Google Tag Manager Limit (2025)

Update time: January 10, 2025

In Google Tag Manager (GTM), container limits refer to the restrictions GTM imposes on container size, account numbers, workspaces, etc.

Container Size

• Maximum Size: The maximum size of a GTM container is 200KB 
• Size Warning: When the container size reaches 70% (i.e., 140KB), GTM will display a warning sign, suggesting you optimize the container content to prevent hitting the limit. you can see this by clicking 「Versions」:
• Impact: If the container exceeds 200KB, you will not be able to publish new versions until you optimize and reduce its size.

Account and Container Number Limits

• Account Limit: Each Google account can have up to 400 GTM accounts.
• Container Limit: Each GTM account can have up to 500 containers.

Other Limits

• Workspaces:
  • Free Version: Maximum of 3 workspaces (one of which is the default workspace).
  • GTM 360: No limit on the number of workspaces.
• Custom HTML Tag:
  • Free Version: The maximum length of a Custom HTML Tag is 102,400 characters.
  • GTM 360: No character length limit.
• Constant Variable:
  • Maximum length of 1024 characters.
• Import File Size:
  • The maximum size for importable files (like container templates or recipes) is 10MB.
• API Usage Limits:
  • Daily Request Limit: Up to 10,000 requests per project per day.
  • Queries Per Second (QPS) Limit: Up to 0.25 requests per project per second (i.e., 25 requests every 100 seconds).

Optimization Suggestions

• Merge Tags: Use variables and data layers to reduce the amount of code.
• Clean Up Unused Content: Regularly delete code, triggers, and variables that are no longer in use.
• Use Lookup Tables: For a large number of configurations, consider using lookup tables to manage complexity, but be mindful of their own size.
• Zone Management: For very large websites, consider using multiple containers or the zones feature in GTM 360.

Points to Note

• These limits might change over time; Google could adjust these limits or add new ones.
• Exceeding these limits might prevent normal use of GTM features, so regular checks and optimization of your container configuration are necessary.