In many projects, the GTM container is managed by a single analyst. As long as that person is around, everything feels under control.
But the moment they leave, or access disappears, the entire data collection setup grinds to a halt. The team is left staring at broken tracking with no idea how it worked in the first place.
Without shared ownership of infrastructure, analytics is fragile:
• There’s no version control over tags or triggers.
• Key configurations can be lost forever.
• Discrepancies appear between what’s tracked in GTM and what shows up in reports.
I’ve seen businesses scramble for weeks after losing access, trying to rebuild tagging logic from memory — usually with incomplete results.
The real takeaway
Analytics should never depend on a single person’s access. If infrastructure ownership isn’t shared, your tracking isn’t stable — it’s a bus factor risk waiting to happen. Sustainable analytics comes from systems, not individuals.
What to do instead
The approach I recommend to clients looks like this:
• Implement a centralized process for managing tags.
• Store GTM configurations in version control.
• Distribute access roles so no one person is a single point of failure.
• Set up backups and an emergency recovery plan.
With proper infrastructure governance, analytics keeps running — no matter who holds the keys to the container.
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