The dataLayer is a virtual location that developers can send custom data to that can ultimately be forwarded on by Google Tag Manager to 3rd party platforms.

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The Possibilities Are Limitless

Normally, you can pull a ton of data just by using Google Tag Manager alone. However, there are times when you will need to send dataLayer code to a developer to add to the site in order to get custom data in regards to events. For example, when a form is submitted that is a great opportunity to have the developer send an event only after the form data is validated and submitted successfully.