Skip to content
Facebook Twitter Github RSS
Google Tag Manager for WordPress
  • Home
  • FeaturesExpand
    • Basic features of GTM4WP

      You can use many post or page attribute in you Google Tag Manager setup even for custom post types and taxonomies.

      Basic data

      Page / post attributes

      Site search

      User data

      Multisite data

      3rd party data

      Browser attributes

      Device attributes

      Operating system attributes

      Weather conditions

  • SetupExpand
    • Setup advanced GTM4WP features

      Integrate your measurement with WooCommerce, setup Google Analytics 4, Google Ads remarketing or conversion tracking maximizing capabilities.

      WooCommerce related

      Google Analytics 4

      Google Ads – Dynamic Remarketing

      Google Ads – Conversion tracking

      Google Ads – Enhanced Conversions

      Other setup articles

      Exclude WordPress admins

      Embedded media players

  • DevelopersExpand
    • Information for developers and WP managers

      There are several tools in GTM4WP to support your special needs and to adjust plugin behavior to your website or WooCommerce shop.

      Do you want to contribute with a bugfix or a new feature? Visit the GTM4WP’s GitHub page!

      For Developers

      Actions and filters

      WP themes + Proper ecommerce tracking

      For WP managers

      Setup GTM Environments

      Hard code GTM parameters

  • Blog
  • GDPR
Download
Google Tag Manager for WordPress
Home / Google Tag Manager basics / What is a dataLayer?

What is a dataLayer?

On the very basic level you can control your tags using URL rules. This can include several use cases however sometimes you need more control over where and when to fire a tag.

Or you might need additional info about the visitor like the geographical parameters or some attributes of pages and posts that the user visited.

The so called Data Layer can connect your website with your Google Tag Manager container and let you fire your tags on certain special conditions or use additional data in your data collection. The data layer might seem to be a persistent storage while checking your setup, however it is not. It is created on each page load and destroyed when that page unloads. Therefore you always need to consider whether a specific data layer variable is available on a specific page. It might not the case everytime,

The Data Layer is actually a JavaScript variable that holds those key-value pairs. It is a tube between Google Tag Manager and your website. See what Data Layer variables can be accessed using this plugin.

© 2025 Google Tag Manager for WordPress - Privacy policy

  • WordPress.org plugin page
  • Plugin support
  • Plugin reviews
Cookies are not evil
This website may use cookies to remember your log-in details, to optimize site functionality for your use, and deliver marketing based on your interests.

This does not include collecting any personal data of you. In any case we need to process any of your personal data, we will ask for your specific consent later for sure.

Accepting this message only means that we will be able to analyze site content performance using larger buckets of users and to deliver tailored messages to those user buckets. We will be not able to analyze your activity alone especially not in a way where your name or any personal data of you is attached to this analysis.

Accept Settings
Privacy & Cookies Policy

Privacy Overview

This website uses cookies to improve your experience while you navigate through the website. Out of these cookies, the cookies that are categorized as necessary are stored on your browser as they are essential for the working of basic functionalities of the website. We also use third-party cookies that help us analyze and understand how you use this website. These cookies will be stored in your browser only with your consent. You also have the option to opt-out of these cookies. But opting out of some of these cookies may have an effect on your browsing experience.
Necessary
Always Enabled
Necessary cookies are absolutely essential for the website to function properly. These cookies ensure basic functionalities and security features of the website, anonymously.
CookieDurationDescription
cookielawinfo-checkbox-*1 yearUsed by the cookie consent manager of this website to remember your choice of cookie usage.
gtm4wp_last_weatherstatusend of user sessionUsed by a plugin of this WordPress website to dump debug related non-personal data about the weather data identified during your site visit.
Advertising
Tracking codes that could be used to tailor our messages based on your interests. This does not mean that we will be able to track your activities alone especially not in a way that would allow us to connect your name or other personal data to your website activities.
Statistical
Tracking of website usage without using any feature that would involve personal data processing either by us or by our tracking vendor. This includes IP address anonymization and disabling features related to interest based advertising.
Save & Accept
  • Home
  • Features
    • Basic features of GTM4WP

      You can use many post or page attribute in you Google Tag Manager setup even for custom post types and taxonomies.

      Basic data

      Page / post attributes

      Site search

      User data

      Multisite data

      3rd party data

      Browser attributes

      Device attributes

      Operating system attributes

      Weather conditions

  • Setup
    • Setup advanced GTM4WP features

      Integrate your measurement with WooCommerce, setup Google Analytics 4, Google Ads remarketing or conversion tracking maximizing capabilities.

      WooCommerce related

      Google Analytics 4

      Google Ads – Dynamic Remarketing

      Google Ads – Conversion tracking

      Google Ads – Enhanced Conversions

      Other setup articles

      Exclude WordPress admins

      Embedded media players

  • Developers
    • Information for developers and WP managers

      There are several tools in GTM4WP to support your special needs and to adjust plugin behavior to your website or WooCommerce shop.

      Do you want to contribute with a bugfix or a new feature? Visit the GTM4WP’s GitHub page!

      For Developers

      Actions and filters

      WP themes + Proper ecommerce tracking

      For WP managers

      Setup GTM Environments

      Hard code GTM parameters

  • Blog
  • GDPR
Search