Data layer_Magic Pixel

Implement tags in minutes on your server-side tag manager with a Data layer

A sound data layer can help you implement the server-side tags in minutes rather than days or weeks. Seamless integration of data layers helps in quick tag implementation. Adding a data layer is one of the recommended best practices for stark data management and implementation processes.

“No matter how great your website is doing in the search engine, it needs an effective data layer.” 

The more data your website holds, the more complex the data layer you need to implement. The data layer is where the information about your website visitor is collected. It helps you identify your visitors, the browser version they are using, and the demographics.

This information is then passed to the external sources. 

Using Magic Pixel with and without a data layer

If you manage to use the data layer properly, you don’t have to edit and update hundreds of tags to make changes to your current data management plan. For those who have implemented the tag management system, the data layer will automatically get added to your website. 

Like tags, it is important for web developers to check and update the data layer frequently. It must be customized to gather the correct data and information about your customers, such as the ProductID on every page. The goal of the data layer is to provide a set of variables that are vendor-neutral and easy to understand.

Some aspects of a data layer that need special attention are:

  • Naming Conventions
  • String Variables
  • Array Variables
  • Page Type Identifier
  • Third-Party Data Layer Objects

Implementing the Best Tag Management System (TMS)

“Complex implementation of a TMS complicates your tag management cycles.” 

Complex implementations add only a marginal value to your entire investment. Magic Pixel is an adaptive tag management system that allows you to upgrade your existing tag management tech stack to a sophisticated, yet easy to manage TMS.  All you have to do is duplicate the data logic.

If this is your first time implementing a TMS, you can merge your script tags with your data layer using our Smart SDK. 

TMS enables the web developers to update new tags, remove the old ones, and implement the best tagging strategy. While it is one of the easiest and effective ways to manage website tags, TMS can lead to performance issues if implemented improperly.

Every website you find on the internet has multiple tags. It can get a little challenging for the users to keep track of the tags used on each page, especially for the established websites that have over a hundred tags inserted on almost every page. It is not possible to track these tags manually. As mentioned above, tags have multiple uses. For example, it can help the website owner to track the customer’s browser version. It is also used for pay-per-click advertising, marketing automation, personalization, and analytics. The right TMS system will help you manage your website tagging strategy.

We recommend other best practices that can ease out your tag management. Follow this series of Tag management Best Practices.

What is a data layer?

A data layer is a data object that is within a browser for integration with third-party systems. It is nothing but a JavaScript object that can pass information from your website to your Tag Manager container. When there is data spread across multiple systems and tools, a data layer is created to further use it with a tag management system. While working with a tag management system, ensure that your data layer is in place to reduce time spent in seeing the necessary results. The information drawn using a data layer can be used to further populate variables and activate triggers in your tag configurations. A robust data layer into a tag management system will provide close to real inputs for analytics and other affiliate tracking systems.