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Tag Manager Training
GTM & GA4 glossary

GTM glossary

Container

The box that holds all the tags, triggers and variables for one website or app in Google Tag Manager. Each container has its own ID, such as GTM-ABC1234.

Also known as: GTM container, Container ID, GTM ID

On this page
  1. In plain English
  2. Example
  3. Official documentation
  4. Related terms

In plain English

When you set up Google Tag Manager you create an account (usually one per business) and, inside it, one or more containers. The usual rule is one container per website or app.

The container ID (starting with GTM-) is what your website's container snippet loads. Everything you publish in that container goes live on every site that has the snippet installed, so it's worth knowing exactly where each container is installed.

There are different container types: web, iOS, Android, AMP and server. Most marketing teams only ever use web containers.

Example

An agency manages tracking for 12 clients. Each client has its own GTM account, owned by the client, with a web container for their website. The agency is given user access to each one, so the client keeps ownership if they change agencies.

Official documentation

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