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Google Tag Manager

Google Tag Manager (GTM) is a container for tags (scripts). GTM makes it easy to add and manage multiple scripts, like your AdRoll Pixel, on your website.

Sign Up

  1. If you don't already have a GTM account, sign up here.

  2. Once 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 in AdRoll.

    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.


Add your AdRoll Pixel to Google Tag Manager

When using GTM, we recommend placing the AdRoll Pixel across all pages of your website through a single GTM tag that triggers on all pages. 

1. Navigate to Google Tag Manager > Workspace > Default Workspace.

2. Click Add a New Tag.

3. In the tag configuration, go to Choose tag type > Search for AdRoll > Select AdRoll SmartPixel > Click Continue.

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, navigate to AdRoll and click the prompt to activate your AdRoll Pixel. If you've already installed the pixel on your site, you'll need to remove it and follow these steps. 

adroll_adv_id = Advertisable ID and adroll_pix_id = Pixel ID. Enter the corresponding 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. In Trigger configuration, select a trigger that fires on All DOM Ready Events with Page View - DOM Ready trigger type. 

If you do not find this trigger type, then save the AdRoll Pixel tag and create a new trigger by going to Triggers > Click on New > Select DOM Ready in Page View as a trigger type. Then enter a name for the trigger All Page View - DOM Ready Events and click Save. Thereafter, go back to where you left off in Tags and select your new trigger. 

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


Enhanced conversion tracking

Enhanced conversion tracking helps you understand the context of each conversion recorded by your AdRoll Pixel, such as associated order values, order IDs, or user IDs. You can then view conversion and custom data by pulling a granular conversion report. Learn more about enhanced conversion tracking.

To pass back order values, you'll need to let Google Tag Manager (GTM) know where to find that information by defining the variable in GTM. It is possible that you will have already defined this variable beforehand. In case you have not, follow the directions below. 

Define the variable for Google Tag Manager

  1. In your GTM account, click Variables in the left sidebar.

  2. Click New under the User-Defined Variables section at the bottom of the page.

  3. Select the variable type associated with your revenue data.

  4. Give your GTM revenue variable a name, you will need this when you add it to your AdRoll tag.

  5. Enter the variable name as called in your system.

  6. Save Variable

When you define your variable, add it to your AdRoll tag. Whenever your tag detects that variable name, it will attribute the associated value as your conversion value.


Specify your variable

  1. Go to the Tags section of your GTM dashboard and select your AdRoll tag.

  2. Click the pencil icon in the top right corner of the Configure Tag section.

  3. Scroll down and in the Conversion Value field, enter your GTM revenue variable name.

  4. Choose from the five currencies we support using the currency dropdown.

  5. Save.

  6. To deploy the changes you've made, click the Submit button on the upper right-hand corner of your GTM interface. 


Pass back custom data

In some cases, you want to pass back customer data such as Order IDs or Product IDs. The process to prepare GTM to pass back additional custom data is the same as for order values. First, you'll need to define the variable in GTM by going to Tags and creating a New user-defined variable.

Once you define your custom data variable, you will add it to your AdRoll tag. All custom data must be given a Key (label) and a Value.

  • The Key gives the custom data you are passing back a name. Give your data a name that you will recognize. If you're passing back Order IDs, you can give this data a name like order_ID or order_numbers.

  • The Value will be the custom data variable that you created.

To pass back your custom data:

  1. Pull up your AdRoll tag and click the pencil icon in the Configure Tag section.

  2. Scroll down and click +Add Custom Data

  3. Enter your Key and Value.

  4. Click Save

5. To deploy the changes you've made, click the Submit button on the upper right-hand corner of your GTM interface. 


Identify where revenue data is stored

If you are unsure where on your conversion page your revenue data is stored, your best option is to consult with your technical team.

There are a number of different options available, but the most common cases are DOM Elements, Javascript Variables, and DataLayer Variables.

DOM Elements in this regard are just HTML tags within the page. These include everything from images (<img>), paragraphs (<p>), various inputs (<input>).

While DOM/HTML elements are usually visible in the page, Javascript and DataLayer variables are typically shown only in the code.


Creating an Event-Based Audience in Google Tag Manager

Most audiences can be tracked based on the various URLs on your website. However, there are some cases where you want to track audiences that perform a certain action such as the OnClick of a button or submitting a form. To track this audience you'll need to create an event-based audience within your AdRoll dashboard.

Once the audience is created, use the steps below to tie the audience segment to the OnClick event on your website. 

  1. In your GTM account, click Workspace > Default Workspace > Add a New Tag

  2. In the tag configuration, go to Choose tag type and select Custome HTML.

  3. Copy the event snippet for your audience from the AdRoll dashboard as outlined here. Paste it in the GTM Custom HTML tag within the scripts. 

  4. Choose an existing trigger for the relevant button's OnClick function or form of success if it exists.

If the button trigger does not exist, create a new trigger through these instructions and select your newly created trigger. 

5. Enter a name for the tag, save the tag and repeat the process for all other event-based audiences.

6. Publish the workspace after you are finished. 

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