The double negative trick that makes GTM triggers way less annoying
Original: Using Trigger Exceptions in Google Tag Manager
May 26, 2025
17 min read
Tutorial
Intermediate
Summary
Advanced recipes for 'blocking' triggers to refine firing rules and QA tags.
Who This Is For
Marketing Analysts
Technical Marketers
Marketing Ops
Key Takeaways
- Use trigger exceptions to prevent tags from firing in specific scenarios (like dev environments) without cluttering your conditions
- Create reusable blocking logic that can be applied across multiple tags to keep your container organized
- Understand when to use multiple triggers vs. complex conditions with regular expressions
- Master the relationship between events, triggers, and tag firing to avoid duplicate tracking
Tools & Technologies
Google Tag Manager Google Analytics Regular expressions
Topics Covered
tag-management google-tag-manager triggers qa
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