Push wholesale user data to Google Tag Manager data layer

functions.php

/**
 * Push wholesale user data to Google Tag Manager data layer
 */
function wws_push_user_data_to_datalayer() {

    // Only run on frontend
    if ( is_admin() ) {
        return;
    }

    $is_logged_in  = is_user_logged_in();
    $is_wholesale = false;
    $user_type    = 'b2c';

    // Check if user is wholesale
    if ( $is_logged_in ) {
        global $wc_wholesale_prices;

        if ( $wc_wholesale_prices && isset( $wc_wholesale_prices->wwp_wholesale_roles ) ) {
            $user_wholesale_role = $wc_wholesale_prices->wwp_wholesale_roles->getUserWholesaleRole();

            if ( ! empty( $user_wholesale_role ) && is_array( $user_wholesale_role ) ) {
                $is_wholesale = true;
                $user_type    = 'b2b';
            }
        }
    }
    ?>

    <script>
        window.dataLayer = window.dataLayer || [];
        window.dataLayer.push({
            'logged_in': <?php echo $is_logged_in ? 'true' : 'false'; ?>,
            'is_wholesale': <?php echo $is_wholesale ? 'true' : 'false'; ?>,
            'user_type': '<?php echo esc_js( $user_type ); ?>'
        });
    </script>

    <?php
}
add_action( 'wp_head', 'wws_push_user_data_to_datalayer', 1 );