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:


  • Introducing new pricing: More analytics value and privacy compliance as you grow

    Businesses have transformed the way they collect and utilize data. Modern organizations are seeking trusted datasets, full visibility into the customer journey, and ethical data collection, all within a seamless platform that offers comprehensive analytics and data activation capabilities.  To meet these evolving needs, we’re excited to share some important updates about our platform. Over…

  • The comparison of 9 HIPAA-compliant web analytics platforms

    Selecting a HIPAA-compliant web analytics platform is critical for any healthcare organization. With the increasing reliance on digital tools to improve patient care, streamline operations, and drive strategic decisions, the need to analyze web and patient data securely has never been greater.  Choosing a platform that doesn’t match your needs or available resources can put…