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What is a Data Layer?
The term "database" may seem mysterious, but it is a simple concept that can be understood by both developers and marketeers. An important element in setting up analytics for your website or app is the data layer.
The data layer is a JavaScript object that collects data on your website in a standardized way. Every tool you connect to your site—such as analytics, heatmaps, live chat, etc.—interacts with this data layer in two key ways:
Think of the data layer as a virtual "master layer" of all the data available on your site. It serves as a bridge between your website (code and server) and your tag management solution (like Google Tag Manager), allowing you to store, process, and transmit data. Technically, it’s a JavaScript object, sometimes referred to as a Universal Data Object (UDO).
When data is entered into it, it can be easily read by the tag management solution, which in turn can distribute it to various analytical or marketing tools (like Google Analytics, Google Ads, Facebook, LinkedIn, etc.). Additionally, the data in your database can be fed back to your website to provide personalized content.
In general, the more data that is put into this layer, the more knowledge your marketer will get about customer behavior. With this added knowledge it is easier to serve better and more relevant content, ads and campaigns to the users. Ultimately, this is what makes it a win-win situation, since better content equals happier users which translate into more sales.
By having a data layer is that you have a place to store all kinds of information that may not be available in the presentation layer of your website, your code and source code.
Then, the data is gradually stored at the database level in a simple and easy format that your website, application or tag management solution can read and use. In fact, if the information is properly transferred to the data layer, then you will have properly structured data.
What can I do with a Data Layer?
Types of data you can put in the Data Layer
Here is a list of the most common types of data sent from the website to the database layer.
A classic type of data you can send is website markup and cookie data. This data is not typically displayed on the website but is available in the source code of the page. The only use of this data is to improve website analytics or to better personalize the content.
All data displayed on your website can be transferred to the database layer. In fact, this can be done in several ways to make page content available in other devices. Let's take headers, text and images as an example. This data is usually pushed using elements and classes, but can also be done directly from the DOM.
Do you use third-party applications such as live chat features or marketing engine systems? If the answer is yes, then it is good for you to know that data from these systems may be included in the data layer. This means that if someone sends you a chat message, you can compress that data and make it available to other devices.
Another use for the data layer is e-commerce tracking. By making information about products and sales available in the database layer, you can store this data and transfer them to various analysis units. It is a reliable way for you to monitor the performance of your e-commerce site.
If you need simplified data management and increased performance, then you should choose a data tier. This simple layer of code can provide many benefits for optimizing your web and user experience on your website. For instance, it can:
When talking about targeted marketing and customized user experiences, understanding user behavior is essential. The data layer provides a strong foundation for collecting detailed user data, allowing your business to create highly targeted marketing campaigns with personalized content. This will increase customer engagement and speed of conversions.
The key to a smooth user experience is usability. A well-implemented database layer reduces the need for multiple tags and text scattered throughout your site. In fact, it promises to deliver better performance, with faster load times and a more responsive user interface.
This layer is an infrastructure for collecting and organizing data during its operations. It creates a single repository of information and ensures data consistency and accuracy across platforms and touchpoints.
Many businesses rely on a variety of third-party tools and analytics platforms to gather insights and drive decision-making. The database layer acts as a universal translator, allowing for easy integration of different devices without the need for additional protocols. This flexibility allows your business to adapt and scale easily in a dynamic digital environment.
Unfortunately, there's always the possibility that problems will occur with your website. When this happens, it's important to spot and fix them quickly. With a data layer, troubleshooting becomes easier. This simplifies data monitoring and facilitates accurate diagnosis and problem resolution. This not only saves time but also reduces disruption to your online activities.
And while the implementation may seem complex and time-consuming at first, a data layer makes your analytics work much easier. So, the effort you put in will pay off in the long run, providing new tracking capabilities – and it will save you some worries!
If this sounds like a perfect fit for your organization, but you're not sure how to get started, then just reach out to our experts to learn about the opportunities available to you!
Benefits of a Data Layer
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