Data Layer Variables in Tag Manager

You can record company attributes as Data Layer Variables in Tag Manager, allowing you to easily re-use them in other tags, triggers, or variables.

Here’s how:

1. Sign in to Google Tag Manager.
2. Click the Variables tab, find the User-Defined Variables box, and click New.
3. Fill out the data layer variable form: Replace Untitled Variable with the suggested Variable Title in the table below. Click Variable Configuration, then select Data Layer Variable. Fill out Data Layer Variable Name with the value provided in the table below. Set Data Layer Version to Version 2. Click Save.

Repeat the steps above for all Snitcher identification data variables you’d like to have available as data layer variables. Here’s an overview of the most commonly used:

4. Update your Spotter callback function

<script>
  function myCallback(identification) {
    // We want to ignore 'isp' type identifications
    if (identification && identification.type !== "isp") {
      // The company was successfully identified!
      var company = identification.company;

      // Sync data into Data Layer
      window.dataLayer = window.dataLayer || [];
      window.dataLayer.push({
        snitcher: {
            name: company.name,
            domain: company.domain,
            industry: company.industry,
            size: company.employee_range
        }
      });
    }
  }

  // Spotter API settings
  window.SpotterSettings = {
    token: "YOUR-API-TOKEN",
    callback: myCallback,
  };
</script>