Configuring Built-In Variables in Google Tag Manager

What are Built-In Variables?

Built-in variables are pre-defined functions within GTM that automatically capture common information around website interactions. These variables act as placeholders for dynamic values, such as clicked elements, page URLs, and user engagement metrics. However, it’s crucial to note that built-in variables are not enabled by default.

Why Enable Built-in Variables?

• Streamlined Tag Configuration: Built-in variables eliminate the need to manually define common data points for each tag, saving time and reducing errors.
• Improved Tag Management: Built-in variables provide a standardised approach to data collection, facilitating consistency and maintainability across your GTM implementation.
• Built-in variables are fundamental for adding parameters to your tags: For instance, when configuring a Google Analytics event tag to track button clicks, you can utilise the “Click Text” variable to dynamically capture the text of the clicked button and pass it as an event parameter. This provides valuable context to your analytics data.

Configuring Built-in Variables:

1. Access your desired GTM container and navigate to the “Variables” section.
2. Locate “Built-in Variables” and select “Configure.”
3. Select your desired variables by ticking the boxes on the left. We tend to recommend enabling all built-in variables. While you may not utilise all variables immediately, having them pre-configured allows for easier implementation of new tags and tracking objectives as they arise.
4. Once you have selected all your desired variables, click “X” – these have now been configured and will appear in the “Built-In Variables” section as shown below.

Utilising Built-in Variables in Tags (Example):

To track outbound link clicks, enable the “Click URL” and “Click Text” variables. Within your Google Analytics event tag, utilise these variables to capture the destination URL and anchor text of each outbound click, providing granular insights into user navigation behaviour.

Want to Learn More About Google Tag Manager?

For more on Google Tag Manager, check out our blog on FBCLID (Facebook’s Click Identifier) and how it impacts GA4 data or How to Add a Google Ads Conversion Linker tag. If you have any questions or there’s anything else we can help with on Google Tag Manager, please leave a comment below, or email [email protected].

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