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

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.