Why a dataLayer?

A dataLayer is a JavaScript object that acts as a structured intermediate layer between your website and various marketing tools such as Google Analytics, Facebook Pixel or other tracking platforms. Instead of each tool pulling information directly from your website, the dataLayer collects all relevant data in an organized manner. This makes for a much more reliable and consistent data exchange.

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The problems without dataLayer

Without a properly implemented dataLayer, you run into several problems. First, tracking becomes unreliable because different tools each try to gather information from your website in their own way. This leads to inconsistent data where Google Analytics shows different numbers than, say, your Facebook ads manager. Moreover, maintaining your tracking setup becomes a nightmare. Every time you want to add a new marketing tool or make changes, you have to change all the code again. This not only takes a lot of time, but also increases the chances of errors that can corrupt your data.

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The benefits of a dataLayer

With a properly set up DataLayer, you create a reliable basis for all your tracking activities. All important events on your website, such as purchases, form submissions or page visits, are recorded in a standardized way. This means that all marketing tools receive the same, correct information. A dataLayer also makes your tracking setup much more flexible. When you want to add a new tool, all you have to do is link it to the existing dataLayer. You don't have to put new code on your website or change existing implementations. This saves development time and prevents your website from becoming slow due to too many different tracking scripts. In addition, you get much more control over which data you share with which tools. You can control exactly what information becomes available to Google Analytics and what data goes to your CRM system. This granular control is essential for compliance with privacy regulations such as the AVG.

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DataLayer and Server Side Tagging

For a truly optimal tracking setup, a dataLayer alone is not enough. Combining it with Server Side Tagging takes your setup to the next level. While the dataLayer takes care of structured data collection on your website, Server Side Tagging takes over the processing of this data to a server environment. This combination offers even more benefits: better website performance because there are fewer scripts running on your website, improved data quality through server side validation, and more control over privacy-sensitive information. However, Server Side Tagging can only be successfully implemented when a solid dataLayer is already in place.

A dataLayer is not a luxury but a necessity for any serious digital marketing strategy. It provides the foundation for reliable data collection, future-proofs your tracking setup and gives you the control you need in today's digital landscape. Without a properly implemented dataLayer, you will continue to struggle with unreliable data and an inflexible tracking infrastructure that hinders your marketing efforts.

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