Make the full customer journey visible and measurable.
An ecommerce dataLayer is the indispensable foundation for a robust tracking setup. Now available for all popular ecommerce platforms.
Having a dataLayer is not the same as having a good dataLayer
Most webshops measure something, but not the right thing. And that difference is greater than you might think.
ecommerce.value of product_id, events pushed at the wrong times, and implementations still based on the old Universal Analytics documentation. This results in receiving and processing the wrong data in your analytics and advertising platforms.
There's a structural problem here.
Missing parameters
Parameters as ecommerce.value, product_id and user_data are missing in most data layers, while that data *is* present in your webshop.
Obsolete UA implementations
Many webshops still run on dataLayer code that was built for Universal Analytics. That structure fundamentally differs from what GA4 and server-side tagging expect.
Data layer events on incorrect site interaction
Events are pushed too early, too late or twice. buy an event that fires before order confirmation, or again when refreshing the thank you page, structurally pollutes your conversion data.
Unstable identifiers
Client IDs and session IDs are retrieved from cookies or localStorage – sources that browsers are increasingly restricting. They change unexpectedly in the middle of the customer journey.
AdPage provides ready-made datalayer plugins
Built on the current GA4 protocol standard, with all the parameters your ad platforms need.
Common datalayer errors
View itemPush
Standard dataLayer vs. AdPage dataLayer.
See at a glance what you gain with an AdPage dataLayer.
| Feature | Standard eCommerce dataLayer | AdPage dataLayer |
|---|---|---|
| Basis ecommerce events | Available | Complete |
| Marketing cookies (fbp, gclid, ttp) | Not available | All platforms |
| Generating the client ID | Not available | Full ownership |
| Session ID & Session Count | Unstable | Stable & own generation |
| User parameters (email hash, phone hash) | Not available | Hashed & secure |
| Works after platform updates | Risk of fracture | Ongoing monitoring and updates |
| Support & Maintenance | Personal responsibility | Dutch & English support |
A dataLayer for your ecommerce platform.
We offer a dataLayer for most ecommerce platforms. Is your platform not listed? Contact us to discuss the possibilities.
- Simple activation via app, plugin or module
- Ongoing updates
- Dutch & English support
