Data layer
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:
- How data layer helps you improve your analytics strategy
- About a data layer in Piwik PRO Analytics Suite
November 14, 2023
Contextual targeting – a privacy-friendly alternative to invasive ad tracking
Regulations introduced by governments worldwide have forced businesses to reevaluate their approach to user data. Tech companies are launching new privacy features and policies restricting third-party tracking. As a result, the cookieless world is coming closer. Though Google has postponed the end of cookies several times, advertisers relieved by the 2024 delay shouldn't get too comfortable. […]
Read more
November 10, 2023
What is the modern data stack and how it can change the way you do analytics
In an era where accessing vast volumes of data poses no challenge, the real trouble lies in making sense of data. Disconnected systems leading to data silos often obscure a unified view, rendering meaningful insights impossible. The concept of the modern data stack (MDS) addresses these challenges by offering an integrated architecture that’s scalable, future-proof […]
Read moreOther definitions
- Dimension
- Data controller
- Data privacy
- Data processing agreement
- Data processor
- Data protection officer
- Data subject
- Device fingerprint tracking
- Double opt-in
- Dynamic content
- Data anonymization
- Data pseudonymization
- Data management platform (DMP)
- Data freshness
- Data sampling
- Data thresholds
- Data subject access request
- Data protection authority (DPA)
- Data protection impact assessment (DPIA)
- Data retention
- Direct traffic
- Data clean room
- Demand-side platform (DSP)
- The Digital Services Act (DSA)
- The Digital Markets Act (DMA)
- Dark patterns
- Data-driven attribution
- Data privacy breach
Recent posts from Piwik PRO blog
- Contextual targeting – a privacy-friendly alternative to invasive ad tracking
- What is the modern data stack and how it can change the way you do analytics
- Dedicated database – a private cloud that perfectly combines security with cost-effectiveness
- Piwik PRO and Cookie Information are merging to strengthen the first-party marketing tech offering
- What is ecommerce analytics and how can you use it to grow your business