WETRACK E-COMMERCE

Why is it necessary?

A data layer is a layer on your webshop that is used to pass information that your users generate by interacting on the shop. The system will typically be built in via your back-end. We specialise in WordPress and Shopify, where we can install it easily and securely. If you have a different system, it's still possible, but requires more coding.

Not all websites have or need a data layer. But it is a great advantage as it creates a more reliable and flexible data collection. If you have a webshop and want to use advanced tracking, a data layer is a necessity as it optimises your ability to analyse purchase data. It also contributes to a secure user environment that complies with GDPR legislation.

The advantage of a data layer is that it provides reliable data as it is generated. Your website, tools and business knowledge are thus optimised. We make sure that the data layer ensures that data is sent to Google Tag Manager to distribute data securely and encrypted. Data is then sent to marketing and analytics platforms such as Google Ads, Google Analytics, LinkedIn and Facebook etc.

Consistent and reliable data is one of the best foundations for online advertising success. The data layer ensures that the data you need follows a homogeneous consistent “language” across analytics platforms. It's also 1:1 with the data you see in your back-end. Every platform that uses this data once it's deployed will speak the same language, giving your departments access to the same data. Through Google Tag Manager, the data from, for example, your marketing platforms will be attributed to the platform that generated the given event/sale/click. This level of cross-tool data management is scalable as you add more tools and change business goals. In other words, the data layer works with Google Ads, Google Analytics, GA4, Hotjar, LinkedIn and Facebook.