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Data layer validatorFree tool

Validate a dataLayer push

Paste a dataLayer entry and this finds the things that quietly break triggers and destinations: an event name that isn't consistently cased, numeric fields arriving as strings, nulls and empty strings where a value failed to populate, and personal data you might not have meant to put there. It walks the whole object and lists every key path, so you can compare against your specification — or discover you don't have one.

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By Ariful IslamHow Data layer validator works ↓
Free toolRuns in your browser · nothing is uploaded

Validate a data layer push

Paste a dataLayer push and this checks the things that quietly break triggers: an event name that isn't consistently cased, numeric fields sent as strings, nulls and empty strings where a value failed to populate, and personal data you might not have meant to put there.

dataLayer push

Paste a dataLayer push and press Check. Everything happens in your browser. Nothing is sent anywhere.

Data layer validator · what breaks

What this tool is for — Data layer validator

  1. 01

    A trigger fires on some pages and not others

    Usually inconsistent event naming.

  2. 02

    A destination rejects your events

    Often a type problem.

  3. 03

    You're writing a data layer spec

    And want to see what's actually there.

Data layer validator · the fix

What you get out of it — Data layer validator

  • Every key path listed

    So you can compare against your spec.

  • Type inconsistencies flagged

    Numeric fields sent as strings.

  • Possible personal data identified

    Not as an accusation — as something to confirm is deliberate.

Data layer validator · architecture

Why the data layer is the highest-leverage thing to get right

It's the contract between the people who build the site and the people who measure it. Without one, tracking depends on markup.

  1. 1

    CSS selectors break on every redesign

    Silently, with no error anywhere. A data layer decouples tracking from presentation.

  2. 2

    Type inconsistency travels

    A value sent as a string on one page and a number on another is how one destination starts rejecting events and another doesn't.

  3. 3

    Empty strings are usually failures

    A value that failed to populate looks like a value that's present. Both are wrong; only one is obvious.

  4. 4

    A spec nobody maintains is worse than none

    Because people trust it. Comparing a live payload against the spec is how you find out which you have.

Data layer validator · diagnose

What this tool cannot tell you — Data layer validator

Stated up front, because a tool that implies more confidence than it has is worse than no tool. These are checks you have to run yourself.

  1. 01

    Whether the values are correct

    It checks shape and type. It can't see your order system.

  2. 02

    Whether the push fires at the right moment

    Timing is invisible in a payload. Test a single-page checkout specifically.

  3. 03

    Whether it matches your specification

    It lists key paths so you can compare. It doesn't know your spec.

  4. 04

    Whether something reads from the DOM instead

    Search your container for CSS selectors — each one is a redesign away from breaking.

Data layer validator · prove

How to confirm the result — Data layer validator

Against your own records, not against the tool's output.

Source of truth

a live data layer payload, compared field by field against your specification

  • Every specified event confirmed firing on a real journey.
  • Parameter types confirmed consistent across page types.
  • No values read from CSS selectors.
  • The spec confirmed matching live payloads rather than intentions.
  • Reconciled over a fully closed window, matched per record rather than on totals.
  • Re-checked after your next site release, which is when most breaks happen.

Data layer validator · free audit

What we check in the free audit

  • Whether the values are correct
  • Whether the push fires at the right moment
  • Whether it matches your specification
  • Whether something reads from the DOM instead

Checked against

a live data layer payload, compared field by field against your specification

Get my free conversion tracking audit

Free30 minutesNo obligation

Data layer validator · when not to buy

Why this isn't gated — Data layer validator

There's no email form in front of it, and that's deliberate.

  • A tool you have to pay for with your contact details is a lead form wearing a costume. If this is useful, it should be useful without a transaction.
  • Everything it does runs in your browser. There is no endpoint, so there is nothing for us to collect even if we wanted to — open your network tab and check.
  • It will tell you when you don't have a problem. That outcome costs us a sale and happens regularly, which is the point of publishing it rather than putting it behind a call.
  • If it does find something and you'd rather fix it yourself, the reference pages on this site cover the how. Hiring us is one option, not the conclusion.

Data layer validator · what we deliver

What it checks — Data layer validator

  • Event name casing

    Against lowercase snake_case, and suggests the corrected form.

  • Numeric field types

    value, price, quantity, tax, shipping, revenue sent as strings.

  • Nulls and empty strings

    Usually a value that failed to populate.

  • Personal data by key name

    Flagged for confirmation rather than condemnation.

Get my free conversion tracking audit

Pricing

Pick the package that fits your ad spend

Browser-side starter

$400One-time fee · lifetime ownership

If the tool found something and you'd rather not fix it yourself: we repair the root cause in your existing setup and verify it on a live conversion.

  • Root cause fixed, not worked around
  • Verified on a live conversion
  • Reconciled against your own records
  • Written handover
Have it fixed

1st-party server-side

Recommended

$800One-time fee · most popular

Removes the class of failure rather than the instance. Money events from your own records through a first-party container on your subdomain.

  • First-party server container on your own subdomain
  • Events from your records, not the browser
  • Deduplicated on a shared event ID at every destination
  • First-party cookies beyond Safari's 7-day cap
  • 95%+ accuracy and 8+ Meta EMQ, guaranteed in writing
Rebuild it server-side

Full 1st-party stack

$1,800One-time fee · lifetime ownership

Every paid channel server-side plus the offline loop, with monitoring so the next break surfaces in days rather than at quarter end.

  • Everything in 1st-party server-side
  • Pinterest, Snapchat, Reddit and LinkedIn CAPI
  • CRM and offline conversion loop
  • Refunds and cancellations corrected wherever each platform allows it
  • Monitoring on every destination
Get the full stack

FAQ

Data layer validator questions, answered

Yes. It also tolerates single quotes and unquoted keys, so console output pastes fine.

More on Data layer validator

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