Install Google Tag Manager on a WordPress site using Site Kit

Use Google's Site Kit plugin to add an existing Google Tag Manager container to a WordPress site, then check that it is working correctly.

• Outcome: Tracking & measurement
• Tools: Google Tag Manager, WordPress, Site Kit by Google
• Responsible: Anyone responsible for adding website tracking to a WordPress site
• Estimated time: 15 minutes

Scope

This SOP covers:

• Install and set up Google's Site Kit plugin
• Connect one existing Google Tag Manager web container
• Check that the container loads across the WordPress site

This does not cover:

• Creating a Google Tag Manager account or container
• Adding Google Analytics, advertising, or conversion-tracking tags
• Configuring consent mode or a cookie banner

Requirements

• Administrator access to the WordPress site
• An existing Google Tag Manager web container
• A Google account that can access the Google Tag Manager container
• The website's homepage URL and one other page you can use for testing

01. Get the Google Tag Manager container ID

First, copy the ID of the container you want to install and make sure Google Tag Manager has not already been added to the site.

1. Open Google Tag Manager and select the account and container you want to install. Make sure the container is marked Web, then copy the container ID displayed near the top of the page. The ID starts with GTM-.

2. Open Google Tag Assistant, enter the website's homepage URL, and select Connect. When the website opens in a new tab, return to Tag Assistant. If it does not find a Google Tag Manager container, close the test tab and continue.

   • Warning: If a Google Tag Manager container is already installed, stop here. Adding it again can cause duplicate tracking.

02. Install and connect Site Kit

Next, install Google's official WordPress plugin and connect it to your Google account. During setup, Site Kit will verify the site in Search Console and enable PageSpeed Insights so you can manage Google's website tools from WordPress.

1. In WordPress, go to Plugins > Add Plugin and search for Site Kit by Google. Make sure the plugin is published by Google, then select Install Now and Activate.

2. Open Site Kit > Dashboard and complete the initial setup with the Google account that has access to the Google Tag Manager container from step 1.1.

   • Resource: Google's Site Kit setup guide (Use this if the setup prompts do not match the steps below.)

   1. Leave Get visitor insights by connecting Google Analytics as part of setup unchecked. Google Analytics is outside this SOP.

   2. Select Sign in with Google, choose the Google account that can access your container, and approve the requested permissions.

   3. Follow the prompts to verify the site, allow metrics, and set up Search Console. Then choose the option that best describes the website's main goal and select Complete setup.

3. Go to Site Kit > Settings > Connect More Services and select Set up Tag Manager. Choose the Google Tag Manager account and web container whose ID matches the one you copied in step 1.1, then select Complete setup.

4. In Site Kit > Settings > Connected Services > Tag Manager, select Edit. Make sure Let Site Kit place code on your site is turned on, then select Save.

   • Warning: If Site Kit says Tag Manager code is already on the site, stop and check the existing installation instead of adding another copy.

03. Check that Google Tag Manager is working

Finish by checking two pages. This confirms that Site Kit installed the correct container across the website, not only on the homepage.

1. Open Google Tag Assistant, enter the website's homepage URL, and select Connect. When the website opens, return to Tag Assistant, open the Google Tag Manager result, and check that its container ID matches the ID you copied in step 1.1.

   • Resource: Troubleshoot Tag Assistant (Use this if Tag Assistant cannot connect to the site or does not find the container.)

2. While Tag Assistant is still connected, open one other page on the website, such as the contact or about page. Return to Tag Assistant and confirm that it shows the container ID from step 1.1 without listing a second Google Tag Manager container.