How to Extract a Query Parameter with Google Tag Manager

Google Tag Manager can help you do a lot of useful things and extracting query parameters is one of them. If a URL of the page contains a query parameter (it comes after the question mark in the address), you can turn that into a variable in Google Tag Manager and reuse in tags, triggers or even other variables. In today’s guide, I’ll show you several examples of how to extract query parameters in GTM.

What is a query parameter?

Before we continue, first let’s have a quick reminder of (or maybe learn?) what query parameters are in general. Query parameter (also known as a query string) is a part of the URL that assigns values to specified parameters.

Typical URL example with the query parameter can look like this:

https:///www.analyticsmania.com/search?keyword=google+tag+manager

In the case above, the query parameter is “keyword” and its value is “google+tag+manager“. Speaking of web tracking, one of the most popular (if not the most popular) query parameters are UTM parameters. If you want to track the impact of your digital marketing campaigns, you can add UTMs to your links (e.g. utm_medium or utm_source) and Google Analytics will automatically catch them, attributing the session to that particular traffic source.

However, it’s very common for websites to use other query parameters that are necessary for websites/apps to work and coincidentally, you might want to use those query strings in your GTM setup as well. For example, maybe a URL contains a parameter called product_id that you would like to use as a custom dimension and pass to Google Analytics?

With Google Tag Manager, that is not a problem. Continue reading and I’ll show you how to do that.

How to extract a query parameter of the current page URL

Google Tag Manager has a neat feature called URL Variable. It can return a value of a particular query parameter that is currently in the URL. So if a URL indeed contains, say, a product ID (https://www.analyticsmania.com/products?product_id=12345), with that variable, you could actually fetch and get the value of “12345”.

If you want to extract a query parameter with Google Tag Manager, go to your GTMr container > Variables > New (in the User-defined variables section). Enter the following settings:

• Variable type: URL
• Component type: Query
• Query key: product_id (you should enter here the name of the actual query string you want to get)

Save the variable, enable the Preview and Debug mode, refresh the web page of your site that you’re currently working on (with the query string in the URL) and check the Variables tab. In it, you should find your recently created URL variable that returns the value of the query parameter.

If you want to learn more about other Component Types of the URL variable, read this guide.

Where else would you need to extract a query parameter?

If you’re interested in other use cases of this variable, here is some food for thought. I’ve used this variable in various situations, e.g.:

• Track affiliate sales with Google Tag Manager
• Transfer UTM parameters from one page to another

How to extract a query parameter of the clicked URL (or any other URL)

Another cool feature of the URL variable in GTM is that you can work not only with the URL of the current page (because that’s how the variable works by default). In fact, you can use any variable as an input.

For example, if you want to extract a query parameter of a clicked link, you can do that by completing the following actions:

• In the URL variable, expand More Settings section
• And choose the {{Click URL}} as a URL source.

In this example, you should use the Click URL variable.

That’s it! Now this variable will return the product_id query string of the clicked URL (if that link actually contains the parameter). If the query parameter is not present, the URL variable will return undefined.

If you want to extract ALL the query parameters that are in the URL

If for some reason, you need to extract all the query parameters of the URL and have them as a single variable, you can use the JavaScript variable type of Google Tag Manager (because URL variable can return the value only of a single parameter).

Go to Variables > New (in the User-defined variables section) and choose JavaScript variable. Enter document.location.search.

This will return all the query parameters that are present in the URL (including the leading question mark). Like this:

?product_id=1234&category_id=2222

If you don’t want to have that question mark in the variable, you can use this Custom JavaScript variable instead.

This will return the same value except for the first question mark, product_id=1234&category_id=2222.

How to extract a query parameter with Google Tag Manager: Final Words

In this quick guide, you have learned how to use URL variable (or other alternatives) in order to extract a query string with the help of Google Tag Manager. Just keep in mind that if you have a choice between using a URL Variable or some custom code, always go with the built-in GTM functionality (in this case, URL Variable). Google Tag Manager developers do a really good job creating optimized built-in features.

By the way, URL Variable is very versatile and can retrieve not only query parameters. You can also get the value of URL fragment, hostname, etc. Just choose a different Component Type in the variable’s settings.