![5Proprietary & Confidential
Google
[...] a JavaScript object that is used to pass information from
your website to your Tag Manager container.](https://image.slidesharecdn.com/measurecampberlin2019-190928211828/85/About-The-Event-Driven-Data-Layer-Adobe-Analytics-5-320.jpg)
![6Proprietary & Confidential
Tealium
[...] the behind-the-scenes structure that web sites and
mobile apps tap into for timely and consistent visitor data.](https://image.slidesharecdn.com/measurecampberlin2019-190928211828/85/About-The-Event-Driven-Data-Layer-Adobe-Analytics-6-320.jpg)
![7Proprietary & Confidential
W3C
[...] a JavaScript Object which can be used for communicating
[...] data to digital analytics and reporting servers.](https://image.slidesharecdn.com/measurecampberlin2019-190928211828/85/About-The-Event-Driven-Data-Layer-Adobe-Analytics-7-320.jpg)
![8Proprietary & Confidential
[...] a JavaScript object that is
used to pass information
from your website to your
Tag Manager container.
They are all data layers.
[...] the behind-the-scenes
structure that web sites and
mobile apps tap into for
timely and consistent visitor
data.
[...] a JavaScript Object which
can be used for
communicating [...] data to
digital analytics and
reporting servers.
dataLayer utag_data digitalData](https://image.slidesharecdn.com/measurecampberlin2019-190928211828/85/About-The-Event-Driven-Data-Layer-Adobe-Analytics-8-320.jpg)
![9Proprietary & Confidential
dataLayer = [{
“pageName” : “Home Page”
}];
They are all able to store contextual information.
utag_data = {
“pageName” : “Home Page”
};
digitalData = {
“pageName” : “Home Page”
};
dataLayer utag_data digitalData](https://image.slidesharecdn.com/measurecampberlin2019-190928211828/85/About-The-Event-Driven-Data-Layer-Adobe-Analytics-9-320.jpg)
![23Proprietary & Confidential
var measureCamp = window.measureCamp = || [ ];
measureCamp.push({
‘event’: ‘formSubmit’,
‘jobTitle’: ‘Analyst’
})
Data Layer Manager Extension - Prerequisites
● Build an array-based data layer
● Name it whatever you want
● Push events to the data layer](https://image.slidesharecdn.com/measurecampberlin2019-190928211828/85/About-The-Event-Driven-Data-Layer-Adobe-Analytics-23-320.jpg)
![24Proprietary & Confidential
var measureCamp = window.measureCamp = || [ ];
Best Practices for Instantiating a Data Layer
Set the value of the variable
measureCamp...
… to whatever is already
globally named measureCamp.
If measureCamp doesn’t exist,
set it to an empty array.](https://image.slidesharecdn.com/measurecampberlin2019-190928211828/85/About-The-Event-Driven-Data-Layer-Adobe-Analytics-24-320.jpg)
![25Proprietary & Confidential
PreventsOverwriting
var measureCamp = window.measureCamp = || [ ];
Prevents
Destruction](https://image.slidesharecdn.com/measurecampberlin2019-190928211828/85/About-The-Event-Driven-Data-Layer-Adobe-Analytics-25-320.jpg)
About The Event-Driven Data Layer & Adobe Analytics
- 1. ABOUT THE EVENT-DRIVEN DATA LAYER & ADOBE ANALYTICS Measurecamp Berlin September 28, 2019
- 2. 2 Kevin Haag @kevalytics ● Adobe Analytics Tech Lead at Bounteous ● Adobe Certified Expert (ACE) ● Adobe & Google Consulting
- 3. Application Layer >>> Data Layer <<< Experience Layer
- 5. 5Proprietary & Confidential Google [...] a JavaScript object that is used to pass information from your website to your Tag Manager container.
- 6. 6Proprietary & Confidential Tealium [...] the behind-the-scenes structure that web sites and mobile apps tap into for timely and consistent visitor data.
- 7. 7Proprietary & Confidential W3C [...] a JavaScript Object which can be used for communicating [...] data to digital analytics and reporting servers.
- 8. 8Proprietary & Confidential [...] a JavaScript object that is used to pass information from your website to your Tag Manager container. They are all data layers. [...] the behind-the-scenes structure that web sites and mobile apps tap into for timely and consistent visitor data. [...] a JavaScript Object which can be used for communicating [...] data to digital analytics and reporting servers. dataLayer utag_data digitalData
- 9. 9Proprietary & Confidential dataLayer = [{ “pageName” : “Home Page” }]; They are all able to store contextual information. utag_data = { “pageName” : “Home Page” }; digitalData = { “pageName” : “Home Page” }; dataLayer utag_data digitalData
- 10. 10Proprietary & Confidential You can look at all of them in your browser’s console.
- 11. EDDL vs. CEDDL
- 12. 12Proprietary & Confidential ● EDDL ● Event-Driven-Data Layer ● Array-based ● Populated by the TMS ● Retrieve DLVs and e.g. store them in Custom Dimensions ● Use events as triggers ● Good for asynchronous TMSs ● Good for SPAs ● CEDDL ● Customer Experience Digital Data Layer ● Object-based ● Populated by the dev team ● Retrieve DLVs and e.g. store them in Custom Conversion Variables (eVars) ● No events ● Not good for asynchronous TMSs ● Good for static data EDDL vs. CEDDL
- 13. Use Case: Form Submit
- 14. 14Proprietary & Confidential Whenever a visitor successfully submits a form Let the data layer know Store relevant (non-pii) context data as data layer variables Use Case: Form Submit Last NameFirst Name Job TitleEmail Submit
- 15. 15Proprietary & Confidential dataLayer.push({ “event”: “formSubmit”, “jobTitle”: “Analyst” }); Setup in GTM Action Context
- 16. Adobe’s TMSs (DTM & Launch) don’t have a built-in Data Layer Model.
- 17. Up until recently, there was no standardized way of leveraging data layer events for AA.
- 19. How did Adobe folks track non-standard events?
- 20. 20Proprietary & Confidential digitalData { formData:{ jobTitle: “Analyst” } }; Context 1 Populate the data layer 2 Send a trigger to DTM/Launch 1. Direct Call Rule (DCR) _satellite.track(“formSubmit”); OR 2. Custom JS Event var event = new CustomEvent(“formSubmit”); Action So … how did Adobe folks track non-standard events? Then
- 21. But now, there is a better way.
- 22. 22Proprietary & Confidential ● Public Launch Extension ● Dispatches custom DL events ● Provides computed state for DLVs Data Layer Manager Extension
- 23. 23Proprietary & Confidential var measureCamp = window.measureCamp = || [ ]; measureCamp.push({ ‘event’: ‘formSubmit’, ‘jobTitle’: ‘Analyst’ }) Data Layer Manager Extension - Prerequisites ● Build an array-based data layer ● Name it whatever you want ● Push events to the data layer
- 24. 24Proprietary & Confidential var measureCamp = window.measureCamp = || [ ]; Best Practices for Instantiating a Data Layer Set the value of the variable measureCamp... … to whatever is already globally named measureCamp. If measureCamp doesn’t exist, set it to an empty array.
- 25. 25Proprietary & Confidential PreventsOverwriting var measureCamp = window.measureCamp = || [ ]; Prevents Destruction
- 26. 26Proprietary & Confidential ● Specify your data layer’s root object Data Layer Manager Extension - Extension Configuration ● Specify your data layer events
- 27. 27Proprietary & Confidential ● Easily access computed state of the data layer variables (DLVs) Data Layer Manager Extension - Data Elements I
- 28. 28Proprietary & Confidential ● Use the Data Elements to populate custom analytics variables (eVars & sProps) in rules Data Layer Manager Extension - Data Elements II
- 29. 29Proprietary & Confidential ● Use the Data Layer Events as events to trigger your rules Data Layer Manager Extension - Events
- 30. 30Proprietary & Confidential In Summary 1. The EDDL is great for - asynchronous deployments - modern, event-heavy analytics implementations - site performance - SPAs 2. GA folks always liked the EDDL 3. AA folks also like the EDDL
- 31. 31Proprietary & Confidential Data Layer Articles ● https://bnteo.us/data-layer-for-developers ● https://bnteo.us/data-layer-for-non-developers ● https://developers.google.com/tag-manager/devguide ● https://www.simoahava.com/analytics/data-layer/ ● https://tealium.com/resource/fundamentals/what-is-a -data-layer/ ● https://www.w3.org/2013/12/ceddl-201312.pdf EDDL & Data Layer Manager Extension ● https://jimalytics.com/tag-management/the-event-dri ven-data-layer/ ● https://techdocs.searchdiscovery.com/adobe-solution s/adobe-launch/launch-extensions/data-layer-manag er Resources
- 32. 32Proprietary & Confidential General (Adobe-) Analytics Knowledge ● https://www.measure.chat/ ● https://forums.adobe.com/thread/2543670 ● https://docs.adobe.com/content/help/en/analytics/lan ding/home.html ● https://www.youtube.com/channel/UC8I6bqCk7gO6 YdoMz6W5fvw General (Google-) Analytics Podcasts ● https://www.analyticshour.io/ ● https://die-sendung-mit-der-metrik.de/ ● https://www.termfrequenz.de/podcast/beyon d-pageviews-podcast/ ● https://analyticsfreak.com/podcast Resources
- 33. We are hiring like crazy!
- 34. 34Proprietary & Confidential bnteo.us/analytics-career ● Adobe Analytics Consultant ● Adobe Analytics Engineer ● Google Analytics Consultant Current Analytics Openings (All Locations)
- 35. At Measurecamp, you can meet incredibly smart people!
- 36. 36Proprietary & Confidential Maik So...make sure to meet with them! Markus B. Markus V. Helen GA - GADS Webinars Podcast: Die Sendung mit der Metrik Audio Book: Dein Weg zum Webanalysten Podcast: Beyond Pageviews ITP & ETP Book: Google Analytics - Das umfassende Handbuch GMP Con
- 37. Thank You! Adobe Analytics Technical Lead Kevin Haag Email: [email protected] @kevalytics