How Do I Embed XPO Tag Via Google Tag Manager (GTM)?

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If you are running campaigns (shopping ads, product catalog ads) on multiple channels, e.g. on Facebook, Google, LinkedIn etc., you can use XPO to set up Google Tag Manager (GTM) once, and XPO can help to handle all the complexities in firing pixel into all these channels, saving you the trouble and complexities in setting up in each of the channel.


Step-by-step instructions to configure GTM

Here's a video instruction:

Alternatively, below is the step-by-step guide to configure.

Altogether, there are 3 systems that you will need to set up and configure:

  1. In GTM, create a GTM tag and configure it.
  2. Set up Knorex Omni-pixel and embed it into GTM.
  3. Install the GTM tag or embed it on the website you want to track.


  1. Log in to your Google Tag Manager (GTM) account.
  2. In Google Tag Manager dashboard, under New Tag, click Add a new tag.

    Name your new tag configuration.

  3. Create a custom HTML tag by clicking on Tag Configuration. Select your product/tag type as Custom HTML and click it.

  4. You will see the following screen:

  5. From XPO, copy the XPO conversion pixel code that you have created (See article on How Do I Generate Conversion Pixel in XPO? or How Do I Generate Remarketing Pixel in XPO?) and place it into the HTML field shown in the previous step, then click Save.

  6. Next, click on Triggering to customize your tag options.

  7. Choose a trigger. For remarketing pixels select All Pages and conversion pixels will include any specific pages. Click on the + button.


  8. This page will show the default triggers available for the tag configuration. You will see various trigger events, such as page view, click, user engagement, and so on. Select and add the ones you wish to track and click Save.

  9. Next, we will need to configure the variables. Select a new variable(s). You can either configure a Built-in Variable or a new User-Defined Variable.

  10. Assuming you will be creating a User-Defined Variable, click on New, and name the variable.

    Choose a variable type from the list of events and once selected, you will need to key in the name of the variable and remaining details for the configuration. Click Save.

  11. To add the new variable to your HTML custom tag, open the tag that you have created in Step 4-6. Edit the HTML script with the new variable you created in step 6. The saved variable(s) list will be shown as below:

  12. Save the HTML custom tag. Use the Tag Assistant to preview and verify that the custom tag is working/firing. Type in the URL of that page that would be firing the tag. A browser will pop up after you click CONNECT.

  13. You will see something similar to the screenshot shown below, showing you all the tags on that page that you have just typed in.

    To verify that the tag is being fired correctly, depending on where you have embedded the tag, click on the button or item which you have embedded the XPO tag to observe the firing event in the Tag Assistant. The event should be indicated with "successful".

  14. Once you have verified that all are in order, you are ready to publish and live it. These changes will immediately be reflected on your website that has installed the GTM script.

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