G Suite is now Google Workspace: everything your business needs to get work done. Google Analytics Enhanced Ecommerce enables product impression, promotion, and sales data to be sent with any of your Google Analytics pageviews and events. For instance, let us consider this simple page load event. If you would like the data layer values to persist through multiple page views, you will need to add your own code to pass data layer values between pages. Unlock insights from your data with engaging, customizable reports. Taking another perspective for the definition, Data Layer is actually a list of business requirements and goals for each subset of the digital context. Manage all your tags in one place for a smarter, simpler way to oversee your marketing. Now, these objects might not be the same for you, as they are shown in the above screenshot. Step 9 − Once the page is loaded, click Window Loaded and then Variables. Implementation of a data layer with variables and associated values, ensures that they will be available as soon as you need them to fire tags. The values that are present, are due to the Blogger gadget that is in use at that particular position/space. The dataLayer is configurable and it is very much in the developer’s control to configure it as per the requirement. If you look at the summary window at the bottom left corner, this is what you will see −. This name is provided by Google Tag Manager to its data layer. This is the reason why there is certain information there. Step 1 − Click Window Loaded and then Data Layer. The Data Layer is a list of key-value pairs. Without it, there would be no variables or triggers in GTM, therefore no tags would be fired. The so called Data Layer can connect your website with your Google Tag Manager container and let you fire your tags on certain special conditions. Overview. Inspecting a data layer becomes easy when you know how to use Chrome debugger in the correct way. It will show the following details. To look at the events, you need to have the debugger running. As a first step, we need to append a code snippet into a tag in Google Tag Manager. The second value in our example is a Google Tag Manager Data Layer Event. In this way, one can inspect the data layer and capture the values in the data layer as required. The data layer is a piece of script that contains any information or variables that you want Google Tag Manager to read, and then report to Google Analytics — including ecommerce data. A Data Layer variable. The variable needs to be defined before the container is loaded. If you look at object 1, you will notice that the event that is fired, is – gtm.dom. This site uses cookies from Google to deliver its services and to analyze traffic. 3. Push data from AdWords to the Data Layer. Data Layer is a structured way of keeping all the data on the page in one central location, i.e. The data layer needs to be configured by someone with access to your site code, typically a web developer. To be more accurate, the dataLayer is actually an array of JavaScript objects. This name will be from the actual Data Layer of Google Tag Manager. Understanding the data layer is the key to getting the most out of Google Tag Manager In the context of GTM, a data layer is a JavaScript array that is used to collect and store data from a website and then send that data to GTM (aka the container tag). can then easily use the data contained within Data Layer. Repeat these steps for every data layer key that you would like to have available as a variable in Tag Manager. This chapter will provide more insights on how to interact with the data layer. Once you have the key that you would like to work with, you can proceed to create a data layer variable: Note: Data layer variables only work on a per-page basis. Google Tag Manager events require a matching trigger to be setup, ensuring we can execute tags against that custom event. Unit 2: Setting up Google Tag Manager Lesson 1: Install the Google Analytics tag Lesson 2: Set up a GA Property variable Lesson 3: Set up cross-domain tracking Lesson 4: Understand the Data Layer Unit 3: Collecting data using the Data Layer, variables, and events Here, we have different values such as an array of objects (the products), numerical values (the price), an array of strings (stores), a date object and an object (name). In your main GTM view, click on “Tags”, then “New”, followed by clicking the box that says “Tag Configuration”. The panel will be displayed at the right side of the screen, with Elements tab activated. It is shown as – {event: ‘gtm.load’, gtm.uniqueEventId: 3}. It consists of key-value pairs. Step 5 − When you select Data Layer Variable, you will be required to provide the name and version. Google Tag Manager provides a special data layer variable called an event that is used within JavaScript event listeners to initiate tag firing when a … This guide describes how to implement Universal Analytics Enhanced Ecommerce features using Google Tag Manager on a website. A data layer can be seen as an object holding all the information to pass and process with Google Tag Manager. To cut a long story short, data layer variables enable Google Tag Manager to read values from your data layer implementation and pass those values to tags, triggers, and other variables. Click NEW. Now that we are acquainted with the data layer, let us try and read one of the variables using Google Tag Manager Interface. This is where a Data Layer can help. As we already know by now, there are certain events that are created as a result of any interaction on the screen. Google Tag Manager for Magento 2 with Advance Data Layer Whether you are a small Magento retailer or an Enterprise customer, our suite of Google Tag Manager extensions will help you integrate the most challenging GTM projects within days, instead of spending weeks or months creating custom solutions. To pass dynamic values from a website into Google Analytics Custom Metrics using the data layer, which of these must be set up? Not to be confused with Google Analytics Events, Tag Manager Events are used to notify Google Tag Manager that something notable has occured. Step 2 − When you are on your blog, right-click at any part in the page. When you set up your website or mobile app to work with Tag Manager and a data layer, think about what categories of information the data layer should handle, such as: Data layer variables enable Tag Manager to read values from your data layer implementation and pass those values to tags, triggers, and other variables. Each key could have different values. As seen in the above screenshot, the value will be gtm.load. For a complete list of data required for your integration, please see the summary table below. Google Tag Manager functions best when deployed alongside a data layer. Following is a quick example of dataLayer with different data types −. Surveys 360. This is a bit technical concept. These values are −, gtm.js − Pushed to the data layer as soon as Google Tag Manager is ready to run, gtm.dom − Pushed to the data layer when the DOM is ready, gtm.load − Pushed to the data layer when the window is fully loaded. Understanding and leveraging the data layer is the key to unlocking GTM’s potential. There are three objects, and each object contains some information. Google Tag Manager (GTM) is a free tool that makes it easy for marketers to add and update website tags. You can define the key and the values as you wish. For the purpose of reporting ecommerce information to Google Analytics, the data layer tag will work hand in hand with a Google Analytics ecommerce tag. What is the Data Layer? However, your developers may assign it a different name as and when required. The data layer is a key part of working with Google Tag Manager. Using Google Tag Manager, one can have an effective tag management solution that allows for quick and easy updates in … A data layer is also used to describe information that isn’t available as part of DOM (Document Object Model) or any other JavaScript variables. A key is a category of things – a book's category, title, or author. This is required if there are more than one form on your website. We’ve collected a series of technical best practices designed to help you successfully interoperate with the Google Tag Manager Data Layer. The information shown in the Data Layer tab is about the Window Loaded event. If you have used Google's Tag Manager in the past and have specified a data layer on page load for example like this: dataLayer = {'orderTotal': 100}you will be happy to hear that we are supporting this as long as you have configured the data layer variable as early as possible within your website. In Google Tag Manager, dataLayer is a JavaScript array. We are going to create a variable from GTM interface and see how it reflects in the Variables tab under Google Tag Manager. You can then use that information to populate variables and activate triggers in your tag configurations. Tag Manager 360. Test variations of your sites and apps with advanced tools for enterprise marketers. Push data from one Tag Manager account to another . In the context menu displayed, click Inspect. In the context of Google Tag Manager, a data layer is usually an array of a single object: dataLayer=[{}]; Since this line of code is a JavaScript statement, you need to enclose it within the tags, so that you can embed the code into your HTML document. The Data Layer. As mentioned previously, the variable that we will track is – event. The term data layer is used to denote the data structure used by Google Tag Manager for storing, processing and passing data between your website/blog and the tag manager. One of Google Tag Manager’s oldest and most reliable features is that it freezes the state of Data Layer variables to the moment when the trigger event occurred. It can be achieved using the following code. A data layer is no more than a glorified JavaScript object or variable that stores and sends information from your site to Google Tag Manager. Step 1 − In Google Tag Manager Interface, go to Variables. A quick example of data layer event can be, a newsletter signup form, which can’t be easily tracked with automatic GTM listeners. A data layer is a JavaScript object that is used to pass information from your website to your Tag Manager container. Also, Google Tag Manager pushes a certain set of values to the data layer of web applications by default. Scroll to the very bottom of Variables section, you will see varEvent, as highlighted in the above screenshot. Rather than referencing variables, transaction information, page categories, and other important signals scattered throughout your page, Tag Manager is designed to easily reference information that you include in your data layer source code. This is a bit technical concept. A website developer can support you to push a data layer event once a new subscriber has entered his/her email on your website. In itself, data layer is a pretty complex concept to understand in the first go. The Google Tag Manager dataLayer is a JavaScript object that allows you to centralize data into a specific location before sending it off to various places (often to Google Analytics). A Data Layer typically refers to the data object available within a browser for integration with third parties. On another note, when you place Google Tag Manager Container Code in your website, the data layer is automatically created. The tags enable site page views monitoring, conversion tracking, etc. Thus, any tags firing on this trigger (and any variables resolved on this trigger event) will always have … We can send information into the Data Layer using a variety of different methods. This code snippet will make sure that all feedback that's left, is getting pushed into the Data Layer. Let us take an example of ecommerce website, business requirements might include −, Transactional information, having the details about what was purchased, Other details about the purchase, such as where was the purchase made and at what time, Lastly, the information about other factors, such as whether the visitor subscribed for the email updates or not. Scroll down to the user-defined variables. To elaborate it further, a Data Layer can feed the data into your analytics tool about your visitor. To set up your data layer, work with a developer to add the following snippet of code to the section of your web page above your container snippet: Add information to the data layer with the dataLayer.push() command: See the developer documentation to learn more about data layer implementations. A data layer object is made up of a list of key/value pairs. This ensures that dataLayer can stay generic and tool-agnostic, but the data within is processed to comply with the idiosyncratic features of Google Tag Manager.