Enhanced E-Commerce Data Layer Bridge (GTM to JENTIS)

Enhanced Ecommerce Data Layer Bridge (GTM to JENTIS)

Many websites already use the Google Tag Manager (GTM) Data Layer with the Enhanced Ecommerce schema. This article provides a best practice guide for translating GTM Enhanced Ecommerce data into the JENTIS Data Layer model.

⚠️ Important: Direct integration via _jts.push is always preferred. Only use this bridge if direct integration is not feasible.

Use Case

Enhanced Ecommerce data is often pushed asynchronously into the window.dataLayer object. However, tracking based on such data requires special handling since the data appears at unpredictable times.

To bridge this gap, JENTIS allows you to convert GTM’s Enhanced Ecommerce schema to its own structured data layer format.

Translation Options

There are two ways to handle event tracking in JENTIS based on GTM's dataLayer:

Option A: Use a Custom JENTIS State

Create a new State in JENTIS Tag Manager.
Trigger this state when a specific event appears in dataLayer.
Drawback: You must update all triggers using this state.

✅ Option B: Use a JS Code Snippet (Recommended)

Add a JS snippet in the "Codes" section in JENTIS.
It listens to dataLayer.push events and automatically triggers _jts.push() with the translated data.
No need to update any triggers.

Supported Translations

Ecommerce Actions

GTM Enhanced Ecommerce Event

JENTIS Equivalent

impressions

product, productlist

click

product, productlistclick

detail

product, productview

add

product, addtocart

remove

product, removefromcart

checkout

product, checkout

purchase

product, order

promotion (impression/click)

❌ Not supported

refund

❌ Not supported

Product Field Mapping

GTM Field

JENTIS Field

id

name

category

group

price

brutto

brand

quantity

position

variant

Purchase metadata (from actionField) is also mapped accordingly (e.g., id, revenue, shipping, coupon).

Installation Steps

Step 1: Add a Code Snippet in JENTIS

Go to Components > Codes in the JENTIS Tag Manager.
Click + to add a new JavaScript function.
Paste the complete code snippet provided in this article.
Save and publish.

Code Snippet

//define events to listen to as single String values in array
//keep empty to listen to all events
var RELEVANT_EVENTS = ["ecommerce"];
var DISCOVERY_TYPE  = "parameter_key"; //either by event_name matching or existing parameter_key

var dl = window.dataLayer || [];
if(Array.isArray(dl) && dl.length && dl.length > 0) {
    dl.forEach(arrayItem => {
          if(DISCOVERY_TYPE == "event_name")
          initiateRelevantStates(arrayItem.event, arrayItem);
        else if(DISCOVERY_TYPE == "parameter_key")
          initiateRelevantStates(arrayItem[RELEVANT_EVENTS[0]] ? RELEVANT_EVENTS[0] : undefined, arrayItem);
    })
}

var originalPush = dl.push;
dl.push = function(args){
    originalPush.call(window["dataLayer"], args);
    if(DISCOVERY_TYPE == "event_name")
      initiateRelevantStates(args.event, args);
    else if(DISCOVERY_TYPE == "parameter_key")
      initiateRelevantStates(args[RELEVANT_EVENTS[0]] ? RELEVANT_EVENTS[0] : undefined, args);
}
window.dataLayer = dl;

function initiateRelevantStates(match_key, eec_object){
    if(Array.isArray(RELEVANT_EVENTS) && 
       RELEVANT_EVENTS.length > 0 &&
       typeof match_key != "undefined" &&
       typeof eec_object != "undefined"){
        if(RELEVANT_EVENTS.includes(match_key)){
            try{
                dl_eec_transform(eec_object);
            } catch(e){console.log(e);}
        } else {
          }
      } else if(typeof event_name != "undefined" &&
              typeof eec_object != "undefined"){
        try{
            dl_eec_transform(eec_object);
        } catch(e){console.log(e);}
    }
}

//JTS DataLayer Ecommerce Transformer
function dl_eec_transform(dl_eec) {
    var jtsTrackObj = {};
    var jtsProds    = [];
    if(checkObject(dl_eec,["ecommerce","add"])){
        jtsTrackObj.track = "addtocart";
        jtsProds          = dl_eec.ecommerce.add.products;
    }
    else if(checkObject(dl_eec,["ecommerce","remove"])){
        jtsTrackObj.track = "removefromcart";
        jtsProds          = dl_eec.ecommerce.remove.products;
    }
    else if(checkObject(dl_eec,["ecommerce","detail"])){
        jtsTrackObj.track = "productview";
        jtsProds          = dl_eec.ecommerce.detail.products;
    }
    else if(checkObject(dl_eec,["ecommerce","impressions"])){
        jtsTrackObj.track = "productlist";
        jtsTrackObj.name  = "";
        jtsProds          = dl_eec.ecommerce.impressions;
        if(Array.isArray(dl_eec.ecommerce.impressions) && dl_eec.ecommerce.impressions[0].list)
            jtsTrackObj.name = dl_eec.ecommerce.impressions[0].list;
    }
    else if(checkObject(dl_eec,["ecommerce","click", "products"])){
        jtsTrackObj.track = "productlistclick";
        jtsTrackObj.name  = "";
        jtsProds          = dl_eec.ecommerce.click.products;
        if(dl_eec.ecommerce.click.actionField && dl_eec.ecommerce.click.actionField.list)
            jtsTrackObj.name = dl_eec.ecommerce.click.actionField.list;
    }
    else if(checkObject(dl_eec,["ecommerce","checkout","actionField"])){
        jtsTrackObj.track    = "checkout";
        jtsTrackObj.step     = dl_eec.ecommerce.checkout.actionField.step;
        jtsTrackObj.option   = dl_eec.ecommerce.checkout.actionField.option;
        jtsProds             = dl_eec.ecommerce.checkout.products;

    }
    else if(checkObject(dl_eec,["ecommerce","purchase","actionField"])){
        jtsTrackObj.track    = "order";
        jtsTrackObj.vouchers = [{"code": dl_eec.ecommerce.purchase.actionField.coupon}];
        jtsTrackObj.orderid  = dl_eec.ecommerce.purchase.actionField.id;
        jtsTrackObj.brutto   = dl_eec.ecommerce.purchase.actionField.revenue;
        jtsTrackObj.shipping = dl_eec.ecommerce.purchase.actionField.shipping;
        jtsProds             = dl_eec.ecommerce.purchase.products;

    }
    //transform products
    if(jtsProds && Array.isArray(jtsProds))
        jtsProds.forEach(function(product){
          var jts_product = {
                "track"     :   "product",
                "type"      :   jtsTrackObj.track,
                "id"        :   product.id,
                "name"      :   product.name,
                "group"     :   [product.category],
                "brutto"    :   product.price,
                "brand"     :   product.brand,
                "quantity"  :   product.quantity ? product.quantity : 1,
                "position"  :   product.position,
                "variant"   :   product.variant
            };
          for(var i = 1; i <= 200; i++)
            if(product["dimension"+i])
              jts_product["dimension"+i] = product["dimension"+i];
          
          _jts.push(jts_product);
        })

    _jts.push(jtsTrackObj);
  
    _jts.push({"track":"submit"})
}

function checkObject(object,aSplit,counter) {
    if(typeof counter === "undefined") {
        counter = 0;
    }

    if(aSplit.length === counter) {
        return object;
    } else {
        if(typeof object[aSplit[counter]] !== "undefined") {
            return checkObject(object[aSplit[counter]],aSplit,++counter);
        } else {
            return null;
        }
    }
}

(For brevity, see the full implementation in the downloadable JS file or copy it directly from the docs.)

Notes

This bridge activates JENTIS tracking via _jts.push() and triggers a track: "submit" automatically.
The script ensures compatibility with most Enhanced Ecommerce implementations.
To support custom fields (e.g., dimension1 to dimension200), the script copies these if present.

Product Statement

This Enhanced Ecommerce bridge script is a JENTIS-built compatibility layer to support existing GTM-based implementations. While JENTIS recommends a native _jts.push approach for maximum performance, this solution allows seamless migration and enhanced flexibility for complex or legacy tracking environments.

Use this feature to accelerate adoption of the JENTIS Tag Manager while maintaining consistency with your existing GTM structure.

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Last updated 18 days ago

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