How the Tag Manager Works

Use this page for a one-screen mental model of the Tag Manager. If you have used Google Tag Manager, skip it: the concepts are the same.

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The four pieces

• Variables read a value from the page: the URL, the clicked element, a cookie, or a key in the data layer.
• Triggers decide when something happens: a page view, a click, a form submit, a custom event.
• Tags are what happens: send an event to Ours Privacy, identify the visitor, or run custom HTML.
• Publishing makes your draft changes live. Until you publish, visitors see the last published version.

A tag fires when one of its triggers fires. Triggers can use variables in their conditions, and tags can use variables in their event properties. One trigger can fire many tags.

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Example

To track newsletter signups:

1. Create a Form Submit trigger with a condition on the form ID.
2. Create a Track tag named Newsletter Signup and attach that trigger.
3. Add the visitor's email as an event property using a DOM Element variable.
4. Publish.

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Next steps

• Tags
• Triggers
• Variables
• Publishing and versions