You can push data layer variables to the data layer dynamically to capture information such as values entered or selected in a form, metadata associated with a video that the visitor is playing, the color of a product (e.g. a car) customized by the visitor, the destination URLs of clicked links, etc.

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Do not overwrite the window.dataLayer variable: When you use the data layer directly (e.g. dataLayer = [{'item': 'value'}]), it will overwrite any existing values in the dataLayer. Tag Manager installations should instantiate the data layer as high up in the source code as possible, above the container snippet, using window.dataLayer = window.dataLayer || [];. After the dataLayer has been declared, use dataLayer.push({'item': 'value'}) to add additional values to it, and if those values need to be available to Tag Manager when the page loads, then that dataLayer.push() call needs to be above the Tag Manager container code as well.

For example: To set a data layer variable with a color preference when a visitor engages with a product customization tool, you might push the following dynamic data layer variable:

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Keep variable names consistent across pages: If you use different variable names for the same concept on different pages, Your tags will be unable to consistently fire in all desired locations.

Once renamed, all references to your data layer (i.e. when declaring the data layer above the snippet, or when pushing events or dynamic data layer variables to the data layer with the .push() command) must be adjusted to reflect your custom data layer name:

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Use dataLayer.push() to send event data when an action occurs that you'd like to measure. For example, to send an event when a user clicks a button, modify the button's onclick handler to call dataLayer.push():

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In standard gtag.js implementations where the tag has been copied from within the product and added to a web page, the code to establish the data layer is provided. In custom implementations of the Google tag, add the data layer code at the beginning of your script, as shown in the highlighted example below:

Where 'variable_name' is a string indicating the name of the data layer variable to be set, and 'variable_value' is a string indicating the value of the data layer variable to be set or replaced.

The data layer is an object used by Google Tag Manager and gtag.js to pass information to tags. Events or variables can be passed via the data layer, and triggers can be set up based on the values of variables.

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The Google tag and Tag Manager use a special data layer variable called event that is used by JavaScript event listeners to fire tags when a user interacts with website elements. For example, you may want to fire a conversion tracking tag when a user clicks a purchase confirmation button. Events may be called whenever a user interacts with website elements such as links, buttons, scrolls, etc.

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Add a query parameter named “l” to the URL to set the new data layer name, e.g. l=myNewName. Update all instances of dataLayer in the Google tag snippet to the new name.

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dataLayer.push must be called with valid JavaScript objects. All data layer variable names should be enclosed in quotes.

The reset function on the abstract data model lets you reset the data in the data layer. This is most useful with a page that will remain open and the data layer size continues to grow over time. To reset the data layer, use the following code:

If a gtag() or dataLayer.push() call is made by code on a page, in a Custom Template, or in a Custom HTML tag, the associated message is queued and processed after all other pending messages are evaluated. This means that any updated data layer values are not guaranteed to be available for the next event. To handle these cases, you should add an event name to a message as it is pushed to the data layer, and then listen for that event name with a Custom Event trigger.

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For example, if you fire a remarketing tag when the value of purchase_total is greater than $100, or based on the specific events, e.g. when a button is clicked, your data layer can be configured to make that data available to your tags. The data layer object is structured as JSON. For example:

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If you push a function to the data layer, it will be invoked with this set to an abstract data model. This abstract data model can get and set values to a key value store, and also provides a way to reset the data layer.

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For Tag Manager web page installations, you must create a data layer. The highlighted code below shows where the data layer is established, before Tag Manager is loaded.

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To persist data layer variables between web pages, call dataLayer.push() after the data layer has been instantiated on each page load, and push the variables to the data layer. If you want these data layer variables to be available to Tag Manager when the container is loaded, add a dataLayer.push() call above the Tag Manager container code as shown below.

Google tags are designed to easily reference information that is added to the data layer in an organized and predictable way, rather than by parsing variables, transaction information, page categories, and other signals scattered throughout your page. A data layer implementation populated with variables and associated values will help to ensure that relevant data is available when your tags need them.

When a container is loaded, Tag Manager will begin to process all queued data layer push messages. Tag Manager processes messages on a first-in, first-out basis: Each message is processed one at a time, in the order it was received. If the message is an event, any tags with trigger conditions that have been met will fire before Tag Manager moves on to the next message.

This functionality is accomplished by calling dataLayer.push() when an event occurs. The syntax for sending an event with dataLayer.push() is as follows:

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The default name of the data layer object initiated by the Google tag or Tag Manager is dataLayer. If you'd prefer to use a different name for your data layer, you may do so by editing the data layer parameter value in your Google tag or Tag Manager container snippet with the name of your choice.

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The dataLayer object name is case-sensitive: If you try to push a variable or event without the proper casing, the push will not work.

Each variable declared within the data layer object will persist only as long as the visitor remains on the current page. Data layer variables that are relevant across pages (e.g. visitorType) must be declared in the data layer on each page of your website. While you don't need to put the same set of variables in the data layer on every page, you should use a consistent naming convention. In other words: if you set the page category on the signup page using a variable called pageCategory, your product and purchase pages should use the pageCategory variable as well.

As with events, this functionality is accomplished by calling the push() API to add or replace data layer variables in the data layer. The basic syntax for setting dynamic data layer variables is as follows: