Tracking Codes

The pixel glossary

Here you’ll find the definition of the most common terminology for tracking codes and data collection tools out there.

Data Layer: is a javascript object used to pass information to your Google Tag Manager container. Can contain e-commerce transaction data, events, attributes, etc. More information about DataLayer and Google Tag Manager you can find here.

window.dataLayer = window.dataLayer || [];
  'event': 'mey_event_name',
  'attribute_1': 'dummy value',
  'attribute_2_nested': {
    'var_1': 'value',
    'var_2': 9999

Data Stream: Google Analytics 4 has its hierarchy in the form of Account > Property > Data Stream. Each data stream represents a flow of data from a customer touchpoint (your website or app) and your GA4 property. A property can have up to 46 data streams (10 web data streams and 36 app data streams).

Tag: can be referred to as the tracking code or pixel for a data collection tool (e.g. Google Analytics, Hotjar, etc). This snippet of code usually can be found on the head section of a webpage, however, depending on the configuration of your website/app can exist in other parts as well. It runs functions to send tracking and measurement information to a third-party tool. Google Tag Manager is a tool to manage all your tags in the same place, otherwise, you’ll have to add each tracking code on your website. GTM makes this job easier.

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Davi Candido
Data Scientist and Data Engineer at GrowthHackers

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