{"id":1740,"date":"2020-09-10T14:09:24","date_gmt":"2020-09-10T12:09:24","guid":{"rendered":"https:\/\/www.trackingninja.de\/understanding-the-matomo-tag-manager-data-layer\/"},"modified":"2021-01-28T11:41:32","modified_gmt":"2021-01-28T10:41:32","slug":"understanding-the-matomo-tag-manager-data-layer","status":"publish","type":"post","link":"https:\/\/www.trackingninja.de\/en\/understanding-the-matomo-tag-manager-data-layer\/","title":{"rendered":"Understanding the Matomo Tag Manager Data Layer"},"content":{"rendered":"<h2><span style=\"font-weight: 400;\">The ultimate guide to mastering the Data Layer<\/span><\/h2>\n<p><span style=\"font-weight: 400;\">The data layer is the solution to enrich the Matomo Tag Manager with data, to provide information to the existing tags and triggers and to use this data for the control of the Tag Manager.<br \/>\n<\/span><span style=\"font-weight: 400;\">Without the data layer, Matomo&#8217;s Tag Manager would have no variables or triggers and that is what the tag firing is based on.<br \/>\n<\/span><span style=\"font-weight: 400;\">So the data layer is the linchpin to unfold the full potential of the Matomo Tag Manager.<br \/>\n<\/span><span style=\"font-weight: 400;\">In this article I will go into all important points concerning Matomo and Data Layer, which you should know.<\/span><\/p>\n<p><span style=\"font-weight: 400;\"><br \/>\nIt is at the same time a help to explain:<br \/>\n<\/span><span style=\"font-weight: 400;\"><br \/>\n<\/span><\/p>\n<h2><span style=\"font-weight: 400;\">Content<\/span><\/h2>\n<ul>\n<li style=\"font-weight: 400;\"><span style=\"text-decoration: underline;\"><a href=\"#Was%20ist%20der%20Data%20Layer\"><span style=\"font-weight: 400;\">What is the data layer?<\/span><\/a><\/span><\/li>\n<li style=\"font-weight: 400;\"><a href=\"#Den%20Data%20Layer%20einbauen%20-%20So%20wird%20er%20implementiert\"><span style=\"text-decoration: underline;\">Installing the Data Layer &#8211; How to implement it<\/span><\/a><\/li>\n<li style=\"font-weight: 400;\"><span style=\"text-decoration: underline;\"><a href=\"#Wie%20benutzt%20der%20Matomo%20Tag%20Manager%20nun%20diese%20Informationen%20%E2%80%93%20Was%20mache%20ich%20damit?\"><span style=\"font-weight: 400;\">How does the Matomo Tag Manager use this information &#8211; What do I do with it?<\/span><\/a><\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"text-decoration: underline;\"><a href=\"#Zusammenfassung\"><span style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Summary<\/span><\/span><\/a><\/span><\/li>\n<\/ul>\n<h3 id=\"Was ist der Data Layer\"><span style=\"font-weight: 400;\"><br \/>\nWhat is the data layer?<\/span><\/h3>\n<p><span style=\"font-weight: 400;\">For many, the data layer is a great unknown, complicated to understand and full of inconsistencies.<\/span><span style=\"font-weight: 400;\"><br \/>\n<\/span><span style=\"font-weight: 400;\">He is the key to unfolding the full potential of the Matomo Tag Manager.<br \/>\nAnd also not so difficult to understand. <\/span><\/p>\n<p>&nbsp;<\/p>\n<p><span style=\"font-weight: 400;\">Technically speaking, the data layer is a JavaScript array that stores the required information.<br \/>\n<\/span><span style=\"font-weight: 400;\">The Tag Manager then uses this information in the tags, triggers and variables.<\/span><span style=\"font-weight: 400;\"><br \/>\n<\/span><span style=\"font-weight: 400;\">This information may also be transferred to other systems, for example via marketing tags on Facebook and Google.<br \/>\n<\/span><del><span style=\"font-weight: 400;\">(Even if this does not necessarily correspond to the basic principle of Matomo)<\/span><\/del><span style=\"font-weight: 400;\"><br \/>\n<\/span><span style=\"font-weight: 400;\">So this array is like a temporary, invisible, further layer of the website.<\/span><span style=\"font-weight: 400;\"><br \/>\n<\/span><span style=\"font-weight: 400;\">The visitors of the website do not see the information and content that the data layer layer has.<\/span><span style=\"font-weight: 400;\"><br \/>\n<\/span><span style=\"font-weight: 400;\">Since it is an invisible part of the website.<\/span><span style=\"font-weight: 400;\"><br \/>\n<\/span><span style=\"text-decoration: underline;\"><a href=\"https:\/\/www.trackingninja.de\/en\/retrieve-matomo-data-layer-via-the-browser-console\/?lang=en\"><span style=\"font-weight: 400;\">Nevertheless, if you know how to do it, you can still access the information.<\/span><\/a><\/span><\/p>\n<p>&nbsp;<\/p>\n<p><span style=\"font-weight: 400;\">Imagine the data layer is like a bucket.<\/span><span style=\"font-weight: 400;\"><br \/>\n<\/span><span style=\"font-weight: 400;\">The bucket can contain different balls, on each ball some information is printed as numbers or words.<\/span><span style=\"font-weight: 400;\"><br \/>\n<\/span><span style=\"font-weight: 400;\">This can be product information, user IDs or the category of the page, for example.<\/span><span style=\"font-weight: 400;\"><br \/>\n<\/span><span style=\"font-weight: 400;\">What is in the bucket of your website can also be recorded and used by the Matomo Tag Manager.<\/span><span style=\"font-weight: 400;\"><br \/>\n<\/span><span style=\"font-weight: 400;\">If you add information, i.e. more balls, to the bucket, the Tag Manager can use them from that point on.<\/span><span style=\"font-weight: 400;\"><br \/>\n<\/span><span style=\"font-weight: 400;\">This can then be used to control triggers for tags or the Matomo Tracking can be enriched with information that it cannot know by default.<\/span><\/p>\n<p>&nbsp;<\/p>\n<p><span style=\"font-weight: 400;\">The following figure shows the function of the data layer.<\/span><\/p>\n<p><a href=\"https:\/\/www.trackingninja.de\/wp-content\/uploads\/2020\/09\/Matomo-Tag-Manager-Data-Layer.png\"><img decoding=\"async\" loading=\"lazy\" class=\"alignnone size-full wp-image-1704\" src=\"https:\/\/www.trackingninja.de\/wp-content\/uploads\/2020\/09\/Matomo-Tag-Manager-Data-Layer.png\" alt=\"Matomo Tag Manager Data Layer\" width=\"680\" height=\"274\" srcset=\"https:\/\/www.trackingninja.de\/wp-content\/uploads\/2020\/09\/Matomo-Tag-Manager-Data-Layer.png 300w, https:\/\/www.trackingninja.de\/wp-content\/uploads\/2020\/09\/Matomo-Tag-Manager-Data-Layer.png 600w, https:\/\/www.trackingninja.de\/wp-content\/uploads\/2020\/09\/Matomo-Tag-Manager-Data-Layer.png 680w\" sizes=\"(max-width: 680px) 100vw, 680px\" \/><\/a><\/p>\n<p><span style=\"font-weight: 400;\">It happens again and again that developers do not know the data layer.<\/span><span style=\"font-weight: 400;\"><br \/>\n<\/span><span style=\"font-weight: 400;\">Because not every website owns it, not everyone who has implemented tracking uses it.<br \/>\n<\/span><span style=\"font-weight: 400;\">But to have a clean tracking and to simplify the work between analysts, developers and external consultants, it is recommended to know it and also to know how such a data layer works.<\/span><\/p>\n<p>&nbsp;<\/p>\n<h3 id=\"Den Data Layer einbauen - So wird er implementiert\"><span style=\"font-weight: 400;\">Installing the Data Layer &#8211; How to implement it<\/span><\/h3>\n<p><span style=\"font-weight: 400;\">It often happens that the question is asked how a data layer is to be built into the website.<\/span><span style=\"font-weight: 400;\"><br \/>\n<\/span><a href=\"https:\/\/developer.matomo.org\/guides\/tagmanager\/settingup\"><br \/>\n<span style=\"font-weight: 400;\"><br \/>\n<span style=\"text-decoration: underline;\">The documentation of Matomo<\/span><br \/>\n<\/span><br \/>\n<\/a><span style=\"font-weight: 400;\"> can be somewhat confusing.<br \/>\n<\/span><a href=\"https:\/\/developer.matomo.org\/guides\/tagmanager\/embedding\"><br \/>\n<span style=\"font-weight: 400;\"><br \/>\n<span style=\"text-decoration: underline;\">Also in the help for embedding the Tag Manager<\/span><br \/>\n<\/span><br \/>\n<\/a><span style=\"font-weight: 400;\"> it is often not immediately clear what to do.<br \/>\n<\/span><span style=\"font-weight: 400;\"><br \/>\n<\/span><span style=\"font-weight: 400;\">If no additional page information needs to be available at the time of loading the Tag Manager, such as user IDs or product data, there is nothing else to do than to include the Matomo Tag Manager code in the source code of the page.<br \/>\n<\/span><span style=\"font-weight: 400;\">Because as soon as the JavaScript snippet of the Matomo Tag Manager is inserted into the source code of the website and it is loaded by a page visit, the data layer is automatically initiated by the JavaScript snippet.<br \/>\nNow the data layer is available, but it is still empty.<\/span><\/p>\n<p><span style=\"font-weight: 400;\"><br \/>\nBut as you can imagine it is possible to extend the Matomo Data Layer.<br \/>\nFor this purpose, data and information is added or overwritten.<br \/>\n<\/span><span style=\"font-weight: 400;\">They are present until a page change takes place or the page is reloaded.<br \/>\n<\/span><span style=\"font-weight: 400;\">Adding user- or page-specific information I will explain in more detail in the further course of this article.<\/span><span style=\"font-weight: 400;\"><br \/>\n<\/span><span style=\"font-weight: 400;\">But since such information mostly comes from the backend or is collected via a tracking script, it is good if a web developer takes care of it.<\/span><span style=\"font-weight: 400;\"><br \/>\n<\/span><\/p>\n<p>&nbsp;<\/p>\n<p>&nbsp;<\/p>\n<p><strong>Here is an example of the container snippet of Matomo Tag Manager.<\/strong><\/p>\n<p>It is available for every Matomo installation and can be easily removed in the settings by copy&amp;paste.<\/p>\n<pre class=\"EnlighterJSRAW\" data-enlighter-language=\"js\" data-enlighter-theme=\"bootstrap4\">&lt;Matomo Tag Manager.&gt;\r\n&lt;script type=\"text\/javascript\"&gt;\r\n  var _mtm = window._mtm = window._mtm [];\r\n  _mtm.push({'mtm.startTime': (new Date().getTime()), 'event': 'mtm.Start'})\r\n  var d=document, g=d.createElement('script'), s=d.getElementsByTagName('script')[0];\r\n  g.type='text\/javascript'; g.async=true; g.src='https:\/\/{$MATOMO_URL}\/js\/container_{$CONTAINER}.js'; s.parentNode.insertBefore(g,s);\r\n&lt;\/script&gt;\r\n&lt;End Matomo Tag Manager.&gt;\r\n<\/pre>\n<p>&nbsp;<\/p>\n<h4><span style=\"font-weight: 400;\">Declare the data layer<\/span><\/h4>\n<p><span style=\"font-weight: 400;\">How is the data inserted into the data layer?<\/span><span style=\"font-weight: 400;\"><br \/>\n<\/span><span style=\"font-weight: 400;\">Because once the data layer is created it is (almost) empty from the beginning.<br \/>\n<\/span><span style=\"font-weight: 400;\">To get the full benefit <\/span><del><br \/>\n<span style=\"font-weight: 400;\">and fun<\/span><br \/>\n<\/del><span style=\"font-weight: 400;\"> to have data to be added.<br \/>\n<\/span><span style=\"font-weight: 400;\">Imagine that you now fill your empty bucket with balls, which of course have all kinds of information printed on them.<br \/>\n<\/span><\/p>\n<p><span style=\"font-weight: 400;\">There are two ways to do this:<\/span><\/p>\n<ol>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Deploy the Matomo Data Layer before the Matomo Tag Manager Code<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">by &#8220;pushing&#8221;<\/span> <span style=\"font-weight: 400;\">of information by means of a <\/span><b>_mtm.push<\/b><\/li>\n<\/ol>\n<p>&nbsp;<\/p>\n<h5><span style=\"font-weight: 400;\">Declare the data layer &#8211; Deploy the Matomo data layer before the Matomo Tag Manager code<\/span><\/h5>\n<p><span style=\"font-weight: 400;\">In my opinion, the first method belongs on every website.<br \/>\nSo that you can get them tracked properly.<\/span><span style=\"font-weight: 400;\"><br \/>\n<\/span><span style=\"font-weight: 400;\">To do this, insert <strong>the data layer before the Tag Manager Code<\/strong>.<\/span><span style=\"font-weight: 400;\"><br \/>\n<\/span><span style=\"font-weight: 400;\">Based on values provided by the CMS, the Tag Manager can then be enriched with this information.<br \/>\n<\/span><span style=\"font-weight: 400;\">Via the Tag Manager settings (variables) they can then be captured when the page is called up and forwarded to Matomo Tracking.<br \/>\n<\/span><span style=\"font-weight: 400;\">This way you can provide for example product data, page ID (some of you know it from WordPress) or, if a user is already logged in, the user ID.<br \/>\nStandard Tracking cannot collect or know such information.<br \/>\nSo we help with this and organize what is recorded and tracked.<br \/>\n<\/span><span style=\"font-weight: 400;\">And since these values already exist when the Tag Manager is loaded, it can also use them for custom dimensions or event tags.<\/span><\/p>\n<p><span style=\"font-weight: 400;\"><br \/>\n<\/span><span style=\"font-weight: 400;\">It could look like this:<\/span><span style=\"font-weight: 400;\"><br \/>\n<\/span><\/p>\n<pre class=\"EnlighterJSRAW\" data-enlighter-language=\"js\" data-enlighter-theme=\"bootstrap4\">&lt;Static data layer.&gt;\r\n&lt;script&gt;var_mtm = _mtm|| [];\r\n_mtm.push({\r\n'pageValue': '0.5',\r\n'pageTitle': document.title\r\n});\r\n&lt;\/script&gt;\r\n&lt;Static Data Layer End --&gt;\r\n\r\n\r\n&lt;Matomo Tag Manager.&gt;\r\n&lt;script type=\"text\/javascript\"&gt;\r\nvar _mtm = _mtm [];\r\n_mtm.push({'mtm.startTime': (new Date().getTime()), 'event': 'mtm.Start'})\r\nvar d=document, g=d.createElement('script'), s=d.getElementsByTagName('script')[0];\r\ng.type='text\/javascript'; g.async=true; g.defer=true; g.src='https:\/\/your.domain.de\/js\/container_12345.js'; s.parentNode.insertBefore(g,s);&lt;\/script&gt;\r\n&lt;Matomo Tag Manager.&gt;\r\n<\/pre>\n<p>&nbsp;<\/p>\n<h5><span style=\"font-weight: 400;\">_mtm.push<\/span><\/h5>\n<p><span style=\"font-weight: 400;\">The following method is used to fill the data layer with additional information.<br \/>\nPush commands are used to enrich the data layer, the array, with additional attributes.<br \/>\nThe Tag Manager can then record these events and send them to Matomo Tracking.<\/span><\/p>\n<p>&nbsp;<\/p>\n<p><strong>Here are a few examples.<\/strong><\/p>\n<p>&nbsp;<\/p>\n<p><em><span style=\"font-weight: 400;\">Write a variable to the data layer, make it available:<\/span><\/em><\/p>\n<pre class=\"EnlighterJSRAW\" data-enlighter-language=\"js\" data-enlighter-theme=\"bootstrap4\">var _mtm = _mtm [];\r\nwindow._mtm.push({\r\n  \"productColor\": \"black\r\n});\r\n<\/pre>\n<p><span style=\"font-weight: 400;\"><br \/>\n<em>Write a specific event to the data layer:<\/em><\/span><\/p>\n<pre class=\"EnlighterJSRAW\" data-enlighter-language=\"js\" data-enlighter-theme=\"bootstrap4\">var _mtm = _mtm [];\r\nwindow._mtm.push({\r\n  'event': 'purchase'\r\n});\r\n<\/pre>\n<p>&nbsp;<\/p>\n<p><em><span style=\"font-weight: 400;\">A site visitor has added a product to the shopping cart:<\/span><\/em><\/p>\n<pre class=\"EnlighterJSRAW\" data-enlighter-language=\"js\" data-enlighter-theme=\"bootstrap4\">var _mtm = _mtm [];\r\nwindow._mtm.push({\r\n  'event': 'addToCard',\r\n  'productID': 'A1B2C3',\r\n  productPrice: '123\r\n});\r\n<\/pre>\n<p>&nbsp;<\/p>\n<p><span style=\"font-weight: 400;\"><strong>Note:<\/strong> It is not absolutely necessary to use <strong>window._mtm<\/strong>.<\/span><span style=\"font-weight: 400;\"><br \/>\n<\/span><span style=\"font-weight: 400;\">But it has already proven to be helpful with one or the other website.<\/span><\/p>\n<p>&nbsp;<\/p>\n<h3 id=\"Wie benutzt der Matomo Tag Manager nun diese Informationen \u2013 Was mache ich damit?\"><span style=\"font-weight: 400;\">How does the Matomo Tag Manager use this information &#8211; What do I do with it?<\/span><\/h3>\n<p>&nbsp;<\/p>\n<p><span style=\"font-weight: 400;\">The Matomo Tag Manager can do two things with it.<\/span><\/p>\n<p>&nbsp;<\/p>\n<ol>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\"> It can read certain values assigned to a variable.<\/span><span style=\"font-weight: 400;\"><br \/>\n<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\"> With the event information, he can listen for these and then fire certain tags via a trigger (also known as impulse).<\/span><\/li>\n<\/ol>\n<p>&nbsp;<\/p>\n<h4><span style=\"font-weight: 400;\">Reading variables<\/span><\/h4>\n<p><span style=\"font-weight: 400;\">Now let&#8217;s assume your website has different categories.<\/span><span style=\"font-weight: 400;\"><br \/>\n<\/span><span style=\"font-weight: 400;\">A blog, contact, home page and maybe even a product overview and product detail page.<br \/>\n<\/span><span style=\"font-weight: 400;\">Matomo cannot know where the visitor of the site is at the moment.<br \/>\n<\/span><span style=\"font-weight: 400;\">If you want to record all actions and events, by category or page type, you must provide additional information.<br \/>\n<\/span><span style=\"font-weight: 400;\">You can provide it via the data layer of the Matomo Tag Manager.<br \/>\n<\/span><span style=\"font-weight: 400;\">For this purpose, a static data layer must be provided before the container Snipped.<\/span><span style=\"font-weight: 400;\"><br \/>\n<\/span><span style=\"font-weight: 400;\"><br \/>\n<\/span><em><span style=\"font-weight: 400;\">It could look like this:<\/span><\/em><span style=\"font-weight: 400;\"><br \/>\n<\/span><\/p>\n<pre class=\"EnlighterJSRAW\" data-enlighter-language=\"js\" data-enlighter-theme=\"bootstrap4\">&lt;head&gt;\r\n&lt;script&gt; var _mtm = _mtm [];\r\n_mtm.push ({\r\n'pageCategory': 'Blog'\r\n});\r\n&lt;\/script&gt;\r\n&lt;script&gt;\r\n&lt;Matomo Tag Manager.&gt;\r\n&lt;! -- ....abcs.js... --&gt;\r\n&lt;End Matomo Tag Manager.&gt;\r\n&lt;\/script&gt;\r\n&lt;\/head&gt;<\/pre>\n<p><span style=\"font-weight: 400;\">Now Matomo can read out the stored value from the data layer right at loading and you can add it, for example, to a custom dimension.<\/span><span style=\"font-weight: 400;\"><br \/>\n<\/span><span style=\"font-weight: 400;\">This would make it possible to group all page categories such as the blog, product overview pages or the detail pages and compare their performance.<\/span><\/p>\n<p><span style=\"font-weight: 400;\"><br \/>\n<\/span><em>Here <a href=\"https:\/\/demo.matomo.org\/index.php?module=CoreHome&amp;action=index&amp;idSite=62&amp;period=day&amp;date=yesterday#?idSite=62&amp;period=day&amp;date=yesterday&amp;segment=&amp;category=General_Actions&amp;subcategory=customdimension5\"><br \/>\n<span style=\"text-decoration: underline;\">a nice example from the Matomo Demo<\/span><br \/>\n<\/a>.<\/em><em><br \/>\n<\/em><\/p>\n<p><strong><br \/>\n<\/strong><em>Another example based on a user who is logged in to the website via his account:<\/em><strong><br \/>\n<\/strong><span style=\"font-weight: 400;\">A user is logged in via the backend of the page and has already received the value &#8216;Internal&#8217; (by a previous data layer push) when visiting the page.<br \/>\nWhen the page is called up (Pageview Event in the Tag Manager) it already has a defined userType.<br \/>\nThe userType is a variable from the data layer of the Tag Manager, which the page owner has created there.<\/span><\/p>\n<p>&nbsp;<\/p>\n<h5>The Matomo Tag Manager Data Layer<\/h5>\n<p><a href=\"https:\/\/www.trackingninja.de\/wp-content\/uploads\/2020\/09\/user-logged-in.png\"><img decoding=\"async\" loading=\"lazy\" class=\"alignnone size-full wp-image-1705\" src=\"https:\/\/www.trackingninja.de\/wp-content\/uploads\/2020\/09\/user-logged-in.png\" alt=\"user-logged-in\" width=\"1542\" height=\"231\" srcset=\"https:\/\/www.trackingninja.de\/wp-content\/uploads\/2020\/09\/user-logged-in.png 300w, https:\/\/www.trackingninja.de\/wp-content\/uploads\/2020\/09\/user-logged-in.png 1024w, https:\/\/www.trackingninja.de\/wp-content\/uploads\/2020\/09\/user-logged-in.png 768w, https:\/\/www.trackingninja.de\/wp-content\/uploads\/2020\/09\/user-logged-in.png 1536w, https:\/\/www.trackingninja.de\/wp-content\/uploads\/2020\/09\/user-logged-in.png 600w, https:\/\/www.trackingninja.de\/wp-content\/uploads\/2020\/09\/user-logged-in.png 1542w\" sizes=\"(max-width: 1542px) 100vw, 1542px\" \/><\/a><\/p>\n<p>&nbsp;<\/p>\n<p><a href=\"https:\/\/www.trackingninja.de\/wp-content\/uploads\/2020\/09\/user_internal_matomo-Variables.png\"><img decoding=\"async\" loading=\"lazy\" class=\"alignnone size-full wp-image-1706\" src=\"https:\/\/www.trackingninja.de\/wp-content\/uploads\/2020\/09\/user_internal_matomo-Variables.png\" alt=\"user_internal_matomo - Variables\" width=\"609\" height=\"241\" srcset=\"https:\/\/www.trackingninja.de\/wp-content\/uploads\/2020\/09\/user_internal_matomo-Variables.png 300w, https:\/\/www.trackingninja.de\/wp-content\/uploads\/2020\/09\/user_internal_matomo-Variables.png 600w, https:\/\/www.trackingninja.de\/wp-content\/uploads\/2020\/09\/user_internal_matomo-Variables.png 609w\" sizes=\"(max-width: 609px) 100vw, 609px\" \/><\/a><\/p>\n<p>&nbsp;<\/p>\n<p><span style=\"font-weight: 400;\"><br \/>\nWhen logging off, the variable is updated via a data layer push.<br \/>\nThis happens, for example, via a script that manages the login function.<\/span><\/p>\n<p>&nbsp;<\/p>\n<p>&nbsp;<\/p>\n<pre class=\"EnlighterJSRAW\" data-enlighter-language=\"js\" data-enlighter-theme=\"bootstrap4\">_mtm.push({\r\n  'event': 'mtEvent',\r\n  'userType': 'undefined'\r\n  });\r\n<\/pre>\n<p><a href=\"https:\/\/www.trackingninja.de\/wp-content\/uploads\/2020\/09\/user-undefined-tempsnip.png\"><img decoding=\"async\" loading=\"lazy\" class=\"alignnone size-full wp-image-1707\" src=\"https:\/\/www.trackingninja.de\/wp-content\/uploads\/2020\/09\/user-undefined-tempsnip.png\" alt=\"user-undefined\" width=\"836\" height=\"245\" srcset=\"https:\/\/www.trackingninja.de\/wp-content\/uploads\/2020\/09\/user-undefined-tempsnip.png 300w, https:\/\/www.trackingninja.de\/wp-content\/uploads\/2020\/09\/user-undefined-tempsnip.png 768w, https:\/\/www.trackingninja.de\/wp-content\/uploads\/2020\/09\/user-undefined-tempsnip.png 600w, https:\/\/www.trackingninja.de\/wp-content\/uploads\/2020\/09\/user-undefined-tempsnip.png 836w\" sizes=\"(max-width: 836px) 100vw, 836px\" \/><\/a><\/p>\n<p>&nbsp;<\/p>\n<p>What happened here?<br \/>\nThe <em>data layer push event<\/em> sent an event with the name <em>mtEvent<\/em> to the data layer.<br \/>\nIn addition, the variable <em>userType <\/em> was rewritten with a value of <em>undefined <\/em>(as string).<br \/>\nSince the user is no longer logged in, he will be marked as &#8220;undefined&#8221; on each subsequent visit to the site.<\/p>\n<p>&nbsp;<\/p>\n<h5>The comparison with the sticker<\/h5>\n<p>You can imagine it as if you can enter a house through two doors.<br \/>\nIf you take the left door you get a blue sticker, if you go through the right door you get a red sticker.<br \/>\nThis attribute is valid until you remove the sticker.<br \/>\nBut now you can change, remove or update these attributes.<br \/>\nThis would give you more stickers, remove or exchange them.<br \/>\nAnd through this one could then make certain classifications.<br \/>\nNo matter which room you enter in the house, those present there could see which attributes you possess via the stickers.<\/p>\n<p><em><br \/>\nAttention:<\/em><br \/>\nIt is always the last set value of the same variable that is considered current.<br \/>\nThe update overwrites the previous value!<br \/>\nA new data layer must be created for each page.<br \/>\nA good example for a better understanding is:<br \/>\nWhen switching from the start page to the contact form, the data layer is not transferred.<br \/>\nThis also makes sense, since the attributes can change.<\/p>\n<p>&nbsp;<\/p>\n<h5>Intercept values from variables<\/h5>\n<p><span style=\"font-weight: 400;\">Let&#8217;s follow the example with the variable userType.<br \/>\nIn the Matomo Tag Manager you can catch the value of the variable userType with the help of a variable.<br \/>\n<\/span>This variable must be available first.<br \/>\nTo do this, a variable must be created in the Tag Manager, under Variables.<br \/>\nTo do this, simply call up this area in the Tag Manager and select <em>CREATE NEW VARIBLE.<\/em><\/p>\n<p>&nbsp;<\/p>\n<p><a href=\"https:\/\/www.trackingninja.de\/wp-content\/uploads\/2020\/09\/Tag-Manager-Variablen.png\"><img decoding=\"async\" loading=\"lazy\" class=\"size-full wp-image-1709 alignnone\" src=\"https:\/\/www.trackingninja.de\/wp-content\/uploads\/2020\/09\/Tag-Manager-Variablen.png\" alt=\"Tag Manager - Variables\" width=\"271\" height=\"641\" srcset=\"https:\/\/www.trackingninja.de\/wp-content\/uploads\/2020\/09\/Tag-Manager-Variablen.png 127w, https:\/\/www.trackingninja.de\/wp-content\/uploads\/2020\/09\/Tag-Manager-Variablen.png 271w\" sizes=\"(max-width: 271px) 100vw, 271px\" \/><\/a><\/p>\n<p><a href=\"https:\/\/www.trackingninja.de\/wp-content\/uploads\/2020\/09\/user_internal_matomo_variable_overview.png\"><img decoding=\"async\" loading=\"lazy\" class=\"size-full wp-image-1710 alignnone\" src=\"https:\/\/www.trackingninja.de\/wp-content\/uploads\/2020\/09\/user_internal_matomo_variable_overview.png\" alt=\"user_internal_matomo_variable_overview\" width=\"1004\" height=\"843\" srcset=\"https:\/\/www.trackingninja.de\/wp-content\/uploads\/2020\/09\/user_internal_matomo_variable_overview.png 300w, https:\/\/www.trackingninja.de\/wp-content\/uploads\/2020\/09\/user_internal_matomo_variable_overview.png 768w, https:\/\/www.trackingninja.de\/wp-content\/uploads\/2020\/09\/user_internal_matomo_variable_overview.png 600w, https:\/\/www.trackingninja.de\/wp-content\/uploads\/2020\/09\/user_internal_matomo_variable_overview.png 1004w\" sizes=\"(max-width: 1004px) 100vw, 1004px\" \/><\/a><\/p>\n<p><a href=\"https:\/\/www.trackingninja.de\/wp-content\/uploads\/2020\/09\/Matomo-Variable.png\"><img decoding=\"async\" loading=\"lazy\" class=\"alignnone size-full wp-image-1708\" src=\"https:\/\/www.trackingninja.de\/wp-content\/uploads\/2020\/09\/Matomo-Variable.png\" alt=\"Matomo - Variable\" width=\"554\" height=\"791\" srcset=\"https:\/\/www.trackingninja.de\/wp-content\/uploads\/2020\/09\/Matomo-Variable.png 210w, https:\/\/www.trackingninja.de\/wp-content\/uploads\/2020\/09\/Matomo-Variable.png 554w\" sizes=\"(max-width: 554px) 100vw, 554px\" \/><\/a><\/p>\n<p><span style=\"font-weight: 400;\"><br \/>\nBy this you add an additional varibale to the Matomo Tag Manager Data Layer.<br \/>\nThis can then be used.<\/span><\/p>\n<p>&nbsp;<\/p>\n<p>I hope that this example makes it a little bit more understandable what the Matomo Data Layer is and how to use the Data Layer.<br \/>\nA variable was created for this purpose and a new value was assigned to it as an example.<br \/>\nWhere does that leave us?<br \/>\nBased on events, tags and the variables, you can create a tailor-made tracking based on the necessary requirements.<br \/>\nThis could then enable the following interaction.<br \/>\nAn event can act as a trigger, then a tag is fired, e.g. a download event, which should be recorded in Matomo.<br \/>\nThis tag for contains a custom dimension, which gets its value from an existing variable.<\/p>\n<p>&nbsp;<\/p>\n<h3 id=\"Zusammenfassung\"><span style=\"font-weight: 400;\">Summary:<\/span><\/h3>\n<p><span style=\"font-weight: 400;\">This was certainly not so easy now (and the contribution will grow a little bit with time).<br \/>\n<\/span><span style=\"font-weight: 400;\">Since the use of variables and tags has not yet been explained in detail.<\/span><\/p>\n<p>&nbsp;<\/p>\n<p><span style=\"font-weight: 400;\">Matomo Tag Manager Data Layer is an important part of Matomo Tracking.<\/span><span style=\"font-weight: 400;\"><br \/>\n<\/span><span style=\"font-weight: 400;\">Event tracking can thus be made more dynamic, a new tag does not need to be created for all page interactions.<\/span><span style=\"font-weight: 400;\"><br \/>\n<\/span><span style=\"font-weight: 400;\">So it allows us to capture interactions (using them as triggers) and retrieve additional data about the interaction or the page content (using the variables of the data layer).<\/span><span style=\"font-weight: 400;\"><br \/>\n<\/span><span style=\"font-weight: 400;\"><br \/>\n<\/span><span style=\"font-weight: 400;\">I am aware that at the beginning it is difficult to internalize and apply this concept.<br \/>\nEven more so because this article <del>still<\/del> does not represent everything that is possible.<br \/>\n<\/span><span style=\"font-weight: 400;\">Try it out!<\/span><\/p>\n<p>Feel free to leave a comment on the page or<span style=\"text-decoration: underline;\"><a href=\"https:\/\/www.trackingninja.de\/en\/contact\/?lang=en\"> contact me if you have any questions.<\/a><\/span><\/p>\n","protected":false},"excerpt":{"rendered":"<p>The ultimate guide to mastering the Data Layer The data layer is the solution to enrich the Matomo Tag Manager with data, to provide information to the existing tags and [&hellip;]<\/p>\n","protected":false},"author":2,"featured_media":1711,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[39,38],"tags":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v22.5 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Understanding the Matomo Tag Manager Data Layer - Ultimate Guide<\/title>\n<meta name=\"description\" content=\"The 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