Learning GTM Key Concepts; What Are Tags, Triggers & Variables


Are you struggling to set up GA4 or Google Ads conversions using Google Tag Manager (GTM)? You’re not alone! Many people find it challenging to understand the underlying concepts of GTM, like tags, triggers, and variables. In this article, we’ll break down these concepts so you can confidently set up and use GTM.

What Are Tags in Google Tag Manager?

Tags are code snippets that track and send data to Google Analytics or Google Ads. They are the heart of GTM and the foundation of data collection. Each tag has a specific function, like tracking pageviews or clicking on a button.

What Are Triggers in Google Tag Manager?

Triggers are rules that determine when a tag fires. You can create triggers for events like pageviews, form submissions, or button clicks. When the trigger conditions are met, the corresponding tag fires and sends data to your Google Analytics or Google Ads account.

What Are Variables in Google Tag Manager

Variables are values that are used in tags and triggers. They allow you to dynamically update tag values based on user actions or other data points. There are three types of variables in GTM: built-in variables, user-defined variables, and data layer variables.

Why We Use GTM to Implement Tags?

By understanding the relationships between tags, triggers, and variables, you can set up GTM to track almost anything on your website. You can track form submissions, video views, clicks on buttons, and much more. GTM allows you to collect and analyze data in a way that’s meaningful to your business.

When you set up GTM correctly, you’ll have a clear picture of your website’s performance. You’ll be able to see where your traffic is coming from, what pages are most popular, and how users interact with your site. With this information, you can make data-driven decisions to improve your website and grow your business.


In conclusion, GTM is a powerful tool for tracking and analyzing website data. Understanding the concepts of tags, triggers, and variables is essential to setting up GTM correctly. With GTM, you can track almost anything on your website and gain valuable insights into your website’s performance. So, take some time to learn GTM and start making data-driven decisions for your business.

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