Variables, The Data

A variable is a reusable value you reference with {{double braces}}. Variables keep your setup dynamic: instead of hard-coding an order total, you point a tag at a variable that reads it at runtime.

Built-in variables

• Page values, Page URL, Page Path, Page Hostname, Referrer.
• Click values, Click Text, Click URL, Click Classes, Click ID.

User-defined variables

• Data Layer Variable, read a value you pushed, e.g. ecommerce.value.
• Constant and Lookup / RegEx Table, map inputs to outputs.
• 1st-Party Cookie, URL, and Custom JavaScript for anything else.

You use variables in two places: inside tags (the values you send) and inside trigger conditions (e.g. fire only when {{Page Path}} contains /pricing).