If you have done anything with Google Tag Manager, you probably already know three key concepts: tags, triggers, and variables. But, actually, you should know there is one more key ingredient, the Data Layer. Google Tag Manager walks hand in hand with the Data Layer which ensures maximum flexibility, portability, and ease of implementation. Without it, there would be no variables and no triggers in GTM, therefore no tags would be fired. It is what keeps your tag management running properly.
Unfortunately, I’m not going to dive into what the Data Layer is because that’s a whole another story. In today’s blog post, I’ll take a look at what the Data Layer Variable is.