A data layer is a data structure on your site or app that holds the information you want to process and sends it to other applications, like a tag management system.

The information you can pass through a data layer includes user actions on your site, app, or portal, such as page views, scrolls, or clicks, and additional details like product IDs and prices or cart value.

A tag manager can read data from your data layer and use it for tags, triggers, and variables, just like it would use data from the page’s source code. Your analytics data gets enriched with a record of all user behaviors, increasing opportunities for website or web-based application tracking.

With a data layer, you can:

  • Enhance your tracking capabilities.
  • Act on the data stored in a data layer to improve user experience.
  • Collect data in post-login areas.
  • Establish communication between the website or app with other tools like tag manager or analytics.
  • Benefit from a simpler debugging process.
  • Easily test changes or new features.
  • Simplify the execution of custom event tracking.
  • Facilitate personalization campaigns.

Learn more about data layers in analytics:


  • A review of HIPAA-compliant analytics platforms

    As a healthcare organization subject to HIPAA, you’re walking a fine line when trying to improve the patient experience and ensure your activities are HIPAA-compliant. Vendors have been adjusting to the shifting privacy-oriented analytics landscape and their clients’ expectations. Many of them change their offers accordingly. At the same time, the dominant analytics vendors are…

  • Piwik PRO expands global hosting options with new data center in the UAE

    Piwik PRO remains committed to delivering flexible, secure, and regionally focused hosting solutions for businesses around the world. We’re pleased to announce the launch of our new data center in the UAE North, hosted on Microsoft Azure. This latest addition complements our existing location in Hong Kong, expanding our global hosting footprint and offering organizations…