Create a variable

A variable is used to store information that can be accessed by Tag Manager. For example, a variable page URL holds and passes information about the URL of the current page.

In Tag Manager, you can use built-in variables — like a page URL, page path, referrer — or, you can create a custom variable.

In this article, we’ll show you how to create a variable.

Before you start

Here are some things to know before you start working with variables:

• Variables can be used in tags and triggers.
• You can create a variable in Tag Manager or via dataLayer push in JavaScript. But, a variable created via dataLayer push can be used only in custom tags.
• A variable is written as a text wrapped in double curly braces {{ variable }}.
• A variable is often used to store API keys to make them available for tags.
• Variables are also used to capture and pass additional information from your website. For example, the author of a blog post.
• Available from 16.30.0 You can use a variable inside another variable. Just keep in mind that a variable can’t contain a circular dependency. Don’t create a closed loop. Example: A depends on B, B depends on C, C depends on A.

Create a variable

To create a variable, follow these steps:

1. Go to Menu > Tag Manager.
2. Navigate to Variables.
3. Click Add a variable.
4. Name the variable.
5. Select the variable type.
   

   

   Tip: For more about variable types, read this article.

6. Set up your variable. Each variable has different settings:
   • Custom JS variable: Write a JavaScript function that ends with a return statement. Read more
   • Constant variable: Type in a constant value. Read more
   • Cookie variable: Type in a cookie name. Read more
   • Data layer variable: Type in a data layer variable name. Read more
   • Document variable: Type in a document name. Read more
   • DOM element variable: Type in an element ID, CSS selector, or XPath. Read more
   • Available from 16.33.0 Lookup table variable: Choose the input variable and map inputs to outputs. Read more
   • Random number: You don’t need to set anything here. This variable gives a random value between 0 and 1 (inclusive of 0, but not 1). Read more
   • URL variable: Choose Get parameter, Query or Protocol. Read more

   Note: Available from 16.30.0 You can use a variable inside another variable. Just keep in mind that a variable can’t contain a circular dependency. Don’t create a closed loop. Example: A depends on B, B depends on C, C depends on A.

7. When you’re done, click OK for the variable.
8. After creating a variable, you’ll be able to select it from the list of variables in tags and triggers.

   Variable in a tag

   

   Variable in a custom tag

   

   Variable in a trigger