To a computer programmer, a variable is a symbol in code that can be used to represent a value that will change. A Tag Manager variable performs that same function. Tag Manager variables are used in both triggers and tags:

  • Variables in triggers are used to define filters that specify when a particular tag should fire.
    Example: Fire a pageview trigger when the url variable is “”.
  • Variables in tags are used to capture dynamic values.
    Example: Capture and apply the transaction value and products purchased to a conversion tag.

Tag Manager provides a set of commonly-used built-in variables in each container. You can create additional user-defined variables to suit your specific requirements.