Retail data layer specification

Data layer attributes

Variable	Description	Example	Type
`brand_name`	Name of the brand for brand specific pages	`Ralph Lauren`	String
`browse_refine_type`	Array of browse refinement types	`["Size", "Color"]`	Array
`browse_refine_value`	Array browse refinement values	`["XL", "Red"]`	Array
`cart_product_id`	On `cart_add` event, an array of all product ID’s currently in the cart	`["PROD123", "PROD456"]`	Array
`cart_product_price`	On `cart_add` event, an array of all product prices currently in the cart	`["12.99", "25.99"]`	Array
`cart_product_quantity`	On `cart_add` event, an array of all product quantities currently in the cart	[`"2", "2"]`	Array
`cart_product_sku`	On `cart_add` event, an array of all product SKUs currently in the cart	`["PR-RED-1234", "PR-BLK-6789"]`	Array
`cart_total_items`	Total number of all items in the cart	`4`	String
`cart_total_value`	Total value for all items in the cart as a string with only digits and decimal	`77.96`	String
`category_id`	A unique ID for the category being viewed	`243`	String
`category_name`	A user-friendly name for the category being viewed	`Shoes: Boots`	String
`country_code`	Country Code	`us`	String
`customer_city`	Contains the customer’s city of residence	`San Diego`	String
`customer_country`	Contains the customer’s country of residence	`United States`	String
`customer_email`	Contains the customer’s email address	`user@example.com`	String
`customer_first_name`	The first name of the customer	`John`	String
`customer_id`	Contains the unique customer ID	`8237572`	String
`customer_last_name`	The last name of the customer	`Smith`	String
`customer_postal_code`	Contains the customer’s postal code	`92101`	String
`customer_state`	Contains the customer’s state of residence	`CA`	String
`event_name`	Tealium variable to identify unique events	`cart_add`	String
`language_code`	Language code	`en`	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
`order_currency_code`	Currency code for the site	`USD`	String
`order_discount_amount`	Contains the order-level discount amount	`10.00`	String
`order_id`	Unique ID for an order, should only be populated on Order Confirmation page	`ORD123456`	String
`order_merchandise_total`	Contains price of all items not including any product or order level discounts, tax, or shipping as a string with only digits and decimal	`55.98`	String
`order_payment_type`	Contains the type of payment	`Paypal`	String
`order_promo_code`	String list of comma separated promotion codes	`PROMO10`	String
`order_shipping_amount`	Contains the total value for shipping as a string with only digits and decimal	`6.99`	String
`order_shipping_type`	Contains the type of shipping	`UPS`	String
`order_store`	Identifier of store type	`mobile web`	String
`order_subtotal`	Contains price of all items including any product or order level discounts, but excluding tax and shipping as a string with only digits and decimal	`45.98`	String
`order_tax_amount`	Total tax amount for this order as a string with only digits and decimal	`2.50`	String
`order_total`	Total Amount of the Order including tax and shipping but less all discounts as a string with only digits and decimal	`54.47`	String
`order_type`	The type of conversion that just took place or user that is on the site	`email`	String
`page_name`	Tealium variable to identify the page name	`Homepage`	String
`page_type`	Type of page	`product`	String
`product_brand`	An array of product brands	`["Ralph Lauren", "Lucky"]`	Array
`product_category`	An array of product categories	`["Shirts", "Pants"]`	Array
`product_discount_amount`	An array of product discount amounts, usually as a result of product-level coupons as strings with only digits and decimal	`["2.98", "0.00"]`	Array
`product_id`	An array of product IDs	`["PROD123", "PROD456"]`	Array
`product_image_url`	An array of URLs to the main product image	`["//domain.com/123.gif", "//domain.com/456.gif"]`	Array
`product_name`	An array of product names	`["Product One", "Expensive Product Two"]`	Array
`product_on_page`	An array of product IDs of other products that are displayed on the page	`["PROD123", "PROD456"]`	Array
`product_original_price`	An array of original suggested retail product prices, omitting commas and symbols	`["29.99", "1015.00"]`	Array
`product_price`	An array of product selling prices, omitting commas and symbols	`["12.99", "1010.98"]`	Array
`product_promo_code`	An array of promo/coupon codes applied to specific products	`["SHIRT10OFF","PROMO10"]`	Array
`product_quantity`	An array of quantities for each product	`["2","2"]`	Array
`product_sku`	An array of product SKUs	`["PR-RED-1234", "PR-BLK-6789"]`	Array
`product_subcategory`	An array of product sub-categories	`["T-Shirts", "Dress Pants"]`	Array
`product_url`	An array of URLs to the individual product page	`["//domain.com/123.html", "//domain.com/456/html"]`	Array
`search_keyword`	Value of search text entered by user	`cargo`	String
`search_results`	Number of results returned by search	`42`	String
`site_section`	The high-level sections of your site	`Clothing`	String

Tracked pages

Home Page

Event Name	Description	Sample URL
`page_view`	The home page.	`http://www.example.com/`

Sample:

{
    "cart_total_items" : "4",
    "cart_total_value" : "77.96",
    "country_code"     : "us",
    "language_code"    : "en",
    "page_name"        : "Homepage",
    "page_type"        : "home",
    "site_section"     : "Clothing",
    "tealium_event"    : "page_view"
}

Section Page

Event Name	Description	Sample URL
`page_view`	A parent-category or top-level section page.	`http://www.example.com/top-level/`

Sample:

{
    "brand_name"        : "Ralph Lauren",
    "cart_total_items"  : "4",
    "cart_total_value"  : "77.96",
    "category_id"       : "243",
    "category_name"     : "Shoes: Boots",
    "country_code"      : "us",
    "language_code"     : "en",
    "page_name"         : "Homepage",
    "page_type"         : "section",
    "product_on_page"   : ["PROD123", "PROD456"],
    "site_section"      : "Clothing",
    "tealium_event"     : "page_view"
}

Category Page

Event Name	Description	Sample URL
`category_view`	A category page, usually displaying a list of products.	`http://www.example.com/top-level/sub-level/`

Sample:

{
    "brand_name"           : "Ralph Lauren",
    "browse_refine_type"   : ["Size", "Color"],
    "browse_refine_value"  : ["XL", "Red"],
    "cart_total_items"     : "4",
    "cart_total_value"     : "77.96",
    "category_id"          : "243",
    "category_name"        : "Shoes: Boots",
    "country_code"         : "us",
    "language_code"        : "en",
    "page_name"            : "Homepage",
    "page_type"            : "category",
    "product_on_page"      : ["PROD123", "PROD456"],
    "site_section"         : "Clothing",
    "tealium_event"        : "category_view"
}

Product Page

Event Name	Description	Sample URL
`product_view`	A product detail page.	`http://www.example.com/top-level/sub-level/product.html`

Sample:

{
    "cart_total_items"        : "4",
    "cart_total_value"        : "77.96",
    "category_id"             : "243",
    "category_name"           : "Shoes: Boots",
    "country_code"            : "us",
    "language_code"           : "en",
    "page_name"               : "Homepage",
    "page_type"               : "product",
    "product_brand"           : ["Ralph Lauren", "Lucky"],
    "product_category"        : ["Shirts", "Pants"],
    "product_id"              : ["PROD123", "PROD456"],
    "product_image_url"       : ["//domain.com/path/image.gif"],
    "product_name"            : ["Product One", "Fancy Product Two"],
    "product_on_page"         : ["PROD123", "PROD456"],
    "product_original_price"  : ["29.99", "1015.00"],
    "product_price"           : ["12.99", "1010.98"],
    "product_sku"             : ["PR-RED-1234", "PR-BLK-6789"],
    "product_subcategory"     : ["T-Shirts", "Dress Pants"],
    "product_url"             : ["//domain.com/cat/prod/prod123.html"],
    "site_section"            : "Clothing",
    "tealium_event"           : "product_view"
}

Search Page

Event Name	Description	Sample URL
`search`	A search results page.	`http://www.example.com/search?query=term`

Sample:

{
    "browse_refine_type"   : ["Size", "Color"],
    "browse_refine_value"  : ["XL", "Red"],
    "cart_total_items"     : "4",
    "cart_total_value"     : "77.96",
    "country_code"         : "us",
    "language_code"        : "en",
    "page_name"            : "Homepage",
    "page_type"            : "search",
    "product_on_page"      : ["PROD123", "PROD456"],
    "search_keyword"       : "cargo",
    "search_results"       : "42",
    "site_section"         : "Clothing",
    "tealium_event"        : "search"
}

Cart Page

Event Name	Description	Sample URL
`cart_view`	The shopping cart page, displaying product contents of cart.	`http://www.example.com/cart`

Sample:

{
    "cart_total_items"         : "2",
    "cart_total_value"         : "2524.00",
    "country_code"             : "us",
    "language_code"            : "en",
    "page_name"                : "Shopping Bag",
    "page_type"                : "cart",
    "product_brand"            : ["Ralph Lauren", "Lucky"],
    "product_category"         : ["Shirts", "Pants"],
    "product_discount_amount"  : ["2.98", "0.00"],
    "product_id"               : ["PROD123", "PROD456"],
    "product_image_url"        : ["//domain.com/path/image123.gif",
                                  "//domain.com/path/image456.gif"],
    "product_name"             : ["Product One", "Fancy Product Two"],
    "product_price"            : ["12.00", "1250.00"],
    "product_promo_code"       : ["SHIRT10OFF",""],
    "product_quantity"         : ["2","2"],
    "product_sku"              : ["PR-RED-1234", "PR-BLK-6789"],
    "product_subcategory"      : ["T-Shirts", "Dress Pants"],
    "product_url"              : ["//domain.com/cat/prod/prod123.html",
                                  "//domain.com/cat/prod/prod456.html"],
    "tealium_event"            : "cart_view"
}

Checkout Page

Event Name	Description	Sample URL
`checkout`	The checkout pages, usually the shipping, payment, and billing info pages.	`http://www.example.com/checkout/billing/shipping`

Sample:

{
    "cart_total_items"  : "2",
    "cart_total_value"  : "2524.00",
    "country_code"      : "us",
    "language_code"     : "en",
    "page_name"         : "Checkout : Payment",
    "page_type"         : "checkout",
    "tealium_event"     : "checkout"
}

Order Page

Event Name	Description	Sample URL
`purchase`	The order confirmation (“Thank you”) page.	`http://www.example.com/checkout/success/order.html`

Sample:

{
    "cart_total_items"         : "2",
    "cart_total_value"         : "2524.00",
    "country_code"             : "us",
    "customer_city"            : "San Diego",
    "customer_country"         : "United States",
    "customer_email"           : "john.smith@example.com",
    "customer_first_name"      : "John",
    "customer_id"              : "8237572",
    "customer_last_name"       : "Smith",
    "customer_postal_code"     : "92101",
    "customer_state"           : "CA",
    "language_code"            : "en",
    "order_currency_code"      : "USD",
    "order_discount_amount"    : "10.00",
    "order_id"                 : "ORD123456",
    "order_payment_type"       : "paypal",
    "order_promo_code"         : "SPRFREE,PROMO10",
    "order_shipping_amount"    : "6.99",
    "order_shipping_type"      : "UPS",
    "order_store"              : "mobile web",
    "order_subtotal"           : "2524.00",
    "order_tax_amount"         : "25.00",
    "order_total"              : "2549.00",
    "page_name"                : "Order Confirmation - Thank You",
    "page_type"                : "order",
    "product_brand"            : ["Ralph Lauren", "Lucky"],
    "product_category"         : ["Shirts", "Pants"],
    "product_discount_amount"  : ["5.00", "0.00"],
    "product_id"               : ["PROD123", "PROD456"],
    "product_image_url"        : ["//domain.com/path/image123.gif",
                                  "//domain.com/path/image456.gif"],
    "product_name"             : ["Product One", "Fanct Product Two"],
    "product_price"            : ["12.00", "1250.00"],
    "product_promo_code"       : ["SHIRT10OFF",""],
    "product_quantity"         : ["2","2"],
    "product_sku"              : ["PR-RED-1234", "PR-BLK-6789"],
    "product_subcategory"      : ["T-Shirts", "Dress Pants"],
    "product_url"              : ["//domain.com/cat/prod/prod123.html",
                                  "//domain.com/cat/prod/prod456.html"],
    "tealium_event"            : "purchase"
}

Account Page

Event Name	Description	Sample URL
`page_view`	User account profile pages.	`http://www.example.com/account/profile`

Sample:

{
    "cart_total_items"      : "4",
    "cart_total_value"      : "77.96",
    "country_code"          : "us",
    "customer_city"         : "San Diego",
    "customer_country"      : "United States",
    "customer_email"        : "johnsmith@example.com",
    "customer_first_name"   : "John",
    "customer_id"           : "8237572",
    "customer_last_name"    : "Smith",
    "customer_postal_code"  : "92101",
    "customer_state"        : "CA",
    "language_code"         : "en",
    "page_name"             : "Homepage",
    "page_type"             : "account",
    "tealium_event"         : "page_view"
}

Tracked events

Add to Cart

Event Name	Description
`cart_add`	Add to cart action.

Sample:

{
    "cart_product_id"          : ["PROD123", "PROD456"],
    "cart_product_price"       : ["12.00", "25.99"],
    "cart_product_quantity"    : ["2", "2"],
    "cart_product_sku"         : ["PR-RED-123", "PR-BLK-456"],
    "product_category"         : ["Shirts"],
    "product_id"               : ["PROD678"],
    "product_image_url"        : ["//domain.com/path/image.gif"],
    "product_name"             : ["Product Three"],
    "product_price"            : ["18.00"],
    "product_quantity"         : ["2"],
    "product_sku"              : ["PR-BLU-678"],
    "product_subcategory"      : ["T-Shirts"],
    "tealium_event"            : "cart_add"
}

Remove from Cart

Event Name	Description
`cart_remove`	Remove from cart action.

Sample:

{
    "cart_product_id"          : ["PROD123", "PROD456"],
    "cart_product_price"       : ["12.00", "25.99"],
    "cart_product_quantity"    : ["2", "2"],
    "cart_product_sku"         : ["PR-RED-123", "PR-BLK-456"],
    "product_category"         : ["Shirts"],
    "product_id"               : ["PROD456"],
    "product_image_url"        : ["//domain.com/path/image.gif"],
    "product_name"             : ["Product Two"],
    "product_price"            : ["12.00"],
    "product_quantity"         : ["2"],
    "product_sku"              : ["PR-BLK-456"],
    "product_subcategory"      : ["T-Shirts"],
    "tealium_event"            : "cart_remove"
}

User Registration

Event Name	Description
`user_register`	Upon successful user registration.

Sample:

{
    "customer_city"         : "San Diego",
    "customer_country"      : "United States",
    "customer_email"        : "john.smith@example.com",
    "customer_first_name"   : "John",
    "customer_id"           : "8237572",
    "customer_last_name"    : "Smith",
    "customer_postal_code"  : "92101",
    "customer_state"        : "CA",
    "tealium_event"         : "user_register"
}

User Update

Event Name	Description
`user_update`	Upon successful update of user profile information.

Sample:

{
    "customer_city"         : "San Diego",
    "customer_country"      : "United States",
    "customer_email"        : "john.smith@example.com",
    "customer_first_name"   : "John",
    "customer_id"           : "8237572",
    "customer_last_name"    : "Smith",
    "customer_postal_code"  : "92101",
    "customer_state"        : "CA",
    "tealium_event"         : "user_update"
}

Event Name	Description
`email_signup`	Upon successful signup for email newsletter.

Sample:

{
    "customer_email"  : "john.smith@example.com",
    "tealium_event"   : "email_signup"
}

Custom Click

Event Name	Description
`custom_click`	Tracking of specific click interactions with the page.

Sample:

{
    "link_category"  : "Header",
    "link_name"      : "Login",
    "tealium_event"  : "custom_click"
}

Data layer attributes

Tracked pages

Home Page

Section Page

Category Page

Product Page

Search Page

Cart Page

Checkout Page

Order Page

Account Page

Tracked events

Add to Cart

Remove from Cart

User Registration

User Update

Email Signup

Custom Click