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Tag Assistant

Tag Assistant is Google's official tool that automatically diagnoses the installation status and errors of Google tags (GA4, GTM, Google Ads) on web pages. There are two methods: a web version (tagassistant.google.com) and a Chrome extension, and tag firing in real time are checked in conjunction with the GTM preview session.

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You can use Tag Assistant in two ways: The first is the web version of tagassistant.google.com. When you enter a URL, it checks the Google tags on the page. The second is the Google Tag Assistant Companion Chrome extension, which checks tag firing in real time in conjunction with GTM preview mode.

Tag Assistant intuitively displays the version of the installed tag, duplicate installation, incorrect settings (incorrect measurement ID, risk of double counting), and discontinued tag formats with a color code (green/orange/red). Even if gtag.js is inserted directly into HTML without using GTM, errors are diagnosed.

Tool location: Use the web version at tagassistant.google.com, or search for ‘Tag Assistant Companion’ in the Chrome Web Store and install it. When you start GTM Preview, the Tag Assistant Companion installed in Chrome is automatically connected to the preview session.

Key takeaways

  • Automatically detects whether Google tags are installed and their versions on the page.
  • Duplicate tags, incorrect measurement IDs, and configuration errors are visualized with color codes.
  • In conjunction with GTM preview mode, tag firing for each event is tracked in real time.
  • With the web version of tagassistant.google.com, external sites can also be diagnosed just by entering the URL.
  • Supports the entire Google tag ecosystem, including GA4, Google Ads, Floodlight, and GTM.

References

Frequently asked questions

If I get a red warning from Tag Assistant, do I need to fix it?

Red means duplicate installations, incorrect IDs, or serious configuration errors. It must be checked and corrected. Orange is a warning, alerting you to possible double counts or outdated methods, and corrections are recommended. Green is normal. The most common problem is a dual installation of GTM and gtag.js installed at the same time, resulting in GA4 events being counted twice.

I scanned my site in the web version of Tag Assistant and no tags were found.

1) Check the source view to see if the tag snippet is correctly inserted at the top of the HTML head. 2) If Googlebot access is blocked on the site using robots.txt or headers, access to external tools may also be restricted. 3) If the GTM script is not loaded due to a JavaScript error, check the error in the browser console first.

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