Tags, triggers, and variables, the holy trinity of Google Tag Manager. In case you didn’t know (which I doubt), Tags are various functions which can track visitor, inject something to website’s code, display a popup, etc., while Triggers are rules which define when tags should be fired.
What about variables? What are those? In fact, they are little pieces of information which can be used both in Tags and Triggers. For example, Page URL. You can use it as a trigger (e.g. fire Google Analytics Tracking code when Page URL contains “/successful-registration”) and you can also pass its value along with Google Analytics event tag to Google Analytics servers.
Although this is one of the core features and concepts in GTM, I still notice a lot of people not knowing how to utilize variables correctly and where they might (not) function properly.
As a result, this blog post was born where I’ll give you 7 quick tips how to insert variables in Google Tag Manager correctly.