Set Up the Data Layer for Google Tag Manager

A data layer is a JavaScript object that passes information from your website to your Google Tag Manager (GTM) container. The Reddit tag uses this information to automatically populate event metadata and match keys.

You can use this setup when either the Reddit Pixel alone—or both the Reddit Pixel and Conversions API (CAPI)—are set up in GTM. When used together, the same data is shared across web and server events, helping improve conversion accuracy.

1. Add data layer code to your web page

Create a script to pass data to the data layer: 

<script>
    window.dataLayer = window.dataLayer || [];
</script>

2. Set up data layer variables

Add the event name and extra parameters that you’d like to pass to the data layer. We recommend that you:

• Pass email for better attribution
• Send conversion ID for proper event deduplication when using both Reddit Pixel and CAPI
• When sending Add to Cart or Purchase events, share product ID, name, and category.

Reference

Available parameters

Customer match keys, such as email and phone numbers, are automatically normalized and hashed using SHA-256. Learn more about hashing.

Reddit parameter	Data layer parameter
Conversion event	event
Email address	user_data.email_address
Phone number	user_data.phone_number
Item count	ecommerce.items[].quantity
Value	ecommerce.items[].value
Currency	ecommerce.items[].currency
Products	"ecommerce.items": [ { "item_id": "abc123", "item_name": "Potato", "item_category": "Vegetable" } ]

Event values

Conversion event	Value
Page Visit	‘page_view’
View Content	‘view_item’
Search	‘search’
Add To Cart	‘add_to_cart’
Add To Wishlist	‘add_to_wishlist’
Purchase	‘purchase’
Lead	‘generate_lead’
Sign Up	‘sign_up’

Examples

Page Visit

dataLayer.push({
    ecommerce: null
}); // Clear previous ecommerce object
dataLayer.push({
    event: "page_view",
    user_data: {
        email_address: "alice@site.com",
        phone_number: "+15554441234"
    },
    ecommerce: {
        items: []
    }
});

View Content

dataLayer.push({
    ecommerce: null
}); // Clear previous ecommerce object
dataLayer.push({
    event: "view_item",
    user_data: {
        email_address: "alice@site.com",
        phone_number: "+15554441234"
    },
    ecommerce: {
        items: [{
            item_id: "abc123",
            item_name: "Potato",
            item_category: "Vegetable"
        }]
    }
});

Add to Cart

dataLayer.push({
    ecommerce: null
}); // Clear previous ecommerce object
dataLayer.push({
    event: "add_to_cart",
    user_data: {
        email_address: "alice@site.com",
        phone_number: "+15554441234"
    },
    ecommerce: {
        currency: "USD",
        value: 100.00,
        items: [{
            item_id: "abc123",
            item_name: "Potato",
            item_category: "Vegetable",
            quantity: 1,
            price: 100.00
        }]
    }
});

Purchase

dataLayer.push({
    ecommerce: null
}); // Clear previous ecommerce object
dataLayer.push({
    event: "purchase",
    user_data: {
        email_address: "alice@site.com",
        phone_number: "+15554441234"
    },
    ecommerce: {
        value: 100.00,
        currency: "USD",
        items: [{
            item_id: "abc123",
            item_name: "Potato",
            item_category: "Vegetable",
            quantity: 2,
            price: 50.00
        }]
    }
});

Learn more

In this section: Configure Signals > Third-party Integrations > Google Tag Manager

• Set up the Reddit Pixel in Google Tag Manager
• Set up the Reddit Pixel and Conversions API in Google Tag Manager
• Verify your containers