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Push Snitcher company data to the Google Tag Manager dataLayer, making it available for use in tags, triggers, and variables throughout your GTM container.

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Setup Overview

  1. Configure the Spotter callback to push data to the dataLayer
  2. Create Data Layer Variables in GTM
  3. Use those variables in your tags

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Step 1: Push Data to dataLayer

Snitcher.on('initialized', async function() {
  const identification = await Snitcher.getSpotterIdentification();
  
  if (identification && identification.success) {
    const data = identification.data;
    
    window.dataLayer = window.dataLayer || [];
    window.dataLayer.push({
      event: 'snitcher_identified',
      snitcher: {
        name: data.name,
        domain: data.website,
        industry: data.industry,
        size: data.size
      }
    });
  }
});

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Using Callback (Legacy)

Define SpotterSettings before the Snitcher script loads: 
<script>
  window.SpotterSettings = {
    callback: function(identification) {
      // Ignore ISP identifications
      if (identification && identification.type !== "isp") {
        var company = identification.company;

        // Push to dataLayer
        window.dataLayer = window.dataLayer || [];
        window.dataLayer.push({
          event: 'snitcher_identified',
          snitcher: {
            name: company.name,
            domain: company.domain,
            industry: company.industry,
            size: company.employee_range
          }
        });
      }
    }
  };
</script>

<!-- Snitcher tracking script loads after -->
No API token is required. Make sure your domain is authorised in the Spotter settings before getting started.

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Step 2: Create Data Layer Variables in GTM

  1. Sign in to Google Tag Manager
  2. Navigate to Variables → User-Defined Variables → New
  3. Configure each variable:
Variable NameData Layer Variable NameVersion
SnitcherCompanyNamesnitcher.nameVersion 2
SnitcherCompanyDomainsnitcher.domainVersion 2
SnitcherCompanyIndustrysnitcher.industryVersion 2
SnitcherCompanySizesnitcher.sizeVersion 2
For each variable:
  • Click Variable Configuration → Data Layer Variable
  • Enter the Data Layer Variable Name from the table
  • Set Data Layer Version to Version 2
  • Click Save

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Step 3: Create a Trigger (Optional)

To fire tags when a company is identified:
  1. Go to Triggers → New
  2. Choose Custom Event
  3. Set Event name to snitcher_identified
  4. Save the trigger

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Using the Variables

Once configured, use {{"{{SnitcherCompanyName}}"}}, {{"{{SnitcherCompanyIndustry}}"}}, etc. in any tag:

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Example: GA4 Event

Create a GA4 Event tag with these event parameters:
Parameter NameValue
company_name{{"{{SnitcherCompanyName}}"}}
company_industry{{"{{SnitcherCompanyIndustry}}"}}
company_size{{"{{SnitcherCompanySize}}"}}

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Example: LinkedIn Insight Tag

Use company data to build retargeting audiences based on company attributes.

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Available Data

VariableDescription
snitcher.nameCompany name
snitcher.domainPrimary domain
snitcher.industryIndustry category
snitcher.sizeEmployee range
You can extend the callback to include additional fields as needed. See Spotter API documentation for the full response structure.