What is a data layer and what can it do for you?

We sometimes forget to take data into account when implementing new tools and features to our website. However, once we begin working with analytics and other data-focused tools, we often run into the idea of a data layer. Even though it is a bit on the technical side of things, it’s super helpful once implemented. This guide will make it easy for you to understand how data layers work and why they’re important.

What is a data layer?

A data layer is a digital object that maximizes the way users collect data from all different tools attached to a website. It essentially ensures that all collected information is consistent and doesn’t differ from one source to the next. It is like a filter that focuses solely on data.

A data layer consists of coded objects constructed using different values. These values are different from website to website, and give companies a chance to collect only the data they prefer, such as actions that happen within the site they wish to log and understand on a deeper level (did a customer visit a product page, did they put an item in their cart, etc.). Part of good data management is using an effective data layer.

The main things you need to understand in order to build an effective data layer are as follows:

• Determine the type of data you need
• Identify which software systems and tools require data
• Set a standard for data collection for your layer
• Put the data layer into practice

What kind of things does a data layer do?

The data layer serves as a helpful place for users to gather new data each time it’s created. In order for data in general to serve its purpose, it needs to be set up across different platforms. Let’s say you are implementing different software systems for your teams, and you want to make sure any relevant information these tools collect is valid. This technology ensures this, making sure that all the systems you’ve employed are using the necessary data in order to function properly.

Another thing it does is keeps each department on the same page when it comes to data and data plans/tasks. When you have multiple teams working toward a single goal, the data layer is necessary to bring different departments together and stay informed each step of the process.

It also takes digital information from a website, adding an extra (and more efficient) way to grab data, keeping all collected data unified. It takes on the entirety of data collection, reducing the potential errors that come with having each singular tool collect data.

Now that you know how these important systems function, let’s take a look at some of its most important benefits.

What are the main benefits?

At its core, a data layer improves the basic performance and dependability of data. It unifies software systems and different departments in data collection efforts. Here are some notable features to consider.

Improves and maintains data integrity

A data layer maintains all things related to data collection, watching over the file-naming practices and other collection tasks undertaken by your company. This upholds information integrity by making sure everyone is on the same page with each bit of data.

Increases solidarity

A data layer increases solidarity through different tasks and rules given to it that unify all data collection tasks from tools and users. This includes things like identifying pieces of data and determining which types of information is really needed and having the system filter just those types of data.

Keeps your analytics efforts adaptable

A data layer is a dynamic thing, adapting to all different changes that your company undertakes. The data you find valuable to collect now may not be so in the future. Because of how adaptable it is, it empowers teams to input new values whenever necessary. Most importantly, it is only adaptable and bendable when instructed. Unwanted changes will never occur.

At the end of the day, it is like having a dedicated quality assurance person, going over your digital information collection to ensure each tool is grabbing the same bit of code. All that’s left now is for you to put it into place.