WordPress site user and visitor data

Use the following data layer variables to access data about the logged in user on your WordPress site and about the anonymous visitor. This list includes lots of data that is considered as personal data. Please make sure that you obtain proper consent from the visitor in order to access and process most of this data. It is your responsibility to comply with data protection regulations world wide (including but not limited to GDPR or CCPA). GTM4WP is only giving you the opportunity to access the data. Processing with user consent has to be setup within your Google Tag Manager container.

visitorId

This variable will include the internal ID of the logged in user. The primary use of this variable is to setup User-ID tracking in tools where this data collection is available in order to match user sessions across devices. This value is not included in the Data Layer if there is no logged in user even if you enabled the feature on the settings page of this plugin.

visitorLoginState

This is a very simple Data Layer variable: the value logged-in means someone is logged in to your site regardless of the user level. The value logged-out means that an anonymous user is on your site.

visitorType

You can use this variable to identify the user level (aka. user role) of the logged in user.

If there is no logged in user on your site, the value visitor-logged-out will indicate that state. If a WordPress user is logged in, the name of the role of the logged in user will be included. For admin this will be administrator, for lower level users this can be something else like editor.

visitorDoNotTrack

This option is deprecated. Please do not use it on new sites and consider replacing with other methods as this browser feature itself is deprecated and will be removed from browsers soon.

This data layer variable will give you a 0 or 1 depending on the visitor (regardless of being logged in or not) set the Do Not Track option in the browser. Since this browser feature is deprecated, you should not rely only on this data to manage consent based tag firing.

visitorEmail and visitorEmailHash

This data layer variable includes the email address of the logged in user on your site. It can be used with tags where this data can be added to tracking (in most cases conversion tracking) to improve tracking accuracy. The difference between the regular and visitorEmailHash variable is that the hashed variable includes the email address using SHA-256 hashing which is usually required to improve privacy measures.

visitorRegistrationDate

This data layer variable includes the date when the logged in user has registered on your website. It is a Unix timestamp.

visitorUsername

Use this data layer variable to access the username of the logged in user on your website.

visitorIP

This data layer variable will include the IP address of the visitor on your site for both logged in and anonymous users. GTM4WP tries to properly identify this data by also examining the following HTTP headers for users behind a proxy server or other network device:

  • HTTP_X_FORWARDED_FOR: if includes a list of IP addresses, the first valid IP address will be returned
  • HTTP_CLIENT_IP
  • HTTP_X_FORWARDED
  • HTTP_X_CLUSTER_CLIENT_IP
  • HTTP_FORWARDED_FOR
  • HTTP_FORWARDED
  • REMOTE_ADDR