Tag status “failed” in GTM: the reasons and solutions

Dealing with the GTM firing status “Failed” can be frustrating. This issue pops up for some users, and we're here to help you understand why it happens and how to fix it.

There are a few possible reasons for this issue to emerge, and we’ll cover them in this post. We'll also provide easy-to-follow solutions to get your tags working smoothly again. 

We have an article on Tag status “still running” in GTM as well in case you need to check that too. 

When you see a "Failed" Google Tag Manager (GTM) tags firing status, there could be several issues behind the problem. Let’s discuss them below. 

An incorrect setup of the tag can be a reason for GTM firing status “Failed”.

To fix the issue, double-check your tag configuration settings. Make sure that all the fields are filled out correctly.

When the trigger conditions are not met, you can get the “Failed” status as well. 

To fix the issue, review and adjust the trigger conditions to make sure they reflect the desired firing criteria accurately.

Errors in the custom JavaScript within the tag or on the page could be a reason behind the “Failed” tag status in your GTM.

To fix the issue, use the browser console to identify and correct JavaScript errors.

When the dependencies between tags are not properly configured, you can get the “Failed” tag status as well. 

This can often occur if you have an initialisation tag and an event tag. In this case, if the event tag fires before the initialisation tag, the event tag will have a failed status.

To fix the issue, adjust tag sequencing to ensure tags fire in the correct order.

In some cases, a browser or its extensions can block GTM scripts.

To fix the issue, test in an incognito window or disable extensions to identify and address blocking issues.

Poor network conditions can prevent tags from firing.

To fix the issue, provide stable internet connection and check for any network restrictions.

Insufficient permissions or access issues could be behind the “failed” tag status.

To fix the issue, verify that all necessary permissions are granted in GTM and on the website.

There might be more reasons why your tag status shows "Failed." Don't hesitate to let us know in the comments if you're experiencing issues beyond what we've covered. It's important to address these problems promptly.

In this article, we have described three top reasons for the "Failed" status, and by addressing these issues, you can improve the functionality of your tags and ensure accurate data collection.

If you want to take your GTM skills further, earning a certification helps you design efficient tag setups and avoid common mistakes. You'll learn scalable data layer strategies, server-side container workflows, and prove your expertise to clients or teams.