Data Layer for Google Analytics and Adobe Analytics

Update time: June 11, 2025

What is a Data Layer?

Data Layer for Google Analytics

The Google Analytics data layer, often used with Google Tag Manager (GTM), is a dynamic, event-driven JavaScript object typically named dataLayer. It is designed to capture and push data to GTM, which then forwards it to Google Analytics or other integrated tools. The dataLayer is highly flexible and widely adopted due to Google’s dominance in the analytics space

Structure

The Google Analytics data layer is structured as an array of JavaScript objects, where data is pushed using the dataLayer.push() method. A typical example looks like this:

dataLayer = [{
  'pageCategory': 'signup',
  'visitorType': 'high-value'
}];

dataLayer.push({
  'event': 'purchase',
  'transactionId': '12345',
  'transactionTotal': 99.99
});

This event-driven approach allows GTM to listen for specific event keys and trigger tags accordingly

Key Features

• Event-Driven: The Google data layer supports asynchronous, event-based data pushes, making it ideal for single-page applications (SPAs) and dynamic websites.
• Flexibility: It is vendor-agnostic and can be used with various tools beyond Google Analytics, such as advertising platforms or A/B testing tools.
• Integration with GTM: The data layer is tightly integrated with GTM, enabling easy configuration of triggers and variables without extensive coding.
• Well-Documented: Google provides extensive documentation, and the prevalence of GTM means many CMS platforms (e.g., Shopify, WordPress) have built-in support for Google’s data layer.

Data layer for Adobe Analytics

Adobe Analytics uses a data layer to collect data for its platform, often in conjunction with Adobe Experience Platform Data Collection (formerly Adobe Launch). Unlike Google’s data layer, Adobe’s data layer is typically a static JavaScript object, though the Adobe Client Data Layer (ACDL) introduces event-driven capabilities similar to Google’s. Adobe’s approach emphasizes enterprise-grade customization and integration with the Adobe Experience Cloud

Structure

window.adobeDataLayer = {
  'pageName': 'Home Page',
  'userType': 'Registered',
  'productPrice': 49.99
};

adobeDataLayer.push({
  'event': 'productView',
  'productId': 'ABC123',
  'productPrice': 49.99
});

The ACDL aligns more closely with Google’s event-driven structure, making it easier for developers familiar with GTM to adapt

Key Features

• Adobe Client Data Layer (ACDL): The ACDL is an event-driven data layer that treats all interactions (e.g., page loads, clicks) as events, simplifying implementation for dynamic websites and SPAs.
• Enterprise Focus: Adobe’s data layer is designed for complex, enterprise-level implementations, offering robust data governance and integration with Adobe Experience Cloud tools.
• Customizability: Adobe allows organizations to define custom data layer schemas to meet specific tracking needs, with support for extensions like the Customer Experience Digital Data Layer (CEDDL).
• Direct Call Rules and Custom Events: For scenarios where a static data layer isn’t sufficient, Adobe offers Direct Call Rules and Custom Events to trigger data collection, akin to Google’s dataLayer.push().

Limitations

• Complexity: Adobe’s data layer, especially without ACDL, can be more complex to set up, requiring collaboration with IT or development teams.
• Static Nature (Pre-ACDL): Traditional Adobe data layers lack the dynamic, event-driven capabilities of Google’s, though ACDL addresses this.
• Learning Curve: Developers familiar with Google’s ecosystem may need time to adapt to Adobe’s terminology and structure.

Key Differences Between Google and Adobe Data Layers