About variables

Variables in Google Tag Manager are named placeholders for values that are populated when code is run on your website or mobile app. For example, the Tag Manager variable named "Page URL" returns the current web page URL.

Variables are used in both triggers and in tags:

  • In triggers, a variable is used to define filters that specify when a particular tag should fire. (e.g.: fire a trigger when the url variable contains “example.com/index.html”).
  • In tags, variables are used to capture dynamic values (e.g.: pass a transaction value and product ID to a conversion tracking tag).

Tag Manager provides a set of predefined built-in variables. Built-in variables handle most needs for tag and trigger configurations. You can also create user-defined variables for web pages or mobile apps to suit specific requirements that might not be covered by built-in variables.

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