The purpose of a tag is to collect data, label it so that it's easy to use in analysis later, and send it to Google Analytics.

Unlike tags in an HTML context such as <body>, <p>, <li>, etc... when we refer to tags used in the analytics world, we refer to code that you can install on your website or apps to track and collect data.

Standard tags: Summary

You'll most frequently make 2 types of tags:


Pageview tags "fire" when a page is loaded. You can think of them as the equivalent of the DOMContentLoaded event in Javascript.


Events tags collect information about interactions with pages--clicks, scrolling, video plays, etc. While Google treats both events and page views as "hit level data," they're captured differently.

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