How to connect Google Tag Manager to your website

Answer

Google Tag Manager (GTM) lets you install marketing scripts and tracking pixels on your website without touching any code. You can connect your GTM container directly from your Identity First dashboard, and your entire public website will load it automatically.

Do you actually need GTM?

Before you set it up, it helps to know when GTM is the right tool:

• Use GTM if you want to track Google Ads conversions, install the Meta Pixel for Facebook or Instagram ads, or collect detailed GA4 data like events, funnels, or e-commerce stats.
• Skip GTM if you only need basic page statistics. Your built-in Umami analytics dashboard is cookieless, requires no consent banner, and is always active. Umami keeps running alongside GTM, it is not replaced by it.

Step 1: Create a GTM account and get your Container ID

1. Go to tagmanager.google.com and sign in with your Google account.
2. Click Create account, enter an account name (for example, your business name), and select Web as the platform.
3. After creating the account, you will see your Container ID on screen. It looks like GTM-XXXXXXX.
4. Copy that ID.

Step 2: Add your Container ID in the dashboard

1. In your dashboard, go to Settings.
2. Click the Tracking & analytics tab.
3. Paste your Container ID into the Container ID field (format: GTM-XXXXXXX).
4. Save your settings.

That is all. GTM now loads automatically on every page of your public website.

Privacy and consent: handled for you

All GTM cookies (Google Analytics 4, Google Ads, Meta Pixel, and others) are managed through Google Consent Mode v2. This means:

• Trackers are in a waiting state by default.
• Cookies are only activated after a visitor clicks Accept all in the cookie banner.
• Visitors who decline receive no cookies at all.

Your website is GDPR-compliant out of the box, no extra configuration needed.

As soon as you save a Container ID, the platform automatically adds Google LLC (Tag Manager, Analytics, Ads) as a data sub-processor in your privacy policy. You do not need to update it yourself.

Removing GTM

Want to disconnect GTM? Go back to Settings > Tracking & analytics, clear the Container ID field, and save. GTM will be removed from your website and Google LLC will be removed from your privacy policy automatically.

Tips

• Double-check that your Container ID starts with GTM- followed by letters and numbers. The field will not accept other formats.
• You can verify GTM is loading correctly by installing the Google Tag Assistant browser extension and visiting your public website.
• Umami statistics are always available in your dashboard regardless of whether a visitor accepts or declines cookies, giving you a reliable baseline of traffic data.