Recommended GTM tags, triggers and variables for a new partner

Updated 02 December 2025 04:17

This is a list of Tags, Triggers, and Variables recommended for a new partner to add to their container.
This is just a basic recommendation, additional tags, triggers, and variables can be added to track and send more events and data to GA4.

Tag

Trigger

Variables (User-Defined Variables)

GA4 Configuration

Google Tag
Tag ID = GA4 Data Stream Measurement ID
Configuration Parameter:
- cookie_domain = auto

All Pages

None

GA4 Event - Login

Event Name: login
Measurement ID = GA4 Data Stream Measurement ID
Event Parameters
- customer_id → {{Customer ID}}
- hashed_email → {{Customer Hashed Email}}

Custom Login Event

Event Name: Login
- Use regex matching
Fires on: All Custom Events

Customer ID

Data Layer Variable Name: customerID

Customer Hashed Email

Data Layer Variable Name: hashedEmail

GA4 Event - Logout

Event Name: logout
Measurement ID = GA4 Data Stream Measurement ID

Custom Logout Event

Event Name: Logout
- Use regex matching
Fires on: All Custom Events

None

GA4 Event - Sign Up

Event Name: sign_up
Measurement ID = GA4 Data Stream Measurement ID
Event Parameters
- customer_id → {{Customer ID}}
- hashed_email → {{Customer Hashed Email}}

Custom Signup Event

Event Name: SignUp
- Use regex matching
Fires on: All Custom Events

Customer ID

Data Layer Variable Name: customerID

Customer Hashed Email

Data Layer Variable Name: hashedEmail

GA4 Event - First Purchase Completed

Event Name: First_Purchase_Completed
Measurement ID = GA4 Data Stream Measurement ID
Event Parameters
- transaction_id → {{Transaction ID}}
- value → {{Transaction Total}}
- currency → {{Currency}}

Custom First Purchase Event

Event Name: FirstSale
- Use regex matching
Fires on: All Custom Events

Transaction ID

Data Layer Variable Name: transactionId

Transaction Total

Data Layer Variable Name: transactionTotal

Currency

Data Layer Variable Name: transactionCurrency

GA4 Event - Purchase

Event Name: purchase
Measurement ID = GA4 Data Stream Measurement ID
Event Parameters
- transaction_id → {{Transaction ID}}
- value → {{Transaction Total}}
- currency → {{Currency}}
- items → {{Transaction Products}}

Custom Transaction Event

Event Name: Transaction
- Use regex matching
Fires on: All Custom Events

Transaction ID

Data Layer Variable Name: transactionId

Transaction Total

Data Layer Variable Name: transactionTotal

Currency

Data Layer Variable Name: transactionCurrency

Transaction Products

Data Layer Variable Name: transactionProducts

GA4 Event - Page View

Event Name: PageView
Measurement ID = GA4 Data Stream Measurement ID
Event Parameters
- path → {{Path}}
- screenName → {{Screen Name}}
- title → {{Title}}
- url → {{URL}}

Custom Page View Event

Event Name: PageView
- Use regex matching
Fires on: All Custom Events

Path

Data Layer Variable Name: path

Screen Name

Data Layer Variable Name: screenName

Title

Data Layer Variable Name: title

URL

Data Layer Variable Name: url