This article provides the data layer definition for retail.
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"
}
Email Signup
| 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"
}
This page was last updated: August 12, 2026