Intercom Data Layers

Our custom Listeners make it easy to generate data layers for tracking your Intercom Chats. Check out the examples below and get started for free!

Intercom Data Layer Examples

Learn more about how ListenLayer generates powerful data layers from activity on your website, specifically from Intercom activity.

Custom Data Layer Events

Generate automatic data layer events, like the ones shown here, when users interact with Intercom Chats on your website. For example, collect data and trigger conversions (using GTM) any time a user begins a chat, sends a message, enters their email, or a chat agent responds.

This Listener allows you to accurately and easily define and track conversions based on your Intercom tracking needs.


event: 'intercomchatStarted',

event: 'intercomchatMessagefromAgent',

event: 'intercomchatMessagefromUser',

event: 'intercomchatUserEnteredEmail',

Automatic Data Layer Values

ListenLayer pushes critical information from your Intercom Chats activity into the data layer automatically. For example, this code to the right shows an example of data pushed into the data layer every time a user sends a message using Intercom. In addition, data is pushed when chats start, agents respond, and unknown users enter their email addresses.

Using Google Tag Manager, all data layer values can be captured inside marketing platforms or as variables. In addition, you can use triggers for conversion tracking, and you can even generate custom data layer values based on other activity and user characteristics.

  chatAutomaticValues: {
    intercomLocation: {
      href: '',
      host: '',
      hostname: '',
      pathname: '/intercom/',
      protocol: 'https:',
      originPathName: ''
    messageFromUserText: 'I need help understanding your products',
    messageFromUserCount: '1'

Custom Data Layer Values

Using data from your chats, website, and user activity, ListenLayer allows you to write rules that generate powerful, custom data layer values. With this feature, data collection and marketing analytics become nearly limitless!

Some examples of popular custom data layer values for Intercom:

  • Trigger conversions only when users send three or more messages
  • Filter out test chats based on “test” email addresses entered
  • Capture and categorize chats based on website pages and sections

Once you realize the power of customization with Listeners, you’ll never go back to old-school conversion tracking!

chatCustomValues: {
    conversionCategory: 'Chat',
    leadQuality: 'High',
    system: 'Intercom Chat',
    websiteSection: 'solutions'

Rate Chat Quality Based on Length

ListenLayer captures chat message counts from both the agent and the user. Write custom rules to label chat activity and segment by quality inside Google Analytics, Facebook Ads, Google Ads, or other platforms. Build this tracking framework once and watch it scale!

chatAutomaticValues: {
    messageFromUserCount: '3',
chatCustomValues: {
    chatQuality: 'High',