Google Adds New Features to Tag Manager

Google has enhanced Tag Manager’s capabilities by adding new APIs, more third-party templates, and a new intuitive interface.

According to Google, the new Google Tag Manager API will enable users to customize the infrastructure of their websites based on their individual needs. For example, the new API makes it easy to manage user access in bulk. The admin can set permissions for many users at once, or set up role-based permissions and let the API give the right level of access to the right people accordingly. Agencies can also use the new API to easily manage large tagging setups for their clients, says Google.

Meanwhile, over the next few weeks, Google will be incorporating more third-party templates into the tag creation flow. Currently, Tag Manager supports tags from AdRoll, Marin, comScore, Biz, and Criteo, among others.


If a user cannot find the tag they need, they can add it immediately as a custom HTML tag.

In addition to new APIs and more third-party templates, Google Tag Manager now has a more intuitive interface to enable marketing managers to adjust and update tags.


Users can experience the new user interface immediately by logging into their Google accounts.

Homepage image via Shutterstock.

Related reading

Why we need to think of entities and the future of SEO
Microsoft Noel Reilly Director of Strategic Accounts
digital marketing for B2B manufacturing
Luxury marketing search strategy, Part 3: Content creation