How to share Google Tag Manager access (Updated 2026)
How to grant access to the right GTM account or container while keeping publish rights under control.
If someone is implementing tracking, consent updates, or tag QA, they usually need access to Google Tag Manager. The safe approach is to add them as a user and assign only the access they need on the right level.
In GTM, you usually decide between account-level and container-level access. That distinction matters, because many collaborators only need access to one container, not to the whole account structure.
Step by step
- Open Google Tag Manager.
- Go to Admin.
- Choose User Management on the account or container level.
- Click the plus button and add the user by email.
- Assign the required account and container permissions.
- Send the invitation.
In many cases, someone needs editing and preview access, but not publish access. Keeping publish permissions tighter is usually the safer setup, especially when multiple vendors or freelancers touch the same container.
A practical rule of thumb
- Give view or edit access if the person is auditing or preparing changes.
- Reserve publish access for the people who are responsible for final release.
- Use container-level access where possible instead of broad account-level access.
That gives collaborators enough room to work, while keeping the risk of accidental production changes much lower.
František Bujnovský
Web & analytics
Frantisek focuses on websites, analytics, reporting, and digital clarity. He writes the practical guides on Narrativva when a setup is confusing, access is messy, or teams need cleaner data to work with.