Google Tag Manager (GTM) is a powerful tool that allows website owners to track user behavior and gather valuable data for analysis. One of the features that make GTM so powerful is the ability to create custom variables. In this blog post, we will provide a beginner’s guide to custom variables in Google Tag Manager.

What are Custom Variables?

Custom variables in Google Tag Manager are user-defined variables that can be used to track specific information about user behavior on your website. They allow you to create and store data in a flexible and dynamic way, which can help you gain insights into how users interact with your website.

Why Use Custom Variables?

Custom variables can help you gain deeper insights into user behavior on your website by tracking specific data that is not tracked by default in GTM. For example, you may want to track the type of user on your website, such as whether they are a registered user or a guest user. This information can be used to personalize the user experience and tailor your marketing efforts to specific user groups.

Custom variables can also be used to track specific events on your website, such as button clicks, form submissions, or video plays. By tracking these events, you can gain insights into how users are interacting with your website and identify areas for improvement.

How to Create Custom Variables in GTM

Creating custom variables in GTM is a simple process. To create a custom variable, follow these steps:

  1. Log in to your GTM account.
  2. Navigate to the “Variables” section.
  3. Click on the “New” button to create a new variable.
  4. Select the type of variable you want to create, such as “User-Defined Variable” or “JavaScript Variable.”
  5. Enter a name for your variable and configure the settings as needed.
  6. Save your variable and publish your changes.

Types of Custom Variables

There are several types of custom variables that you can create in GTM, including:

  1. User-Defined Variables: These are variables that you define yourself, such as the type of user on your website or the value of a custom data attribute.
  2. JavaScript Variables: These are variables that are created using JavaScript code. They can be used to track specific events on your website, such as button clicks or form submissions.
  3. Data Layer Variables: These are variables that are created using data from your website’s data layer. They can be used to track specific information about user behavior on your website, such as the product or category viewed.

Using Custom Variables in GTM

Once you have created your custom variables, you can use them in your GTM tags and triggers. For example, you can use a custom variable to track the value of a custom data attribute on a button click. You can then use this information to create a custom event trigger in GTM.

Custom variables can also be used in conjunction with other GTM features, such as custom dimensions in Google Analytics. By using custom variables to track specific information about user behavior on your website, you can gain deeper insights into how users are interacting with your website and optimize your marketing efforts accordingly.

Conclusion

Custom variables in Google Tag Manager are a powerful tool for tracking specific information about user behavior on your website. By creating custom variables and using them in your GTM tags and triggers, you can gain deeper insights into user behavior and optimize your marketing efforts accordingly. With the right strategy and implementation, custom variables can help you take your website tracking and analysis to the next level.