Overview
An AutoTag project is the blueprint for what gets deployed into a single GTM container. You pick a project type that matches the kind of website you're tagging, enable the marketing pixels you need, enter the IDs, optionally bolt on a privacy vendor for consent, and save. When you later click Sync, AutoTag takes everything in the project and materializes it as GTM tags, triggers, and variables.
Each project maps 1:1 to a GTM container, so if you run a multi-site operation you'll create one project per site. Configurations don't bleed across projects, which keeps IDs cleanly scoped to the domain they belong to.
Create a new project
Go to AutoTag > Projects and click Add Project. Enter a title, domain, and select the project type. The available types are Olo.com White Label, Shopify, Thanx, Monkey Media, and Other. The type you pick determines which template AutoTag uses when it generates the GTM tags, so a Shopify project will produce Shopify-flavored tags, while Other produces a more generic schema.
Choose the type deliberately. You can't change it later without recreating the project, and the wrong template produces tags that don't match your site's event model. If you're unsure, Other is the safest catch-all.
Set up GTM connection
In Step 1 of the project editor, enter your GTM Account ID (numeric, found under GTM Admin) and your Container ID (starts with GTM-). These connect AutoTag to your Google Tag Manager account so the Sync step has a place to push tags.
AutoTag needs a GTM service account with Editor access on the container. If you haven't connected a service account yet, do that first from the AutoTag settings page. Without it, Sync will fail with a permission error regardless of how clean your configuration looks.
Enable marketing pixels
In Step 2, toggle on the pixels you need. Supported platforms are GA4, Meta Pixel, Google Ads, TikTok, Pinterest, Snapchat, Twitter/X, LinkedIn, Microsoft Ads, Reddit, The Trade Desk, Floodlight, Quantcast, and Hotjar. Enter the required IDs for each platform in the fields that appear when you enable it.
Each platform has its own ID format, for example Meta uses a 15-16 digit Pixel ID, Google Ads uses a conversion ID starting with AW-, and Twitter uses an event-ID system unique per conversion event. The field labels tell you exactly what to paste.
It's fine to enable every pixel you run, but don't enable pixels you haven't set up on the platform side. AutoTag will happily deploy tags that fire to unconfigured destinations, and you'll see errors in Auditor or in the platform's event manager instead of useful data.
Configure privacy vendor
In the Privacy section, optionally enable a consent management platform. Supported vendors are Cookiebot, CookieYes, Google Consent Mode, OneTrust, Osano, Termly, and TrustArc. Enter the vendor-specific IDs such as CBID for Cookiebot or the Domain Script ID for OneTrust.
Only one privacy vendor can be enabled per project at a time. Mixing vendors causes conflicting consent signals and tags end up in an unpredictable state, which is exactly the opposite of what the vendor is supposed to solve. If you're switching between vendors, disable the old one first, then enable the new one, then re-sync.
Save your configuration
Click Save at the bottom of the page. Your pixel and privacy settings are persisted and you can return to edit them any time before syncing. Saving doesn't push anything to GTM yet, it just records your configuration in TagPipes.
When you're ready to deploy, head back to the Projects list and click Sync on the project card. That's the step that actually writes tags into your GTM container.
You can enable multiple marketing pixels but only one privacy vendor at a time. The GTM Container ID always starts with GTM- followed by alphanumeric characters, and each project has its own pixel configuration, so IDs are never shared between projects. Google Consent Mode is the odd one out: it adds consent signals to existing tags without deploying a separate consent banner.
Troubleshooting
GTM Container ID validation fails
The ID must start with GTM- followed by alphanumeric characters. Common mistakes include copying the container name instead of the ID, or pasting the web-container snippet HTML instead of just the ID string. Open GTM Admin and copy the ID that appears under Container Settings.
Pixel IDs appear to save but disappear on reload
Usually this means the browser hit a validation error but the error toast was missed. Open the project again and look carefully for red field borders or small error text under the input. Common causes are IDs with trailing spaces, incorrect prefixes (UA- vs G-), or IDs copied with surrounding quotes.
Project type field is disabled on edit
This is intentional. The project type determines the template used for tag generation, and changing it mid-flight would invalidate every tag already deployed. If you truly need a different type, create a new project, configure it, sync, then decommission the old project.