Reply To: Deciding Between Event and User Scope in Google Tag Manager: Understanding Property Classification

[Rajesh]

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.