Digital intelligence

Where is dataLayer drift quietly breaking attribution, routing, and monetization trust?

GTM Datalayer Standards keeps event completeness, payload quality, and downstream system handoff visible in one control plane so Growth, Analytics, and RevOps can standardize collection before reporting and CRM views disagree.

Overview Event contracts Payload lane Verification Docs

Events5Tracked contracts across pricing, forms, assessments, and demo flows.

Coverage87%Average required-field coverage across the active event catalog.

Integrity80Average payload integrity score across modeled session scenarios.

Healthy contracts3Contracts already carrying enough context for trusted downstream use.

Critical failures1Breaks still distorting revenue and attribution truth.

Board takeaway

What to fix first

Fix demo-request routing priority first, because that one field is distorting both speed-to-lead and campaign attribution at the same time.

Watch list

lead_form_submitted84% coverage · Form events are still usable, but attribution weakens when routing metadata lands after the submission is already handed to CRM.
demo_request_created72% coverage · Demo requests are leaking revenue intelligence because routing priority and campaign context are not landing consistently before notification.

Failure lanes

Demo routingrouting_priority · Speed-to-lead and owner assignment lose consistency
Lead source normalizationlead_source · Attribution models disagree with CRM reporting
Pricing conversion analysisoffer_id · Offer-level conversion lift cannot be trusted

Product depth

GTM Datalayer Standards is an analytics-governance surface for keeping event contracts, campaign context, consent posture, and downstream handoff quality aligned before reporting trust collapses.

Product depth

What this product does

It converts dataLayer events into a governed contract catalog: event name, required fields, route owner, downstream system, payload integrity, and business impact stay visible together. Non-technical leaders see why dashboards disagree. Technical teams see where instrumentation drift starts.

GTM analyst lens

Where revenue teams use it

Use it before campaign launches, pricing tests, form changes, and funnel redesigns to confirm the GTM data contract is strong enough to support attribution, scoring, routing, experimentation, and board reporting.

Value architecture

Where the money leaks

The system surfaces revenue leakage from missing UTMs, inconsistent product identifiers, consent gaps, broken CRM handoffs, and analytics events that fire but do not carry enough commercial context to drive decisions.

Technical proof

What is inspectable

Static routes, API-style payloads, seeded event contracts, failure-mode records, prerendered output, tests, smoke checks, and screenshot generation make this a real instrumentation-governance demo rather than a decorative landing page.

Portfolio pattern

What these repos have in common

Each Kinetic Gain surface converts operational evidence into board-readable decisions: owner, signal, model, risk, value, route, and verification stay visible together.

Contract posture

Make required fields, route ownership, and downstream dependency explicit so collection problems are treated as operating risk instead of dashboard noise.

healthy

page_view_enriched

Primary route: /landing/traffic-integrity

Downstream: GA4 + BigQuery

Required fields: page_type, page_path, session_id, utm_source

Coverage: 97%

Landing-page views are clean when route, audience, and campaign context all arrive before attribution logic starts splitting traffic.

healthy

pricing_cta_clicked

Primary route: /pricing

Downstream: GA4 + HubSpot

Required fields: offer_id, cta_label, session_id, intent_tier

Coverage: 91%

Pricing interactions stay commercially useful when the event includes the actual offer and the session’s commercial intent tier.

watch

lead_form_submitted

Primary route: /contact

Downstream: HubSpot + dbt

Required fields: form_id, email_domain, session_id, lead_source

Coverage: 84%

Form events are still usable, but attribution weakens when routing metadata lands after the submission is already handed to CRM.