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Retrieving Datalayer values from GTM

The DataLayer acts as a hidden layer on your website, storing additional information that can be retrieved and used in tags, triggers, and variables in GTM. When you need to track DataLayer events, you can use DataLayer Checker to identify specific parameters. These parameters are then used to configure the data layer event tags in Google Tag Manager (GTM).

Retrieving DataLayer Values



To track specific parameters from the DataLayer, you need to identify the "key value" associated with the data you want to track. This key acts as a reference that GTM uses to pull the right information, such as a customer ID or purchase value.

If you're unsure about the parameters in the data layer, you can install the DataLayer Checker extension to help you identify and verify them. This will allow you to easily see the parameters being sent, ensuring everything is correct. You can install the DataLayer Checker extension here.

In this demonstration, we will guide you on how to retrieve DataLayer values.


How to use Data Layer Value in GTM



The DataLayer in Google Tag Manager (GTM) helps you capture and track important information from your website, such as user actions or purchase details. To use this data, you need to create a Data Layer variable that pulls the specific information you want to track. Once the variable is created, you can include it in a tag to ensure the data is properly tracked

Create Data Layer Variable



After retrieving DataLayer values, now we will create a variable. This variable will help extract specific information from the DataLayer, making it easier to use the data within Google Tag Manager (GTM) for your tracking needs.

In this demonstration, we will guide you through the process of creating data layer variable


Create Tag



When creating a tag in Google Tag Manager (GTM), you can attach data from the DataLayer to specific events using parameters. This ensures that the data is accurately linked to your tracking setup, making it easy to collect and analyze important information.Configuring tags correctly helps you collect accurate data and improve your analytics.

In this demonstration, we will guide you through the process of creating a tag.

The parameter name user_data.email_address comes from the standard list recommended by Google and works with all settings.



Do I Need a DataLayer?



You need a DataLayer if you want to track specific information about your visitors. For example, it can help you track if someone downloaded an eBook or submitted their email. For eCommerce businesses, a DataLayer is essential for collecting visitor-specific data like purchase values or product details, which can be used in marketing campaigns and analytics tools.

How Can I Install a DataLayer?



Most platforms, such as Shopify, WooCommerce, WordPress, Magento, and Lightspeed, already have a DataLayer built in. You can check if it’s active by using the Preview mode in Google Tag Manager. For server-side tagging with AdPage, the DataLayer is typically included by default.

You can find the available parameters (key values) for platforms like Shopify, Lightspeed, Magento, and WooCommerce here.

Updated on: 29/01/2025

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