Complete Google Tag Manager Data Layer Tutorial

Updated: August 5th, 2018. Data Layer is one of the main Google Tag Manager concepts which ensures maximum flexibility, portability, and ease of implementation. Without it, there would be no variables or triggers in GTM, therefore no tags would be fired. It is what keeps your tag management running properly. It is the key to unlocking Google Tag Manager’s potential.

In this blog, I’ve already published several articles related to this topic but they are pretty much scattered. That’s why I decided to collect all the important resources, tips, and knowledge (that I’ve accumulated so far) and put it in one place. This is an extended Google Tag Manager Data Layer tutorial which explains what the Data Layer is, why is it useful, how to use it, what are best practices, etc.


table of Contents

This Google Tag Manager Data Layer tutorial is split into the following chapters:

  1. What is the Data Layer?
  2. Storing data in the Data Layer (dataLayer.push)
  3. Reading data from the Data Layer
    1. Data Layer Variable
    2. Data Layer Versions
    3. What about other data structures?
    4. Pull data from child keys
    5. Arrays
  4. Sending data from Data Layer to other tools
  5. Using Data Layer data as triggers
  6. Using Data Layer events as triggers
  7. Google Tag Manager Data Layer Tutorial: Final words

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