This article provides the data layer definition for a retail e-commerce property.

Table of Contents Placeholder

Data Layer Attributes

Variable Description Example Type
brand_name Name of the brand for brand specific pages eg. 'Ralph Lauren' "Ralph Lauren" String
browse_refine_type Array of browse refinement types eg. ['Size', 'Color'] ["Size", "Color"] Array
browse_refine_value Array browse refinement values eg. ['XL', 'Red'] ["XL", "Red"] Array
cart_product_id On 'cart_add' event, an array of all product ID's currently in the cart

["PROD123",

"PROD456"]

Array
cart_product_price On 'cart_add' event, an array of all product prices currently in the cart ["12.99", "25.99"] Array
cart_product_quantity On 'cart_add' event, an array of all product quantities currently in the cart ["2", "2"] Array
cart_product_sku On 'cart_add' event, an array of all product skus currently in the cart

["PR-RED-1234",

"PR-BLK-6789"]

Array
cart_total_items Total number of all items in the cart. "4" String
cart_total_value Total value for all items in the cart as a string with only digits and decimal "77.96" String
category_id A unique identifier for the category being viewed eg. '243', 'MENS_SHOES', etc. "243" String
category_name A user-friendly name for the category being viewed eg. 'Shoes: Boots' "Shoes: Boots" String
country_code Country Code eg. us, uk, mx, ca, jp, etc. "us" String
customer_city Contains the customer's city of residence. "San Diego" String
customer_country Contains the customer's country of residence. "United States" String
customer_email Contains the customer's email address. "user@example.com" String
customer_first_name The first name of the customer. "John" String
customer_id Contains the unique customer ID. "8237572" String
customer_last_name The last name of the customer. "Smith" String
customer_postal_code Contains the customer's postal code. "92101" String
customer_state Contains the customer's state of residence. "CA" String
event_name Tealium variable to identify unique events eg. cart_add, user_login, email_signup, etc. "cart_add" String
language_code Language Code eg. us, es, fr, etc. "en" String
link_category During click tracking events, the category of the element clicked. eg. Header, Navigation, etc. "Header" String
link_name During click tracking events, the name of the element clicked. eg. Submit, Login, etc. "Login" String
order_currency_code Currency code for the site eg. USD, GBP, EUR, CAD "USD" String
order_discount_amount Contains the order-level discount amount. eg. 10.00 as a string with only digits and decimal "10.00" String
order_id Unique Identifier for an order, should only be populated on Order Confirmation page. "ORD123456" String
order_merchandise_total Contains price of all items not including any product or order level discounts, tax, or shipping as a string with only digits and decimal "55.98" String
order_payment_type Contains the type of payment eg. visa, paypal "paypal" String
order_promo_code String list of comma separated promotion codes. "SPRFREE,PROMO10" String
order_shipping_amount Contains the total value for shipping as a string with only digits and decimal. "6.99" String
order_shipping_type Contains the type of shipping. eg. 'FedEx Priority'. "UPS" String
order_store Identifier of store type (i.e. web or mobile web) "mobile web" String
order_subtotal Contains price of all items including any product or order level discounts, but excluding tax and shipping as a string with only digits and decimal "45.98" String
order_tax_amount Total tax amount for this order as a string with only digits and decimal. "2.50" String
order_total Total Amount of the Order including tax and shipping but less all discounts as a string with only digits and decimal "54.47" String
order_type The type of conversion that just took place or user that is on the site. "email" String
page_name Tealium variable to identify the page name "Homepage" String
page_type Type of page eg. home, category, product, search, cart, checkout, receipt, account "product" String
product_brand An array of product brands. ["Ralph Lauren", "Lucky"] Array
product_category An array of product categories ["Shirts", "Pants"] Array
product_discount_amount An array of product discount amounts, usually as a result of product-level coupons as strings with only digits and decimal ["2.98", "0.00"] Array
product_id An array of product IDs ["PROD123", "PROD456"] Array
product_image_url An array of URLs to the main product image.

["//domain.com/123.gif",

"//domain.com/456.gif"]

Array
product_name An array of product names.

["Product One",

"Expensive Product Two"]

Array
product_on_page An array of product IDs of other products that are displayed on the page. ["PROD123", "PROD456"] Array
product_original_price An array of original suggested retail product prices, omitting commas and symbols ["29.99", "1015.00"] Array
product_price An array of product selling prices, omitting commas and symbols ["12.99", "1010.98"] Array
product_promo_code An array of promo/coupon codes applied to specific products eg. SHOES10OFF ["SHIRT10OFF",""] Array
product_quantity An array of quantities for each product. ["2","2"] Array
product_sku An array of product skus

["PR-RED-1234",

"PR-BLK-6789"]

Array
product_subcategory An array of product sub-categories ["T-Shirts", "Dress Pants"] Array
product_url An array of URLs to the individual product page

["//domain.com/123.html",

"//domain.com/456/html"]

Array
search_keyword Value of search text entered by user. eg. 'long sleeve' "cargo" String
search_results Number of results returned by search. eg. '42' "42" String
site_section The high-level sections of your site eg. Apparel, Accessories, Help, etc. "Clothing" String

 

Tracked Pages

Home Page

Identifier tealium_event="page_view"
Description The home page.
Sample URL http://www.example.com/
Sample
{
    "cart_total_items" : "4",
    "cart_total_value" : "77.96",
    "country_code"     : "us",
    "language_code"    : "en",
    "page_name"        : "Homepage",
    "page_type"        : "home",
    "site_section"     : "Clothing",
"telium_event" : "page_view" }

Section Page

Identifier tealium_event="page_view"
Description A parent-category or top-level section page.
Sample URL http://www.example.com/top-level/
Sample
{
    "brand_name"        : "Ralph Lauren",
    "cart_total_items"  : "4",
    "cart_total_value"  : "77.96",
    "category_id"       : "243",
    "category_name"     : "Shoes: Boots",
    "country_code"      : "us",
    "language_code"     : "en",
    "page_name"         : "Homepage",
    "page_type"         : "section",
    "product_on_page"   : ["PROD123", "PROD456"],
    "site_section"      : "Clothing",
"tealium_event" : "page_view" }

Category Page

Identifier tealium_event="category_view"
Description A category page, usually displaying a list of products.
Sample URL http://www.example.com/top-level/sub-level/
Sample
{
    "brand_name"           : "Ralph Lauren",
    "browse_refine_type"   : ["Size", "Color"],
    "browse_refine_value"  : ["XL", "Red"],
    "cart_total_items"     : "4",
    "cart_total_value"     : "77.96",
    "category_id"          : "243",
    "category_name"        : "Shoes: Boots",
    "country_code"         : "us",
    "language_code"        : "en",
    "page_name"            : "Homepage",
    "page_type"            : "category",
    "product_on_page"      : ["PROD123", "PROD456"],
    "site_section"         : "Clothing",
"tealium_event" : "category_view" }

Product Page

Identifier tealium_event="product_view"
Description A product detail page.
Sample URL http://www.example.com/top-level/sub-level/product.html
Sample
{
    "cart_total_items"        : "4",
    "cart_total_value"        : "77.96",
    "category_id"             : "243",
    "category_name"           : "Shoes: Boots",
    "country_code"            : "us",
    "language_code"           : "en",
    "page_name"               : "Homepage",
    "page_type"               : "product",
    "product_brand"           : ["Ralph Lauren", "Lucky"],
    "product_category"        : ["Shirts", "Pants"],
    "product_id"              : ["PROD123", "PROD456"],
    "product_image_url"       : ["//domain.com/path/image.gif"],
    "product_name"            : ["Product One", "Fancy Product Two"],
    "product_on_page"         : ["PROD123", "PROD456"],
    "product_original_price"  : ["29.99", "1015.00"],
    "product_price"           : ["12.99", "1010.98"],
    "product_sku"             : ["PR-RED-1234", "PR-BLK-6789"],
    "product_subcategory"     : ["T-Shirts", "Dress Pants"],
    "product_url"             : ["//domain.com/cat/prod/prod123.html"],
    "site_section"            : "Clothing",
"tealium_event" : "product_view" }

Search Page

Identifier tealium_event="search"
Description A search results page.
Sample URL http://www.example.com/search?query=term
Sample
{
    "browse_refine_type"   : ["Size", "Color"],
    "browse_refine_value"  : ["XL", "Red"],
    "cart_total_items"     : "4",
    "cart_total_value"     : "77.96",
    "country_code"         : "us",
    "language_code"        : "en",
    "page_name"            : "Homepage",
    "page_type"            : "search",
    "product_on_page"      : ["PROD123", "PROD456"],
    "search_keyword"       : "cargo",
    "search_results"       : "42",
    "site_section"         : "Clothing",
"tealium_event" : "search" }

Cart Page

Identifier tealium_event="cart_view"
Description The shopping cart page, displaying product contents of cart.
Sample URL http://www.example.com/cart
Sample
{
    "cart_total_items"         : "2",
    "cart_total_value"         : "2524.00",
    "country_code"             : "us",
    "language_code"            : "en",
    "page_name"                : "Shopping Bag",
    "page_type"                : "cart",
    "product_brand"            : ["Ralph Lauren", "Lucky"],
    "product_category"         : ["Shirts", "Pants"],
    "product_discount_amount"  : ["2.98", "0.00"],
    "product_id"               : ["PROD123", "PROD456"],
    "product_image_url"        : ["//domain.com/path/image123.gif",
"//domain.com/path/image456.gif"],     "product_name"             : ["Product One", "Fancy Product Two"],     "product_price"            : ["12.00", "1250.00"],     "product_promo_code"       : ["SHIRT10OFF",""],     "product_quantity"         : ["2","2"],     "product_sku"              : ["PR-RED-1234", "PR-BLK-6789"],     "product_subcategory"      : ["T-Shirts", "Dress Pants"],     "product_url"              : ["//domain.com/cat/prod/prod123.html", "//domain.com/cat/prod/prod456.html"],
"tealium_event" : "cart_view" }

Checkout Page

Identifier tealium_event="checkout"
Description The checkout pages, usually the shipping, payment, and billing info pages.
Sample URL http://www.example.com/checkout/billing/shipping
Sample
{
    "cart_total_items"  : "2",
    "cart_total_value"  : "2524.00",
    "country_code"      : "us",
    "language_code"     : "en",
    "page_name"         : "Checkout : Payment",
    "page_type"         : "checkout",
"tealium_event" : "checkout" }

Order Page

Identifier tealium_event="purchase"
Description The order confirmation ("thank you") page.
Sample URL http://www.example.com/checkout/success/order.html
Sample
{
    "cart_total_items"         : "2",
    "cart_total_value"         : "2524.00",
    "country_code"             : "us",
    "customer_city"            : "San Diego",
    "customer_country"         : "United States",
    "customer_email"           : "john.smith@example.com",
    "customer_first_name"      : "John",
    "customer_id"              : "8237572",
    "customer_last_name"       : "Smith",
    "customer_postal_code"     : "92101",
    "customer_state"           : "CA",
    "language_code"            : "en",
    "order_currency_code"      : "USD",
    "order_discount_amount"    : "10.00",
    "order_id"                 : "ORD123456",
    "order_payment_type"       : "paypal",
    "order_promo_code"         : "SPRFREE,PROMO10",
    "order_shipping_amount"    : "6.99",
    "order_shipping_type"      : "UPS",
    "order_store"              : "mobile web",
    "order_subtotal"           : "2524.00",
    "order_tax_amount"         : "25.00",
    "order_total"              : "2549.00",
    "page_name"                : "Order Confirmation - Thank You",
    "page_type"                : "order",
    "product_brand"            : ["Ralph Lauren", "Lucky"],
    "product_category"         : ["Shirts", "Pants"],
    "product_discount_amount"  : ["5.00", "0.00"],
    "product_id"               : ["PROD123", "PROD456"],
    "product_image_url"        : ["//domain.com/path/image123.gif",
                                  "//domain.com/path/image456.gif"],
    "product_name"             : ["Product One", "Fanct Product Two"],
    "product_price"            : ["12.00", "1250.00"],
    "product_promo_code"       : ["SHIRT10OFF",""],
    "product_quantity"         : ["2","2"],
    "product_sku"              : ["PR-RED-1234", "PR-BLK-6789"],
    "product_subcategory"      : ["T-Shirts", "Dress Pants"],
    "product_url"              : ["//domain.com/cat/prod/prod123.html",
                                  "//domain.com/cat/prod/prod456.html"],
"tealium_event" : "purchase" }

Account Page

Identifier tealium_event="page_view"
Description User account profile pages.
Sample URL http://www.example.com/account/profile
Sample
{
    "cart_total_items"      : "4",
    "cart_total_value"      : "77.96",
    "country_code"          : "us",
    "customer_city"         : "San Diego",
    "customer_country"      : "United States",
    "customer_email"        : "johnsmith@example.com",
    "customer_first_name"   : "John",
    "customer_id"           : "8237572",
    "customer_last_name"    : "Smith",
    "customer_postal_code" : "92101",
    "customer_state"        : "CA",
    "language_code"         : "en",
    "page_name"             : "Homepage",
    "page_type"             : "account",
"tealium_event" : "page_view"
}

Tracked Events

Add to Cart

Identifier tealium_event="cart_add"
Description Add to cart action.
Sample
{
    "cart_product_id"          : ["PROD123", "PROD456"],
    "cart_product_price"       : ["12.00", "25.99"],
    "cart_product_quantity"    : ["2", "2"],
    "cart_product_sku"         : ["PR-RED-123", "PR-BLK-456"],
    "product_category"         : ["Shirts"],
    "product_id"               : ["PROD678"],
    "product_image_url"        : ["//domain.com/path/image.gif"],
    "product_name"             : ["Product Three"],
    "product_price"            : ["18.00"],
    "product_quantity"         : ["2"],
    "product_sku"              : ["PR-BLU-678"],
    "product_subcategory"      : ["T-Shirts"],
"tealium_event" : "cart_add" }

Remove from Cart

Identifier tealium_event="cart_remove"
Description Remove from cart action.
Sample
{
    "cart_product_id"          : ["PROD123", "PROD456"],
"cart_product_price" : ["12.00", "25.99"],
"cart_product_quantity" : ["2", "2"],
"cart_product_sku" : ["PR-RED-123", "PR-BLK-456"],     "product_category"         : ["Shirts"],     "product_id"               : ["PROD456"],     "product_image_url"        : ["//domain.com/path/image.gif"],     "product_name"             : ["Product Two"],     "product_price"            : ["12.00"],     "product_quantity"         : ["2"],     "product_sku"              : ["PR-BLK-456"],     "product_subcategory"      : ["T-Shirts"],
"tealium_event" : "cart_remove" }

User Registration

Identifier tealium_event="user_register"
Description Upon successful user registration.
Sample
{
    "customer_city"         : "San Diego",
    "customer_country"      : "United States",
    "customer_email"        : "john.smith@example.com",
    "customer_first_name"   : "John",
    "customer_id"           : "8237572",
    "customer_last_name"    : "Smith",
    "customer_postal_code"  : "92101",
    "customer_state"        : "CA",
"tealium_event" : "user_register" }

User Update

Identifier tealium_event="user_update"
Description Upon successful update of user profile information.
Sample
{
    "customer_city"         : "San Diego",
    "customer_country"      : "United States",
    "customer_email"        : "john.smith@example.com",
    "customer_first_name"   : "John",
    "customer_id"           : "8237572",
    "customer_last_name"    : "Smith",
    "customer_postal_code"  : "92101",
    "customer_state"        : "CA",
"tealium_event" : "user_update" }

Email Signup

Identifier tealium_event="email_signup"
Description Upon successful signup for email newsletter.
Sample
{
    "customer_email"  : "john.smith@example.com",
"tealium_event" : "email_signup" }

Custom Click

Identifier tealium_event="custom_click"
Description Tracking of specific click interactions with the page.
Sample
{
    "link_category"  : "Header",
    "link_name"      : "Login",
"tealium_event" : "custom_click" }