Google Tag Manager

A standardized GTM naming approach ensures clarity, scalability, and easy debugging. Below are the conventions for different GTM components.

Best Practices

• Use PascalCase or snake_case for readability (EventTracking or event_tracking).
• Use clear, descriptive names to indicate purpose (avoid unnecessary abbreviations).
• Include prefixes for categorization (e.g., GA4_, Meta_, GTM_).
• Maintain consistency across all tags, triggers, and variables.
• Group related items inside folders for better organization.
• Maintain a centralized documentation sheet for consistency and tracking.

Tags

Format: [Tool]_[Type]_[Event]_[Details] Example:

• GA4_Event_FormSubmission → GA4 event for form submission
• Meta_Conversion_Purchase → Meta Pixel purchase conversion
• GTM_CustomJS_UserTracking → Custom JavaScript for user tracking

Triggers

Format: [Type]_[EventName]_[Condition] Example:

• Click_SubmitButton_AllPages
• PageView_ThankYouPage
• Scroll_50Percent_Homepage

Variables

Data Layer Variables (DLV)

Format: DLV_[VariableName] Example:

• DLV_PageCategory
• DLV_UserRole

JavaScript Variables (JSV)

Format: JSV_[Function]_[Detail] Example:

• JSV_ClickText
• JSV_UserAgent

URL Variables

Format: URL_[ParameterName] Example:

• URL_UtmSource
• URL_Referrer

First-Party Cookies

Format: Cookie_[CookieName] Example:

• Cookie_UserConsent
• Cookie_SessionID

Event Parameters (GA4, Meta, Custom)

Format: [tool]_[parameter_name] Example:

• ga4_event_category
• ga4_event_label
• meta_purchase_value

Consent Mode & Privacy Compliance Tags

Format: Consent_[Type]_[Action] Example:

• Consent_OneTrust_CDNScript
• Consent_CCPA_TrackingEnabled
• Consent_GDPR_AnalyticsEnabled

Custom Dimensions & Metrics

Format: [Tool]_[Scope]_[DimensionName] Example:

• GA4_User_MembershipType
• GA4_Session_DeviceType

Folders

Format: [Category]_[Detail] Example:

• GA4_TrackingEvents
• Meta_PixelEvents
• GTM_CustomScripts