Title: GTM Audience Segments
Author: joshua
Published: May 21, 2024
Last modified: November 12, 2025

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 1. [Installation resources](https://docs.parse.ly/installation-resources/)
 2. [Installation tools](https://docs.parse.ly/installation-resources/installation-tools/)
 3. [Google Tag Manager](https://docs.parse.ly/installation-resources/installation-tools/google-tag-manager/)
 4. GTM Audience Segments

#  GTM Audience Segments

Use the **Tracker** tag type to add the [Parse.ly tracker](https://docs.parse.ly/tracking-code-setup/)
to your site. You can include [custom audience segment](https://docs.parse.ly/setting-up-audience-segments-parsely/#segments-based-on-custom-data)
data within this tag.

**Note on custom audience segment data**

Every unique value you want to track must be defined with a segment because Parse.
ly cannot support wildcards. For example, you might have a GTM variable capturing
ID values of your subscribers. Instead of passing the ID value directly, you should
create a secondary variable that takes the ID as input and outputs `true` or `false`
and use that variable for the field. This can be done with a _Regex Table_, _Lookup
Table_, or _Custom JavaScript_ variable.

![](https://docs.parse.ly/wp-content/uploads/sites/5/2024/05/gtm-tracker-config_f34be0.
jpg?w=1024)

 1. If you haven’t already done so, add your Parse.ly Site ID (or [variable ID](https://docs.parse.ly/setting-up-a-site-id-variable/))
    to the _Parse.ly Site ID_ field.
 2. Expand the _Custom Audience Segments_ section and add the appropriate key-value
    pairs. You can add multiple key-value pairs by clicking the _Add Row_ button.
 3. Click in the _Triggering_ section and select the trigger you wish to use for this
    tag. **A good rule of thumb: use the same trigger(s) you already have configured
    for Google Analytics or other trackers.** Otherwise, just choose the standard _All
    Pages_ trigger.
 4. Give the tag a descriptive name and click _Save_, and then publish your container.
 5. Once implemented, contact [support@parsely.com](https://docs.parse.ly/installation-resources/installation-tools/google-tag-manager/support@parsely.com?output_format=md)
    to connect the segments to your dashboard.

Last updated: November 12, 2025