Lesson 1: Part 3 – Variables

While tags are the core of Google Tag Manager, Variables are the key pieces of information that give those tags meaning. I.E things like product ID’s, value, product categories, percentages, time etc. Typically a variable is a metric of some sort that you would populate within a tag.

You can see in this Google Ads Conversion Tracking we have two variables {{Data Layer Order Total}} and {{Data Layer Order ID}}. When this tag is fired (via a successful condontional trigger) it will populate the conversion value and the transaction ID dynamically based on those variable values.

Those variables values are dynamically populated via a Datalayer Push, which is how Google Tag Manager receives data to populate within tags and scripts. We will cover Datalayer Pushes in the next lesson.

Tools in this Lesson

Lesson Assignment

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Key Takeaways