[{"data":1,"prerenderedAt":-1},["ShallowReactive",2],{"cms-page:\u002Fblog\u002Fdata-layer-guide":3},{"date":4,"date_gmt":4,"content":5,"sticky":7,"format":8,"categories":9,"collections":12,"coauthors":13,"class_list":15,"acf":25,"head_links":407,"breadcrumbs":408,"reading_minutes":119,"category":416,"head":419},"2016-05-17T14:56:26",{"rendered":6},"\n\u003Cdiv class=\"wp-block-group\">\u003Cdiv class=\"wp-block-group__inner-container is-layout-flow wp-block-group-is-layout-flow\">\n\u003Cdiv class=\"wp-block-group\">\u003Cdiv class=\"wp-block-group__inner-container is-layout-flow wp-block-group-is-layout-flow\">\n\u003Cdiv class=\"wp-block-group\">\u003Cdiv class=\"wp-block-group__inner-container is-layout-flow wp-block-group-is-layout-flow\">\n\u003Ch2 class=\"wp-block-heading\" id=\"an-introduction-to-the-data-layer\">\u003Cspan style=\"font-weight: 400;\">An introduction to the data layer\u003C\u002Fspan>\u003C\u002Fh2>\n\n\n\n\u003Cp>\u003Cspan style=\"font-weight: 400;\">A data layer (also referred to as the dataLayer or data object) is a method of efficiently collecting additional analytics data from your website. The idea of the data layer is paired closely with the concept of tag management — something which many online marketers will already be familiar with. A tag management system allows marketers to add scripts through a visual interface to websites without the need for developer input every time. In larger organisations, this saves a lot of time. Most commonly, these tools are used for integrating with website analytics packages, such as Google Analytics, and advertising platforms, however, they can be used for a number of solutions. This allows you to gain better insight into what your visitors are doing on your website and which channels are or are not working for your site. \u003C\u002Fspan>\u003C\u002Fp>\n\n\n\n\u003Cp>\u003Cspan style=\"font-weight: 400;\">The data layer is a small block of code, written in JavaScript within the HTML of your website. Depending on the data you need, your data layer can be as simple as a singular variable or highly complex with multiple variables to measure specific data sets. \u003C\u002Fspan>\u003C\u002Fp>\n\n\n\n\u003Cp>\u003Cspan style=\"font-weight: 400;\">In this guide, we will be focusing on implementing the data layer using Google Tag Manager. There are alternative tag management platforms available out there to use, including Qubit, Tealium and Adobe Tag Manager, but as the technicalities differ too much, we’ve decided to focus here on the most popular setup.\u003C\u002Fspan>\u003C\u002Fp>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"how-complex-is-the-data-layer\">\u003Cspan style=\"font-weight: 400;\">How complex is the data layer?\u003C\u002Fspan>\u003C\u002Fh2>\n\n\n\n\u003Cp>\u003Cspan style=\"font-weight: 400;\">For marketers looking to set up a data layer from scratch, there will be some planning and developer’s time involved. However, as the variables are all defined in JavaScript which is a very flexible programming language, this will be well within most developers’ capabilities. \u003C\u002Fspan>\u003C\u002Fp>\n\n\n\n\u003Cp>\u003Cspan style=\"font-weight: 400;\">The data layer will contain attributes about the page which is being viewed, and potentially also some information on the user of the website at that time, especially if they are logged in. Once implemented, for average website users, running a campaign utilising the data layer will be simple.\u003C\u002Fspan>\u003C\u002Fp>\n\n\n\n\u003Cfigure class=\"wp-block-embed\">\u003Cdiv class=\"wp-block-embed__wrapper\">\nhttps:\u002F\u002Fgist.github.com\u002Faarondicks\u002Fcb68718a7ac0cac1846d6fbea6018dc7\n\u003C\u002Fdiv>\u003C\u002Ffigure>\n\n\n\n\u003Cp>\u003Cspan style=\"font-weight: 400;\">One of the biggest data layer implementation mistakes is confusing strings for numbers or vice versa. To indicate a value in the data layer, you must enclose the string (an alternative way to name a piece of text) in quotation marks. However if the value is a \u003C\u002Fspan>\u003Ci>\u003Cspan style=\"font-weight: 400;\">number\u003C\u002Fspan>\u003C\u002Fi>\u003Cspan style=\"font-weight: 400;\"> you do not need the quotation marks as this can result in inaccurate data being tracked.\u003C\u002Fspan>\u003C\u002Fp>\n\n\n\n\u003Cp>\u003Cspan style=\"font-weight: 400;\">If anything, the data layer removes the various complexities of managing multiple vendor tags on your website, and allows you to retain the dynamic nature of them through using the variable names you post through to the tag manager. Scripts within the container (Google Analytics, Facebook, Twitter, etc) can simply consume the data via variable names within the editor’s interface.\u003C\u002Fspan>\u003C\u002Fp>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"what-are-the-benefits-of-implementing-the-data-layer\">\u003Cspan style=\"font-weight: 400;\">What are the benefits of implementing the data layer? \u003C\u002Fspan>\u003C\u002Fh2>\n\n\n\n\u003Cp>\u003Cspan style=\"font-weight: 400;\">The data layer allows enhanced tracking of user activity on your website. The purpose of using tag managers is to reduce the burden on web design teams and puts marketing teams in control once the data object is programmed into the site. \u003C\u002Fspan>\u003C\u002Fp>\n\n\n\n\u003Cul class=\"wp-block-list\">\u003Cli style=\"font-weight: 400;\">\u003Cspan style=\"font-weight: 400;\">Reporting can be highly granular and is an effective way for websites and ecommerce stores to measure their success of individual pages, products and categories.\u003C\u002Fspan>\u003C\u002Fli>\u003Cli style=\"font-weight: 400;\">\u003Cspan style=\"font-weight: 400;\">Implementing a data layer ensures that consistent and accurate data is sent to all of your analytics tools and applications. It also speeds up the deployment of marketing tags.\u003C\u002Fspan>\u003C\u002Fli>\u003Cli style=\"font-weight: 400;\">\u003Cspan style=\"font-weight: 400;\">Using a data layer doesn’t slow down page rendering\u003C\u002Fspan>\u003C\u002Fli>\u003C\u002Ful>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"adding-the-data-layer-to-your-site\">\u003Cspan style=\"font-weight: 400;\">Adding the data layer to your site\u003C\u002Fspan>\u003C\u002Fh2>\n\n\n\n\u003Cp>\u003Cspan style=\"font-weight: 400;\">The container layer found within a tag management system, such as Google Tag Manager, pulls the information present in the data layer and sends it to the marketing tag, in tools such as Google Analytics, where the data is presented.  \u003C\u002Fspan>\u003C\u002Fp>\n\n\n\n\u003Col class=\"wp-block-list\">\u003Cli>\u003Cstrong>Set up the variables on the web page\u003C\u002Fstrong>\u003C\u002Fli>\u003C\u002Fol>\n\n\n\n\u003Cp>\u003Cspan style=\"font-weight: 400;\">This should be completed for each web page. Variables (previously referred to as ‘Macros’ in the Tag Manager interface) are the criteria the data needs to fall into to be collected by the tag. These need to be hard coded onto each page of your site. Your website most likely uses templates, so in actual fact the task is to render this code in your templates – not to individually edit every single page you’ve ever created. Most websites have fewer than ten templates, as a rule of thumb. \u003C\u002Fspan>\u003C\u002Fp>\n\n\n\n\u003Cp>\u003Cem>\u003Cspan style=\"font-weight: 400;\">Examples of a data layer object:\u003C\u002Fspan>\u003C\u002Fem>\u003C\u002Fp>\n\n\n\n\u003Cfigure class=\"wp-block-embed\">\u003Cdiv class=\"wp-block-embed__wrapper\">\nhttps:\u002F\u002Fgist.github.com\u002Faarondicks\u002F7d0c62c9dbdb8235d70d4b3c39c8dd6c\n\u003C\u002Fdiv>\u003C\u002Ffigure>\n\n\n\n\u003Cp>\u003Cspan style=\"font-weight: 400;\">Much like any other variable, the data layer object can be organised how you please. To illustrate just how large and more complex an object could get, consider the below example of a logged in user browsing a product;\u003C\u002Fspan>\u003C\u002Fp>\n\n\n\n\u003Cfigure class=\"wp-block-embed\">\u003Cdiv class=\"wp-block-embed__wrapper\">\nhttps:\u002F\u002Fgist.github.com\u002Faarondicks\u002F962bb471cc87629495be205d7bf9cd05\n\u003C\u002Fdiv>\u003C\u002Ffigure>\n\n\n\n\u003Col class=\"wp-block-list\" start=\"2\">\u003Cli>\u003Cstrong>Include the Google Tag Manager script on the page\u003C\u002Fstrong>\u003C\u002Fli>\u003C\u002Fol>\n\n\n\n\u003Cp>\u003Cspan style=\"font-weight: 400;\">Use the script that Google Tag Manager provides you with to track the variables in the data layer. It’s crucial that the data layer JavaScript object is defined \u003C\u002Fspan>\u003Ci>\u003Cspan style=\"font-weight: 400;\">before\u003C\u002Fspan>\u003C\u002Fi>\u003Cspan style=\"font-weight: 400;\"> the GTM script is called. The tag manager script should be inserted immediately after the opening \u003C\u002Fspan>\u003Cspan style=\"font-weight: 400;\"><body>\u003C\u002Fspan>\u003Cspan style=\"font-weight: 400;\"> tag. \u003C\u002Fspan>\u003C\u002Fp>\n\n\n\n\u003Cfigure class=\"wp-block-embed\">\u003Cdiv class=\"wp-block-embed__wrapper\">\nhttps:\u002F\u002Fgist.github.com\u002Faarondicks\u002Fc84e4ce8578e926ca58394e7c1eb3c5a\n\u003C\u002Fdiv>\u003C\u002Ffigure>\n\n\n\n\u003Col class=\"wp-block-list\" start=\"3\">\u003Cli>\u003Cstrong>Move all tracking scripts into the Google Tag Manager container\u003C\u002Fstrong>\u003C\u002Fli>\u003C\u002Fol>\n\n\n\n\u003Cp>All tracking scripts for Google Analytics, Facebook conversion, Twitter, and any others you have, need to be placed in the Google Tag Manager container.\u003C\u002Fp>\n\n\n\n\u003Cfigure class=\"wp-block-image\">\u003Cimg decoding=\"async\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F05\u002FvLRnIAbj-Analytics-18.png?auto=compress%2Cformat&q=90\" alt=\"data-layer-example-1\" class=\"wp-image-3713\"\u002F>\u003C\u002Ffigure>\n\n\n\n\u003Col class=\"wp-block-list\" start=\"4\">\u003Cli>\u003Cstrong>Pull through the data layer variables into Google Tag Manager and send the data to your marketing tags\u003C\u002Fstrong>\u003C\u002Fli>\u003C\u002Fol>\n\n\n\n\u003Cp>\u003Cspan style=\"font-weight: 400;\">From the Tag Manager container dashboard, create a new user-defined variable and choose the ‘Data Layer Variable’ option. It’s recommended to name the variable by its variable type. For topics where two variables need to be used such as testID and testName, two separate variables will need to be created.\u003C\u002Fspan>\u003C\u002Fp>\n\n\n\n\u003Cfigure class=\"wp-block-image\">\u003Cimg decoding=\"async\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F05\u002Fq7NVgzfZ-Analytics-Lesson-3-Basic-Reporting-Google-Slides.png?auto=compress%2Cformat&q=90\" alt=\"data-layer-example-2\" class=\"wp-image-3717\"\u002F>\u003C\u002Ffigure>\n\n\n\n\u003Cfigure class=\"wp-block-image\">\u003Cimg decoding=\"async\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F05\u002Fy7istlQg-Analytics-21.png?auto=compress%2Cformat&q=90\" alt=\"Screen Shot 2016-05-17 at 13.49.21\" class=\"wp-image-3716\"\u002F>\u003C\u002Ffigure>\n\n\n\n\u003Col class=\"wp-block-list\" start=\"5\">\u003Cli>\u003Cstrong>Set up custom dimensions in Google Analytics\u003C\u002Fstrong>\u003C\u002Fli>\u003C\u002Fol>\n\n\n\n\u003Cp>\u003Cspan style=\"font-weight: 400;\">This will allow you to view the segmented data that has been collected using the information given from the data layer. Variables defined in the dataLayer object aren’t inserted into your marketing tags by default; they must first be defined in the Tag Manager container. For many other tags, they must also then be inserted into the tag scripts, however for Google Analytics this extra step is not necessary. Read how to define your custom dataLayer variables \u003C\u002Fspan>\u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fsupport.google.com\u002Ftagmanager\u002Fanswer\u002F6106899?hl=en&ref_topic=3441647\">\u003Cspan style=\"font-weight: 400;\">here\u003C\u002Fspan>\u003C\u002Fa>\u003Cspan style=\"font-weight: 400;\">.\u003C\u002Fspan>\u003C\u002Fp>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"adding-a-google-analytics-custom-dimension-with-google-tag-manager\">\u003Cspan style=\"font-weight: 400;\">Adding a Google Analytics custom dimension with Google Tag Manager\u003C\u002Fspan>\u003C\u002Fh2>\n\n\n\n\u003Col class=\"wp-block-list\">\u003Cli style=\"font-weight: 400;\">\u003Cspan style=\"font-weight: 400;\">Create a Custom Dimension in Analytics. This can be found by navigating to: Admin > Custom Definitions > Custom Dimensions. \u003C\u002Fspan>\u003Cspan style=\"font-weight: 400;\">\u003Cbr>\u003C\u002Fspan>\u003Cspan style=\"font-weight: 400;\">You’ll want to name your Custom Dimension. For example, if you wanted to track whether someone visited your site whilst logged in, you could call this UserType. \u003C\u002Fspan>\u003C\u002Fli>\u003C\u002Fol>\n\n\n\n\u003Cul class=\"wp-block-list\">\u003Cli style=\"font-weight: 400;\">\u003Cspan style=\"font-weight: 400;\">The ‘Scope’ of the Custom Dimension can be selected as either ‘Hit, ‘Session’, ‘User’ or ‘Product’. This will depend on your use-case, however if it’s page-view based, you’d want to choose ‘Hit’. Google Analytics already ties together sessions for you anyway. \u003C\u002Fspan>\u003C\u002Fli>\u003Cli style=\"font-weight: 400;\">\u003Cspan style=\"font-weight: 400;\">The ‘Active’ check box needs to be selected for it to work\u003C\u002Fspan>\u003C\u002Fli>\u003C\u002Ful>\n\n\n\n\u003Col class=\"wp-block-list\" start=\"2\">\u003Cli>\u003Cspan style=\"font-weight: 400;\"> Once you have created a custom dimension, you’ll receive an example code for Javascript only, Android SDK and iOS SDK. It is important to remember the dimension number e.g. ‘dimension1’ as this will be required for the ‘Index’ input later in Google Tag Manager.\u003C\u002Fspan>\u003C\u002Fli>\u003Cli>\u003Cspan style=\"font-weight: 400;\"> Create a user-defined variable in Google Tag Manager.\u003C\u002Fspan>\u003C\u002Fli>\u003C\u002Fol>\n\n\n\n\u003Cul class=\"wp-block-list\">\u003Cli style=\"font-weight: 400;\">\u003Cspan style=\"font-weight: 400;\">Choose ‘URL’ as the type. There’s a choice of 16 variables. If URL is selected as the variable type, you must select a component type, options include Full URL, Protocol, Host Name, Fragment.\u003C\u002Fspan>\u003C\u002Fli>\u003C\u002Ful>\n\n\n\n\u003Col class=\"wp-block-list\" start=\"4\">\u003Cli>\u003Cspan style=\"font-weight: 400;\"> Create ‘Look Up’ table in GTM. This is found under user-defined variable. Select the previous user-defined variable you created in the list of ‘Input Variables’ on the Look Up table tab.\u003C\u002Fspan>\u003C\u002Fli>\u003Cli>\u003Cspan style=\"font-weight: 400;\"> Enable the Custom Dimension in your Universal Analytics tag in Google Tag Manager.\u003C\u002Fspan>\u003C\u002Fli>\u003C\u002Fol>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"the-data-layer-and-enhanced-ecommerce\">\u003Cspan style=\"font-weight: 400;\">The Data Layer and Enhanced eCommerce\u003C\u002Fspan>\u003C\u002Fh2>\n\n\n\n\u003Cp>\u003Cspan style=\"font-weight: 400;\">Using the data layer can help you measure enhanced e-commerce activities, including:\u003C\u002Fspan>\u003C\u002Fp>\n\n\n\n\u003Cul class=\"wp-block-list\">\u003Cli style=\"font-weight: 400;\">\u003Cspan style=\"font-weight: 400;\">Product impressions\u003C\u002Fspan>\u003C\u002Fli>\u003Cli style=\"font-weight: 400;\">\u003Cspan style=\"font-weight: 400;\">Product clicks\u003C\u002Fspan>\u003C\u002Fli>\u003Cli style=\"font-weight: 400;\">\u003Cspan style=\"font-weight: 400;\">Product detail impressions\u003C\u002Fspan>\u003C\u002Fli>\u003Cli style=\"font-weight: 400;\">\u003Cspan style=\"font-weight: 400;\">Add\u002Fremove from cart\u003C\u002Fspan>\u003C\u002Fli>\u003Cli style=\"font-weight: 400;\">\u003Cspan style=\"font-weight: 400;\">Promotion impressions\u003C\u002Fspan>\u003C\u002Fli>\u003Cli style=\"font-weight: 400;\">\u003Cspan style=\"font-weight: 400;\">Promotion Clicks\u003C\u002Fspan>\u003C\u002Fli>\u003Cli style=\"font-weight: 400;\">\u003Cspan style=\"font-weight: 400;\">Checkout\u003C\u002Fspan>\u003C\u002Fli>\u003Cli style=\"font-weight: 400;\">\u003Cspan style=\"font-weight: 400;\">Purchases\u003C\u002Fspan>\u003C\u002Fli>\u003Cli style=\"font-weight: 400;\">\u003Cspan style=\"font-weight: 400;\">Refunds\u003C\u002Fspan>\u003C\u002Fli>\u003C\u002Ful>\n\n\n\n\u003Cp>\u003Cspan style=\"font-weight: 400;\">Enhanced eCommerce is not limited to dataLayer & Tag Manager users, however depending on your setup, using the data layer can make this easier.\u003C\u002Fspan>\u003C\u002Fp>\n\n\n\n\u003Cp>\u003Cspan style=\"font-weight: 400;\">There are 4 core steps to enhanced eCommerce tracking set up in Google Tag Manager:\u003C\u002Fspan>\u003C\u002Fp>\n\n\n\n\u003Col class=\"wp-block-list\">\u003Cli style=\"font-weight: 400;\">\u003Cspan style=\"font-weight: 400;\">Identify which variables you want to track\u003C\u002Fspan>\u003C\u002Fli>\u003Cli style=\"font-weight: 400;\">\u003Cspan style=\"font-weight: 400;\">Source data points for enhanced eCommerce tracking – identify all web pages, elements such as ‘Add to cart’ buttons, product thumbnails etc. that will be involved in collecting the data. You will need to add the data layer code to these features. \u003C\u002Fspan>\u003C\u002Fli>\u003Cli style=\"font-weight: 400;\">\u003Cspan style=\"font-weight: 400;\">Create and add various data layer variables – depending on the size and purpose of your website, you may end up creating several. Data layer event code is then added to various web page elements like ‘Checkout’ button via event tracking. You need to ask your developer to write a server side script to enable you to retrieve eCommerce data from your shopping cart software and populate various fields, however, many off-site platforms post data back to your thankyou page anyway, so this shouldn’t be an issue. \u003C\u002Fspan>\u003Ci>\u003Cspan style=\"font-weight: 400;\">NOTE: Make sure that the data layer snippet is always placed above the GTM container code.\u003C\u002Fspan>\u003C\u002Fi>\u003C\u002Fli>\u003Cli style=\"font-weight: 400;\">\u003Cspan style=\"font-weight: 400;\">Once all data layers have been added, add the GTM container code to the website and then create tags, triggers (tag firing rules) and variables in Google Tag Manager. \u003C\u002Fspan>\u003C\u002Fli>\u003Cli style=\"font-weight: 400;\">\u003Cspan style=\"font-weight: 400;\">Preview\u002Ftest and debug using Google Tag Manager.\u003C\u002Fspan>\u003C\u002Fli>\u003C\u002Fol>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"is-there-already-a-data-layer-plugin-for-your-cms\">\u003Cspan style=\"font-weight: 400;\">Is there already a data layer plugin for your CMS?\u003C\u002Fspan>\u003C\u002Fh2>\n\n\n\n\u003Cp>\u003Cspan style=\"font-weight: 400;\">WordPress, Magento and other popular content management systems have plugins available to simplify the data layer and tag management process. \u003C\u002Fspan>\u003C\u002Fp>\n\n\n\n\u003Cp>\u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwordpress.org\u002Fplugins\u002Fduracelltomi-google-tag-manager\u002F\">\u003Cspan style=\"font-weight: 400;\">DuracellTomi’s Google Tag Manager\u003C\u002Fspan>\u003C\u002Fa>\u003Cspan style=\"font-weight: 400;\"> for WordPress makes it easier to tag information on the page, including page\u002Fpost title, page\u002Fpost author and page\u002Fpost type \u003C\u002Fspan>\u003C\u002Fp>\n\n\n\n\u003Cp>\u003Cspan style=\"font-weight: 400;\">The \u003C\u002Fspan>\u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwww.magentocommerce.com\u002Fmagento-connect\u002Fqubit-universal-variable.html\">\u003Cspan style=\"font-weight: 400;\">Qubit Universal Variables plugin for Magento\u003C\u002Fspan>\u003C\u002Fa>\u003Cspan style=\"font-weight: 400;\"> provides a standardised structure for tagging data on each page of your site.\u003C\u002Fspan>\u003C\u002Fp>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"further-reading\">\u003Cspan style=\"font-weight: 400;\">Further reading\u003C\u002Fspan>\u003C\u002Fh2>\n\n\n\n\u003Cp>\u003Cspan style=\"font-weight: 400;\">If you’re still reading, congratulations! A full implementation of a data layer can be quite a lengthy topic to discuss but if you want to read more about the benefits of using a data layer and get some extra tips for implementing it to your site, I would highly recommend the resources below. \u003C\u002Fspan>\u003C\u002Fp>\n\n\n\n\u003Cul class=\"wp-block-list\">\u003Cli style=\"font-weight: 400;\">\u003Ca rel=\"noreferrer noopener\" href=\"http:\u002F\u002Fwww.datalayerdoctor.com\u002Fa-gentle-introduction-to-the-data-layer-for-digital-marketers\u002F\">\u003Cspan style=\"font-weight: 400;\">A step-by-step guide to implementing the data layer\u003C\u002Fspan>\u003C\u002Fa>\u003C\u002Fli>\u003Cli style=\"font-weight: 400;\">\u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fsupport.google.com\u002Fanalytics\u002Fanswer\u002F6164990?hl=en\">\u003Cspan style=\"font-weight: 400;\">Custom Dimensions in Google Tag Manager\u003C\u002Fspan>\u003C\u002Fa>\u003C\u002Fli>\u003Cli style=\"font-weight: 400;\">\u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fsupport.google.com\u002Ftagmanager\u002Fanswer\u002F6106899\">\u003Cspan style=\"font-weight: 400;\">Variables\u003C\u002Fspan>\u003C\u002Fa>\u003C\u002Fli>\u003C\u002Ful>\n\n\n\n\u003Cp>\u003Cspan style=\"font-weight: 400;\">Before you go ahead and make sudden changes to your website, you may still want to get a developer to lend a hand so that your data layer features the information you want to include. \u003C\u002Fspan>\u003C\u002Fp>\n\n\n\n\u003Cp>\u003Cspan style=\"font-weight: 400;\">Alternatively, you’re more than welcome to give us a call or pop in to discuss analytics with our Analytics certified team over a game of ping pong! \u003C\u002Fspan>\u003Ca rel=\"noreferrer noopener\" href=\"\u002Fget-in-touch\u002F\">\u003Cspan style=\"font-weight: 400;\">Get in touch here\u003C\u002Fspan>\u003C\u002Fa>\u003Cspan style=\"font-weight: 400;\">.\u003C\u002Fspan>\u003C\u002Fp>\n\u003C\u002Fdiv>\u003C\u002Fdiv>\n\u003C\u002Fdiv>\u003C\u002Fdiv>\n\u003C\u002Fdiv>\u003C\u002Fdiv>\n",false,"standard",[10,11],39,37,[],[14],135,[16,17,18,19,20,21,22,23,24],"post-2608","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-digital-marketing","category-web",{"page_content_modules":26,"hero":136},[27,93],{"acf_fc_layout":28,"reduced":29,"top_overlap":-1,"bottom_underlap":-1,"disable_observer":29,"title":30,"content":6,"authors":31},"blog_post_content",true,"The Data Layer Guide for Digital Marketers",[32],{"id":33,"path":34,"display_name":35,"job_title":36,"description":37,"avatar_url":38,"acf":39},33,"\u002Fabout\u002Four-team\u002Fimpression-team\u002F","Team Impression","","This post may have been written by a past member of the Impression team, or be a collaboration of us all. We hope you like it!","https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F11\u002FImpression-Icon.jpg?auto=compress&fit=crop&fm=jpg&h=150&q=80&w=150&bg=CFE6F9",{"job_title":36,"full_bio":36,"specialist_service_links":7,"photo":40},{"ID":41,"id":41,"title":42,"filename":43,"filesize":44,"url":45,"link":46,"alt":36,"author":47,"description":36,"caption":36,"name":48,"status":49,"uploaded_to":44,"date":50,"modified":50,"menu_order":44,"mime_type":51,"type":52,"subtype":53,"icon":54,"width":55,"height":55,"sizes":56},12476,"Impression-Icon","Impression-Icon.jpg",0,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F11\u002FImpression-Icon.jpg?auto=compress%2Cformat&q=90","\u002Fimpression-icon\u002F","12","impression-icon","inherit","2021-11-02 16:49:21","image\u002Fjpeg","image","jpeg","\u002Fwp\u002Fwp-includes\u002Fimages\u002Fmedia\u002Fdefault.png",500,{"thumbnail":57,"thumbnail-width":58,"thumbnail-height":58,"medium":59,"medium-width":60,"medium-height":60,"medium_large":61,"medium_large-width":62,"medium_large-height":62,"large":63,"large-width":64,"large-height":65,"1536x1536":66,"1536x1536-width":67,"1536x1536-height":67,"2048x2048":68,"2048x2048-width":69,"2048x2048-height":69,"post-thumbnail":70,"post-thumbnail-width":71,"post-thumbnail-height":72,"12_col":73,"12_col-width":74,"12_col-height":75,"default_landscape":76,"default_landscape-width":77,"default_landscape-height":78,"default_portrait":79,"default_portrait-width":78,"default_portrait-height":77,"6_col_and_margin_short":80,"6_col_and_margin_short-width":71,"6_col_and_margin_short-height":75,"11_col_and_margin":81,"11_col_and_margin-width":82,"11_col_and_margin-height":75,"9_col_rectangle":83,"9_col_rectangle-width":84,"9_col_rectangle-height":85,"11_col":86,"11_col-width":87,"11_col-height":75,"staff_image_696_600":88,"staff_image_696_600-width":89,"staff_image_696_600-height":78,"rectangular_thumbnail":90,"rectangular_thumbnail-width":91,"rectangular_thumbnail-height":92},"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F11\u002FImpression-Icon.jpg?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640","640","https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F11\u002FImpression-Icon.jpg?auto=compress%2Cformat&fit=scale&h=200&q=90&w=200",200,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F11\u002FImpression-Icon.jpg?auto=compress%2Cformat&fit=scale&h=768&q=90&w=768",768,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F11\u002FImpression-Icon.jpg?auto=compress%2Cformat&fit=crop&h=1000&q=90&w=1892","1892","1000","https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F11\u002FImpression-Icon.jpg?auto=compress%2Cformat&fit=scale&h=1536&q=90&w=1536",1536,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F11\u002FImpression-Icon.jpg?auto=compress%2Cformat&fit=scale&h=2048&q=90&w=2048",2048,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F11\u002FImpression-Icon.jpg?auto=compress%2Cformat&fit=crop&h=1180&q=90&w=1860",1860,1180,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F11\u002FImpression-Icon.jpg?auto=compress%2Cformat&fit=crop&h=870&q=90&w=2880",2880,870,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F11\u002FImpression-Icon.jpg?auto=compress%2Cformat&fit=crop&h=600&q=90&w=800",800,600,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F11\u002FImpression-Icon.jpg?auto=compress%2Cformat&fit=crop&h=800&q=90&w=600","https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F11\u002FImpression-Icon.jpg?auto=compress%2Cformat&fit=crop&h=870&q=90&w=1860","https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F11\u002FImpression-Icon.jpg?auto=compress%2Cformat&fit=crop&h=870&q=90&w=3080",3080,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F11\u002FImpression-Icon.jpg?auto=compress%2Cformat&fit=crop&h=1400&q=90&w=2150",2150,1400,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F11\u002FImpression-Icon.jpg?auto=compress%2Cformat&fit=crop&h=870&q=90&w=2640",2640,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F11\u002FImpression-Icon.jpg?auto=compress%2Cformat&fit=crop&h=600&q=90&w=696",696,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F11\u002FImpression-Icon.jpg?auto=compress%2Cformat&fit=crop&h=300&q=90&w=750",750,300,{"acf_fc_layout":94,"reduced":29,"top_overlap":95,"bottom_underlap":95,"disable_observer":-1,"heading":96,"cta_text":97,"cta_link":98,"items":99},"related_module","small","See more posts","See all articles","\u002Fblog\u002F",[100,114,124],{"type_key":17,"title":101,"excerpt":102,"to":103,"postedAt":104,"readingTime":105,"image":106,"authors":107,"category":111},"A guide to WebMCP for marketing leaders","\u003Cp>The structure of web traffic is undergoing a fundamental structural transition. We’re certainly seeing the impacts of these changes en masse. Whilst SEO visibility is driving, in part, Generative Engine Optimisation (“GEO”) visibility, clicks in traditional SEO rankings are harder to come by, and customer behaviour is fragmented as users are using new places to […]\u003C\u002Fp>\n","\u002Fblog\u002Fa-guide-to-webmcp-for-marketing-leaders\u002F","2026-08-27T13:51:35",13,"https:\u002F\u002Fimages.impression.co.uk\u002F2026\u002F08\u002Fyasa-design-studio-Ot2wQ8jF43s-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640",[108],{"name":109,"image":110},"Aaron Dicks","https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F10\u002FAaron-Dicks2.png?auto=compress&fit=crop&fm=jpg&h=150&q=80&w=150&bg=CFE6F9",{"to":112,"name":113},"\u002Fblog\u002Fcategory\u002Fdigital-marketing\u002F","Digital Marketing",{"type_key":17,"title":115,"excerpt":116,"to":117,"postedAt":118,"readingTime":119,"image":120,"authors":121,"category":123},"Navigating Agentic Commerce with Universal Commerce Protocol","\u003Cp>As artificial intelligence transitions from information retrieval to autonomous task execution, the underlying infrastructure supporting ecommerce is undergoing a fundamental architectural shift.  The Universal Commerce Protocol (“UCP”) provides the unified communication layer required for AI agents to browse, negotiate, and execute transactions directly across merchant back-ends such as payment gateways. It’s an open-source standard co-developed […]\u003C\u002Fp>\n","\u002Fblog\u002Fnavigating-agentic-commerce-with-universal-commerce-protocol\u002F","2026-08-27T13:51:17",9,"https:\u002F\u002Fimages.impression.co.uk\u002F2026\u002F08\u002Fa-c-dqg4QeDNUi8-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640",[122],{"name":109,"image":110},{"to":112,"name":113},{"type_key":17,"title":125,"excerpt":126,"to":127,"postedAt":128,"readingTime":129,"image":130,"authors":131,"category":135},"Bing vs Google: Search Engine Comparison 2026","\u003Cp>In the Bing vs Google debate, many would point to the widespread popularity of Google – the world’s largest search engine – as evidence that users prefer it to its closest rival. Figures suggest that Google has 1 billion daily active users compared to Bing’s 100 million. 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Our experts regularly blog about the digital marketing news that’s stirring up the industry, so check back regularly or \u003Ca href=\"\u002Fnewsletter\u002F\">sign up to our newsletter\u003C\u002Fa> to stay informed!\u003C\u002Fp>\r\n\u003Cp class=\"p1\">\u003Cspan style=\"font-weight: 400\">Impression is a multi-award-winning \u003C\u002Fspan>\u003Ca href=\"\u002Fdigital-marketing\u002F\">\u003Cspan style=\"font-weight: 400\">digital marketing agency\u003C\u002Fspan>\u003C\u002Fa>\u003Cspan style=\"font-weight: 400\"> that provides services\u003C\u002Fspan> that provides services including \u003Ca href=\"\u002Fdigital-marketing\u002Fstrategy\u002F\">Strategy\u003C\u002Fa>, \u003Ca href=\"\u002Fseo\u002F\">SEO\u003C\u002Fa>, \u003Ca href=\"\u002Fpaid-media\u002Fppc\u002F\">PPC\u003C\u002Fa>, \u003Ca href=\"\u002Fdigital-experience\u002Fcro\u002F\">CRO\u003C\u002Fa>, \u003Ca href=\"\u002Fpr-social\u002Fdigital-pr\u002F\">PR\u003C\u002Fa>, \u003Ca href=\"\u002Fanalytics\u002F\">Analytics\u003C\u002Fa> and \u003Ca href=\"\u002Fmedia-solutions\u002Fmedia-effectiveness\u002F\">Media Effectiveness\u003C\u002Fa> to its wide range of clients. Browse our latest thinking around digital marketing below, or \u003Ca href=\"\u002Fget-in-touch\u002F\">get in touch\u003C\u002Fa> to discuss how we can help you.\u003C\u002Fp>","digital-marketing","category",[],{"sub_title_override":36,"title_override":36,"hidden":7},[],95,"Digital Marketing Blog | Tips, Advice & Guides | Impression",[153,155,158,161,164,167,170,172,174,176,179,182,185,188,190,193],{"property":154,"content":151},"title",{"property":156,"content":157},"description","Keeping up to date with the latest digital marketing trends, strategies, and announcements can be difficult. 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