Substituting Data through Merge Tags

Reteno allows you to personalize widgets using Merge Tags based on five types of data:

• Data layer is a structure that stores data about user actions on the site. For example, a widget can display a discount on products from the category that the user is currently viewing.
• URL query parameter is a "key=value" pair in the string after ? (for example, https://shop.ua/product/123?coupon=PARTNER25), which is often used to transmit personal customer identifiers, promotional codes, or traffic sources.
• JavaScript variable is any variable in the global scope of the JS code of the page. These variables allow you to personalize widgets with data such as the visitor's cart value, subscription status, loyalty level, etc.
• Cookie stores data from browser cookies belonging to your domain. Use it to personalize widgets based on referral source, authorization status, or previous user actions. Cookie values persist across sessions and page reloads.
• Local storage stores data from your domain's browser storage. Like cookies, values persist across page reloads, but are not sent to the server with each request. Useful for storing behavioral data on the client side: number of views, completed actions, user preferences, etc.

Let's explore how to add the appropriate Merge Tags to widgets to create a highly personalized user experience, boost engagement, and improve conversion rates.

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Note

The same data types — Data layer, JavaScript variable, Cookie, and Local storage — are also available as conditions in widget calling rules. Use them to control when and to whom the widget appears, not just to personalize its text.

Finding Data Layer Types on Your Website

1. Open your browser's Developer Tools (press Ctrl+Shift+I on Windows or Cmd+Option+I on Mac, or right-click on the page and select Inspect).
2. Navigate to the Console tab.
3. Type dataLayer and press Enter.
4. Expand the list to view the current structure and data types stored in the Data layer.

Using URL Query Parameters

Add the required query parameters to your website links, for example, https://shop.ua/product/123?coupon=PARTNER25. When a visitor follows this link, they will be shown a widget with the query parameter value, for example, "Enter the code PARTNER25 and the 25% discount will be applied automatically."

Setting Up JavaScript Variables on Your Site

To send variable values to Reteno, add the script

• directly to your site code
• or to the Custom HTML tag in the Google Tag Manager (more).

Script format:

<script>
  reteno('addVariables', { variableName: value });
</script>

For example, to pass the subscription status:

<script>
  reteno('addVariables', { subscribed: false });
</script>

You can also specify multiple variables at once, for example:

<script>
  reteno('addVariables', {
    user_age: 25,
    user_status: 'vip'
  });
</script>

The data will be stored on the site until reloaded or moved to another page (behavior similar to Data layer).

Adding Merge Tags to Widgets

1. Go to Site → Widgets, then open an existing widget or create a new one.

2. Select the text field where personalization will occur, click the Merge tag option, and choose Data layer, URL query parameter, JavaScript variable, Cookie, or Local storage.

3. Set up the Merge tag:

3.1. Data Layer

• Data layer event: Specify the event name.
• Path to variable: Enter the exact path to the required data in the Data layer.
• Example value: Provide a sample value for preview.

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Note

• The eventName field is optional and only required if your Data layer follows Google's recommended structure. Even if your events lack names, the system will locate the necessary parameters based on the path format, such as ecommerce.items.0.price.
• If multiple similar parameters exist in the Data layer, or if the Data layer is duplicated, the system will use the latest instance.
• Ensure you enter parameter names exactly as they appear in the Data layer so the system recognizes them. Additionally, parameter names must meet Google's requirements.

3.2. URL Query Parameter

• Enter the parameter name and an example of its value to preview the widget.

3.3. JavaScript Variable

• Enter the variable name and an example of its value to preview the widget.

3.4. Cookie

• Enter the cookie name and an example of its value to preview the widget.

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Note

• Reteno can only read cookies from your domain — third-party cookies are not accessible.
• HttpOnly cookies are inaccessible to JavaScript and therefore cannot be used in Merge Tags.

3.5. Local Storage

• Enter the Local storage key and an example of its value to preview the widget.

Data Layer Use Cases

Displaying the Viewed Product Category in a Widget

• Scenario:

A user browses products in a specific category on your website. You want to grab their attention by displaying a pop-up offering a 10% discount if they purchase two items from the category they are currently viewing.

• Setup:

1. Data layer event: Use the view_item event to retrieve data.

2. Path to variable: Open Developer Tools, locate the view_item event in the Data layer.

Define a property containing product category information (in our example, item_category).

Right-click on the line containing item_category, and copy its property path.

Paste it into the Path to variable field. Remove any array indices at the beginning (e.g., 13 in our example).

3. Example value: Enter a sample category (e.g., Jewellery) in the Example value field to preview how the widget will look.

Abandoned Cart Reminder with Dynamic Product Information

• Scenario:

A user adds an item to the cart but does not proceed to checkout within a certain period. This behavior suggests hesitation or distraction. To re-engage them, you can trigger a pop-up reminding them to complete the purchase, displaying the product names in their cart along with a special incentive.

• Setup:

1. Data layer event: add_to_cart

2. Path to variable: ecommerce.items[0].item_name

3. Example value: Item name

After saving the pop-up, configure its calling rules, such as time spent on the site, inactivity, or mouse movement away from the page.

Increasing the Total Order Value

• Scenario:

To encourage customers to increase their cart total, you can display a dynamic message like: Spend $300 to get a 10% discount. Your current cart total is N. Here, N is dynamically replaced with the current cart value.

• Setup:

1. Data layer event: view_cart

2. Path to variable: checkout.total_value

3. Example value: Total value

JavaScript Variable Use Cases

Personalizing Offers Based on Loyalty Tier

• Scenario:

You want to show VIP customers a pop-up with an exclusive offer, while other visitors see a standard promotion. The loyalty tier is available in your system after the user logs in.

• Setup:

1. Pass the loyalty tier via a JS variable:

<script>
  reteno('addVariables', { loyalty_tier: 'vip' });
</script>

2. Use the variable as a Merge Tag in the pop-up text: "As a {{loyalty_tier}} program member, here's a special offer just for you."

Or create a separate pop-up for VIP customers and set the condition in calling rules: JavaScript variable loyalty_tier equals vip.

Cookie Use Cases

Personalized Welcome for Visitors from a Partner Site

• Scenario:

A visitor arrives at your site via a referral link from a partner. You want to show them a personalized pop-up with an exclusive promo code or special welcome message on their first visit.

• Setup:

Cookie name: referral, example value: partner123.

The Merge Tag will substitute the value into the pop-up text: "Welcome from {{referral}}! Here's a special 15% discount just for you."

Targeting by Viewed Categories

• Scenario:

Your site stores the product categories a user has browsed in a cookie. You want to show a relevant pop-up — for example, an accessories offer for the category that interested the visitor.

• Setup:

Cookie name: lastViewedCategory, example value: Shoes.

The Merge Tag will substitute the value into the pop-up text: "New {{lastViewedCategory}} collection is here!"

Local Storage Use Cases

Personal Recommendation Based on Quiz Results

• Scenario:

Your site has a product configurator or quiz. After completion, the result is stored in Local storage. You want to show a pop-up with a personal recommendation — immediately or during the next visit.

• Setup:

Local storage key: recommended_product, example value: Running shoes.

The Merge Tag will substitute the value into the pop-up text: "Based on your answers, {{recommended_product}} are the right fit for you. Here's 10% off your first order."

Bonus Points Reminder

• Scenario:

After login, your site stores the user's bonus point balance in Local storage. You want to remind them in a pop-up to encourage a purchase.

• Setup:

Local storage key: bonus_points, example value: 350.

The Merge Tag will substitute the value into the pop-up text: "You have {{bonus_points}} bonus points — use them before the end of the month."

Potential Issues to Watch Out For