Google Supporting Standard Data Layer for the Tag Management

Consortium of tech companies along with W3C, announced a standard 'Data Layer', a core component of Google Tag Manager.

Google Tag Manager that help marketers to use tools like analytics, conversion tracking and Remarketing without having to edit website code--is now serving twice the amount of traffic it was in April 2013.

Google had launched the Tag Manager in October 2012 and since had been steadily adding new features.

Recently, at the 2013 Google I/O, google said that the Tag Manager will also work with mobile applications. To this end, this week a standard "Data Layer" created by the consortium of companies, including IBM, Accenture and more, along with the W3C, is launched.

New Standard Data Layer for Google Tag ManagerGoogle through the W3C community group is supporting the effort to standardize the format and syntax of the data layer. "This will make it a lot easier for businesses to add data to HTML and access it with different tools," google stated. "An industry-wide standard will create a common way that websites and tag management tools can interact - thus making it easier on site owners."

"The data layer is a core component of Google Tag Manager and a common way for all businesses to implement tag management tools. It's a standard way to format data within a web page. Think of the data layer as a central way for analytics and marketing tools to communicate and share data on a web page," google expalins.

The information in the data layer can then be consumed by different web technologies, like analytics tools or marketing tools, through a tag management platform.

Typically usage of data layer include: "

  • to store data and provide a clear separation between the data and presentation layer of the page
  • and to store data when some type of user activity occurs."

For more information about the work at the W3C Customer Experience Digital Data Standard, visit this Community Group web site where you can also review the first draft of the Specification.