Skip to content
MENUMENU
  • Why Matomo?
    • 100% Data Ownership
    • Privacy Protection
    • Product Features
    • Open Source
    • Flexibility
    • No Data Sampling
    • GDPR
    • Google Analytics Alternative
  • Use Cases
    • Complete Analytics
    • Intranet Analytics
    • Consent-Free Tracking
    • Tracking Personal Data
    • Marketing Attribution
    • No Limitations
    • Log Analytics
  • Cloud
  • On-Premise
    • Matomo On-Premise
    • On-Premise vs Cloud
    • Download for free
    • Marketplace
    • Support Plans
  • Pricing
    • Pricing
    • Contact Sales
  • Resources
    • NEW! 2025 Ethical Marketing Field Guide
    • Help
    • Blog
    • Guides
    • Masterclasses
    • Case Studies
    • Integrations
    • Contact the Matomo team
    • List of all features
    • Get involved
  • Log inHelpTRY IT FOR FREE
  • Home
  • Help
  • Matomo Tag Manager
  • Variables

Variables - Data layer

Data layer in Matomo Tag ManagerData layer developer guide 

Company

  • About Matomo
  • History
  • Contributors
  • Hiring
  • Contact Us
  • Partner Programme

Support

  • Help Centre
  • Developers
  • Contact support

Sales

  • Contact Sales
  • Plans & Pricing

Product

  • Tag Manager
  • WordPress Plugin
  • URL Campaign Builder
  • Integrations
  • Open Source
  • Download Matomo
  • Changelog
  • Issue Tracker
  • GitHub
  • Feedback Panel
  • BigQuery & Data Warehouse Export

Privacy

  • Cookie Notice
  • Data ownership
  • GDPR
  • Security
  • Matomo Cloud Privacy Policy
  • Website Privacy Policy

Resources

  • Blog
  • Case Studies
  • Newsletter
  • Guides
  • Masterclasses
  • Matomo in the Press
  • Press Enquiries
  • GDPR Timeline
  • How to Check Website Traffic

Comparisons

  • vs Google Analytics
  • vs Amplitude
  • vs Adobe Analytics vs Google Analytics
  • vs Piwik PRO
  • vs Firebase
  • vs Plausible
  • vs Fathom
  • vs Hotjar
  • vs WP-Statistics
  • Top Web Analytics Tools

Industries

  • Banks 
  • Enterprise 
  • Financial Institutions 
  • Fintech
© 2025 matomo.org