Google Tag Manager Data Layer Push

Google Tag Manager (GTM) leverages a "Data Layer" that can store – and pass on – whatever information you choose.

You, your developers, or third party tools (like Paminga) can temporarily store data – about a form submission, a visit, web page content – in the Data Layer.

GTM can then read that information and use it in tags, triggers, and variables, or send the data on to other tools, like Google Analytics, Google Ads, Facebook/Meta, etc.

The Data Layer Push Action

Paminga can push data to the Data Layer when one of your Paminga Forms is submitted.

Like all other Actions, the Data Layer Push Action can be triggered globally or conditionally.

GTM Data Layer Push Action

What Data is Pushed to the Data Layer?

The following data is pushed to the Data Layer when your form is submitted:

• A dataLayer "event". By default, this is set to "PamingaFormSubmission".
  You can change this value in the Action's settings.
• Form ID
• Form Name
• The URL of the page from which the form was submitted
• The names and values of all "GET" variables that are present in the URL's query string.
  This may include UTM tags, gclid, gbraid, etc.
• The names and values of all fields submitted in the form

Data Format

Data pushed to the Data Layer is always in JSON format.

Here is a sample of the data pushed to the Data Layer when a form is submitted:

{
    "event": "PamingaFormSubmission",
    "formId": 1234,
    "formName": "Your Form",
    "embedUrl": "https://example.com/form",
    "getVariables": {
        "utm_campaign": "Campaign",
        "utm_source": "Source",
        "utm_medium": "Medium",
        "utm_content": "Content",
        "utm_term": "Term",
        "gclid": "12345",
    },
    "submissionValues": {
        "first_name": "Michael",
        "last_name": "Ward",
        "email_address": "michael@paminga.com",
        "industry": { "id": "43399", "label": "Restaurateur", "value": "restaurateur" },
        "interests": [
            { "id": "5521", "label": "Newsletter", "value": "newsletter" },
            { "id": "5522", "label": "Product Updates", "value": "product_updates" }
        ]
    }
}

Dropdown and Multiselect Fields

Most fields push a plain text string — whatever the contact typed or selected. Dropdown-style fields are different, because the option a contact picks has three distinct pieces you might want downstream: the option's id, the label the contact saw, and the value you configured for it (often a slug or code your other tools key on).

So for select and multiselect fields backed by a Paminga Drop Down, each chosen option is pushed as an object with all three:

"industry": { "id": "43399", "label": "Restaurateur", "value": "restaurateur" }

A single-select field pushes one object. A multiselect field pushes an array of them:

"interests": [
    { "id": "5521", "label": "Newsletter", "value": "newsletter" },
    { "id": "5522", "label": "Product Updates", "value": "product_updates" }
]

This means your GTM tags, GA4 events, or other destinations can read industry.value for the stable configured value rather than depending on the numeric id, which can change if a dropdown is rebuilt. Every other field type continues to push a plain string.