Data Layer (GTM)

A data layer is a structured way for a website to make events and information available to tags, including those managed through Google Tag Manager. It can carry details such as a form type or a completed interaction without relying entirely on someone reading the visible page. Google Tag Manager is the tool that uses this information; the data layer is one mechanism supplying it. A service business might use a carefully configured event to distinguish contact requests from newsletter signups. Data layer names and timing must be consistent. Sensitive customer information should not be placed into analytics tags without a valid purpose and appropriate safeguards.