and,a株式会社のJavaScript/GTM/dataLayerの達人、asadaこと浅田綾一さんにこの質問をぶつけてみました!
浅田さんは以下のように語ってくれました。
dataLayerの直書きは必須ではありません。
GTMで完結する場合は、
「カスタムJavascript変数を用いて、HTMLの中から必要なデータを抜き出しそれをカスタムディメンションにセットする」
という方法があります。
あくまでもdataLayerは「サイトからデータをGTMに伝えるだけのもの」であり、
情報の取得方法自体はどのように行なっても構わない形です。
dataLayerを使わない場合の留意点は?
・対象ページのHTMLにカスタムディメンション(ユーザープロパティ)に追加する内容が記述されている
・Javascriptで上記の追加する内容を取得できるだけのスキルがある(もしくはエンジニアリソースを確保できる)
・HTMLの内容が更新された際はデータが取得できなくなる恐れがあるので、 GTMでの設定内容もHTML変更に合わせて都度更新できるだけのリソースを確保できる
ことが条件にはなります。
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