# Working with Fueled’s BigCommerce Data Layer

## Why Leverage Fueled’s Data Layer?

If a merchant needs to set up multiple client-side attribution scripts to run on their BigCommerce store, leveraging our data layer can help ensure that the same event data is sent to all destinations. Our data layer defines a data model in one place for consistent tracking and metrics.

## Enabling Fueled’s Data Layer

Fueled’s data layer is enabled whenever our scripts are enabled via Scripts Manager.

## Data Layer Object Definitions

See [our data layer object definitions documentation](/apps/bigcommerce-marketplace-app/google-analytics-4-connector/ga4-bigcommerce-app-event-definitions.md).

## Leveraging Fueled’s Data Layer with Google Tag Manager

> ⚠️ **We are not fans of GTM here at Fueled…** While Google Tag Manager remains a popular way for marketing teams to inject and manage attribution tags and other scripts on their website, GTM is highly problematic:
>
> * Google Tag Manager is stripped from websites by ad blockers up to 12% of the time in the United States.
> * It’s difficult to document and control attribution configuration with GTM.
> * It’s difficult to debug errors in attribution scripts that are managed via GTM.
>
> That said, you can still leverage Google Tag Manager with our data layer to help ensure consistent tracking and client-side metrics.

Fueled’s data layer is instantiated in the DOM’s window\.dataLayer object, as a variable called <mark style="color:red;">`fueled`</mark>.

Inside your Google Tag Manager instance, you can map the data layer to the variables you need for GTM events.

Go “Variables” and click “New” to to create new user-defined variables.

<figure><img src="/files/AoYqsBEx7jroZA8Ah1Lk" alt=""><figcaption></figcaption></figure>

Then click “Data Layer Variable” as seen below.

<figure><img src="/files/2R2vOmsovXUNklBLFd5F" alt=""><figcaption></figcaption></figure>

An example of how you would access properties of Fueled’s data layer are described in the screenshot below.

<figure><img src="/files/XD4KBUvNvNU3rYM5Z1tu" alt=""><figcaption></figcaption></figure>

<mark style="color:red;">`fueled`</mark> is the javascript variable to which we populate all of our event and data layer data. To access customer-related data (when a shopper is logged in), you’d select values such as:

* <mark style="color:red;">`fueled.customer.first_name`</mark>
* <mark style="color:red;">`fueled.customer.email`</mark>

## Getting Assistance with Fueled’s Data Layer

For help working with our data layer, please consider [joining our Community Slack Channel.](/more-info/get-support.md)


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