Google Tag Manager

Written by Ilya Sudakov

Updated on Sep 17, 2026

Description

‍Google Tag Manager is a free tag management system from Google that lets you add, edit, and manage measurement tags and tracking snippets on your website or mobile app without editing the code directly.

Setup guide

Follow our setup guide to connect Google Tag Manager to Improvado.

Click the Connections in the left navigation bar.
Categories on the Data sources page group all available platforms. Use a search to find the required one.

Click on the Google Tag Manager tile.

Choose an authorization option:

Connect with Google

Use this option if you want to connect quickly with your Google account. Improvado handles all the setup for you.

Click Authorize. You will be redirected to Google to sign in. Make sure to sign in with the Google account that has access to the Tag Manager accounts you want to extract.

Review the requested permissions and click Allow. Improvado only needs read-only access to your Google Tag Manager accounts, containers, tags, triggers, and variables — that is enough for all data extraction.

After you grant access, you are redirected back to Improvado.

Connect with Your Own App

Use this option if you prefer to connect through your own Google Cloud project — for example, when your organization requires you to control the consent screen and API usage yourself.

In the Google Cloud Console, open a project and enable the Tag Manager API.

Create an OAuth 2.0 Client ID of type Web application, and add the Improvado redirect URI to it. Use the URL that matches your Improvado account region, and add all three if the platform lets you register more than one. Enter each value exactly, including https:// and the trailing slash:

Default: https://connections.improvado.io/stat_provider_client/oauth_redirect/google_tag_manager/
EU: https://connections.eu.improvado.io/stat_provider_client/oauth_redirect/google_tag_manager/
US: https://connections.us.improvado.io/stat_provider_client/oauth_redirect/google_tag_manager/

Copy the generated Client ID and Client Secret, paste them into the Improvado connection form, and click Authorize. On the Google screen, review the permissions and click Allow (read-only access is enough for extraction).

Note: If you do not want other users in your workspace to access this connection via API Discovery, check the Private connection option during setup.

After the connection process is completed successfully, the Google Tag Manager connection will appear in your Connected sources list.

When the connection status is Active, and the account status column shows a number of accounts, you can move on to data extraction.

To extract data from the connected sources, check the instruction on how to set up data extraction.

Schema information

The schema information shows all report types you can use to extract data from Google Tag Manager.

Release notes

You can find information about the latest changes in the official Google Tag Manager release notes.

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