In Google Analytics, variables are added to pages and can be tied to the individual visitors, individual events or other specific interaction on the website in order to track the behavior of individual visitors. Adding custom variable enables us to track for example how many times individual user visited the particular website or page or fired an event. Google Analytics allows only using up to 5 custom variable per site at the same time.

Different scopes of variables help overcome this limitation, such as visitor scope variables, that persist for up to 24 months or until visitor deletes their cookies, visit level variables that persist for the duration of the visitors visit and page scope variables that persist for the duration of time the visitor spends on a specific page.