{"id":150200,"date":"2025-03-22T18:30:39","date_gmt":"2025-03-22T18:30:39","guid":{"rendered":"https:\/\/peraltafinancing.com\/analytics\/gtmtips-add-the-event-key-to-datalayer-pushes\/"},"modified":"2025-03-22T18:30:39","modified_gmt":"2025-03-22T18:30:39","slug":"gtmtips-add-the-event-key-to-datalayer-pushes","status":"publish","type":"post","link":"https:\/\/fivemor.com\/?p=150200","title":{"rendered":"#GTMtips: Add The &#8220;event&#8221; Key To dataLayer Pushes"},"content":{"rendered":"<p> <br \/>\n<\/p>\n<div>\n<p>In <a href=\"https:\/\/tagmanager.google.com\">Google Tag Manager<\/a>, every single Tag requires a Trigger to fire. Every single Trigger requires an Event condition to activate. Sometimes, these Event conditions are obfuscated under template semantics, but you can also create a Custom Event Trigger, where you specify the value of the \u2018event\u2019 key in <code>dataLayer<\/code> that fires your tag. You can read more about the relationship between GTM events and Tags in these two posts:<\/p>\n<p>The key takeaway is that <strong>only an \u2018event\u2019 key push into <code>dataLayer<\/code> has the power to fire a Tag<\/strong>. So, the tip of this post is to (always) include the \u2018event\u2019 key when you use the <code>push()<\/code> method of <code>dataLayer<\/code>.<\/p>\n<p>                <span class=\"simmer\"><br \/>\n  <span class=\"close\">X<\/span><\/p>\n<p>\n    <span class=\"fa fa-md fa-bell\"\/><br \/>\n    <strong>The Simmer Newsletter<\/strong>\n  <\/p>\n<p>\n    Subscribe to the <a href=\"https:\/\/www.simoahava.com\/newsletter\/\">Simmer newsletter<\/a> to get the latest news and content from Simo Ahava into your email inbox!\n  <\/p>\n<p>  <\/span><\/p>\n<h2 id=\"tip-17-add-the-event-key-to-your-datalayer-pushes\">Tip 17: Add the \u2018event\u2019 key to your dataLayer pushes<\/h2>\n<div style=\"aspect-ratio: 1519 \/ 848;\" class=\"figure nocaption\">\n<p>    <a href=\"https:\/\/www.simoahava.com\/images\/2015\/02\/add-event-key-to-datalayer-pushes.jpg\" title=\"Add Event Key to dataLayer.push()\"><\/p>\n<p>    <img decoding=\"async\" class=\"fig-img\" height=\"848\" width=\"1519\" loading=\"lazy\" src=\"https:\/\/www.simoahava.com\/images\/2015\/02\/add-event-key-to-datalayer-pushes.jpg#ZgotmplZ\" alt=\"Add Event Key to dataLayer.push()\"\/><\/p>\n<p>    <\/a><\/p>\n<\/div>\n<p>Now, the reason I suggested to <em>always<\/em> have the key in each <code>dataLayer.push()<\/code> is because there\u2019s no way to fire your Tags if there\u2019s no \u2018event\u2019 key present. In <a href=\"https:\/\/www.simoahava.com\/analytics\/ecommerce-tips-google-tag-manager\/\">Enhanced Ecommerce<\/a>, for example, this is critical. Each <code>push()<\/code> into the <code>dataLayer<\/code> with an Enhanced Ecommerce payload exists only until the next Enhanced Ecommerce payload <code>push()<\/code>. If you don\u2019t have a Tag firing with an Enhanced Ecommerce push, you will not be able to access this particular <em>state<\/em> of <code>dataLayer<\/code> later, if you\u2019ve already managed to push another \u2018ecommerce\u2019 object. To put it into perspective, take a look at the following code:<\/p>\n<div class=\"highlight\">\n<pre style=\"background-color:#fff;-moz-tab-size:4;-o-tab-size:4;tab-size:4\"><code class=\"language-javascript\" data-lang=\"javascript\">dataLayer.push({\n  <span style=\"color:#a50\">'ecommerce'<\/span> : {\n    <span style=\"color:#a50\">'impressions'<\/span> : [{\n      <span style=\"color:#a50\">'name'<\/span> : <span style=\"color:#a50\">'product1'<\/span>,\n      <span style=\"color:#a50\">'id'<\/span> : <span style=\"color:#a50\">'12345'<\/span>\n    }]\n  }\n});\n<span style=\"color:#aaa;font-style:italic\">\/\/ Some code\n<\/span><span style=\"color:#aaa;font-style:italic\"\/>dataLayer.push({\n  <span style=\"color:#a50\">'ecommerce'<\/span> : {\n    <span style=\"color:#a50\">'impressions'<\/span> : [{\n      <span style=\"color:#a50\">'name'<\/span>: <span style=\"color:#a50\">'product2'<\/span>,\n      <span style=\"color:#a50\">'id'<\/span> : <span style=\"color:#a50\">'23456'<\/span>\n    }]\n  },\n  <span style=\"color:#a50\">'event'<\/span> : <span style=\"color:#a50\">'impressionsPushed'<\/span>\n});\n<\/code><\/pre>\n<\/div>\n<p>So you might think that having a Tag fire when <strong>Event equals impressionsPushed<\/strong> would send both impression objects (<em>product1<\/em> and <em>product2<\/em>) to GA, but you\u2019re wrong. Only the second push is processed. That\u2019s why it\u2019s important to have an \u2018event\u2019 key in the first push as well. Or, it would be even better to combine these into a single push, but there might always be technical reasons why this isn\u2019t possible.<\/p>\n<p>So that\u2019s key takeaway 1:<\/p>\n<p><strong>An \u2018event\u2019 key in a push ensures that you can access the state of <code>dataLayer<\/code> at the time of the push in your tags<\/strong>.<\/p>\n<p>The second thing I want to show you might be surprising to some. You can actually add the \u2018event\u2019 key to pre-container-snippet pushes as well! This means that you can have Tags fire <em>before<\/em> the Pageview event, i.e. <strong>gtm.js<\/strong>.<\/p>\n<p>This is because GTM processes the past states of <code>dataLayer<\/code> as well, which have been defined before the container snippet started to process the data structure.<\/p>\n<p>If you take a look at the <a href=\"https:\/\/www.simoahava.com\/categories\/gtm-tips\/\">#GTMtips<\/a> picture for this post, you can see an example of this. I have a <code>dataLayer.push()<\/code> <strong>before<\/strong> the container snippet, and it also includes the \u2018event\u2019 key with value <strong>loggedIn<\/strong>.<\/p>\n<p>As you can see in the debug panel, this Event is processed <em>before<\/em> the <strong>Pageview<\/strong> event in the message bus, meaning that the execution of any Tags that have  <strong>Event equals loggedIn<\/strong> as their Trigger would start before Tags that fire on the All Pages Trigger, for example.<\/p>\n<p>So, key takeaway 2:<br \/>\n<strong>Pre-container-snippet \u2018event\u2019 pushes can fire Tags before the Pageview Event.<\/strong><\/p>\n<\/p><\/div>\n\n","protected":false},"excerpt":{"rendered":"<p>In Google Tag Manager, every single Tag requires a Trigger to fire. Every single Trigger requires an Event condition to activate. Sometimes, these Event conditions are obfuscated under template semantics, but you can also create a Custom Event Trigger, where you specify the value of the \u2018event\u2019 key in dataLayer that fires your tag. You [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":150201,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[12033],"tags":[16353,38540,9252,14492,1088,11294],"dealstore":[],"offerexpiration":[],"class_list":["post-150200","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-analytics","tag-add","tag-datalayer","tag-event","tag-gtmtips","tag-key","tag-pushes"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v26.4 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>#GTMtips: Add The &quot;event&quot; Key To dataLayer Pushes - 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=150200\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"#GTMtips: Add The &quot;event&quot; Key To dataLayer Pushes - Som2ny Network\" \/>\n<meta property=\"og:description\" content=\"In Google Tag Manager, every single Tag requires a Trigger to fire. 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