May 6, 2021
How to check if Google Tag Manager is Working?
Updated: May 6th, 2021
Google Tag Manager. The thing that makes the lives of marketers and web analysts easier. But the purpose of this blog post is not to convince you to start using it (I have another one which explains all GTM benefits). Today, I assume that you have already decided to give Tag Manager a chance (or maybe even used it once or twice). In this blog post, I’ll show you how to check if Google Tag Manager is working properly.
There are several ways to do so but keep in mind that these tips are not alternatives to each other. If possible, you should use them all or at least half of them.
To check if Google Tag Manager is working, you need to complete the following steps:
- Check website’s source code (and use the “Search” feature)
- Enable the Preview and Debug mode. Did it appear? Is everything working?
- Check Google Tag Assistant
- Leverage Screaming Frog
- Check Chrome’s developer tools
- Check Google Analytics real-time reports or DebugView (if you have configured any events or pageviews)
Now, let’s take a closer look at every step individually.
Video tutorial
If you prefer video content, some of the tips are explained in the video below. But if you want to know ALL the possible options, then read the blog post as well.
#1. Check the website’s source code
- Visit your homepage (or any page on your website)
- Right-click with your mouse (anywhere on the page background) or key and click “View Page Source” (or just hit CTRL + U on your keyboard)
- When viewing your page source, do a Control + F which will bring up your “find” function within your browser
- Input “gtm.js” here and if you have any matching characters proceed to verify each instance
- If you do have GTM installed correctly then you should find at least one instance (the is surrounded by < script > from both sides).
- Quite often the 2nd code is implemented as well (that is surrounded by < noscript >). This code is optional but if you have an intention to use it, make sure that it is placed immediately after the <body> tag in the HTML. You can learn more about the GTM noscript here.
Important: make sure that all the symbols and characters in Google Tag Manager container code snippets are correct and that there are no modifications (especially by accident). For example, it’s quite popular among inexperienced marketers to share tracking codes via Word file or Google Docs. That is a very bad practice because these platforms usually break the code by automatically changing the quotation marks. To learn more, read tip #16 here.
#2. Enable the Preview and Debug mode
The next technique to check if Google Tag Manager is working is to enable Preview and Debug (P&D) mode. To do so, click the Preview button in the top right corner of your GTM interface (near the Submit button).
After you enable P&D mode, the preview mode will be opened in a new tab. It will ask you to enter the URL of the website. When you do that, another tab/window will open with your website. In the Preview mode, you should see the word Connected
Also, at the bottom of the website’s window, you should see this (or something similar):
As long as you continue navigating your site and see some events in Preview and Debug console at the bottom of your screen, that’s a good sign.
I’ve published a detailed guide that explains what the Preview and Debug mode is and how you can make use of it.
Is the P&D Mode not working? Read the guide on how to fix it.
#3. Use Google Tag Assistant (Legacy)
Tag Assistant is of one the top Chrome extensions for Google Tag Manager, a very useful tool in testing and debugging your implementation. Not only does it help with troubleshooting of Google Tag Manager, but also Google Ads, Analytics, and DoubleClick implementation can be easily verified.
- After you install the extension, click the Tag Assistant icon in your browser.
- Enable the Tag Assistant and refresh your browser.
- Look at the status of the Google Tag Manager container. If you have yellow or red, there are problems with your installation. Click on the icon to further reveal what the problem is.
Your aim is to see a green tag with a smiley face, just like in the screenshot below.
#4. Leverage Screaming Frog
Another way of how Google Tag Manager implementation might be broken is when the GTM container code is not added to all pages of a website. There are many reasons why things like this happen:
- The Content Management System is terrible and buggy.
- The website is using a lot of different page templates and there is no easy way to update them all at once.
- The developer is inexperienced, etc.
My point is that things happen and you need to be prepared for that. One of the ways how you can check whether Google Tag Manager code is added to all pages is to use a web crawler.
Screaming Frog is a solution that is especially popular among SEO professionals who want to check what’s happening on their clients’ websites. How is it related to GTM? You could configure it to crawl the entire website and look for https://www.googletagmanager.com/gtm.js in the website’s source code. This URL is used by the Google Tag Manager container.
In Screaming Frog’s application, go to Configuration > Custom > Search and enter the following condition:
Does not contain https://www.googletagmanager.com/gtm.js
Enter the URL of the website you wish to check and hit the Start button.
That’s it! As the crawl progresses, you’ll be able to see the full URLs of the pages where your GTM container code is missing. Your next step is obviously to add the tracking code to those pages or ask a developer to do that.
#5. Chrome’s developer tools
Another way how to check if Google Tag Manager is working is to dive deeper into the developer’s zone. We’ll need Chrome’s developer tools here (other browsers have tools as well, but Chrome is the browser of my choice that’s why I’ll give it more attention).
On Mac, you can access Developer tools through the View menu.
On Windows, click CTRL + Shift + I.
You will notice that an entire console is enabled at the bottom of your screen with several options. There are two tabs you should be interested in the most, Console and Network.
First of all, click Console and start navigating the website and keep looking for errors. If none occurs, great! Otherwise, if you see a warning or an error and it contains keywords like Google Tag Manager, gtm.js, etc., this means that something’s not right with your implementation.
Discuss that with a developer, ask on GTM or Stack Overflow forums, or just google, maybe others face similar issues and have come up with a solution.
By the way, if you spot this error:
404 not found for GET: GET http://www.googletagmanager.com/gtm.js?id=GTM-XXXXX
don’t worry, I have a quick solution for it, read this blog post.
Now, let’s go to the Network tab. You will also notice that it’s completely blank (or contains way too little information). This is because you will need to refresh your browser in order for this information to be populated. Refresh the browser and start seeing some data coming in.
This is what’s happening under the hood every time a web page is loaded. You will see the images for your site, scripts that you have in place, and (hopefully) that your Google Tag Manager code has fired correctly.
In the search field, enter gtm and start looking for the line with gtm.js?id=GTM-XXXXX (I replaced the actual ID with XXXXX). If its status is 200, you’re good to go! 200 means OK.
If you see multiple gtm.js requests, it might be caused by the GTM Preview mode. Read more.
Actually, the network tab is an invaluable troubleshooting tool for any webmaster or website owner, and it goes well beyond just using GTM. You can use this tool to fully understand the footprint of your site on the web, how your images or scripts may affect load time, etc. This can be very powerful, revealing, and takes to the whole another level.
#6. Google Analytics 4 + GTM? Check the DebugView
If you have implemented Google Analytics 4 with Google Tag Manager, you can check if your data is being sent to GA4. First, enable the Preview mode in GTM, then go to GA4 > DebugView and check if you see some data.
You can learn more about the DebugView here.
#7. Universal Analytics + GTM? Check real-time reports!
If you have already implemented any Universal Analytics events or Pageviews in GTM, one of the most common tips I give to my students is to always check Google Analytics Real-time reports. Since the majority of you use GTM to implement various tracking stuff related to GA, real-time report is a real time-saver.
Log in to your Google Analytics account and on the left sidebar, click Realtime. The Overview section will show you page views and Events will display the events you have just sent to Google Analytics.
If you see them, then all good. If not, then you’ll need to troubleshoot.
There are many possible reasons why real-time reports are not showing you anything and not all of them are directly related to GTM. To help you troubleshoot, I’ve created this guide.
Check if Google Tag Manager is working: final words
There were my 7 tips on how to check if Google Tag Manager is working properly. If I had to choose 2 most commonly used, that would be Preview and Debug Console and Tag Assistant. But, please, do not underestimate others, in fact, I’m starting to use the rest of them more and more often.
Did I miss anything? Are there any other techniques that you use to check if Google Tag Manager is working? Let me know in the comments!
16 COMMENTS
Hi Julius,
I'm using Google Tag Assistant and I keep getting the "Non-standard implementation" error for every single Google Web Property ID on every single website we own. Google won't tell you how to fix this and I can't find any documentation anywhere that does. How can this error be fixed if no one can tell you how to do it or has any documentation about it?
Non-standard implementation is not an error. GA implemented via GTM is always considered as non-standard by tag assistant (for some reason). Don't worry about it and ignore.
Great article! Thank you!!
Hi Julius
I have implemented the google tag manager successfully on my website and also checked by preview which is available on google tag manager but the problem is whenever i open my site in other browser to check real time user then it shown nothing this never happened before. Could you please resolve this issue and tell me the reason behind this. As you mentioned above i have checked all the things and everything is perfect. Then why this is happening.
Preview mode works ONLY on the same browser where you have enabled it. Even Incognito mode is excluded. If you want to see your interactions in real-time on any computer you need to:
- Either publish all changes
- Or share the preview mode (there is a link in the orange preview box)
It would be nice to have a GTM Container loaded and Tag loaded report in GTM for Admin users. Perhaps even as part the GA UI reports. Tealium do something similar and it helps remove some of the guess work / manual debugging. Until then, populating GTM Container ID/Version in a GA Custom Dimension always a good option for spot checking.
I've tried the following in Chrome:
- enabled pop ups
- disabled extensions
- Installed Google Tag assistant (shows Global Site Tag and Google Analytics)
- allowed 3rd party cookies
- refreshed, hard refreshed, restarted browser, rebooted PC many times
- disabled Ad Blocker (one of the extensions)
- unaware of any CDN or CSP in play, this is home internet
- followed the instructions on checking configuration flags in Chrome
- no private mode, same browser instance different tabs, etc
...all from your other article.
I've also tried Brave and Safari, but had little luck even disabling blockers and such there.
Then I used Chrome Developer tools above and did not find any hits for gtm.js or my tag ##### when I was clicking around my site.
I disconnected and reconnected the GTM code inside Wix, and then after that (and only after that) noticed in Google Tag Assistant there were 4 entries for gtag.js (prior there had always been only one). There was also a warning on Google Tag Assistant about this.
Does this mean Wix is being a POS implementer, and is their poor implementation is the likely cause, or any other thoughts?
The problem is that your tag assistant does not show the Google Tag Manager. That is your problem. No GTM = no preview mode. Wix's built-in GTM integration is weird. Read this guide https://www.analyticsmania.com/post/how-to-track-wix-website-with-google-tag-manager/
Hi Julius,
Implementing GTM on the Wix platform has always been a little bit problematic. For a long time, they didn't support GTM. Now a couple of methods are provided through Marketing > Marketing Integration screen or Advanced Settings > Tracking and Analytics. There is a need to have a Premium site and connected Domain for certain features. I have a site hosted on the platform too and simply used trial and error to get it to work. After adding GTM to , ensure the Wix Editor changes are published and that the site cache has refreshed is pretty much it, along with checking for this resource https://static.parastorage.com/services/..../thirdPartyAnalytics.min.js which contains the GTM include.
Hi Julis,
I added my testing domain to tag manager and the preview mode is not showing the debug pop up.
Any reasons for it?
Yes, multiple reasons. The blog post that you are currently reading mentioned this link https://www.analyticsmania.com/post/google-tag-manager-preview-mode-not-working/
Hi Julius,
I have a head breaking problem. I have my GTM installed -> also verified with Tag Assistant.
But the problem when I tried adding google ad conversion in GTM, the tags are firing in GTM preview mode. I have submitted it and published.
In the real browser, the tag assistant is not showing any Google Ad Conversion label. I don't understand why.
Can you help with that?
For eg https://american-technology.net/trainings/ ( I had created a tag and trigger with Google Ads Id and Label ). It is not showing google tag assistant.
I have a web page, where the floodlight Publisher tag section in DCM have been used to implement third party tracker on Conversions.
The floodlight has been implemented through GTM. On the website, in the google tag assistant I can see GTM firing, floodlight firing, but still the Publisher tags that were piggybacking on Floodlight are not firing(can't be seen in the Network section).
Any way to check for what could be going wrong? Don't have access to the Advertiser's GTM dashboard.
We have a tag manager account that's running for years with lots of tags that are probably not relevant anymore. How can I find out which one's are still active and which ones are not active anymore and can be removed?
It is too much work to go through it tag by tag and check ik in debug mode.
There is no simple way. You could build a tag monitoring tool, collect data for a while and then see which tags are not firing/used anymore https://www.simoahava.com/analytics/google-tag-manager-monitor/
But that is technical, complex, and time-consuming as well. You would be better off by doing a container audit (or hiring someone to do so)
Hi Julius,
I checked the status code under the "Network" tab for my GTM and it shows "307".
Does this mean the GTM is not working properly? If so, how can this be fixed?
Thanks.