As the internet has become more complex, it has become increasingly important for businesses to track user behavior on their websites. Google Tag Manager is a powerful tool that allows businesses to do just that. It allows businesses to add tracking tags to their websites without having to modify the underlying code. With Google Tag Manager, businesses can track everything from pageviews to button clicks, and even track user interactions with specific elements on the page.
In order to get the most out of Google Tag Manager, it is important to understand the different types of variables that can be used. Variables are essentially placeholders for data that can be used throughout the tracking process. Google Tag Manager offers a variety of variable types, each of which serves a unique purpose.
In this guide, we will explore the different types of variables in Google Tag Manager and how they can be used to track user behavior on your website.
Built-in Variables
The first type of variable in Google Tag Manager is the built-in variable. Built-in variables are automatically created by Google Tag Manager and are used to capture basic information about the user’s behavior on your website. Some examples of built-in variables include:
- Page Path: This variable captures the URL of the current page.
- Referrer: This variable captures the URL of the page that the user came from.
- Click Element: This variable captures information about the element that was clicked on the page.
Built-in variables are great for capturing basic information about user behavior on your website, but they have their limitations. If you want to capture more specific information, you will need to use custom variables.
Data Layer Variables
Data layer variables are used to capture data that is specific to your website. The data layer is a JavaScript object that is used to store information about the user’s behavior on your website. You can use data layer variables to capture information such as the user’s name, email address, or even their location.
To use a data layer variable, you will need to define it in the data layer. You can do this by adding a JavaScript object to your website’s code that contains the information you want to capture. Once you have defined the variable in the data layer, you can use it in Google Tag Manager to track user behavior.
Custom JavaScript Variables
Custom JavaScript variables allow you to capture information that is not available through built-in or data layer variables. With custom JavaScript variables, you can write your own code to capture specific information about user behavior on your website.
For example, if you want to track how long a user spends reading an article on your website, you can use a custom JavaScript variable to capture the time that the article was loaded and the time that the user left the page. You can then use this information to calculate the amount of time that the user spent reading the article.
Custom JavaScript variables can be complex to set up, but they offer a high degree of flexibility in terms of what information you can capture. If you have specific tracking needs that cannot be met with built-in or data layer variables, custom JavaScript variables may be the right choice for you.
Custom Event Variables
Custom event variables are used to capture information about user interactions with specific elements on your website. With custom event variables, you can track things like button clicks, form submissions, and video plays.
To use a custom event variable, you will need to define the event that you want to track in Google Tag Manager. Once you have defined the event, you can use a custom event variable to capture information about the user’s interaction with the element.
For example, if you want to track how many times a user clicks on a specific button on your website, you can define a custom event in Google Tag Manager for that button. You can then use a custom event variable to capture information about each click.
Custom Variables
Custom variables are variables that you create based on your specific tracking needs. Custom variables allow you to collect information that is not available through built-in variables. Custom variables can be created using various methods, such as JavaScript, HTML, or CSS.
Read also: Understanding DOM Ready in Google Tag Manager
Here are some examples of how you can use custom variables:
- Form Submission: You can use custom variables to track when users submit forms on your website. This information can help you identify which forms are the most popular and which ones may need optimization.
- Scroll Tracking: You can use custom variables to track how far users scroll down on your website pages. This information can help you understand which parts of your pages are the most engaging for your audience.
- Button Clicks: You can use custom variables to track when users click on specific buttons on your website. This information can help you understand which calls-to-action are the most effective at driving user engagement.
