User Data Extractor variable for Google Tag Manager server container

User Data Extractor variable is a pre-built template for server-side Google Tag Manager that is used to extract specific user data from an event payload. Typically, in server-side tagging setups, you might want to extract user data like email, phone number, or other identifiers and utilize them for tracking, marketing attribution, or CRM synchronization. This variable makes it simple to retrieve and use user information by automating the extraction process.

Its benefits include:

• Data collection flexibility: you can choose exactly what type of user data to extract (e.g., email, phone number, address) based on your needs, giving you greater control over what is captured.
• Improved attribution: by extracting key identifiers, such as email or phone number, this variable can be used to link user actions across different platforms and devices, improving cross-channel attribution accuracy.
• Compliance: helps ensure proper handling of user data and allows you to focus only on the necessary properties for your setup, ensuring compliance with
• Marketing optimization: extracted data can be fed into various marketing platforms (e.g.,
• Ease to use: it simplifies the process of getting user-specific data without manually parsing it from event payloads.

The initial development of this template was done by Lars Friis, and it is now maintained by Stape.

1. Download User Data Extractor variable from GitHub or add it from the Template Gallery.

Import the variable to server Google Tag Manager by clicking Templates → New Variable Template. Click three dots in the top right corner → Click import → Add template that you’ve recently downloaded → Click Save.

2. Create new variable and choose a desired property and click Save.

3. Add this variable to the necessary tag (e.g. Facebook tag), to send the available user data.

User Data Extractor variable for server-side Google Tag Manager offers a streamlined solution for extracting critical user information from event payloads. By providing flexibility in data collection, enhancing attribution accuracy, supporting compliance with privacy laws, and optimizing marketing efforts, this variable simplifies complex processes and ensures better data handling. 

Whether you're focused on improving your marketing campaigns or ensuring data compliance, the User Data Extractor variable can play a key role in enhancing the efficiency and effectiveness of your server-side tracking setup.