{"id":102880,"date":"2025-02-22T06:36:47","date_gmt":"2025-02-22T06:36:47","guid":{"rendered":"https:\/\/peraltafinancing.com\/analytics\/persist-google-tag-managers-datalayer-across-pages\/"},"modified":"2025-02-22T06:36:47","modified_gmt":"2025-02-22T06:36:47","slug":"persist-google-tag-managers-datalayer-across-pages","status":"publish","type":"post","link":"https:\/\/fivemor.com\/?p=102880","title":{"rendered":"Persist Google Tag Manager’s dataLayer Across Pages"},"content":{"rendered":"


\n<\/p>\n

\n
\n

UPDATE 4 June 2020<\/strong>: Instead of copying the Custom HTML code from the article, please load it from the GitHub Gist<\/a> instead.<\/p>\n<\/blockquote>\n

Four years ago, I wrote an article on how to persist GTM\u2019s dataLayer<\/code> from page to page<\/a>. Unfortunately, the solution was a bit clumsy, requiring you to give specific commands<\/em> for the interactions, which made it really unwieldy in the long run. Google Tag Manager<\/a> still doesn\u2019t offer us a native way to persist the dataLayer<\/code> array or its internal data model<\/a> from one page to the other, so I thought it was about time I revisit this idea.<\/p>\n

\n

<\/p>\n

\"Persist<\/p>\n

<\/a><\/p>\n<\/div>\n

This time, there won\u2019t be an API<\/em> to interact with. Instead, the solution will simply store the contents of the dataLayer<\/code> array AND the internal data model from page to page, until the user hasn\u2019t interacted with GTM\u2019s dataLayer<\/code> for a given amount of time.<\/p>\n


\n X<\/span><\/p>\n

\n
\n The Simmer Newsletter<\/strong>\n <\/p>\n

\n Subscribe to the Simmer newsletter<\/a> to get the latest news and content from Simo Ahava into your email inbox!\n <\/p>\n

<\/span><\/p>\n

Setting it up<\/h2>\n

To set it up, you need to create a Custom HTML tag, in which you\u2019ll copy the following code. If you like, you can also copy the code from this gist<\/a>.<\/p>\n

\n

UPDATE 4 June 2020<\/strong>: Please copy the code from the gist<\/strong> link above rather than from the article below. The gist is kept up-to-date, and has stability fixes that help resolve some issues users have been having with the solution.<\/p>\n<\/blockquote>\n

The Custom HTML tag code<\/h3>\n
\n
script>\n  (function<\/span>() {\n    \/\/ Set the timeout for when the dataLayer history should be purged. The default is 30 minutes.\n<\/span>    \/\/ The timeout needs to be in milliseconds.\n<\/span>    var<\/span> timeout = 30<\/span>*60<\/span>*1000<\/span>;\n    \n    \/\/ Change dataLayerName only if you've defined another named for the dataLayer array in your\n<\/span>    \/\/ GTM container snippet.\n<\/span>    var<\/span> dataLayerName = 'dataLayer'<\/span>;\n    \n    \/\/ Don't change anything below.\n<\/span>    \/\/ Initial settings\n<\/span>    var<\/span> initialLoad     = true<\/span>,\n        oldPush         = window<\/span>[dataLayerName].push;\n    \n    \/\/ Method to copy items from dataLayer from before the GTM container snippet was loaded.\n<\/span>    var<\/span> backfillHistory = function<\/span>() {\n      var<\/span> tempHistory = [],\n          i           = 0<\/span>,\n          len         = window<\/span>[dataLayerName].length - 1<\/span>;\n      for<\/span> (; i window[dataLayerName][i]);\n      }\n      return<\/span> tempHistory;\n    };\n    \n    \/\/ Method to check if object is a plain object.\n<\/span>    \/\/ From https:\/\/bit.ly\/2A3Fuqe\n<\/span>    var<\/span> isPlainObject = function<\/span>(value) {\n      if<\/span> (!value || typeof<\/span> value !== 'object'<\/span> ||    \/\/ Nulls, dates, etc.\n<\/span>          value.nodeType ||                             \/\/ DOM nodes.\n<\/span>          value === value.window<\/span>) {                      \/\/ Window objects.\n<\/span>        return<\/span> false<\/span>;\n      }\n      try<\/span> {\n        if<\/span> (value.constructor && !value.hasOwnProperty('constructor'<\/span>) &&\n            !value.constructor.prototype.hasOwnProperty('isPrototypeOf'<\/span>)) {\n          return<\/span> false<\/span>;\n        }\n      } catch<\/span> (e) {\n        return<\/span> false<\/span>;\n      }\n      var<\/span> key;\n      for<\/span> (key in<\/span> value) {}\n      return<\/span> key === undefined<\/span> || value.hasOwnProperty(key);\n    };\n    \n    \/\/ Method to merge the stored data model and the history model together.\n<\/span>    \/\/ From https:\/\/bit.ly\/2FrPQWL\n<\/span>    var<\/span> mergeStates = function<\/span>(storedModel, historyModel) {\n      for<\/span> (var<\/span> property in<\/span> storedModel) {\n        if<\/span> (storedModel.hasOwnProperty(property)) {\n          var<\/span> storedProperty = storedModel[property];\n          if<\/span> (Array<\/span>.isArray(storedProperty)) {\n            if<\/span> (!Array<\/span>.isArray(historyModel[property])) historyModel[property] = [];\n            mergeStates(storedProperty, historyModel[property]);\n          } else<\/span> if<\/span> (isPlainObject(storedProperty)) {\n            if<\/span> (!isPlainObject(historyModel[property])) historyModel[property] = {};\n            mergeStates(storedProperty, historyModel[property]);\n          } else<\/span> {\n            historyModel[property] = storedProperty;\n          }\n        }\n      }\n    };\n    \n    window<\/span>[dataLayerName].push = function<\/span>() {\n      try<\/span> {\n        \n        \/\/ Build the history array from local storage\n<\/span>        window<\/span>._dataLayerHistory = JSON.parse(\n          window<\/span>.localStorage.getItem('_dataLayerHistory'<\/span>) || \n          '{\"timeout\": null, \"history\": [], \"model\": {}}'<\/span>\n        );\n        \n        \/\/ Initial settings\n<\/span>        var<\/span> timeNow     = new<\/span> Date<\/span>().getTime(),\n            states      = [].slice.call(arguments, 0<\/span>),\n            results     = oldPush.apply(window<\/span>[dataLayerName], states),\n            oDataLayer  = window<\/span>[dataLayerName],\n            dHistory    = window<\/span>._dataLayerHistory,\n            oDataModel  = window<\/span>.google_tag_manager[{{Container ID}}].dataLayer.get({split: function<\/span>() { return<\/span> []; }});\n        \n        \/\/ Method to reset the history array to the current page state only\n<\/span>        dHistory.reset = function<\/span>() {\n          dHistory.timeout = null<\/span>;\n          dHistory.history = backfillHistory();\n          dHistory.model = {};\n          mergeStates(oDataModel, dHistory.model);\n          window<\/span>.localStorage.setItem('_dataLayerHistory'<\/span>, JSON.stringify(dHistory));\n        };\n      \n        \/\/ From https:\/\/bit.ly\/2A2ZcCG\n<\/span>        dHistory.model.get = function<\/span>(key) {\n          var<\/span> target = dHistory.model;\n          var<\/span> split = key.split('.'<\/span>);\n          for<\/span> (var<\/span> i = 0<\/span>; i if (target[split[i]] === undefined<\/span>) return<\/span> undefined<\/span>;\n            target = target[split[i]];\n          }\n          return<\/span> target;\n        };\n\n        \/\/ Add history if this is the initialization event itself\n<\/span>        if<\/span> (initialLoad) {\n          dHistory.history = dHistory.history.concat(backfillHistory());\n          initialLoad = false<\/span>;\n        }\n        \n        \/\/ If timeout is reached, reset the history array\n<\/span>        if<\/span> (dHistory.hasOwnProperty('timeout'<\/span>) && dHistory.timeout \/\/ Push latest item from dataLayer into the history array\n        dHistory.history.push(oDataLayer[oDataLayer.length-1<\/span>]);\n        \n        \/\/ Merge GTM's data model with the history model\n<\/span>        mergeStates(oDataModel, dHistory.model);\n        \n        \/\/ Update the timeout\n<\/span>        dHistory.timeout = timeNow + timeout;\n        \n        \/\/ Write the new history into localStorage\n<\/span>        window<\/span>.localStorage.setItem('_dataLayerHistory'<\/span>, JSON.stringify(dHistory));\n        return<\/span> results;\n      } catch<\/span>(e) {\n        console.log('Problem interacting with dataLayer history: '<\/span> + e);\n        var<\/span> states  = [].slice.call(arguments, 0<\/span>),\n            results = oldPush.apply(window<\/span>[dataLayerName], states);\n        return<\/span> results;\n      }\n    };\n  })();\nscript<\/span>><\/code><\/pre>\n<\/div>\n
In the very beginning of the snippet, there are two variables whose values you need to modify.<\/p>\n
var timeout = 30*60*1000;<\/code><\/p>\n
The line above establishes the timeout<\/strong> for the local storage. This means that once the user hasn\u2019t interacted with dataLayer<\/code> for as long as you set in the timeout, the history will be reset to start from the current page. The default value is 30 minutes<\/strong>, and if you want to modify it make sure you set the timeout in milliseconds<\/strong>, as in the default value.<\/p>\n
var dataLayerName=\"dataLayer\";<\/code><\/p>\n
The line above is the name of the dataLayer<\/code> array that Google Tag Manager uses, and it defaults to the unmodified container snippet. If you\u2019ve changed the dataLayer<\/code> name in the container snippet, make sure it\u2019s updated here, too.<\/p>\n
Other tag settings<\/h3>\n
In addition to copy-pasting the code above, set the Tag Priority<\/strong> value to 9999<\/code> or any number that\u2019s higher than any other Tag Priority for tags firing on the All Pages trigger.<\/p>\n
\n
    <\/p>\n
    \"tag<\/p>\n
    <\/a><\/p>\n<\/div>\n
Trigger<\/h3>\n
Set this Custom HTML tag to fire on the All Pages<\/strong> trigger. You want it to be the first tag that fires on the page. Naturally, if you have tags firing on an event that\u2019s pushed into dataLayer<\/code> before the Google Tag Manager container snippet, you need to make sure this tag fires on that<\/strong> trigger instead.<\/p>\n
\n
    <\/p>\n
    \"All<\/p>\n
    <\/a><\/p>\n<\/div>\n
How it works<\/h2>\n
Whenever something is pushed into dataLayer<\/code>, it is also pushed into a new array under window._dataLayerHistory<\/code>. This is a global object, and you can access it from anywhere on the page, including GTM\u2019s Custom HTML tags and Custom JavaScript variables.<\/p>\n
In addition to being added to this history array, this array is also consistently written into the window.localStorage<\/code> structure, which persists across pages until the user decides to clear their browser storage.<\/p>\n
\n
    <\/p>\n
    \"browser<\/p>\n
    <\/a><\/p>\n<\/div>\n
In short, there\u2019s a new window._dataLayerHistory<\/code> object that contains information about all the items pushed into dataLayer<\/code> across pages, and you can access this object from any JavaScript context on the page.<\/p>\n
\n
    <\/p>\n
    \"data<\/p>\n
    <\/a><\/p>\n<\/div>\n
The history array<\/h3>\n
The array itself, representing the history of the window.dataLayer<\/code> array, can be found at window._dataLayerHistory.history<\/code>.<\/p>\n
When the Custom HTML tag is first loaded on any page, this history array is first back-filled<\/strong> with items from the current window.dataLayer<\/code> that were pushed before the Custom HTML tag was fired. This is necessary, because the Custom HTML tag creates its own .push()<\/code> listener only when it fires, at which point the window.dataLayer<\/code> array will already contain items.<\/p>\n
One quirky thing you might notice is that if there\u2019s a window.dataLayer.push()<\/code> call taking place in a tag sequence<\/a>, the object pushed into the history array will not contain the gtm.uniqueEventId<\/code> key. There\u2019s not much I can do about this, unfortunately, but it shouldn\u2019t be a big deal.<\/p>\n
The data model<\/h3>\n
If you\u2019re not familiar with GTM\u2019s data model<\/a>, it\u2019s essentially a lookup table to which GTM copies and merges the key-value pairs you push into the dataLayer<\/code> array.<\/p>\n
It\u2019s important to understand this distinction, because GTM uses the internal data model for Data Layer variables<\/strong>.<\/p>\n
\n
    <\/p>\n
    \"data<\/p>\n
    <\/a><\/p>\n<\/div>\n
The data model is also persisted from page to page in window._dataLayerHistory.model<\/code>. This object has a get()<\/code> method you can use to fetch data model values, just like GTM\u2019s own native interface does:<\/p>\n
window._dataLayerHistory.model.get('someOldVariableFromAPreviousPage');<\/code><\/p>\n
This might be useful. For example, if your site writes to dataLayer<\/code> something like {userLoggedIn: true}<\/code> when the user logs into the site, but it only does this when the user actual logs in, you can fetch this value on later pages by querying the history object:<\/p>\n
window._dataLayerHistory.model.get('userLoggedIn');<\/code><\/p>\n
The history model applies the same type of recursive merge<\/strong> that GTM does with its internal data model. This might lead to unexpected outcomes with objects and arrays, so be sure to read up on recursive merge<\/a> before moving on.<\/p>\n
Reset<\/h3>\n
You can also reset the history by executing this command:<\/p>\n
window._dataLayerHistory.reset();<\/code><\/p>\n
This nulls the timeout and resets the history array and history model to the states of the current page, thus removing any history from both. It also resets the object stored in browser storage to this, reset state.<\/p>\n
Applications<\/h2>\n
There are many things you could do with a persistent dataLayer<\/code> and data model. Here are some examples.<\/p>\n
Get number of pages loaded<\/h3>\n
To identify how many pages the user has visited, you could have a Custom JavaScript variable that does this:<\/p>\n
\n
function<\/span>() {\n  return<\/span> window<\/span>._dataLayerHistory.history.filter(function<\/span>(obj) { return<\/span> obj.event === 'gtm.js'<\/span>; }).length;\n}\n<\/code><\/pre>\n<\/div>\n
Check the entire dataLayer<\/code> history for some key or value<\/h3>\n
Here\u2019s an extension of this solution<\/a> I wrote for the window.dataLayer<\/code> array (i.e. the dataLayer<\/code> of the current<\/strong> page only). With this, you can search the entire history of the dataLayer<\/code> array for a given key-value pair. This is what the modified Custom JavaScript variable looks like:<\/p>\n
\n
function<\/span>() {\n  \/\/ Modify the searchObject below.\n<\/span>  \/\/\n<\/span>  \/\/ Add each key-value pair you want to look for directly into the searchObject object. Use\n<\/span>  \/\/ strings for keys. \n<\/span>  \/\/\n<\/span>  \/\/ The variable will look for any key-value pair you specify, and return true if any one of them\n<\/span>  \/\/ is found. If you use dot notation, the variable will try to find a key with this name first,\n<\/span>  \/\/ after which it will parse the nested structure looking for a match.\n<\/span>  var<\/span> searchObject = {\n    'user.consentGiven'<\/span>: 'false'<\/span>\n  };\n  \n  var<\/span> dataLayerName = '_dataLayerHistory'<\/span>;\n  \n  \/\/ Don't edit anything below this line.\n<\/span>  var<\/span> getValueForObjectString = function<\/span>(obj, key) {\n    return<\/span> key.split(\".\"<\/span>).reduce(function<\/span>(o, x) {\n        return<\/span> (typeof<\/span> o == \"undefined\"<\/span> || o === null<\/span>) ? o : o[x];\n    }, obj);\n  };\n  \n  return<\/span> window<\/span>[dataLayerName].history.filter(function<\/span>(obj) {\n    var<\/span> found = false<\/span>;\n    var<\/span> prop;\n    \n    for<\/span> (prop in<\/span> searchObject) {\n      if<\/span> (obj[prop] == searchObject[prop] || getValueForObjectString(obj, prop) == searchObject[prop]) {\n        found = true<\/span>;\n      }\n    }\n    return<\/span> found;\n  }).length > 0<\/span>;\n}\n<\/code><\/pre>\n<\/div>\n
Summary<\/h2>\n
You can use this script to persist the dataLayer<\/code> array as well as Google Tag Manager\u2019s internal data model from one page to the next.<\/p>\n
It\u2019s not foolproof. For example, it doesn\u2019t understand command arrays<\/strong> or command functions<\/strong>, and it doesn\u2019t understand any manual .set()<\/code> commands you run against GTM\u2019s own, internal data model. (Note, if any of the terms in this paragraph were alien to you, please read my article on GTM\u2019s internal data model<\/a>).<\/p>\n
As always, this was more a tech demo than a turnkey solution. Please let me know in the comments if you have uses for this kind of a solution. Also, if you have improvement suggestions, let me know of those, too!<\/p>\n<\/p><\/div>\n\n","protected":false},"excerpt":{"rendered":"
UPDATE 4 June 2020: Instead of copying the Custom HTML code from the article, please load it from the GitHub Gist instead. Four years ago, I wrote an article on how to persist GTM\u2019s dataLayer from page to page. Unfortunately, the solution was a bit clumsy, requiring you to give specific commands for the interactions, […]<\/p>\n","protected":false},"author":1,"featured_media":102881,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[12033],"tags":[38540,1531,11419,3845,21084,1791],"dealstore":[],"offerexpiration":[],"class_list":["post-102880","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-analytics","tag-datalayer","tag-google","tag-managers","tag-pages","tag-persist","tag-tag"],"yoast_head":"\nPersist Google Tag Manager's dataLayer Across Pages - Som2ny Network<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/fivemor.com\/?p=102880\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Persist Google Tag Manager's dataLayer Across Pages - Som2ny Network\" \/>\n<meta property=\"og:description\" content=\"UPDATE 4 June 2020: Instead of copying the Custom HTML code from the article, please load it from the GitHub Gist instead. 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Som2ny Network","robots":{"index":"index","follow":"follow","max-snippet":"max-snippet:-1","max-image-preview":"max-image-preview:large","max-video-preview":"max-video-preview:-1"},"canonical":"https:\/\/fivemor.com\/?p=102880","og_locale":"en_US","og_type":"article","og_title":"Persist Google Tag Manager's dataLayer Across Pages - Som2ny Network","og_description":"UPDATE 4 June 2020: Instead of copying the Custom HTML code from the article, please load it from the GitHub Gist instead. Four years ago, I wrote an article on how to persist GTM\u2019s dataLayer from page to page. 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This returns the number of times that the gtm.js<\/code> event has been pushed into dataLayer<\/code>, and you can use this as a reasonably good proxy for determining how many pages the user has visited. Note that if you use either gtag.js<\/a> or Google Optimize<\/a>, this variable might not return an accurate result.<\/p>\n