What is dataLayer and the benefits of dataLayer in GTM?


As the world becomes more digital, the importance of data is increasingly important in marketing strategies. Google Tag Manager (GTM) is a popular tool used to track and analyze data on websites, but it relies on a data layer to capture that data. In this blog, we’ll explore what a data layer is and how to implement it in GTM.

What is dataLayer?

A dataLayer is a JavaScript object that contains information about the user, website, and the actions taken on the website. The dataLayer object is created and populated on the website by developers or marketers, and it is used by GTM to capture data and pass it on to various analytics tools.

The dataLayer acts as a container for all the data that you want to track and sends that information to GTM. It allows you to collect data from various sources on your website and send it to analytics tools like Google Analytics, Adobe Analytics, and others.

How dataLayer works?

The dataLayer is a JavaScript object that is defined in the head section of a website. When a user visits a website, the dataLayer object is populated with various pieces of information, such as the page URL, user behavior, and other details.

The dataLayer is then used to trigger tags, which are used to collect data and send it to various analytics tools. Tags are used to track specific actions that a user takes on the website, such as clicking a button or filling out a form.

Tags are triggered when certain events occur on the website, such as a user clicking a button. The tag then captures the data from the dataLayer and sends it to the relevant analytics tool.

Benefits of using dataLayer

The dataLayer is a powerful tool that provides several benefits to digital marketers, including:

Improved data accuracy: The dataLayer can help to ensure that the data being sent to your digital marketing tools is accurate and consistent. This is because it acts as a central repository for all of your website or app’s data.

Enhanced tracking capabilities: The dataLayer can be used to track user behavior on your website or app, such as page views, clicks, and conversions. This allows you to gain insights into how users are interacting with your site or app, and to optimize your digital marketing efforts accordingly.

Streamlined implementation: By using the dataLayer, you can simplify the implementation of your digital marketing tools. This is because you only need to implement the dataLayer once, and then you can use it to send data to multiple tools, rather than having to implement each tool separately.

Improved targeting and personalization: The dataLayer can be used to capture user data such as demographics, preferences, and behavior. This information can then be used to create more targeted and personalized marketing campaigns.

How to implement a data layer in GTM?

Implementing a data layer in GTM is relatively straightforward. Here are the steps to follow:

Step 1: Define the data layer

The first step is to define what information you want to capture in the data layer. For example, you might want to capture information about the user’s behavior on your website, such as pageviews, clicks, and form submissions. You’ll need to define the variables that you want to capture and give them a name.

Step 2: Create the data layer

Next, you’ll need to create the data layer using JavaScript. You can do this by adding a script tag to your website’s HTML code. Here’s an example:


dataLayer = [{

‘pageCategory’: ‘Product Detail’,

‘productID’: ‘12345’,

‘productName’: ‘Widget 1.0’,

‘productPrice’: ‘$9.99’



This script creates a data layer object with the following variables: pageCategory, productID, productName, and productPrice.

Step 3: Add the data layer to GTM

After you’ve created the data layer, you’ll need to add it to GTM. Go to your GTM account, and create a new tag. Select the custom HTML tag type and paste your data layer script into the tag. Save the tag, and publish your changes.

Step 4: Use the data layer to trigger events

Now that your data layer is set up, you can use it to trigger events in GTM. For example, you might create an event that fires when a user submits a form on your website. You can set up this event to trigger when the form submission variable in the data layer is set to true.


A data layer is a powerful tool that allows you to capture and analyze data on your website. Implementing a data layer in GTM is a straightforward process that can help you better understand your users’ behavior and improve your marketing strategies. By following the steps outlined in this blog, you can get started with a data layer today.


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