Why do we have so many IDs (login_id, client_id, adobe_id, contentsquare_id)?

Each ID serves a specific platform — GA, Adobe, and Contentsquare — allowing us to stitch user journeys across tools. This ensures consistency even if one platform is missing a signal.

How much effort will this take for our developers?

Implementation is straightforward. It mainly involves placing GTM code snippets, updating CSP, and adding dataLayer pushes at the right interaction points.

Can’t we just track everything in GTM instead of coding the dataLayer?

GTM is great for tag deployment, but it’s not designed to create reliable values. The dataLayer ensures developers control exactly what data is passed, directly from the site logic. GTM then simply consumes that data. Without a dataLayer, we risk inconsistent or missing values.

What exactly is the dataLayer ?

The dataLayer is like a communication bridge. Developers push structured event data (like order ID, price, flight origin) into it. GTM then reads this information and uses it to send events to GA4 or other tools.

Can’t we just send events directly to GA4 without GTM?

You could, but it’s less flexible. GTM makes it much easier to manage tags, update tracking, and send the same event data to multiple tools (not just GA4, but also Ads, Meta Pixel, etc.) without touching the site code again.

Do we need to push all identifiers every time?

If the user is signed in → we can push login_id, client_id, adobe_id, contentsquare_id. If the user is not signed in → we still push the identifiers we do have, like client_id (from GA cookie), adobe_id, or contentsquare_id.

Where does contentsquare_id come from?

1. Contentsquare injects its own script on the site (similar to GA or GTM). 2. When a visitor lands, that script generates a unique user/session identifier and stores it (usually in a cookie or localStorage). Example: cs id=contentsquare123 3. Developers can then read that value from the cookie/JS API. 4. Once available, it can be passed into the dataLayer.push() along with the GA and Adobe IDs.

DataLayer QNA

Flashcard

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Information Technology (IT)

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Professional Development

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Practice Problem

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Hard

Nur Arshad

FREE Resource

Student preview

14 questions

Show all answers

FLASHCARD QUESTION

Front

Do we have to use exactly this dataLayer format, or can we adjust it?

Back

The structure follows our agreed tracking specs, so we recommend keeping it as-is for consistency. If your system requires adjustments, we can review them together and update the specs accordingly.

FLASHCARD QUESTION

Front

What happens if the GTM code isn’t placed in <head> and <body> exactly as shown?

Back

If the placement is incorrect, some tags may not fire or data might be delayed. To ensure reliable tracking, it’s important to place the snippets exactly where specified.

FLASHCARD QUESTION

Front

Why do we need to update the Content Security Policy (CSP)?

Back

By default, CSP blocks scripts and requests from external sources. Allowing Google Analytics and GTM ensures that tracking scripts can load and send data without being blocked by the browser.

FLASHCARD QUESTION

Front

What happens if CSP isn’t updated?

Back

If CSP isn’t updated, scripts from GTM/GA4 may be blocked. This means tracking won’t work, and data will be incomplete.

FLASHCARD QUESTION

Front

How do we handle dynamic values like flight_origin or cabin_class?

Back

Those values should be dynamically pulled from your site or backend at the moment the user performs the action. The placeholders in the sample code show the expected format.

FLASHCARD QUESTION

Front

Do we need to push the entire dataLayer object at once, or can we send parameters separately?

Back

We recommend pushing the full object at the time of the event. That way, all parameters are captured together and tied to the same event in GA4.

FLASHCARD QUESTION

Front

What happens if a parameter value is missing?

Back

If a value isn’t available, the field can be left empty or omitted. But for key IDs and required parameters, we recommend working with your dev team to ensure consistent availability.

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