Making sense of that mysterious data layer thing
Original: The Data Layer
May 26, 2025
15 min read
Article
Intermediate
Summary
Seminal article defining the data layer and its role as the single source of truth in TMS implementations.
Who This Is For
Marketing Analysts
Technical Marketers
Developers
Key Takeaways
- Understand how data layers create a bridge between developers and marketers by decoupling semantic information from presentation
- Learn why data layers are more reliable than scraping data from HTML markup for analytics tracking
- Discover the governance challenges when multiple stakeholders need to collaborate on data layer implementation
- See how data layers work as a generic data model that can feed multiple applications and tracking tools
Tools & Technologies
Google Tag Manager JavaScript dataLayer variable Web browsers Analytics tools
Topics Covered
tag-management data-layer governance
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