Setting Up Google Tag Manager for Additional Ad Platforms

Google Tag Manager offers an incredible way to save time and efficiently deploy tracking code necessary for building retargeting audiences, attributing conversions, and configuring analytics. Previously, we’ve covered Google Tag Manager setup for several major ad platforms and Google Analytics (referenced at the end of this article).

In this article, we’ll touch on setting up tracking for additional ad platforms in Google Tag Manager (GTM). As advertisers expand beyond the core offerings of Google, Bing, and Facebook, one or more of the below platforms often becomes part of an ad strategy. In turn, you need to ensure that necessary tracking codes are in place for the account to function to its fullest capabilities.

Pinterest

Pinterest Ads utilizes both a base pixel, which goes across your site, and an event pixel, for tracking conversions. First, you’ll want to place the base pixel globally.

To create the pixel, go to Ads > Conversion Tracking from the top menu. On the screen that appears, click “Generate Pinterest Tag.”

Next, you’ll see a page with your tag details. First, copy the tag shown under the “Install the Base Code” step.

Now, in your GTM account, create a new tag and select Custom HTML Tag as the tag type. Paste the base code into the box.

Finally, add a trigger of “All Pages” to ensure the tag appears globally across your site. Save your tag and submit changes to push it live.

Next, to track individual conversion events, find the appropriate code under Step 2 on Pinterest’s tag installation page. Currently, options are available for the following events:

  • Checkout
  • AddToCart
  • PageVisit
  • Signup
  • WatchVideo
  • Lead
  • Search
  • ViewCategory
  • Custom
  • User Defined Events

While the exact implementation will depend on your site and the types of goals you plan to track, we’ll cover setting up a “lead” event for a landing page form submission. Scroll to “Lead”, where you’ll see the associated code. Change the lead_type field to a name that makes sense for what you’re tracking. In this case, we’re using “LandingPage.”

Now, copy the code and paste it into a new Custom HTML tag within GTM. Finally, set a trigger so the tag fires at the appropriate moment. In this case, we’ve created a URL-based trigger for views of a thank you page.

Submit changes, and your conversion tag is now live! To double-check your setup, install the Pinterest Tag Helper Chrome Extension, which will tell you if the base code and any event codes are firing properly.

Yahoo Gemini

Yahoo Gemini utilizes a global pixel, allowing you to define URL-based rules within the interface for retargeting audiences and conversions. You can also use event-based rules if needed.

To access the pixel, click the gear symbol in the upper right of the interface and select “View Dot tag code.”

On the page that appears, copy the code from the Javascript box.

Within GTM, create a Custom HTML tag and paste in the Yahoo Dot tag code. Set a trigger of All Pages to deploy the code globally, save it, and publish your changes live.

You can now create rules within your Gemini account to build audiences and trigger conversions as needed.

Quora

Quora also utilizes both a global pixel and individual event-based pixels. To get the pixel code, go to Quora Pixel from the top navigation bar. Then, choose Setup Pixel on the right-hand side.

 

Copy the code you see and paste it into a Custom HTML tag. Set a trigger for All Pages, save the tag, and submit to post your changes live.

In order to track an individual conversion event, navigate to the same box where you pulled the base pixel and click “Continue.” Now, you’ll see a screen where you can set up conversion events.

First, choose a conversion type from the dropdown. You can select from the following:

  • Generic
  • Purchase
  • Generate Lead
  • Complete Registration
  • Add Payment Info
  • Add to Cart
  • Add to Wishlist
  • Initiate Checkout
  • Search

For our example of tracking a landing page submission, we’ll choose a “Generate Lead’ conversion type. Next, we’ll copy the code under Option A: Page Load Events.

Then, we’ll create a new custom HTML tag and paste in the conversion code. After setting a trigger for a thank you pageview, we save the tag and publish to make it live.

Outbrain

Outbrain utilizes a single global pixel, allowing you to define URL rules within the platform itself for creating audiences or conversion tracking. Optionally, you can also incorporate event-based tracking. To access your pixel, go to Pixels > Conversions from the left sidebar. Select “View Outbrain Pixel” to see the associated code.

Copy the code and paste it into a new Custom HTML tag within GTM. Set a trigger for All Pages, save, publish, and you’re all set!

You can now begin creating rules in your Outbrain account to define audiences and conversion pages.

Taboola

Similarly to Outbrain, Taboola also utilizes a single global pixel with URL-based rules, along with an option for event-based tracking if wanted. To access the pixel code, go to Taboola Pixel > Conversions from the left sidebar in your account. Select “View Code” at the right to see a box where you can copy the code.

Create a Custom HTML tag in GTM, paste your code, and set a trigger for All Pages. Save the tag and publish your changes live, and you’re all set to begin creating rules in the interface.

Capterra

Unlike the other platforms in this article, Capterra does not offer a global site tag. This platform utilizes a conversion tracking tag that should be set up to only appear after a successful lead submission takes place (either on a “Thank You” page or via an in-page event). To access the code, go to Settings > Conversion Tracking from the top navigation bar.

Copy the code from the box and paste it into a new Custom HTML tag in GTM. Next, add a trigger for the Thank You page where the tag should appear.

Save your tag and publish your changes live!

Get Into Google Tag Manager

If you need to set up tracking for one or more of these platforms, go into your Google Tag Manager account (or set one up if you haven’t yet started) and implement your tracking code. Also, see our other articles on Google Tag Manager:

Have a favorite ad platform that we haven’t covered conversion tracking setup for? We’d love to hear from you! Please comment below.

Leave a Reply