Why is the custom variable not being passed to Google Analytics?

Question

Google Analytics

I'm trying to transfer a variable to google analytics so that I can then create a segment in the report using it
. I created a variable in google tag manager and configured its transfer to google analytics (in google tag manager)
, set the default value of the variable as well.
Now on the site using dataLayer I try to pass the value I need like this
dataLayer.push({userGroup:'admin'})
As a result, in the debugger I see:
(guest is set by default)

but here it’s normal,

however, it is the default value that falls into the analytics, and not the one I installed.
What am I doing wrong?