How to Pull Ecommerce Data From Data Layer in GTM

You can navigate to any of the product pages on your website and then click on the 'Datalayer Checker' extension to validate if the product ... Home About Testimonials Services GoogleAnalytics&GTMConsulting DigitalAnalyticsTraining Blog Books DigitalAnalyticsTraining Contact HowtoPullEcommerceDataFromDataLayerinGTM GoogleTagManager LastUpdated:January13,2022 TableofContentsforHowtoPullEcommerceDataFromDataLayerinGTM  [show]PrerequisitesforpullingecommercedatafromthedatalayerUnderstandingtheecommercedatalayerFrequentlyaskedquestionsabouthowtopullecommercedatafromthedatalayerinGTM IfyouareusingGoogleTagManagerforimplementingenhancedecommercetrackingonyourwebsite,thedatalayeristhesinglesourceoftruththatdefinesyourwebsite-relateddata,ecommercedata,campaigndataanduserdataaswell.  Prerequisitesforpullingecommercedatafromthedatalayer YoumusthaveanecommercewebsiteYouhavedeployeddatalayeronthewebsiteGoogleTagManagerisinstalledonyourwebsiteGoodknowledgeofHTML,DOMandJavaScriptGoodunderstandingofGTMvariablesandtriggersDatalayerCheckerChromeextensionisinstalledinyourbrowser Note:Ifyouarebrandnewtotheconceptofthedatalayer,thencheckoutthefollowingarticlefirst:GoogleTagManagerDataLayerTutorialwithExamples MyStep-By-StepBlueprint(100+Pages)ForLearningandMasteringGTMDataLayers GetTheOnlyEbookOnGTMDataLayerEverPublished(100+pages).Learn&MasterDataLayers YesIwanttheebook Understandingtheecommercedatalayer Duringanyecommerceeventslikeproductimpression,productclick,addtocart,checkout,andtransaction,thedatalayerisupdatedinthebackendusingthe‘datalayer.push()’method.  Asampledatalayercodewhentheproductdetailvieweventhappenswilllooklikebelow: Youcannavigatetoanyoftheproductpagesonyourwebsiteandthenclickonthe‘DatalayerChecker’extensiontovalidateiftheproductdetailviewispushedtothedatalayer. Youshouldseethe‘productDetail’eventmarkedinayellowcircle.Thisisthesamedatalayervariable‘event’thatwehavedeclaredintheabovecode. Nowclickonthe‘productDetail’eventtoseetheexactdetailspassed. Asyoucanseeintheimageabove,thedatalayerispopulatedwithecommercedetails.  FollowthestepsbelowtopullecommercedatafromthedatalayerinGTM Step-1:NavigatetoyourGTMcontainerandclickon‘Variables’ Step-2:Clickon‘New’under‘User-DefinedVariables’.  Step-3:Selectthevariabletypeas‘DataLayerVariable’. Step-4:Nameyourvariableas“ProductName”andenter“product.name”inthe‘DataLayerVariableName’field. Step-5:SavethevariableandsimilarlycreateothervariablesProductID,ProductPrice,ProductCategory Step-6:PutyourGTMcontainerinpreviewmodeandvisittheproductpageagain. Step-7:Selectthe‘productDetail’eventfromthesummarytabavailableinthepreviewwindowandthenclickon‘Variable’. Step-8:Checkforthedatalayervariablesthatyouhavecreatedintheearliersteps. Youshouldseethatthevariablesarepopulatedwiththedatalayervalues. Congratulations!YouhavesuccessfullypulledecommercedatafromthedatalayerinGTM. Similarly,youcancreatecustomdatalayervariablesforotherecommercedataaswelllike,productquantity,shippingamount,transactionid,revenue,etc.YoucanusethesevariablestosenddatatoyourGoogleAnalyticstagsaswellasotherthirdpartytagslikeFacebook,Linkedin,etc. FrequentlyaskedquestionsabouthowtopullecommercedatafromthedatalayerinGTM WhydoweneedtopullecommercedatafromthedatalayerinGTM? Thedatalayeristhesinglesourceoftruththatdefinesyourwebsite-relateddata,ecommercedata,campaigndataanduserdataaswell. IfyouareusingGoogleTagManager,youcansendtheecommercedatafromthedatalayerinGTMandthenforwardittoanotheranalyticstoolsuchasGoogleAnalytics,Facebook,Linkedin,Twitter,etc. Whatisadatalayerpushandwhyisitneeded?  “datalayer.push()”iscodethatallowsyoutoupdatedatastoredinthedatalayer.Let’ssupposeyouhaveanecommercewebsiteandwanttotrackecommercetransactions.Aseverytransactionidwillbeuniqueandwillbegeneratedonlywhentheusercompletesthepurchase. ThiskindofdatacannotbedirectlyaccessedfromGTM.Herethe“datalayer.push()”codeupdatesthedatalayerinreal-timeandthenonlythetransactionidwillbemadeavailableinGTMforfurtheruse. Canyouoverwritetheecommercedatalayervariables?  Yes,youcan,bypushingavariableofthesamenameasanexistingvariable,butwithanewvaluetothedatalayer.Letussupposeyourexistingdatalayercontainsaproductquantityvariableanditscurrentvalueis4: Nowifuseraddsonemoreproducttocart,youcanusethepushmethod,liketheonebelow: ThevalueofproductQuantitydatalayervariablewouldbeoverwrittenanditsnewvaluewillbe5. 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