What a data layer is
A data layer documents the structure your site publishes for tags to read. Each entry is an object: a path such as dataLayer[N].ecommerce.value, its data type, an optional static value or example, and whether it is required. Requirements reference these objects, so a change here affects every requirement that uses them.
A property can hold several data layers, for example one per site section or one per vendor format.
Create a data layer
- In Blueprint, click Data Layers in the sidebar.
- Click Add Data Layer.
- Enter a Title and a Description.
- Pick the Primary Type: the format the site uses. See the table below.
- Click Submit. The new data layer appears in the list.
The Primary Type can only be set when the data layer is created.
| Primary Type | Paths start with |
|---|---|
| Google Tag Manager | dataLayer[N]. |
| Tealium | utag_data. |
| W3C CEDDL | digitalData. |
| Adobe Data Layer | adobeDataLayer. |
| HTML Data Attribute | data- (an attribute on a page element) |
| Ensighten, Qubit, Other, Other Static Array, Other Object Array, URL Query Parameter | No fixed prefix |
Add an object
- Click the data layer's title in the list to open it.
- Click Add Object.
- Pick the Type. For Google Tag Manager, Tealium, W3C CEDDL and Adobe Data Layer, the Path field shows the prefix and you type the rest, for example
ecommerce.value. For HTML Data Attribute, enter a CSS Selector and the attribute Name instead. - Pick the Data Type. Choosing Function replaces the Value field with a Javascript editor.
- Fill in the optional fields (see below) and click Save.
| Field | What it does |
|---|---|
| Value | An exact static value the key must hold. Tick Case-sensitive if the match should respect case |
| Description | What the key means |
| Example Value | A sample value shown to testers |
| Required | Marks the key as required |
| Global (ALL Requirements) | Applies the object to every requirement on the property |
Array positions are stored as [N], so items[0].price and items[3].price are the same object. Adding a path that already exists is rejected with "An object already exist at the specified path."
Edit, clone or delete an object
Each row on the Keys tab has three icons: edit, clone, and delete. Clone opens the form pre-filled so you can change only the path. Delete asks for confirmation, because every requirement that uses the object is affected.
Generate standard objects
Open a data layer, click the arrow next to Add Object, and choose Generate Objects. Blueprint adds the standard keys for the property's analytics platform. On a GA4 property this includes event, page, user and form fields. Keys that already exist are skipped, so you can run it more than once.
See the whole structure
The JSON tab assembles every object path into one read-only JSON outline. Use it to check the shape before you hand it to developers.
Download or delete a data layer
The icons on each row of the data layer list:
| Icon | Action |
|---|---|
| Upload | Opens Import a Data Layer |
| Download | Downloads a CSV with Title, Description, Data Type, Type, Value, Example, Required and Enabled for every object |
| Edit | Changes the title and description |
| Delete | Removes the data layer after you confirm |
Troubleshooting
| Problem | Cause and fix |
|---|---|
| "An object already exist at the specified path." | The path is already in this data layer, possibly written with a different array index. Edit the existing object instead |
A digitalData. path switched type | Any path that starts with digitalData. is saved as W3C CEDDL with the prefix removed |
| Generate Objects added nothing | Every standard key for the platform already exists in this data layer |