MTK Attribution — GTM Variables
MTK Attribution — GTM Variables
A Google Tag Manager container export that sets up every MTK Attribution data source as a Data Layer Variable, filed under an MTK - Attribution folder, plus the Custom Event trigger that fires them.
What's inside
mtk-attribution.json contains:
- 41 Data Layer Variables — one per MTK source: first- and last-touch
dimensions (channel, source, medium, campaign, term, content, ad placement,
landing page, landing page group, query, referrer), click IDs (gclid,
gbraid, wbraid, msclkid, fbclid), Meta cookies (
_fbc,_fbp), the journey (journey string, journey JSON, session count, pageview count), paid-touch insights (paid touch count, last paid touch, time since last paid touch), conversion timing (time to conversion, Unix, datetime, custom time), and the all-fields Attribution Summary. - 1 Custom Event trigger —
mtk_attribution, the tag's page-load event. - A GTM folder named
MTK - Attribution; every variable and the trigger are filed under it.
Variables follow the naming convention MTK - <Dimension> - <Qualifier>, e.g.
MTK - Channel - First Touch, MTK - Source - Last Touch, MTK - gclid - Google. Each variable reads the canonical dataLayer key of the same name in
the default field map — mtk_first_channel, mtk_last_source, mtk_gclid,
and so on.
Installation
- In GTM, go to Admin → Import Container.
- Choose
mtk-attribution.jsonand select your workspace. - Set Merge and Rename conflicting so nothing existing is overwritten.
- Preview the changes, then Confirm. You'll get an MTK - Attribution folder with all 41 variables and the trigger.
Using them
- Fire your GA4 / Meta CAPI / Google Ads tags on the MTK - mtk_attribution - Page Load Event trigger so the variables are populated when the tags read them.
- Reference any value in a tag as
{{MTK - Channel - First Touch}}.
Requirements
The MTK Attribution tag must be loaded on the page — it pushes the
mtk_attribution dataLayer event, and these variables read that event. They
work whether or not the tag is also filling hidden form fields.
The dataLayer keys these variables read are the canonical field names
(mtk_first_* / mtk_last_*, mtk_journey_*, mtk_conversion_unix, …). If
a license's field map was saved before the canonical-naming rename (old
mtk_ft_* / mtk_lt_* spellings), re-save the tag config in the dashboard —
it normalizes every legacy name to its canonical spelling — so the pushed keys
match these variables.
Notes
The account and container IDs in the export are placeholders (0); GTM remaps
everything into whichever container you import into, so they don't need editing.
The code
mtk-attribution.json
json
{
"exportFormatVersion": 2,
"exportTime": "2026-08-10 00:00:00",
"containerVersion": {
"path": "accounts/0/containers/0/versions/0",
"accountId": "0",
"containerId": "0",
"containerVersionId": "0",
"name": "MTK Attribution — Data Layer Variables",
"container": {
"path": "accounts/0/containers/0",
"accountId": "0",
"containerId": "0",
"name": "MTK Attribution Variables",
"publicId": "GTM-XXXXXXX",
"usageContext": [
"WEB"
],
"fingerprint": "0",
"tagManagerUrl": ""
},
"folder": [
{
"accountId": "0",
"containerId": "0",
"folderId": "1",
"name": "MTK - Attribution",
"fingerprint": "0"
}
],
"variable": [
{
"accountId": "0",
"containerId": "0",
"variableId": "1",
"name": "MTK - Channel - First Touch",
"type": "v",
"parameter": [
{
"type": "INTEGER",
"key": "dataLayerVersion",
"value": "2"
},
{
"type": "BOOLEAN",
"key": "setDefaultValue",
"value": "false"
},
{
"type": "TEMPLATE",
"key": "name",
"value": "mtk_first_channel"
}
],
"fingerprint": "0",
"parentFolderId": "1",
"formatValue": {}
},
{
"accountId": "0",
"containerId": "0",
"variableId": "2",
"name": "MTK - Channel - Last Touch",
"type": "v",
"parameter": [
{
"type": "INTEGER",
"key": "dataLayerVersion",
"value": "2"
},
{
"type": "BOOLEAN",
"key": "setDefaultValue",
"value": "false"
},
{
"type": "TEMPLATE",
"key": "name",
"value": "mtk_last_channel"
}
],
"fingerprint": "0",
"parentFolderId": "1",
"formatValue": {}
},
{
"accountId": "0",
"containerId": "0",
"variableId": "3",
"name": "MTK - Source - First Touch",
"type": "v",
"parameter": [
{
"type": "INTEGER",
"key": "dataLayerVersion",
"value": "2"
},
{
"type": "BOOLEAN",
"key": "setDefaultValue",
"value": "false"
},
{
"type": "TEMPLATE",
"key": "name",
"value": "mtk_first_source"
}
],
"fingerprint": "0",
"parentFolderId": "1",
"formatValue": {}
},
{
"accountId": "0",
"containerId": "0",
"variableId": "4",
"name": "MTK - Source - Last Touch",
"type": "v",
"parameter": [
{
"type": "INTEGER",
"key": "dataLayerVersion",
"value": "2"
},
{
"type": "BOOLEAN",
"key": "setDefaultValue",
"value": "false"
},
{
"type": "TEMPLATE",
"key": "name",
"value": "mtk_last_source"
}
],
"fingerprint": "0",
"parentFolderId": "1",
"formatValue": {}
},
{
"accountId": "0",
"containerId": "0",
"variableId": "5",
"name": "MTK - Medium - First Touch",
"type": "v",
"parameter": [
{
"type": "INTEGER",
"key": "dataLayerVersion",
"value": "2"
},
{
"type": "BOOLEAN",
"key": "setDefaultValue",
"value": "false"
},
{
"type": "TEMPLATE",
"key": "name",
"value": "mtk_first_medium"
}
],
"fingerprint": "0",
"parentFolderId": "1",
"formatValue": {}
},
{
"accountId": "0",
"containerId": "0",
"variableId": "6",
"name": "MTK - Medium - Last Touch",
"type": "v",
"parameter": [
{
"type": "INTEGER",
"key": "dataLayerVersion",
"value": "2"
},
{
"type": "BOOLEAN",
"key": "setDefaultValue",
"value": "false"
},
{
"type": "TEMPLATE",
"key": "name",
"value": "mtk_last_medium"
}
],
"fingerprint": "0",
"parentFolderId": "1",
"formatValue": {}
},
{
"accountId": "0",
"containerId": "0",
"variableId": "7",
"name": "MTK - Campaign - First Touch",
"type": "v",
"parameter": [
{
"type": "INTEGER",
"key": "dataLayerVersion",
"value": "2"
},
{
"type": "BOOLEAN",
"key": "setDefaultValue",
"value": "false"
},
{
"type": "TEMPLATE",
"key": "name",
"value": "mtk_first_campaign"
}
],
"fingerprint": "0",
"parentFolderId": "1",
"formatValue": {}
},
{
"accountId": "0",
"containerId": "0",
"variableId": "8",
"name": "MTK - Campaign - Last Touch",
"type": "v",
"parameter": [
{
"type": "INTEGER",
"key": "dataLayerVersion",
"value": "2"
},
{
"type": "BOOLEAN",
"key": "setDefaultValue",
"value": "false"
},
{
"type": "TEMPLATE",
"key": "name",
"value": "mtk_last_campaign"
}
],
"fingerprint": "0",
"parentFolderId": "1",
"formatValue": {}
},
{
"accountId": "0",
"containerId": "0",
"variableId": "9",
"name": "MTK - Term - First Touch",
"type": "v",
"parameter": [
{
"type": "INTEGER",
"key": "dataLayerVersion",
"value": "2"
},
{
"type": "BOOLEAN",
"key": "setDefaultValue",
"value": "false"
},
{
"type": "TEMPLATE",
"key": "name",
"value": "mtk_first_term"
}
],
"fingerprint": "0",
"parentFolderId": "1",
"formatValue": {}
},
{
"accountId": "0",
"containerId": "0",
"variableId": "10",
"name": "MTK - Term - Last Touch",
"type": "v",
"parameter": [
{
"type": "INTEGER",
"key": "dataLayerVersion",
"value": "2"
},
{
"type": "BOOLEAN",
"key": "setDefaultValue",
"value": "false"
},
{
"type": "TEMPLATE",
"key": "name",
"value": "mtk_last_term"
}
],
"fingerprint": "0",
"parentFolderId": "1",
"formatValue": {}
},
{
"accountId": "0",
"containerId": "0",
"variableId": "11",
"name": "MTK - Content - First Touch",
"type": "v",
"parameter": [
{
"type": "INTEGER",
"key": "dataLayerVersion",
"value": "2"
},
{
"type": "BOOLEAN",
"key": "setDefaultValue",
"value": "false"
},
{
"type": "TEMPLATE",
"key": "name",
"value": "mtk_first_content"
}
],
"fingerprint": "0",
"parentFolderId": "1",
"formatValue": {}
},
{
"accountId": "0",
"containerId": "0",
"variableId": "12",
"name": "MTK - Content - Last Touch",
"type": "v",
"parameter": [
{
"type": "INTEGER",
"key": "dataLayerVersion",
"value": "2"
},
{
"type": "BOOLEAN",
"key": "setDefaultValue",
"value": "false"
},
{
"type": "TEMPLATE",
"key": "name",
"value": "mtk_last_content"
}
],
"fingerprint": "0",
"parentFolderId": "1",
"formatValue": {}
},
{
"accountId": "0",
"containerId": "0",
"variableId": "13",
"name": "MTK - Ad Placement - First Touch",
"type": "v",
"parameter": [
{
"type": "INTEGER",
"key": "dataLayerVersion",
"value": "2"
},
{
"type": "BOOLEAN",
"key": "setDefaultValue",
"value": "false"
},
{
"type": "TEMPLATE",
"key": "name",
"value": "mtk_first_ad_placement"
}
],
"fingerprint": "0",
"parentFolderId": "1",
"formatValue": {}
},
{
"accountId": "0",
"containerId": "0",
"variableId": "14",
"name": "MTK - Ad Placement - Last Touch",
"type": "v",
"parameter": [
{
"type": "INTEGER",
"key": "dataLayerVersion",
"value": "2"
},
{
"type": "BOOLEAN",
"key": "setDefaultValue",
"value": "false"
},
{
"type": "TEMPLATE",
"key": "name",
"value": "mtk_last_ad_placement"
}
],
"fingerprint": "0",
"parentFolderId": "1",
"formatValue": {}
},
{
"accountId": "0",
"containerId": "0",
"variableId": "15",
"name": "MTK - Landing Page - First Touch",
"type": "v",
"parameter": [
{
"type": "INTEGER",
"key": "dataLayerVersion",
"value": "2"
},
{
"type": "BOOLEAN",
"key": "setDefaultValue",
"value": "false"
},
{
"type": "TEMPLATE",
"key": "name",
"value": "mtk_first_landing_page"
}
],
"fingerprint": "0",
"parentFolderId": "1",
"formatValue": {}
},
{
"accountId": "0",
"containerId": "0",
"variableId": "16",
"name": "MTK - Landing Page - Last Touch",
"type": "v",
"parameter": [
{
"type": "INTEGER",
"key": "dataLayerVersion",
"value": "2"
},
{
"type": "BOOLEAN",
"key": "setDefaultValue",
"value": "false"
},
{
"type": "TEMPLATE",
"key": "name",
"value": "mtk_last_landing_page"
}
],
"fingerprint": "0",
"parentFolderId": "1",
"formatValue": {}
},
{
"accountId": "0",
"containerId": "0",
"variableId": "17",
"name": "MTK - Landing Page Group - First Touch",
"type": "v",
"parameter": [
{
"type": "INTEGER",
"key": "dataLayerVersion",
"value": "2"
},
{
"type": "BOOLEAN",
"key": "setDefaultValue",
"value": "false"
},
{
"type": "TEMPLATE",
"key": "name",
"value": "mtk_first_landing_page_group"
}
],
"fingerprint": "0",
"parentFolderId": "1",
"formatValue": {}
},
{
"accountId": "0",
"containerId": "0",
"variableId": "18",
"name": "MTK - Landing Page Group - Last Touch",
"type": "v",
"parameter": [
{
"type": "INTEGER",
"key": "dataLayerVersion",
"value": "2"
},
{
"type": "BOOLEAN",
"key": "setDefaultValue",
"value": "false"
},
{
"type": "TEMPLATE",
"key": "name",
"value": "mtk_last_landing_page_group"
}
],
"fingerprint": "0",
"parentFolderId": "1",
"formatValue": {}
},
{
"accountId": "0",
"containerId": "0",
"variableId": "19",
"name": "MTK - Query - First Touch",
"type": "v",
"parameter": [
{
"type": "INTEGER",
"key": "dataLayerVersion",
"value": "2"
},
{
"type": "BOOLEAN",
"key": "setDefaultValue",
"value": "false"
},
{
"type": "TEMPLATE",
"key": "name",
"value": "mtk_first_query"
}
],
"fingerprint": "0",
"parentFolderId": "1",
"formatValue": {}
},
{
"accountId": "0",
"containerId": "0",
"variableId": "20",
"name": "MTK - Query - Last Touch",
"type": "v",
"parameter": [
{
"type": "INTEGER",
"key": "dataLayerVersion",
"value": "2"
},
{
"type": "BOOLEAN",
"key": "setDefaultValue",
"value": "false"
},
{
"type": "TEMPLATE",
"key": "name",
"value": "mtk_last_query"
}
],
"fingerprint": "0",
"parentFolderId": "1",
"formatValue": {}
},
{
"accountId": "0",
"containerId": "0",
"variableId": "21",
"name": "MTK - Referrer - First Touch",
"type": "v",
"parameter": [
{
"type": "INTEGER",
"key": "dataLayerVersion",
"value": "2"
},
{
"type": "BOOLEAN",
"key": "setDefaultValue",
"value": "false"
},
{
"type": "TEMPLATE",
"key": "name",
"value": "mtk_first_referrer"
}
],
"fingerprint": "0",
"parentFolderId": "1",
"formatValue": {}
},
{
"accountId": "0",
"containerId": "0",
"variableId": "22",
"name": "MTK - Referrer - Last Touch",
"type": "v",
"parameter": [
{
"type": "INTEGER",
"key": "dataLayerVersion",
"value": "2"
},
{
"type": "BOOLEAN",
"key": "setDefaultValue",
"value": "false"
},
{
"type": "TEMPLATE",
"key": "name",
"value": "mtk_last_referrer"
}
],
"fingerprint": "0",
"parentFolderId": "1",
"formatValue": {}
},
{
"accountId": "0",
"containerId": "0",
"variableId": "23",
"name": "MTK - gclid - Google",
"type": "v",
"parameter": [
{
"type": "INTEGER",
"key": "dataLayerVersion",
"value": "2"
},
{
"type": "BOOLEAN",
"key": "setDefaultValue",
"value": "false"
},
{
"type": "TEMPLATE",
"key": "name",
"value": "mtk_gclid"
}
],
"fingerprint": "0",
"parentFolderId": "1",
"formatValue": {}
},
{
"accountId": "0",
"containerId": "0",
"variableId": "24",
"name": "MTK - gbraid - Google iOS",
"type": "v",
"parameter": [
{
"type": "INTEGER",
"key": "dataLayerVersion",
"value": "2"
},
{
"type": "BOOLEAN",
"key": "setDefaultValue",
"value": "false"
},
{
"type": "TEMPLATE",
"key": "name",
"value": "mtk_gbraid"
}
],
"fingerprint": "0",
"parentFolderId": "1",
"formatValue": {}
},
{
"accountId": "0",
"containerId": "0",
"variableId": "25",
"name": "MTK - wbraid - Google iOS",
"type": "v",
"parameter": [
{
"type": "INTEGER",
"key": "dataLayerVersion",
"value": "2"
},
{
"type": "BOOLEAN",
"key": "setDefaultValue",
"value": "false"
},
{
"type": "TEMPLATE",
"key": "name",
"value": "mtk_wbraid"
}
],
"fingerprint": "0",
"parentFolderId": "1",
"formatValue": {}
},
{
"accountId": "0",
"containerId": "0",
"variableId": "26",
"name": "MTK - msclkid - Microsoft",
"type": "v",
"parameter": [
{
"type": "INTEGER",
"key": "dataLayerVersion",
"value": "2"
},
{
"type": "BOOLEAN",
"key": "setDefaultValue",
"value": "false"
},
{
"type": "TEMPLATE",
"key": "name",
"value": "mtk_msclkid"
}
],
"fingerprint": "0",
"parentFolderId": "1",
"formatValue": {}
},
{
"accountId": "0",
"containerId": "0",
"variableId": "27",
"name": "MTK - fbclid - Facebook",
"type": "v",
"parameter": [
{
"type": "INTEGER",
"key": "dataLayerVersion",
"value": "2"
},
{
"type": "BOOLEAN",
"key": "setDefaultValue",
"value": "false"
},
{
"type": "TEMPLATE",
"key": "name",
"value": "mtk_fbclid"
}
],
"fingerprint": "0",
"parentFolderId": "1",
"formatValue": {}
},
{
"accountId": "0",
"containerId": "0",
"variableId": "28",
"name": "MTK - _fbc - Meta",
"type": "v",
"parameter": [
{
"type": "INTEGER",
"key": "dataLayerVersion",
"value": "2"
},
{
"type": "BOOLEAN",
"key": "setDefaultValue",
"value": "false"
},
{
"type": "TEMPLATE",
"key": "name",
"value": "mtk_fbc"
}
],
"fingerprint": "0",
"parentFolderId": "1",
"formatValue": {}
},
{
"accountId": "0",
"containerId": "0",
"variableId": "29",
"name": "MTK - _fbp - Meta",
"type": "v",
"parameter": [
{
"type": "INTEGER",
"key": "dataLayerVersion",
"value": "2"
},
{
"type": "BOOLEAN",
"key": "setDefaultValue",
"value": "false"
},
{
"type": "TEMPLATE",
"key": "name",
"value": "mtk_fbp"
}
],
"fingerprint": "0",
"parentFolderId": "1",
"formatValue": {}
},
{
"accountId": "0",
"containerId": "0",
"variableId": "30",
"name": "MTK - Journey String - Journey",
"type": "v",
"parameter": [
{
"type": "INTEGER",
"key": "dataLayerVersion",
"value": "2"
},
{
"type": "BOOLEAN",
"key": "setDefaultValue",
"value": "false"
},
{
"type": "TEMPLATE",
"key": "name",
"value": "mtk_journey_string"
}
],
"fingerprint": "0",
"parentFolderId": "1",
"formatValue": {}
},
{
"accountId": "0",
"containerId": "0",
"variableId": "31",
"name": "MTK - Journey JSON - Journey",
"type": "v",
"parameter": [
{
"type": "INTEGER",
"key": "dataLayerVersion",
"value": "2"
},
{
"type": "BOOLEAN",
"key": "setDefaultValue",
"value": "false"
},
{
"type": "TEMPLATE",
"key": "name",
"value": "mtk_journey_json"
}
],
"fingerprint": "0",
"parentFolderId": "1",
"formatValue": {}
},
{
"accountId": "0",
"containerId": "0",
"variableId": "32",
"name": "MTK - Session Count - Journey",
"type": "v",
"parameter": [
{
"type": "INTEGER",
"key": "dataLayerVersion",
"value": "2"
},
{
"type": "BOOLEAN",
"key": "setDefaultValue",
"value": "false"
},
{
"type": "TEMPLATE",
"key": "name",
"value": "mtk_session_count"
}
],
"fingerprint": "0",
"parentFolderId": "1",
"formatValue": {}
},
{
"accountId": "0",
"containerId": "0",
"variableId": "33",
"name": "MTK - Pageview Count - Journey",
"type": "v",
"parameter": [
{
"type": "INTEGER",
"key": "dataLayerVersion",
"value": "2"
},
{
"type": "BOOLEAN",
"key": "setDefaultValue",
"value": "false"
},
{
"type": "TEMPLATE",
"key": "name",
"value": "mtk_pageview_count"
}
],
"fingerprint": "0",
"parentFolderId": "1",
"formatValue": {}
},
{
"accountId": "0",
"containerId": "0",
"variableId": "34",
"name": "MTK - Paid Touch Count - Insights",
"type": "v",
"parameter": [
{
"type": "INTEGER",
"key": "dataLayerVersion",
"value": "2"
},
{
"type": "BOOLEAN",
"key": "setDefaultValue",
"value": "false"
},
{
"type": "TEMPLATE",
"key": "name",
"value": "mtk_paid_touch_count"
}
],
"fingerprint": "0",
"parentFolderId": "1",
"formatValue": {}
},
{
"accountId": "0",
"containerId": "0",
"variableId": "35",
"name": "MTK - Last Paid Touch - Insights",
"type": "v",
"parameter": [
{
"type": "INTEGER",
"key": "dataLayerVersion",
"value": "2"
},
{
"type": "BOOLEAN",
"key": "setDefaultValue",
"value": "false"
},
{
"type": "TEMPLATE",
"key": "name",
"value": "mtk_last_paid_touch"
}
],
"fingerprint": "0",
"parentFolderId": "1",
"formatValue": {}
},
{
"accountId": "0",
"containerId": "0",
"variableId": "36",
"name": "MTK - Time Since Last Paid Touch - Insights",
"type": "v",
"parameter": [
{
"type": "INTEGER",
"key": "dataLayerVersion",
"value": "2"
},
{
"type": "BOOLEAN",
"key": "setDefaultValue",
"value": "false"
},
{
"type": "TEMPLATE",
"key": "name",
"value": "mtk_time_since_last_paid_touch"
}
],
"fingerprint": "0",
"parentFolderId": "1",
"formatValue": {}
},
{
"accountId": "0",
"containerId": "0",
"variableId": "37",
"name": "MTK - Time to Conversion - Conversion",
"type": "v",
"parameter": [
{
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