There are many variables built in to Google Tag Manager, but it’s also possible to create your own for enhanced customisation. In order to populate custom variables with data you will need to push the data you need into Google Tag Manager. This is done through the data layer.
What is the data layer?
To do this you need to push information to the data layer. This can get quite tricky so you might want to get a developer involved, or if you relish a challenge then you can follow this step by step guide to the data layer.
Google Tag Manager opens up a realm of possibilities to expand your marketing efforts. It’s free, simple to use and is consistently growing in popularity. If you’re not using it already then there is no better time to start than right now.