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Universal Variable documentation

The benefits

Universal Variable is plenty powerful. Here's how it helps you.

For Personalization

The benefit of UV for personalization is two-fold: for targeting/segmentation options, and data collection.


Having the full Universal Variable in place allows for some powerful targeting metrics. For example, UV enables targeting criteria such as:

  • Target users who have > £50 in the basket
  • Who have not purchased before


The UV also allows the platform to provide targeting capabilities based upon previous actions on the site, including metrics such as customer lifetime value, and the previous products they’ve purchased.

Data collection & analysis

On every page where the Universal Variable is implemented, Qubit’s tracking technology collects all data contained within it. This allows for data analysis and understanding of conversion rates based on the different variables.

Most importantly, the data collection allows your marketing team to identify where potential issues are on the site to provide hypotheses for improvements.

Is UV necessary for personalization?

To achieve the full power of the Qubit platform, UV is required on the site. Without this, the level of analysis and personalizations that can be delivered will be limited.

However, you still deliver some personalizations, including:

  • Landing page optimization
  • City & region-based targeting
  • Email sign ups
  • Content engagement

Ready to get started?

Visit our implementation section

For Tag Management

As a developer, there’s a good chance you regularly have marketers asking you to add tags onto the website. Opentag lets you sit back and relax without having to worry about tagging anymore. Once you’ve fully implemented the Opentag code with Universal Variable, all tagging work can be done outside of release cycles through the Opentag interface.

In the UV, our standard spec recommends variables including:

  • Order id
  • Order total
  • Items purchased
  • Product name
  • Page type

If you’ve implemented tags for your marketing team in the past, you’ll recognise these values are required for lots of different tags.

The benefit of UV

Here lies the beauty of Universal Variable – if you implement this data model once, you’ll have a robust data layer in place so you’ll never have to do any development work on tagging again.

Within the Opentag UI, the majority of tags you require (e.g. Google Analytics, Affiliate Window, Doubleclick, CoreMetrics) already have pre-defined templates set up to automatically pull Universal Variable parameters where required:


Is UV necessary to use Opentag?

While UV is strongly recommended to utilize the power of Qubit’s Tag Management platform, it is possible to use the platform without UV.

What you can do without UV:

  • Basic tags with static parameters (e.g. a Google Analytics profile id)
  • URL and session-based filters
  • Script dependencies
  • Custom JavaScript tags

What you can do with UV:

  • All of the above
  • Pass back dynamic data (order id, order total, product name etc)
  • Filter based on UV parameters
  • Deploy complex library tags that work out-of-the-box

Note: it is also possible to pass dynamic parameters to tags without UV, through scraping the page with jQuery, but this is unreliable and custom job, so it is not recommended.

Ready to get started?

Visit our implementation section

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