A datalayer is a programming concept used to organize and manage data that is passed between a website or application and digital analytics and marketing tools.
It is typically implemented as a JavaScript object that sits on top of the website’s code and contains key-value pairs of data that can be used to track and analyze user behavior.
The datalayer can be used to store and pass information such as user interactions, page views, and transaction details.
By using a datalayer, data can be passed in a consistent and structured manner between different systems, making it easier to analyze and act on.
The datalayer is commonly used in conjunction with Tag Management Systems (TMS) like GTM, Tealium, Adobe DTM, etc.
