Data Layer Implementation: Unleashing the full potential of Google Tag Manager
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The data layer is a crucial component in the world of digital analytics and website tracking. This empowers a marketer to unleash the full potential of an analytics tool and makes it easier for the analytics engineer who is implementing the tracking in your website to make the tracking robust and error-free.
Understanding Data Layer
A data layer is simply a JavaScript object which stores the information that is passed from your website. The data layer is a virtual layer between your website and tag management solution, like Google Tag Manager and this information can be collected in some analytics tools for insights.
Data layer variables enable Tag Manager to read values from your data layer implementation and pass those values to tags, triggers, and other variables. A data layer object is made up of a list of key/value pairs. A key is a category of things — a book’s category, title, or author. Each key could have different values…
