Folders And Organization

Folders do not change how anything fires; they are purely for humans. Group your tags, triggers and variables so that related work lives together and nothing is orphaned.

Common ways to group

• By vendor: Google Analytics, Google Ads, Meta, internal.
• By feature or project: Checkout, Lead gen, Consent.
• A mix, with a folder per major platform and per big initiative.

The rule of thumb: every object belongs to a folder, and a newcomer can guess which folder holds a given tag without asking. Pick one grouping logic and stick to it.