{"id":20192,"date":"2020-01-29T11:41:19","date_gmt":"2020-01-29T11:41:19","guid":{"rendered":"https:\/\/www.arimetrics.com\/glosario-digital\/data-layer"},"modified":"2024-10-21T10:30:39","modified_gmt":"2024-10-21T10:30:39","slug":"data-layer","status":"publish","type":"encyclopedia","link":"https:\/\/www.arimetrics.com\/en\/digital-glossary\/data-layer","title":{"rendered":"Data Layer"},"content":{"rendered":"<p><img decoding=\"async\" class=\"boxpad alignright wp-image-14030 size-full\" src=\"https:\/\/www.arimetrics.com\/wp-content\/uploads\/2021\/11\/40-1.jpg\" alt=\"Data layer\" width=\"300\" height=\"300\" \/><\/p>\n<p><strong>Definition<\/strong>:<\/p>\n<p>A data layer is an object that contains all the information you want to pass from your website to a tag manager (for example, <a href=\"https:\/\/www.arimetrics.com\/en\/google-tag-manager-agency-spain\">Google Tag Manager<\/a>).<\/p>\n<p>The data layer acts as a bridge between the website and other linked applications, enabling the transfer of information in a coherent and consistent manner. Its use is essential to decouple semantic information from other data stored in the digital context, facilitating clearer and more orderly data management.<\/p>\n\n<h2>The dataLayer of Google Tag Manager<\/h2>\n<p>The integration of the <a href=\"https:\/\/developers.google.com\/tag-platform\/devguides\/datalayer?hl=es\" target=\"_blank\" rel=\"noopener\">datalayer<\/a>\u00a0 with Google Tag Manager maximizes the capabilities of GTM, as it allows to store in a structured way all relevant website information to be shared with tags. This data structure can contain:<\/p>\n<ul>\n<li><strong>Static information<\/strong>: Data that does not depend on the architecture of the website or the actions that occur on it, such as the category of a page or the type of user.<\/li>\n<li><strong>Dynamic information<\/strong>: Data linked to specific actions or transactions, such as user interactions, that are crucial for advanced analytics processes.<\/li>\n<\/ul>\n<p>By using a data layer, greater flexibility and accuracy in tracking and <a href=\"https:\/\/www.arimetrics.com\/en\/digital-analytics-agency-spain\">analyzing<\/a> user interactions is achieved, facilitating data-driven decision making.<\/p>\n<h2>Examples of Data Layer:<\/h2>\n<p>Information about the page, such as category, or type of visitor, can be saved in the data layer:<\/p>\n<pre>dataLayer = [{\r\n'categoria': 'login',\r\n'tipoUsuario': 'top'\r\n}];<\/pre>\n<p>You can also save the interactions that happen on that page, through the dataLayer.push command.<\/p>\n<p>For example, suppose a user enters certain information into a form, such as the city where they reside, something you want to track with a label in the container. You can add this data to the data layer instantly using a simple command.<\/p>\n<pre>dataLayer.push({\r\n'ciudadResidencia': 'Madrid',\r\n});<\/pre>\n<h2>Advantages of Datalayer<\/h2>\n<p>Among the advantages of using a data layer we can highlight:<\/p>\n<ul>\n<li><strong>Data standardization:<\/strong> The data layer provides a standardized format for data collection and transmission, ensuring consistency and ease of interpretation.<\/li>\n<li><strong>Flexibility and scalability:<\/strong> Allows tracking changes without modifying the site&#8217;s code, facilitating scalability and quick adaptations to new needs.<\/li>\n<li><strong>Improved Data Accuracy:<\/strong> Centralizes data management, reducing the risk of errors and duplications, thus improving the accuracy of data collected.<\/li>\n<li><strong>Facilitates collaborative work:<\/strong> A well-defined data layer improves communication between marketing, development and analytics teams by ensuring that everyone is working with the same base information.<\/li>\n<li><strong>Performance optimization:<\/strong> Sends data directly to the tag manager, minimizing the browser&#8217;s workload and optimizing website performance.<\/li>\n<li><strong>Improved user experience:<\/strong> Enables more accurate and personalized tracking of interactions, creating more relevant and engaging experiences for visitors.<\/li>\n<\/ul>\n","protected":false},"excerpt":{"rendered":"<p>Definition: A data layer is an object that contains all the information you want to pass from your website to a tag manager (for example, Google Tag Manager). The data layer acts as a bridge between the website and other linked applications, enabling the transfer of information in a coherent and consistent manner. Its use [&hellip;]<\/p>\n","protected":false},"author":6,"featured_media":0,"template":"","encyclopedia-tag":[336],"class_list":["post-20192","encyclopedia","type-encyclopedia","status-publish","hentry","encyclopedia-tag-datalayer-en"],"_links":{"self":[{"href":"https:\/\/www.arimetrics.com\/en\/wp-json\/wp\/v2\/encyclopedia\/20192","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.arimetrics.com\/en\/wp-json\/wp\/v2\/encyclopedia"}],"about":[{"href":"https:\/\/www.arimetrics.com\/en\/wp-json\/wp\/v2\/types\/encyclopedia"}],"author":[{"embeddable":true,"href":"https:\/\/www.arimetrics.com\/en\/wp-json\/wp\/v2\/users\/6"}],"wp:attachment":[{"href":"https:\/\/www.arimetrics.com\/en\/wp-json\/wp\/v2\/media?parent=20192"}],"wp:term":[{"taxonomy":"encyclopedia-tag","embeddable":true,"href":"https:\/\/www.arimetrics.com\/en\/wp-json\/wp\/v2\/encyclopedia-tag?post=20192"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}