How the data layer works
This article explains how the data layer works for websites.
The following terms are related to a website data layer and your installation of
- Universal Data Object (
Learn more about how the UDO works.
- Variable types
Learn more about the data layer variable types.
The final data object that combines variables from the UDO with all other variable types from the page. This data is used to evaluate load rules.
Learn more about the built-in variables available in the UDO.
bobject is a copy of
utag.datathat is used for each vendor tag. The
Learn more about the
bobject and how it’s used.
The following graphic shows how individual variables come together to create your Data Layer and how that data flows out to your vendor tags.
Data layer flow
With Tealium install on a web page, the data layer object behaves as follows.
- All variables defined in iQ Tag Managment are identified.
- Variables are combined into
utag.datais copied to the locally-scoped
bobject as needed.
- Extensions run, which might modify the
- Load rules evaluate variables to determine which tags to load and fire.
- Load rules evaluate whether to load event listeners.
- Variable values are mapped to destinations in vendor tags.
- Vendor tags fire and pass variable values according to your data mappings.
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This page was last updated: March 15, 2023