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Google Tag Manager for WordPress
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  • FeaturesExpand
    • Basic features of GTM4WP

      You can use many post or page attribute in you Google Tag Manager setup even for custom post types and taxonomies.

      Basic data

      Page / post attributes

      Site search

      User data

      Multisite data

      3rd party data

      Browser attributes

      Device attributes

      Operating system attributes

      Weather conditions

  • SetupExpand
    • Setup advanced GTM4WP features

      Integrate your measurement with WooCommerce, setup Google Analytics 4, Google Ads remarketing or conversion tracking maximizing capabilities.

      WooCommerce related

      Google Analytics 4

      Google Ads – Dynamic Remarketing

      Google Ads – Conversion tracking

      Google Ads – Enhanced Conversions

      Other setup articles

      Exclude WordPress admins

      Embedded media players

  • DevelopersExpand
    • Information for developers and WP managers

      There are several tools in GTM4WP to support your special needs and to adjust plugin behavior to your website or WooCommerce shop.

      Do you want to contribute with a bugfix or a new feature? Visit the GTM4WP’s GitHub page!

      For Developers

      Actions and filters

      WP themes + Proper ecommerce tracking

      For WP managers

      Setup GTM Environments

      Hard code GTM parameters

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Google Tag Manager for WordPress
Home / Use special 3rd party data in Google Tag Manager / Device attributes in the data layer

Device attributes in the data layer

This feature uses the bundled WhichBrowser library to identify some attributes of the device that is used by your site visitor. Please make sure you are not using this data for unethical purposes and to request consent from the user if accessed and processed in a way that might be related to data protection regulations around the world.

Note: you do not need this feature to be enabled to collect browser/os/device data with Google Analytics. You may want to use this feature to pass such data towards other 3rd party systems or to limit certain tags in your Google Tag Manager container to only fire on specific devices.

By enabling this feature, you can access the following data layer variables:

  • deviceType
  • deviceManufacturer
  • deviceModel

deviceType

Here you can see what type of device the user is currently using to browse your website. Example values are: desktop, mobile, tablet

deviceManufacturer

It is usually empty for desktop devices as browsers do not pass the name of the device (laptop or desktop PC) the user is currently using. On mobile or tablet devices however this will include the name of the company who manufactured the device. Example values are LG, Apple, Samsung, etc.

deviceModel

It is usually empty for desktop devices as browsers do not pass the name of the device (laptop or desktop PC) the user is currently using. On mobile or tablet devices however this will include the name of the device. Example values are Pixel 7, Galaxy S20, iPhone X, etc.

© 2025 Google Tag Manager for WordPress - Privacy policy

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  • Home
  • Features
    • Basic features of GTM4WP

      You can use many post or page attribute in you Google Tag Manager setup even for custom post types and taxonomies.

      Basic data

      Page / post attributes

      Site search

      User data

      Multisite data

      3rd party data

      Browser attributes

      Device attributes

      Operating system attributes

      Weather conditions

  • Setup
    • Setup advanced GTM4WP features

      Integrate your measurement with WooCommerce, setup Google Analytics 4, Google Ads remarketing or conversion tracking maximizing capabilities.

      WooCommerce related

      Google Analytics 4

      Google Ads – Dynamic Remarketing

      Google Ads – Conversion tracking

      Google Ads – Enhanced Conversions

      Other setup articles

      Exclude WordPress admins

      Embedded media players

  • Developers
    • Information for developers and WP managers

      There are several tools in GTM4WP to support your special needs and to adjust plugin behavior to your website or WooCommerce shop.

      Do you want to contribute with a bugfix or a new feature? Visit the GTM4WP’s GitHub page!

      For Developers

      Actions and filters

      WP themes + Proper ecommerce tracking

      For WP managers

      Setup GTM Environments

      Hard code GTM parameters

  • Blog
  • GDPR
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