Tracking Code - An Introduction
Tracking codes are strings of numbers and letters that are executed when a website is called up. These tags send data such as IP addresses, clicked URLs, or the duration of stay to the server or the program used for analysis.
Other functions that tracking codes can perform using appropriate web analytics tools include:
- Event tracking
- Measuring reading depth
- Capturing visitor attention with heat-maps
- Controlling clicks through advertisements
- Campaign tracking
Meritto Tag Manager is a tag management system that allows you to configure and instantly deploy tags (tracking codes) on various NPF entities, such as widgets, landing pages, application pages, and payment pages, through a lucid user interface.
Currently, the following tags can be configured using NPF Tag Manager:
- Google Universal Analytics
- Google Analytics GA4 Configuration
- Google Remarketing Code
- Google Conversion Code
- Facebook Pixel Code
- LinkedIn Insight Tag
- Quora Pixel
How to Identify Tags (Tracking Code)
Google Universal Analytics
Google Universal Analytics is in the format UA-XXXXXXX-Y and is referred to as the Tracking ID. These codes are placed to track user activities, measure website traffic, and analyze user behavior. (Generally placed at pageview or widget load instance)
Sample Code :
Google Analytics GA4
Google Analytics GA4 Configuration is in the format G-XXXXXXX and is referred to as the Measurement ID. These codes are placed to track user activities, measure website traffic, and analyze user behavior. (Generally placed at pageview or widget load instance)
Sample Code :
Google Remarketing Code
Google Remarketing Code is in the format AW-XXXXXXXX and is referred to as the Conversion ID. These codes are used to build targeted audiences for future ads and retarget people who have already taken action on your website. (Generally placed at pageview or widget load instance)
Sample Code :
Google Conversion Code
Google Conversion Code consists of two components: Conversion ID and Conversion Label. The format is AW-XXXXXXXXXXXX/YYYYYYYYYYYYYYYYYYY. The value before the slash ‘/’ is the Conversion ID, and after the slash ‘/’ is the Conversion Label. These codes are used to track conversions. (Generally placed at Thank You/Complete Registration/Payment Success instance)
Sample Code 1 :
Sample Code 2 :
Facebook Pixel Code (also referred to as Meta Pixel Code)The Facebook pixel is a piece of code that you place on your website to collect the data that helps you track conversions from Facebook ads, optimize ads, build targeted audiences for future ads and remarket it to people who have already taken some kind of action on your website.
There are two types of Facebook Pixel Codes: (1) the Base Pixel code and (2) the Event Pixel code
The Base Pixel Code is generally placed at Page Load or Widget Load instance whereas the Event Pixel Code can be placed at Thank you, Registration Success or Payment Success instance. It is important to select the correct event for which the Event Pixel has to be placed. The events can be ‘Page View’ , ‘Lead’, ‘Complete Registration’ or ‘Purchase’. The correct event can be identified from the code snipp
Sample Code (Facebook Base Pixel) :
Sample Code (Facebook Event Pixel) :
LinkedIn Insight Tag
The LinkedIn Insight Tag is a lightweight JavaScript tag that empowers conversion tracking, website audiences, and website demographics. The code is generally seen in a numerical format and is referred to as the partner id (pid) and may also contain a numerical conversion id.
Sample Code (without Conversion ID) :
Sample Code (with Conversion ID) :
Quora Pixel Code
The Quora Pixel is a tool that is placed on your website code to track traffic and conversions. When someone clicks on your ad and lands on your website, the Quora Pixel allows you to identify how many people are visiting your website and what actions they are taking.
There are two types of Quora Pixel Codes: (1) the Base Pixel code and (2) the Event Pixel code
The Base Pixel Code is generally placed at Page Load or Widget Load instance whereas the Event Pixel Code can be placed at Thank you, Registration Success or Payment Success instance. It is important to select the correct event for which the Event Pixel has to be placed. The events can be ‘Page View’ , ‘Lead’, ‘Complete Registration’ or ‘Purchase’. The correct event can be identified from the code snippet itself.
Sample Code (Base Pixel) :
Sample Code (Event Pixel) :
Note: Above mentioned types of tracking codes/tags are supported by the current version of NPF Tag Manager, In case of any other type of tracking codes, please connect with your Account Manager.
Happy Tracking!