Google Tag Manager adds three new Analytics variables and custom Analytics Storage type

Google Tag Manager has introduced three new Built-in Variables for the first time in a while:

1. Analytics Client ID
2. Analytics Session ID
3. Analytics Session Number

These variables extract their values directly from Google Analytics cookies, providing a safe and faster method compared to the gtag() GET API, as they operate synchronously. Unlike these variables, the gtag() API always returns an identifier by waiting for one to be generated if it’s not already available.

Additionally, Google launched a new variable type called Analytics Storage, which allows users to create customized versions of the above variables by adjusting the Measurement ID and/or cookie prefix.

These new variables are useful for working with Google Analytics cookie values more efficiently and flexibly.