer insights and smarter digital strategies.

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