A dataLayer push is a concept commonly used in web development and specifically associated with Google Tag Manager (GTM) and other tag management systems. It’s a method for passing data from a website’s backend or frontend code to a data layer, which is a JavaScript object that acts as an intermediary between the website and various tracking or analytics tools.
Here’s how a dataLayer push typically works:
- Initialization: The
dataLayeris usually initialized in the website’s code. It’s a JavaScript array or object that stores data in a structured format. - Data Collection: As users interact with the website, events and data are generated. For example, when a user adds a product to their cart, this event and associated data (like product information, quantity, etc.) can be collected.
- Data Push: To make this data available to tools like Google Analytics or other custom scripts, a developer can use a “dataLayer push.” This involves adding a JavaScript function call to add the collected data to the
dataLayer. For example:
window.dataLayer = window.dataLayer || [];
dataLayer.push({
'event': 'addToCart',
'ecommerce': {
'currencyCode': 'USD',
'items': [{
'name': 'Product Name',
'id': '12345',
'price': 19.99,
'quantity': 1
}]
}
});In this example, a dataLayer.push call is used to add data about an item being added to the cart. The 'event' key is often used to trigger specific actions in tag management systems.
- Tag Manager Integration: Tag management systems like Google Tag Manager can then listen for these events and data pushes and execute various actions based on them. For example, when the ‘addToCart’ event is detected, Google Tag Manager might send this data to Google Analytics for tracking.
Using dataLayer pushes allows for more flexibility and customization in tracking and analytics implementations. It separates the data collection from the actual tracking code, making it easier to manage and modify the tracking setup without needing to edit the website’s code directly.
It’s worth noting that the exact implementation and usage of dataLayer pushes may vary depending on the tag management system and tracking tools being used on a particular website.
