Custom Data Layer Design
Data layer architecture and specification for scalable, platform-agnostic tracking with developer-ready documentation.
A platform-agnostic data layer architecture with naming conventions, e-commerce schema, and a developer-ready specification document.
Teams about to build a new site or re-platform, or those whose current data layer has grown inconsistent and difficult to extend.
- 6-12 hours
- Works with GTM, Tealium, Adobe Launch, or any TMS
- Developer-ready specification with push snippets
- Naming convention guide included
Depending on your existing setup, some steps below can be shortened or skipped entirely.
Delivery roadmapHow we deliver Custom Data Layer Design.
Requirements gathering
We work with your analytics, marketing, and development teams to map every tracking requirement to a specific data layer event and its parameters.
Architecture design
The data layer structure is designed: event names, parameter keys, value types, and e-commerce schema where applicable.
Naming convention definition
Consistent naming conventions are documented so future events follow the same pattern without a review cycle each time.
Developer documentation
The specification is written for developers, with push snippets, timing requirements, and edge case handling clearly explained.
Handover and review
We review the spec with your development team and answer implementation questions before work begins.
Overview
How to know if you need Custom Data Layer Design
- Every new tracking requirement becomes a custom project because there is no agreed structure to extend.
- Developers implement events differently each time because there is no specification to work from.
- You are about to build or re-platform a site and want tracking defined before development starts.
- Your current data layer has grown inconsistently and the tag manager is patching over structural problems.
- You want to switch tag management platforms but your current data layer is too tightly coupled to the existing setup.
What Custom Data Layer Design covers
- Data layer architecture designed from scratch or redesigned from your existing structure.
- Platform-agnostic event and parameter naming so the spec works with GTM, Tealium, Adobe Launch, or any other TMS without rework.
- Naming convention definition so future events follow the same pattern without a review cycle each time.
- E-commerce schema if applicable: product impressions, add-to-cart, checkout steps, purchase.
- Developer-ready specification with push snippets, timing requirements, and edge case handling.
Custom Data Layer Design outcomes
- A specification document developers can implement directly, with push examples for every event.
- Naming conventions your team can extend without revisiting the design each time a new event is needed.
- A foundation that works regardless of which tag management platform you use now or move to in future.
Custom Data Layer Design scope and hours
- 6-12 hours
- Stakeholder input is required from analytics, marketing, and development teams to map tracking requirements correctly.
- E-commerce schema adds to scope if not already included in the initial brief.
- Delivery confirmed after requirements are gathered.
What makes our Custom Data Layer Design different
- The specification is a developer-ready document. Push snippets, where and how to trigger them, including possible edge cases from previous experiences.
- The architecture is platform-agnostic by design, so it does not need to be rebuilt if you change your TMS.
- Naming conventions are applied at design time, not retrofitted later.
- You don't get a diagram. You get a document developers can open and start implementing from.
More GTM services
View all GTM servicesWant to try before you commit?
- Looking to try out Beluacode but not sure about it? You can always ask us for a free audit.
- Free, no strings attached. We deliver the results and wish you a great day.
- You will not be forced to talk to us, no call needed to release the results :)
Frequently Asked Questions
Do we need to be on GTM specifically?
Do developers need to be involved in the process?
What if we already have a data layer in place?
Does the spec include e-commerce events?
Pairs well with
Google Tag Manager Audit
Full programmatic export analysis of your GTM container. Every tag, trigger, and variable reviewed: naming conventions, performance impact per tag, consent compliance, broken references, unused elements, and more. Delivered as a prioritised findings report with specific remediation steps.
Custom GTM Template Development
Purpose-built GTM custom templates for your specific tags, pixels, or tracking logic. Sandboxed, reusable, and deployable without custom HTML tags.
GTM Training & Documentation Package
Structured GTM training for your team: container fundamentals, your specific implementation, custom HTML and JavaScript basics, and a documentation package tailored to your setup.
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