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Activating your AdRoll Pixel through Google Tag Manager

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What is Google Tag Manager?

Google Tag Manager (GTM) is essentially a container for scripts or, to use Google’s terminology, tags.  It makes it easier to add and manage multiple scripts, like your AdRoll Pixel, on your website.

For example, imagine that you want to use Google Analytics in addition to AdRoll. Google Analytics provides you with a script you need to add to activate analytics and AdRoll provides you with your AdRoll Pixel. Without Google Tag Manager, you would need to implement both scripts separately.

With Google Tag Manager, you can contain both scripts within your GTM container, so you only need to place that one bit of code to implement both scripts. And in the future, to add or adjust any scripts you can do this through your GTM dashboard instead of messing with your website’s HTML or templates again. Very helpful!


How do I sign up for Google Tag Manager?

  1. If you do not already have an account, get started here.

  2. Once you’re registered, you’ll be prompted to add an account. If you manage multiple websites, you’ll want to assign an account to each website you own. GTM’s “account” is the equivalent of one advertiser profile on your AdRoll dashboard.

    For example, “AdRoll” is our company name and is the associated website. Since we're adding this to your website, select Web under Where to Use Container.

  3. Accept Google’s terms and conditions.

  4. When the next page loads, the code you need to add to your website appears. Follow the instructions provided. If you need more help, use their Quick Start Guide. This is the final step to set up your account!


How do I add my AdRoll Pixel to Google Tag Manager?

  1. On your GTM dashboard, make sure that you are looking at the right account (if you have more than one). If you just created your account, you already are.

    We’re working on the account. You should see your business website URL.

  2. Click Add a New Tag.

  3. AdRoll is one of GTM’s known products, so this makes it easy! Click AdRoll > Continue.

    You don’t have to, but why not give your tag a name? We called ours “AdRoll Tag”.

  4. Configure your tag. The information that you need to add to Advertisable ID and Pixel ID can be found on your AdRoll Pixel.

    To pull up your AdRoll Pixel, head back to your AdRoll dashboard and click the SmartPixel Inactive button in the right sidebar. Not inactive? If you’ve previously pasted your AdRoll Pixel directly on your website, you’ll need to remove this before you add your GTM code.

    adroll_adv_id = Advertisable ID and adroll_pix_id = Pixel ID. Enter the correspoding 12-digit alphanumeric code into the appropriate fields in your GTM tag. Leave Conversion Value and Segment Name blank, we’re setting up this tag up to fire on all pages, not a specific conversion page. Click Continue.

  5. Since we’re setting this up to fire on all pages, on this next step you’ll want to specify your tag to fire on All Pages. When added, you’ll see it appear below This trigger will fire your tag.

  6. Click Create Tag to complete setup. Your tag is created! If you need to edit your tag in the future, you can always pull it up by going to the Tags section of your GTM dashboard.

That’s it! You’re done. Head back to your AdRoll dashboard to set up visitor segments and define your conversion. Click here to set up enhanced conversion tracking through GTM.

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