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Deciding Between Event and User Scope in Google Tag Manager: Understanding Property Classification
Just for some context, I’ve been messing around with Google Tag Manager for a bit, but my background isn’t in marketing.
Imagine I have a ‘create an account’ event where I want to track whether a user signs up for email updates. It’s just a simple check box set up to return a true or false value.The part where I get stuck is figuring out where to include this data – in the Event Parameters or the User Properties? Every time I load the Tag Manager, the userId seems to get sent as part of the event as well as the user properties.
So, where should I list both the userId and the email subscription variable in the ‘create_account’ tag?
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2 Replies
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The “userId” should typically be set as a User Property as it relates to the user’s identity, which is persistent between sessions. The User Properties category is generally for parameters that are related to user identities and would remain consistent across multiple events or sessions for the same user.
On the other hand, the email subscription variable should be included in the Event Parameters. This is because the event of a person signing up for email updates is linked to a specific action they took at a particular point in time, which is what the Event Parameters category is for. So in a nutshell, the ‘create_account’ tag should include the userId in the User Properties and the email subscription variable in the Event Parameters.
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In Google Tag Manager, each individual event and the parameters associated with it aim to record what the user is doing on your site. The User Properties, on the other hand, reflects who the user is. This means you would typically include the user ID under User Properties, and the action the user has taken (i.e., whether or not they have signed up for email updates) under Event Parameters for the ‘create_account’ event. So, in simple terms, you list ‘who is doing it’ under User Properties and ‘what they are doing’ under Event Parameters.
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