Reading visitor geo & device data with Data Enrichment

Country, city, device type, browser — tags often need this context, but getting it usually means calling a third-party geo-IP API or hand-rolling User-Agent parsing inside GTM. Data Enrichment adds it as plain request headers on every hit, ready to read with a variable you already have.

What it adds

Once turned on, Data Enrichment adds these headers to every event reaching your server container:

Geo (from visitor IP)

X-GEO-Country X-GEO-City X-GEO-Region X-GEO-PostalCode

Device (from User-Agent)

X-Device-Os X-Device-Browser X-Device-Browser-Version X-Device-Engine X-Device-Engine-Version X-Device-Bot X-Device-Mobile

Reading headers in GTM

No custom client-side logic needed — GTM's server container has a built-in Request Header variable type. Point one at, say, X-GEO-Country, and it's available to any tag or trigger like any other variable.

Turning off what you don't need

Every header is on by default. If a particular signal doesn't apply to your setup, uncheck it on the domain's Advanced Tracking tab and save — fewer headers on the wire, same reliability for the ones you keep.

Bot detection here vs. the full picture

X-Device-Bot flags a single request as bot-like the moment it arrives — useful for filtering a bot out of a trigger condition inline. For the fuller picture — which bot specifically, and how much of your traffic it represents over time — see bot & crawler traffic detection, Measurebase's dedicated reporting for that.