How To Embed XPO Pixel In Google Tag Manager (GTM)?

Updated November 03, 2022 09:02

If you are running campaigns (shopping ads, product catalog ads) on multiple channels, e.g. on Facebook, Google, LinkedIn etc., and if you are using Google Tag Manager (GTM), XPO can help to simplify firing of pixels into these different channels, saving you the hassle and complexities in setting up in each channel.

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

In your GTM, create and configure the GTM tag accordingly.
In your XPO, create the pixel and configure it for embedding into GTM. (NOTE: Download and use the "standard" Knorex script instead of the "DCM-compatible" version since you are using GTM)
In the website that you intend to track, install/insert the GTM tag on to it.

Video Instruction

Step-by-Step Instruction

Alternatively, follow the guide below to configure.

In your GTM account, under New Tag , click Add a new tag.

Name your new tag configuration.
Click Tag Configuration > Custom HTML (under "Choose tag type") to create/add a custom HTML tag.
You will see the following screen:
Using Method 1 or 2 (see screenshot below), copy the right XPO pixel script that you have created and paste it into the HTML field shown in the above step, then click Save. (Learn how to generate conversion pixel or generate remarketing Pixel in XPO)
- METHOD 1: If you are copying the script from XPO UI directly:
- METHOD 2: If you are copying the script from the Excel downloaded via XPO:
  Since you are using GTM, copy the (A) Standard script instead of (B) DCM-compatible (for use with Floodlight tags e.g. Google SearchAds 360 or Campaign Manager 360) version from the Excel file.
Click on Triggering to customize your tag options.
Here, you will see a list of default triggers available, such as page view, click, user engagement, and so on. Choose a trigger:
- If you are configuring for remarketing pixel, select All Pages since you will likely want it to be triggered in all pages on the website that you are installing the remarketing pixel.
- If you are configuring for conversion pixel(s), you will typically include it in specific pages. Click on the - button to set the filter to those pages that you want to embed conversion pixel. Click + button to add on more options beyond what is shown on the screen.
Select and add the ones you wish to use and click Save.
Next, configure or create variables which you can use for passing values from the web pages into the pixel. You can either use the Built-in Variable or create User-Defined Variable.
Here, we will create a User-Defined Variable since you will likely want to use beyond the built-in variables. Click New button, 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.
To add the newly created variable to your HTML custom tag, (i.e. passing the value to the script), open the tag that you have created earlier in Step 3 (above). Add your new variable into the script by replacing the original variable with the new variable accordingly. See screenshot below for more details.

In the script, you will see v1, v2, v3 etc. macro/variables. These correspond to the XPO built-in variables. You can easily add/create your custom or use-defined variable. Learn how.
Save the HTML custom tag. Use the GTM 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 and click CONNECT. A browser loaded with your URL will pop up to fire the tag.
You will see something like the screenshot shown below, showing you all the tags on that page that you have just typed in.

To verify that the tag is correct, 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 as "successful".
Once you have verified that the tag(s) are in order, you are ready to publish and live it. These changes will be immediately reflected on your website.