If you look at object 1, you will notice that the event that is fired, is – gtm.dom. This chapter will provide more insights on how to interact with the data layer. As seen in the above screenshot, the value will be gtm.load. This code snippet will make sure that all feedback that's left, is getting pushed into the Data Layer. 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. 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. Unlock insights from your data with engaging, customizable reports. Scroll down to the user-defined variables. In Google Tag Manager, dataLayer is a JavaScript array. We also deploy Google Tag Manager with a rich data layer for your other marketing channels. 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. Without it, there would be no variables or triggers in GTM, therefore no tags would be fired. Optimize 360. Step 5 − Press enter after dataLayer. Google Tag Manager events require a matching trigger to be setup, ensuring we can execute tags against that custom event. In the context menu displayed, click Inspect. To elaborate it further, a Data Layer can feed the data into your analytics tool about your visitor. 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 itself, data layer is a pretty complex concept to understand in the first go. The data layer is a key part of working with Google Tag Manager. What is the Data Layer? 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. Push data from AdWords to the Data Layer. This guide describes how to implement Universal Analytics Enhanced Ecommerce features using Google Tag Manager on a website. 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 your main GTM view, click on “Tags”, then “New”, followed by clicking the box that says “Tag Configuration”. Step 4 − Select Data Layer Variable from the list. Step 1 − In Google Tag Manager Interface, go to Variables. It can be achieved using the following code. Each key could have different values. We can send information into the Data Layer using a variety of different methods. This name is provided by Google Tag Manager to its data layer. 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. Google Analytics lets you measure your advertising ROI as well as track your Flash, video, and social networking sites and applications. Once you have the debugger running (in preview mode), visit the blog. Data Layer is one of the main Google Tag Manager concepts which ensures maximum flexibility, portability, and ease of implementation. So, in a nutshell, the data layer carries information that can be used by different tools/users/stakeholders as required. This name will be from the actual Data Layer of 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. 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