The Data Layer
What information is available in the data layer? For any website, identifiers such as Page Title and Page URL are common. Visitor information can also be pulled from the data layer, like visitor type or visitor value. Transaction information can also be set up, such as Page Category, Product Name, Transaction Total, etc. Information is either written into the data layer as part of the page code (via a website developer), or it’s pushed to the data layer later as certain events occur. The information may vary by page or may change depending on a visitor’s actions (Lunametrics, n.d.). Once the data layer is created, you can then create Events to fire as actions on your website take place, such as a button click or a PDF download. These Events are then fed into Google Analytics for you to analyze.