The User Data Extractor Variable allows you to extract specific pieces of user information from incoming events on the server side, such as email addresses, phone numbers, names, or addresses. This can be highly useful for marketing and tracking purposes when enriching event data to improve targeting and attribution.
It extracts the values from the user_data common Event Data parameter and is especially useful for retrieving email and address information (e.g., city, street, name etc.). They can come in different structures: email may be under email or email_address, and address may be structured as array, plain object or nested within an object containing only the '0' property. This variable helps eliminate the need to create multiple Event Data variables to handle these variations.
- User Data Extractor variable in the Template Gallery
- User Data Extractor variable for Google Tag Manager server container step-by-step guide
Initial development was done by Lars Friis.
The User Data Extractor Variable for GTM Server is developed and maintained by Stape Team under the Apache 2.0 license.