Reference / Glossary / Infrastructure and standards
Data Layer
A JavaScript object on a web page that holds structured information about the page and user actions (product IDs, prices, transaction totals, user status) for tags to read. A well-designed data layer is what makes tagging reliable and consistent across vendors; an absent one is why ecommerce tracking breaks.
Related terms
Cite this entry:
Agency Echelon. "Data Layer." Agency Echelon Reference, reviewed September 2026. https://agencyechelon.com/reference/glossary/data-layer/