Data Mappings

[#1]

This article describes how to configure tag data mappings to send data from your data layer to your vendor.

In this article:

Table of Contents Placeholder

About Data Mappings

Data mapping is the process of sending data from a data layer variable to the corresponding parameter in the vendor tag. This is necessary to accommodate the varied naming conventions adopted by each vendor for the data they collect. A data mapping specifies a data layer variable from a value is sourced and a vendor parameter to which the value is passed.

For example, a vendor may collect page name information in a parameter named pName, but your data layer may store this value in a variable named page_name. To send the value of page_name to pName, you create a data mapping. Once the data mapping is configured, the value of page_name will always be passed to the vendor parameter pName when that tag is triggered.

Data Layer Variable > Vendor Parameter

After selecting which data layer variable contains the data you want to pass to the tag vendor (or select custom value) when configuring a data mapping, a collection of the vendor's parameters displays and allows you select one more parameters to receive the mapped value.

Variables vs. Custom Values

When adding a data mapping you have the choice between mapping a variable from your data layer or a custom value that you specify. Mapping a variable is the most common type since it allows dynamic values (different values from page to page) to be passed to the same vendor parameter. However, a custom value mapping is a convenient method for setting static vendor parameters--values that don't change from page to page. The custom value can be a standard text value or a snippet of JavaScript code whose evaluated value will be used.

Example: Variable Data Mapping

A vendor has a parameter for currency code (curr) to be set to the three-character code matching the currency of a transaction. If the tag will be loaded on pages that handle all types of currencies you will likely have a data layer variable called site_currency or currency_code that will be set to the appropriate value based on the activity of the user. The expected values examples are "USD", "CAD", "GBP", "EUR", "JPY", etc. The data mapping would look like this:

Example: Custom Value Data Mapping

If that same tag will only be deployed to a single geographic region where the currency will always be the same, such as "CAD", then a custom value data mapping can be used. In this case, a data layer variable is not necessary and the expected currency code, "CAD", can be set directly in the mapping, like this:

Example: Custom Value with JS Code

The custom value can also be JavaScript code. This option is used if you want to pass a JavaScript number, Boolean, or array value to the vendor parameter. You can also enter more advanced statements or even write an inline function. In this example, the mapping will be set to "GBP" if the hostname contains "co.uk", otherwise set to "USD", using the following line of JavaScript.

 location.hostname.indexOf("co.uk") > -1 ? "GBP" : "USD"

Creating a Data Mapping

Vendor tag parameters (also called destinations) are built into the Data Mappings configuration screen for the tag. This is where you add and manage data mappings.

Use the following steps to create a new data mapping:

1. Expand a tag to view the details for that tag.
2. Under Mapped Variables, click Edit.
3. Select a data layer variable from the Variables drop-down or click + Add Variable to use a new one.
   
4. Click Select Destination.
   The mapping dialog displays the supported vendor parameters.
5. Browse the categories of vendor parameters in the left panel and check the box next to the desired destination.
6. Click Done.
   The new data mapping displays.
   
7. Repeat Steps 2 through 6 to map additional variables.
8. When complete, click Apply.

Creating a Custom Value Mapping

Use the following steps to create a data mapping that uses a custom (static) value instead of a data layer variable:

1. Expand a tag to view the details for that tag.
2. Under Mapped Variables, click Edit.
3. Expand the Variables drop-down list or click Use Custom Value.
   
4. Click Select Destination.
   The mapping dialog displays the supported vendor parameters.
5. Select the type of value to set and enter a value.
   • Text: a simple text value.
   • JS Code: a native JavaScript value, such as a Number, Boolean, Array, Object, or even an inline function.
     
6. Browse the categories of vendor parameters in the left panel and check the box next to the desired destination.
7. Click Close.
   The mapped variable displays.
8. Repeat Steps 2 through 6 to map additional custom values.
9. When complete, click Apply.

Mapping Precedence

When two or more variables are mapped to the same destination, such as page_name > pageName and Document Title > pageName, the last mapping takes precedence. Data mappings can be reordered to account for this precedence.

In this example, if both page_name and document title are populated, the destination variable pageName will receive the value from document title. If the variables are populated, the last mapping takes precedence.

If a variable does not have a value, the mapping is not applied.

Creating a Custom Data Mapping

While the built-in destinations cover most of your mapping needs, you can optionally define a custom data mapping to send data to a vendor parameter that you name. 

Use the following steps to create a custom data mapping:

1. Expand a tag to view the details for that tag.
2. Under Mapped Variables, click Edit.
3. From the variable drop-down list, click Use Custom Value.
4. Click + Add Custom Destination in the top panel or in the lower left panel. 
5. Type a name for the custom variable and click OK in the top panel or + Add if you used the bottom panel option.
   
6. Repeat the steps to add more custom mappings.
7. When complete, click Done.
   The custom mapping displays in the Data Mappings tab.

Editing a Custom Data Mapping

Use the following steps to edit the destination variable:

1. Expand a tag to view the details for that tag.
2. Under Mapped Variables, click Edit.
3. Click the destination variable name in the top panel.
   
   The name becomes a text field.
4. Type the new name.
   
5. Click OK to apply the changes.
6. When complete, click Done.

Mapping an AudienceStream Attribute

AudienceStream attributes are enriched attributes about your visitors that are sent back to your website for use with personalization.

Requirements

The following requirements must be in place to map an AudienceStream attribute:

• Data Layer Enrichment 
  Your iQ profile must be populated by attributes from the matching AudienceStream profile. Those attributes will be made available as data mappings in the variables drop-down menu. They are organized by attribute types and are clearly labeled as "AudienceStream" variables. (Learn more)
• AudienceStream Capable Tags
  Tags marked as "AudienceStream Capable" in the Tag Marketplace have the ability to map attributes from AudienceStream to the tag's destinations. Look for this label in the tips panel when adding a tag. You can optionally filter your tag search results by clicking AudienceStream Capable in the left panel.

Managing Data Mappings

Edit a Destination

Use the following steps to edit a destination for a mapped variable:

1. Expand a tag to view the details for that tag.
2. Under Mapped Variables, click Edit.
3. Click Edit next to the mapping you want to modify.
   The mapping dialog displays.
   
4. Edit any of the following:
   
   • Change the destination name
   • Map to another destination
   • Remove the destination
5. Click Done.
6. Repeat to edit more mappings.
7. When complete, click Apply.

Delete a Destination

Use the following steps to delete a destination for a mapped variable:

1. Expand a tag to view the details for that tag.
2. Under Mapped Variables, click Edit.
3. Click the trash icon next to the mapping you want to remove.
   
4. Click Apply to confirm.
   

   No warning or confirmation message displays. The destination dropped (deleted) is removed and cannot be restored. 

Reorder Mappings

You can drag and drop data mappings in your preferred order. This is helpful if you want to order your mappings alphabetically for better organization. The only time ordering matters is when two or more data layer variables are mapped to the same vendor destination. In this case, the last mapping takes precedence.