At the last Drupal South, I presented on Google Analytics 4, Drupal, and Looker. One of the topics we briefly discussed was the Google DataLayer. It is one of the fundamental components of Google Tag Manager, so I wanted to double-click on it.
DataLayer. Sounds like a layer of data. How exciting.
It is. Think of it as the data pipeline between your website and various tracking and analytics tools, like Google Analytics, Google Ads, and more. When you install Google Analytics on your website, you add this functionality.
At its core, it acts as a data container. It holds information about user interactions, page views, and other events on your website. This data can be customised by you to include user-specific details, such as their name or purchase history. And it’s dynamic, like a running log of the user actions you deem important.
Let’s say the user fills out a form. You can take that information and store it. The actual code looks like this:
dataLayer.push({'object': { 'name': 'John Doe', 'age': 45, 'country':DE }});
Imagine what you, as a marketer, could do with your website and this information on future page loads or return visits.
A built-in barometer of user behaviour
With the DataLayer, you can track many user actions and events without modifying your website's code. Marketers can define what data they want to capture and send to analytics tools. This level of customization allows for precise measurement of user behaviour, making it easier to understand the user journey.
The DataLayer provides this information in real time, which is crucial for making informed marketing decisions and optimising campaigns on the fly. With this user-specific data, you can create personalised marketing campaigns and content that resonates with your audience. This leads to higher engagement and conversion rates. The DataLayer makes your marketing more successful.
We use the DataLayer to track and store user data in the browser and use it to trigger personalisation. For our customers who can’t use Google Analytics, we have other solutions that provide functional parity. The wonderful thing is that the custom information we track remains in the browser (if you want it to), and the data we use isn’t collected or stored.
How to get started with this tool
The Google Datalayer tool empowers marketers to gather valuable insights, enhance user experiences, and make data-driven decisions. By mastering this tool, you'll have a competitive edge in the world of digital marketing, unlocking the full potential of your website's data. There are tons of online resources. Or if you are ready to get started with web experiences that use this tech, talk to us.
