Get started with installing the Tealium data layer

The Tealium Data Layer is a flat, structured JavaScript object that centralizes the data on your website or app. Instead of relying on scattered, inline JavaScript or individual tags scraping the DOM, the Tealium Data Layer improves site performance, reduces long term dependency on developers, and ensures data consistency across platforms.

Tealium’s data layer approach

A well constructed data layer should have the following qualities:

• Foundational – The data layer should cover all important customer interactions.
• Vendor Neutral – Use vendor neutral variable names like page_name as opposed eVar1.
• Collaborative – Gather requirements from all parts of the organization, agencies, partners, etc. to make sure all use cases are covered.
• Compliant – Ensure that you have legal approval to capture each variable in your data layer.

Components of the Tealium Data Layer

The Tealium Data Layer refers to both:

• The global utag_data object, which holds persistent data for the page.

  • //Example utag_data object
    utag_data = {
        "tealium_event": "product_view",
        "page_name": "product_details",
        "site_section": "electronics",
        "user_id": "12345",
        "product_id": "SKU-9876"
    }

• The dynamic objects passed to utag.view() and utag.link(), which provide contextual updates for tracking specific events. The utag.link method is used for tracking of non-pageload events, such as link clicks, form submits, or add to carts. The utag.view method tracks a page view, such as when rendering a new screen in a Single Page Application (SPA).

  • //Example utag.link call
    utag.link({
        "tealium_event": "button_click",
        "button_id": "subscribe_now",
        "user_role": "premium"
    })
    
    

Defining Requirements

Start by identifying all of the key interactions your customers will have with your website, mobile app, or connected device. These should be the most important activities that inform critical business decisions. These events will encompass everything from page views, form submissions, and searches to purchases or other conversions. 

Each event will contain contextual information called variables or event attributes. Your data layer specification is the combination of these key events and their corresponding attributes.

The Tealium team will assist in crafting the specification for your custom data layer. The variables in this specification will be defined by considering several sources, including:

• Your marketing and analytics tagging requirements
• Data to support any data driven use cases defined in the scope of the project
• Common data points for your industry

Once all data points have been compiled, the Tealium team will provide your team with a data layer recommendation that contains the following:

• A list of page and event types
• Example data objects and tracking code to install.

Data Layer Impact

By implementing a well structured Tealium Data Layer, your data collection strategy will be scalable, efficient, and reliable. A properly defined data layer minimizes reliance on developers for ongoing tagging updates, reduces fragility associated with DOM scraping, and ensures data consistency across all marketing, analytics, and personalization platforms. With our expertise in crafting a tailored data layer specification, your team will have a clear roadmap for deploying and maintaining a future-proofed tracking solution that will be the foundation for your data strategy.