dataLayer
Data Layer (dataLayer)
A structured JavaScript object that sits between the site and GTM, carrying clean data (order value, product ID, login status) to tags. It is the source of truth tracking relies on — a well-built data layer means reliable data; a bad one means fragile measurement.
- Why it matters
- 90% of tracking problems start from an incomplete or inconsistent data layer. This is where data quality is won or lost.
“dataLayer” is part of Glossary · Tracking & data — part of the Atlas, Websem's reference of AI search, marketing and data terms.