Use a custom DataLayer

When to use a DataLayer

Use a custom DataLayer when a bespoke website or application needs to describe events that cannot be inferred reliably from URLs alone. Incendium can use structured pageview and sales information without forcing the implementation into a generic page-only model.

A clear DataLayer preserves business meaning at the point where the event occurs—for example an application completion, qualified enquiry or subscription purchase—so later reporting and conversion rules do not have to reconstruct that meaning from fragile selectors.

Plan the contract first

• Give each event one stable business name.
• Define when it fires and whether repeat firing is valid.
• Specify required values such as amount, currency, order identifier or product.
• Use stable IDs rather than presentation text that editors may change.
• Exclude passwords, payment details and unnecessary personal information.
• Document how browser and server events are deduplicated.

Implement and connect

Verify in Incendium

Check recent activity, the intended Location and any dependent conversion. Compare identifiers and values with the originating system. If a release changes the application flow or payload, retest the contract before relying on the affected reports.