This article describes how to configure tag data mappings to send data from your data layer to your vendor.
In this article:
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
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.
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.
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
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:
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:
location.hostname.indexOf("co.uk") > -1 ? "GBP" : "USD"
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:
Use the following steps to create a data mapping that uses a custom (static) value instead of a data layer variable:
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
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.
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:
Use the following steps to edit the destination variable:
AudienceStream attributes are enriched attributes about your visitors that are sent back to your website for use with personalization.
The following requirements must be in place to map an AudienceStream attribute:
Use the following steps to edit a destination for a mapped variable:
Use the following steps to delete a destination for a mapped variable:
No warning or confirmation message displays. The destination dropped (deleted) is removed and cannot be restored.
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.