How to Embed XPO Pixel in Google Tag Manager (GTM)

Article author
Knorex Support
  • Updated

If you are using Google Tag Manager (GTM) to run multi-channel campaigns, XPO can help simplify the process of deploying pixels across different channels. XPO eliminates the hassle of manually setting up pixels for each channel, saving you time and effort.

There are 3 systems that you will need to set up:

  1. In GTM, create and configure a GTM tag. 
  2. In XPO, create a pixel and configure it for GTM integration.
    1. Download and use the "standard" Knorex script instead of the "DCM-compatible" version since you are using GTM)
  3. On the website you wish to track, install the GTM tag.

Video Instruction

 

Step-by-Step Instruction

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

  2. Name your new tag configuration.

  3. Click Tag Configuration. In the Choose tag type pop-up menu, look under the Custom section and click Custom HTML to create/add a custom HTML tag.

  4. You should now see the following screen:

  5. Using Method 1 or 2 (explained below), copy the XPO pixel script that you have created and paste it into the HTML field from the previous step. Click Save. (Learn how to generate conversion pixels or generate remarketing pixels in XPO)

    • METHOD 1: Copying the script directly from XPO:

    • METHOD 2: Copying the script from the Excel sheet you downloaded via XPO:

      Since you are using GTM, copy the (A) Standard script instead of the (B) DCM-compatible version from the Excel file (for use with Floodlight tags    such as Google SearchAds 360 or Campaign Manager 360).

      script-downloaded.png

  6. Click Triggering to customize your tag options.

  7. Select a trigger from the default list of triggers, including page views, clicks, and user engagement.

    • For remarketing pixels, select All Pages to ensure the pixel is triggered on every page of the website where you are installing the pixel.
    • For conversion pixels, select Specific Pages. Click the "-" button to filter for pages where you want to embed a conversion pixel. Click "+" button to add on more options beyond what is shown on the screen.

    Screenshot_2021-07-06_at_5.44.43_PM.jpg

  8. Once you have selected your preferred triggers, click Save.

  9. Next, configure or create variables which you can use for passing values from the webpages into the pixel. You can either use the Built-in Variable or create a User-Defined Variable

  10. In this example, we willcreate a User-Defined Variable so that we can access variables beyond the built-in ones. Click New, and name the variable.

  11. Choose a variable type from the list of events. Once selected, enter the name of the variable along with the remaining details for the configuration. Click Save.

  12. To add the newly created variable to your HTML custom tag, (i.e. passing the value to the script), open the tag that you created earlier in Step 3 (above). Replace the original variable in the script with your new variable. See the below screenshot for more details.

    Screenshot_2022-02-23_at_10.31.15_AM.png

    In the script, you will see v1, v2, v3 etc. macro/variables. These correspond to the XPO built-in variables. You can easily create your own custom variables.

    Screenshot_2022-02-23_at_4.40.40_PM.png

  13. Save the HTML custom tag. Use the GTM Tag Assistant to preview and verify that the custom tag is working properly. Enter the URL of the page where the tag is expected to trigger, then click CONNECT. A browser window will open with your URL, activating the tag. 

  14. You should now see a display similar to the below screenshot, which depicts al the tags on the page you just entered.

    To check that the tag is correct, click on the button or item where you embedded the XPO tag to observe the firing pixel event in the Tag Assistant. The event should be labeled "successful". 

  15. Once you have verified that the tag(s) are functioning properly, you are ready to publish them and make them live. These changes will be immediately reflected on your website.

Troubleshooting Resources

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