Financial services data layer specification
This article provides the data layer definition for financial services business, such as banking, credit cards, loans, and investment platforms.
Data layer attributes
| Variable | Description | Example | Type |
|---|---|---|---|
account_balance | Current balance of the primary account in view, as a string with only digits and decimal | 1543.27 | String |
account_currency_code | Currency code of the account in view | EUR | String |
account_id | Unique ID for the account in view | ACC123456 | String |
account_masked_number | Masked account or card number | •••• •••• •••• 1234 | String |
account_status | Status of the account | active | String |
account_tenure | Tenure of the account in months or years | 3_years | String |
account_type | Type of account | checking | String |
application_channel | Channel where the product application is initiated | web | String |
application_decision | Final decision of the application | approved | String |
application_id | Unique ID for the product application | APP987654 | String |
application_stage | Current step in the application flow | document_upload | String |
application_status | Status of the application | in_review | String |
customer_city | Customer’s city of residence | Frankfurt | String |
customer_country | Customer’s country of residence | Germany | String |
customer_email | Customer’s email address | user@example.com | String |
customer_first_name | First name of the customer | John | String |
customer_id | Unique customer ID | CUST8237572 | String |
customer_last_name | Last name of the customer | Smith | String |
customer_postal_code | Customer’s postal code | 60311 | String |
customer_segment | Bank-defined segment for the customer | premium | String |
customer_state | Customer’s state/region of residence | HE | String |
device_type | Device type used to access the site or app | mobile | String |
event_name | Tealium variable to identify unique events | application_start | String |
language_code | Language code | de | String |
link_category | During click tracking events, the category of the element clicked | Header | String |
link_name | During click tracking events, the name of the element clicked | Login | String |
login_method | Method used to log in | username_password | String |
page_name | Tealium variable to identify the page name | Account Overview | String |
page_type | Type of page | account_overview | String |
product_category | Higher-level financial product grouping | lending | String |
product_id | Product identifier used internally for the financial product | CC_GOLD_01 | String |
product_name | Display name of the financial product | Gold Credit Card | String |
product_subcategory | More granular grouping of the financial product | credit_card | String |
referral_source | Source or partner that referred the visitor | partner_portal | String |
risk_profile | Risk profile or suitability band (when applicable and compliant) | balanced | String |
search_keyword | Text value entered in the on‑site search | credit card | String |
search_results | Number of results returned by search | 23 | String |
session_id | Unique identifier of the current session | 8f23c7e9-1234-5678 | String |
site_section | High-level section of the site or app | Retail Banking | String |
transaction_amount | Monetary amount of the transaction as a string with only digits and decimal | 250.00 | String |
transaction_category | Category of the transaction | transfer | String |
transaction_currency_code | Currency code for the transaction | EUR | String |
transaction_date | Transaction date in ISO 8601 format | 2026-02-11 | String |
transaction_id | Unique ID of the transaction | TXN567890 | String |
transaction_method | Method used for the transaction | wire | String |
transaction_status | Status of the transaction | success | String |
transaction_type | Type of transaction | outgoing | String |
user_auth_state | Indicates whether the user is authenticated | authenticated | String |
user_login_state | Login state of the user | logged_in | String |
user_role | Role of the logged in user (if applicable) | primary_holder | String |
Tracked pages
Home Page
| Event Name | Description | Sample URL |
|---|---|---|
page_view | The public landing page for the bank or financial institution. | https://www.example.com/ |
Sample:
{
"country_code" : "de",
"language_code" : "de",
"page_name" : "Homepage",
"page_type" : "home",
"site_section" : "Public",
"user_auth_state" : "unauthenticated",
"tealium_event" : "page_view"
}
Account Overview Page
| Event Name | Description | Sample URL |
|---|---|---|
page_view | The authenticated account overview, listing key accounts and balances. | https://www.example.com/online-banking/accounts/overview |
Sample:
{
"country_code" : "de",
"language_code" : "de",
"page_name" : "Account Overview",
"page_type" : "account_overview",
"site_section" : "Retail Banking",
"user_auth_state" : "authenticated",
"customer_id" : "CUST8237572",
"customer_segment" : "premium",
"account_id" : "ACC123456",
"account_type" : "checking",
"account_currency_code" : "EUR",
"account_balance" : "1543.27",
"tealium_event" : "page_view"
}
Account Detail Page
| Event Name | Description | Sample URL |
|---|---|---|
account_view | A specific account detail page, usually showing recent transactions. | https://www.example.com/online-banking/accounts/checking/ACC123456 |
Sample:
{
"country_code" : "de",
"language_code" : "de",
"page_name" : "Checking Account Detail",
"page_type" : "account_detail",
"site_section" : "Retail Banking",
"user_auth_state" : "authenticated",
"customer_id" : "CUST8237572",
"account_id" : "ACC123456",
"account_type" : "checking",
"account_currency_code" : "EUR",
"account_balance" : "1543.27",
"tealium_event" : "account_view"
}
Product Listing Page
| Event Name | Description | Sample URL |
|---|---|---|
page_view | A product or offer listing page (for example, all credit cards). | https://www.example.com/products/credit-cards/ |
Sample:
{
"country_code" : "de",
"language_code" : "de",
"page_name" : "Credit Cards Overview",
"page_type" : "product_listing",
"site_section" : "Products",
"product_category" : "lending",
"product_subcategory": "credit_card",
"tealium_event" : "page_view"
}
Product Detail Page
| Event Name | Description | Sample URL |
|---|---|---|
product_view | A financial product detail page. | https://www.example.com/products/credit-cards/gold-card |
Sample:
{
"country_code" : "de",
"language_code" : "de",
"page_name" : "Gold Credit Card",
"page_type" : "product_detail",
"site_section" : "Products",
"product_id" : "CC_GOLD_01",
"product_name" : "Gold Credit Card",
"product_category" : "lending",
"product_subcategory" : "credit_card",
"tealium_event" : "product_view"
}
Search Page
| Event Name | Description | Sample URL |
|---|---|---|
search | An on-site search results page. | https://www.example.com/search?query=credit+card |
Sample:
{
"country_code" : "de",
"language_code" : "de",
"page_name" : "Search Results",
"page_type" : "search",
"site_section" : "Public",
"search_keyword" : "credit card",
"search_results" : "23",
"tealium_event" : "search"
}
Login Page
| Event Name | Description | Sample URL |
|---|---|---|
page_view | Online banking login page. | https://www.example.com/online-banking/login |
Sample:
{
"country_code" : "de",
"language_code" : "de",
"page_name" : "Online Banking Login",
"page_type" : "login",
"site_section" : "Retail Banking",
"user_auth_state" : "unauthenticated",
"tealium_event" : "page_view"
}
Application Flow Pages
| Event Name | Description | Sample URL |
|---|---|---|
application_view | A step in the product application journey (for example, viewing the personal details screen). | https://www.example.com/apply/credit-card/personal-details |
Sample:
{
"country_code" : "de",
"language_code" : "de",
"page_name" : "Credit Card Application - Personal Details",
"page_type" : "application",
"site_section" : "Applications",
"product_id" : "CC_GOLD_01",
"product_name" : "Gold Credit Card",
"product_category" : "lending",
"product_subcategory" : "credit_card",
"application_id" : "APP987654",
"application_stage" : "personal_details",
"application_status" : "in_progress",
"tealium_event" : "application_view"
}
Application Complete Page
| Event Name | Description | Sample URL |
|---|---|---|
application_complete | Application confirmation page (for example, approval or submission received). | https://www.example.com/apply/credit-card/confirmation |
Sample:
{
"country_code" : "de",
"language_code" : "de",
"page_name" : "Credit Card Application - Confirmation",
"page_type" : "application_confirmation",
"site_section" : "Applications",
"product_id" : "CC_GOLD_01",
"product_name" : "Gold Credit Card",
"application_id" : "APP987654",
"application_stage" : "confirmation",
"application_status" : "completed",
"application_decision": "approved",
"tealium_event" : "application_complete"
}
Profile / Settings Page
| Event Name | Description | Sample URL |
|---|---|---|
page_view | User profile or settings pages (for example, contact details, security settings). | https://www.example.com/online-banking/profile |
Sample:
{
"country_code" : "de",
"language_code" : "de",
"page_name" : "Profile Settings",
"page_type" : "account",
"site_section" : "Profile",
"user_auth_state" : "authenticated",
"customer_id" : "CUST8237572",
"tealium_event" : "page_view"
}
Tracked events
Login Success
| Event Name | Description |
|---|---|
login_success | Upon successful authentication. |
Sample:
{
"customer_id" : "CUST8237572",
"user_auth_state" : "authenticated",
"login_method" : "username_password",
"device_type" : "mobile",
"tealium_event" : "login_success"
}
Login Failure
| Event Name | Description |
|---|---|
login_failure | Upon an unsuccessful login attempt (no sensitive credentials captured). |
Sample:
{
"user_auth_state" : "unauthenticated",
"login_method" : "username_password",
"device_type" : "desktop",
"tealium_event" : "login_failure"
}
Transaction Initiated
| Event Name | Description |
|---|---|
transaction_initiated | Upon a user submitting details to start a transaction (for example, transfer, payment). |
Sample:
{
"customer_id" : "CUST8237572",
"account_id" : "ACC123456",
"transaction_id" : "TXN567890",
"transaction_type" : "outgoing",
"transaction_category" : "transfer",
"transaction_currency_code" : "EUR",
"transaction_amount" : "250.00",
"transaction_status" : "initiated",
"tealium_event" : "transaction_initiated"
}
Transaction Success
| Event Name | Description |
|---|---|
transaction_success | Upon a transaction being successfully completed. |
Sample:
{
"customer_id" : "CUST8237572",
"account_id" : "ACC123456",
"transaction_id" : "TXN567890",
"transaction_type" : "outgoing",
"transaction_category" : "transfer",
"transaction_currency_code" : "EUR",
"transaction_amount" : "250.00",
"transaction_status" : "success",
"tealium_event" : "transaction_success"
}
Transaction Failure
| Event Name | Description |
|---|---|
transaction_failure | Upon a transaction failing (for example, insufficient funds, technical error). |
Sample:
{
"customer_id" : "CUST8237572",
"account_id" : "ACC123456",
"transaction_id" : "TXN567890",
"transaction_type" : "outgoing",
"transaction_category" : "transfer",
"transaction_currency_code" : "EUR",
"transaction_amount" : "250.00",
"transaction_status" : "failed",
"tealium_event" : "transaction_failure"
}
Application Start
| Event Name | Description |
|---|---|
application_start | Upon a user starting a new product application. |
Sample:
{
"customer_id" : "CUST8237572",
"product_id" : "CC_GOLD_01",
"product_name" : "Gold Credit Card",
"product_category" : "lending",
"product_subcategory" : "credit_card",
"application_id" : "APP987654",
"application_channel" : "web",
"application_stage" : "start",
"application_status" : "in_progress",
"tealium_event" : "application_start"
}
Application Step
| Event Name | Description |
|---|---|
application_step | Upon each intermediate step of the application flow. |
Sample:
{
"customer_id" : "CUST8237572",
"product_id" : "CC_GOLD_01",
"application_id" : "APP987654",
"application_stage" : "income_details",
"application_status" : "in_progress",
"tealium_event" : "application_step"
}
Application Outcome
| Event Name | Description |
|---|---|
application_outcome | When the application receives a decision. |
Sample:
{
"customer_id" : "CUST8237572",
"product_id" : "CC_GOLD_01",
"application_id" : "APP987654",
"application_stage" : "decision",
"application_status" : "completed",
"application_decision" : "approved",
"tealium_event" : "application_outcome"
}
User Registration
| Event Name | Description |
|---|---|
user_register | Upon successful new user registration. |
Sample:
{
"customer_city" : "Frankfurt",
"customer_country" : "Germany",
"customer_email" : "john.smith@example.com",
"customer_first_name" : "John",
"customer_id" : "CUST8237572",
"customer_last_name" : "Smith",
"customer_postal_code" : "60311",
"customer_state" : "HE",
"tealium_event" : "user_register"
}
User Profile Update
| Event Name | Description |
|---|---|
user_update | Upon successful update of profile information. |
Sample:
{
"customer_city" : "Frankfurt",
"customer_country" : "Germany",
"customer_email" : "john.smith@example.com",
"customer_first_name" : "John",
"customer_id" : "CUST8237572",
"customer_last_name" : "Smith",
"customer_postal_code" : "60311",
"customer_state" : "HE",
"tealium_event" : "user_update"
}
Email Signup
| Event Name | Description |
|---|---|
email_signup | Upon successful signup for newsletters or product updates. |
Sample:
{
"customer_email" : "john.smith@example.com",
"customer_id" : "CUST8237572",
"tealium_event" : "email_signup"
}
Custom Click
| Event Name | Description |
|---|---|
custom_click | Track specific click interactions with the page (for example, product CTAs, important disclosures). |
Sample:
{
"link_category" : "Hero Banner",
"link_name" : "Apply Now - Gold Credit Card",
"page_type" : "product_detail",
"tealium_event" : "custom_click"
}
Consent Preference Update (Optional)
| Event Name | Description |
|---|---|
consent_update | When a user updates their consent or privacy preferences (actual structure must respect legal/regulatory requirements). |
Sample:
{
"customer_id" : "CUST8237572",
"tealium_event" : "consent_update"
}
This page was last updated: March 5, 2026