A structured JavaScript object used to pass information to Google Tag Manager and analytics platforms.
A data layer is a structured object (often JavaScript) that stores information about what’s happening on a site - page type, product details, user actions, transaction values. Tools like Google Tag Manager read the data layer to send consistent, reliable events to analytics and ad platforms.
Browse related definitions in the same glossary category.
Acquisition Channel
The source through which users find your website - such as organic search, paid search, social media, or referrals.
Acquisition Cost (CPA)
Cost Per Acquisition - the average amount spent to generate one booking, enquiry or conversion.
Anonymous Traffic
Website visits where user data or referrer information is not available due to privacy settings or tracking restrictions.
Attribution Model
A rule that determines how credit for conversions is assigned to different marketing touchpoints (e.g., first click, last click, data-driven).
Average Position
A metric indicating where a page typically ranks in search results for a given query. Replaced by average ranking in GA4.
Behaviour Flow
A report in analytics tools showing how users navigate between pages and where they drop off.
Understanding "Data Layer" is just the first step. Our team at TwoSquares specializes in technical SEO and digital strategy, helping brands turn complex concepts into measurable growth.