BrightTag ONE Platform Implementation Best Practices: Building Structured Data Layers

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1 Page 1 of 5 Page 1 of 5 BrightTag ONE Platform Implementation Best Practices: Building Structured Data Layers To pull data from your website and pass it into tags, BrightTag uses a Data Dictionary made up of Data s that are defined and then mapped to the website through a set of explicit instructions called Data Binding Expressions (DBEs) When mapping your Data Dictionary into BrightTag, one method is to use data that already exists across your website; for example by pulling values from an HTML element using CSS selectors, grabbing parameters in URL query strings, or even using values stored in the first party cookie. BrightTag is fully capable of collecting data in this manner. However, to ensure completeness of data capture, the recommended approach is to add a Structured Data Layer into your pages by placing JavaScript tracking objects into your page source. This structured data layer ensures that BrightTag always knows where to find the data your tags need and what events to listen for. It also ensures that the data is always available even when your site changes. When implementing a tracking object, we recommend formatting the data using JSON. This provides a clean consistent way to support cases that require an array of data, such as tracking multiple items within an order. BrightTag does not have explicit requirements on the syntax, but has provided the following recommended examples across different types of sites: E- Commerce Site Example: customerid : VALUE, items : { discount : VALUE navigation.customerid items.productid items.productname items.productcategory items.price items.discount Product or Homepage user, if applicable The unique ID for the product product detail page. The name for the product The category for the product (i.e.: Appliances or Electronics) The final price of the items The discounted amount of the item Recommended Data Structure on Shopping Cart and Sales Confirmation Pages Item Numbers: Page 1 of 5 Item Numbers: Page 1 of 5

2 Page 2 of 5 Page 2 of 5 For shopping cart and sales confirmation pages, additional data is recommended. In this example, pagedata is an object populated with data from an order confirmation page. pagedata.navigation contains several nested objects capturing key/values that may exist across every page of the site. Meanwhile pagedata.items is an array of objects. The number of objects within pagedata.items would change based on the number of items purchased. For example, if a user purchases 3 products, there will be 3 separate product IDs declared in the array. customerid : VALUE, order : { total : VALUE, tax : VALUE, shipping : VALUE, discount : VALUE items : [{ discount : VALUE, quantity : VALUE, subtotal : VALUE } { discount : VALUE, quantity : VALUE, subtotal : VALUE }] navigation.customerid order.id order.total order.tax order.shipping order.discount items.productid items.productname items.productcategory items.price items.discount items.quantity items.subtotal user, if applicable The unique order ID The total revenue associated with the order The amount of tax associated with the order The amount of shipping charges associated with the order The amount of discounts associated with the order (i.e.: coupons) The unique ID for the product in the shopping cart The name for the product in the shopping cart The category for the product in the shopping cart (i.e.: Appliances or Electronics) The final price of the items in the shopping cart The discounted amount of the item in the shopping cart The total quantity of the item purchased The total revenue associated with this item purchased Airline Booking Site Example Item Numbers: Page 2 of 5 Item Numbers: Page 2 of 5

3 Page 3 of 5 Page 3 of 5 flight : { origin : VALUE, destination : VALUE, departure_date : VALUE, return_date : VALUE, guests : VALUE, flight.origin flight.destination flight.departure_date flight.return.date flight.guests Search Results or Homepage The departure city requested The destination city requested Departure date requested Return date requested Number of travelers Recommended Data Structure on Booking Confirmation Pages For checkout and booking confirmation pages, additional data about the reservation details is recommended: reservation : { total : VALUE flight : { origin : VALUE, destination : VALUE, departure_date : VALUE, return_date : VALUE, guests : VALUE, reservation.id reservation.total flight.origin flight.destination flight.departure_date flight.return.date flight.guests The unique reservation ID The total value of the reservation The departure city requested The destination city requested Departure date requested Return date requested Number of travelers Hotel Booking Site Example Search Results or Homepage Item Numbers: Page 3 of 5 Item Numbers: Page 3 of 5

4 Page 4 of 5 Page 4 of 5 detail page. The location for the The rack rate for the room Recommended Data Structure on Booking Confirmation Pages For checkout and booking confirmation pages, additional data about the reservation details is recommended: reservation : { total : VALUE, checkin : VALUE, checkout : VALUE, guests : VALUE reservation.id reservation.total reservation.checkin reservation.checkout reservations.guests The unique reservation ID The total value of the reservation The check- in date The check- out date The number of guests on the reservation The location for the The rack rate for the room Real Estate / Classifieds (Lead Generation) Site Example Recommended Data Structure on Browse (Non- Confirmation) Pages For all non- confirmation pages, the following JSON structure is recommended to represent data on the pages:.type Rent a Home or Buy a Home member, if applicable The type of (rental home vs home for sale) Item Numbers: Page 4 of 5 Item Numbers: Page 4 of 5

5 Page 5 of 5 Page 5 of 5 type : VALUE, detail page. The location for the The price of the Recommended Data Structure on Lead Confirmation Pages For lead confirmation pages, additional data about the lead is recommended: lead : { customer : VALUE, type : VALUE, lead.id lead.customer.type The unique lead ID ID that distinguishes the customer (sometimes a hashed address) The type of (rental home vs home for sale) in the lead the person is interested in The location for the The price of the As these examples hopefully demonstrate, a Structured Data Layer can be complimented with specific data depending on the nature of the site and the type of data that is most relevant. For further information or advice, please contact your BrightTag representative. Item Numbers: Page 5 of 5 Item Numbers: Page 5 of 5