Using Google Tag Manager dataLayer variables in segmentation

If you are already using Google Tag Manager there is a big chance you’ve already implemented multiple custom information,  sent through dataLayer. With Omniconvert you can use all this custom information to segment experiments/surveys without another implementation.

GTM dataLayer variable

The conditions we can use are:

• Is – segments the visitors whose value of the dataLayer, from website database, is identical to the one introduced in the value field.
  Example: Include -> GTM datalayer variable – > datalayer variable name – > is – > 20
  This segment targets only the visitors, registered in your database, who have 20 years old.
• Contains – segments the visitors whose value of the dataLayer, from website database, contains the one introduced in the value field.
  Example: Include -> GTM datalayer variable – > datalayer variable name – > contains – > 2
  This segment targets only the visitors, registered in your database, that have 2 included in their age.
• Start with – segments the visitors whose value of the dataLayer, from website database, starts with the one introduced in the value field.
  Example: Include -> GTM datalayer variable – > datalayer variable name – > start with – > 2
  This segment targets only the visitors, registered in your database, whose age stars with 2.
• End with – segments the visitors whose value of the dataLayer, from website database, ends with the one introduced in the value field.
  Example: Include ->GTM datalayer variable – > datalayer variable name – > end with – > 2
  This segment targets only the visitors, registered in your database, whose age ends with 2.
• Lower than – segments the visitors whose value of the dataLayer, from website database, is lower than the one introduced in the value field.
  Example: Include -> GTM datalayer variable – > datalayer variable name – > start with – > 30
  This segment targets only the visitors, registered in your database, whose age is under 30.
• Greater than – segments the visitors whose value of the dataLayer, from website database, is greater than the one introduced in the value field.
  Example: Include -> GTM datalayer variable – > datalayer variable name – > start with – > 19
  This segment targets only the visitors, registered in your database, whose age are upper than 19.
• RegEx – define with RegEx the value.

Example

A basic dataLayer looks like this:

<script>
    dataLayer = [{
        isLoggedIn: 0,
        userEmail: ''
    }];
</script>

Example to segment all logged visitors:

Also, you can use any dataLayer variable as text in creatives with the {DATALAYER[attribute]} format.

Please ensure that dataLayer is populated with the values needed for segmentation before the Omniconvert code loads.