Which Data Layer Type Automatically Gets Configured Into Tealium iQ?

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Heather Bennett

Which Data Layer Type Automatically Gets Configured Into Tealium iQ?

Tealium iQ is a powerful tag management system that allows businesses to manage and deploy various types of tags across their websites. One of the key components of Tealium iQ is the data layer, which serves as a bridge between your website and the different marketing technologies you use.

What is a Data Layer?

A data layer is a JavaScript object that contains all the relevant information about a user’s interaction with your website. This information can include things like page views, product interactions, user demographics, and more. By collecting this data in a structured format, you can easily pass it on to various marketing technologies without having to manually update each individual tag.

Types of Data Layers

Tealium iQ supports multiple types of data layers out of the box. These include:

  • Universal Data Object (UDO): The UDO is the most common type of data layer used in Tealium iQ. It provides a standardized structure for collecting and passing on key pieces of information about a user’s interaction with your website.
  • eCommerce Data Object (ECDO): If you run an eCommerce website, the ECDO provides additional functionality specific to tracking eCommerce-related events such as product views, add-to-cart actions, purchases, and more.
  • Mobile Companion Library (mCompanion): For mobile app tracking, Tealium iQ offers the mCompanion library which enables you to collect and pass on data specific to mobile app events such as screen views, button clicks, and in-app purchases.
  • Custom Data Layer: Tealium iQ also allows you to configure a custom data layer that aligns with your specific business needs. This provides flexibility in collecting and passing on any additional data points that are not covered by the pre-configured data layer types.

Automatically Configured Data Layer

Out of these different data layer types, Tealium iQ automatically configures the Universal Data Object (UDO) as the default data layer. This means that when you implement Tealium iQ on your website, it will be ready to collect and pass on key user interaction data through the UDO.

The UDO is designed to be flexible and extensible, allowing you to add or modify key-value pairs based on your specific tracking requirements. By using the UDO, you can easily integrate Tealium iQ with various marketing technologies and leverage the collected data for analytics, personalization, remarketing, and more.

Conclusion

The Universal Data Object (UDO) is the default data layer type that gets automatically configured into Tealium iQ. It serves as a standardized structure for collecting and passing on key user interaction data.

However, Tealium iQ also supports other pre-configured data layer types such as ECDO and mCompanion for eCommerce websites and mobile apps respectively. Additionally, you have the flexibility to configure a custom data layer to align with your specific business needs.

By leveraging Tealium iQ’s powerful tag management capabilities and incorporating the appropriate data layer type into your implementation, you can effectively manage and deploy tags across your website while ensuring accurate tracking of user interactions.

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