What is a dataLayer?
A dataLayer is where page view data (hits, users, sessions, and products viewed) is stored. We can use this data to improve the performance of a website.
What kind of variables can find in dataLayer?
- Static: The data stored doesn’t change – the values that we get are always the same. For example, the version of the dataLayer.
- Dynamic: This is the most common way to get data into the dataLayer. For example, we can use the same dataLayer for every single product on our website, but the variable’s value changes depending on the product that the user is viewing.
What are the benefits of having a dataLayer?
The data that we get from the dataLayer gives us more information about a user’s behavior on our website. We can create and adjust our business strategy based on the user data that we get from the first visit until the moment he/she purchases something on our website.
Some other benefits from implementing dataLayer on our website include:
- Content grouping: It allows us to have a standard system for exposing data, making it easier to detect changes. In addition, we can configure conversion funnels.
- Ecommerce: Ecommerce variables are the most reliable and secure way to measure conversions (transactionId and transactionTotal). When using the dataLayer, you are less subject to errors if the website is modified.
- Audiences: By collecting more valuable data through the dataLayer, we can create better segmented audience lists. These lists can provide us insights to improve the conversion rates of our campaigns.
- Ease of creating activation rules in pixels: A label can also be triggered based on the information that appears in our dataLayer.
What variables could you collect in the dataLayer depending on the business industry?
- Travel sector
- Number of nights that the user has selected
- Number of people who have purchased the service
- Destination chosen in the conversion
- How long in advance the user has purchased the service
- Retail sector
- Product discounts
- The number of reviews of certain products
- Number of photos of a product on the product page
- If the product was on sale or not
- Number of previous purchases by a certain user
- Automotive sector:
- Type of engine: 135cv, 150cv…
- Car color color: blue, red, green…
- Vehicle fuel: diesel or gasoline
- Name of the dealer: Enterprise, Chevy, etc.
- Type of car: new, semi-new, or used car.
In short, it is very important to define a good measurement strategy to be able to extract more information from our users. In the long run, this will help us make strategic decisions within our company.