AN ADSKILLS 

COURSE

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CONVERSION
TRACKING
MASTERS
SECTION 2
P R O P E R P I X E L

I N S T A L L A T I O N

BY JOHN BELCHER
CEO, ENDURING MARKETING
 PROPER PIXEL
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THE STATE OF IMPLEMENTATION

SO NOW YOU'VE GOT ALL OF YOUR DUCKS IN A ROW TO MAKE SURE THAT WHEN YOU

IMPLEMENT YOUR ANALYTICS PIXELS, YOU'LL BE COLLECTING CLEAN DATA...BUT THE

INSTALLATION IS JUST AS IMPORTANT AS THE PRE-WORK.

INSTALLING PIXELS ON YOUR WEBSITE USED TO BE A BIG UNDERTAKING THAT REQUIRED

ACCESS TO YOUR SOURCE CODE AND THE ABILITY TO WRITE IN THE LANGUAGE GOOGLE

ANALYTICS UNDERSTANDS.  

TO MAKE MATTERS WORSE, ANY TIME YOU WANTED TO ADD A NEW TRACKING OR

ANALYTICS TOOL, YOU HAD TO GET YOUR "TECH GUY" TO ADD A CODE SNIPPET TO

EVERY SINGLE PAGE OF YOUR WEBSITE.

IT WAS A TIME-CONSUMING ACTIVITY THAT (IF NOT DONE CORRECTLY) COULD COST

YOUR BUSINESS LOTS OF VALUABLE DATA...BUT LUCKILY THINGS HAVE CHANGED.

GOOGLE CREATED A NEW, FREE TOOL TO HELP MARKETERS DEPLOY PIXELS (AND CUSTOM

EVENTS) ON THEIR WEBSITES WITHOUT NEEDING TO MESS WITH THE SOURCE CODE...AND

THEY CALL IT GOOGLE TAG MANAGER (GTM).

GTM ALLOWS MARKETERS TO IMPLEMENT AND VERIFY TAG PLACEMENT AND

FUNCTIONALITY QUICKLY AND EASILY WITH LITTLE TO NO HELP FROM A DEVELOPER.

WHILE THE ACTUAL TASK HAS GOTTEN MUCH EASIER, THE NEED TO VERIFY THAT THINGS

ARE SET UP CORRECTLY REMAINS THE SAME.

IN THIS SECTION, WE'RE GOING TO COVER THE PROCESS FOR DEPLOYING AND VERIFYING

THAT YOUR PIXELS ARE WORKING USING GTM.

*NOTE: I'LL ALSO SHOW YOU AN EXAMPLE OF AN "OLD-SCHOOL" INSTALLATIONS FOR

YOUR SHOPIFY STORE AS IT DOESN'T ALLOW GTM ON THE SITE.
 PROPER PIXEL
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THE PROPER PIXEL
IMPLEMENTATION CHECKLIST

CHECKLIST COMPLETE?

CREATED, INSTALLED & VERIFIED YOUR GTM SNIPPET?

DEPLOYED YOUR GA PIXEL & VERIFIED FUNCTIONALITY?

CHECKED TO MAKE SURE COOKIES

PASSING CORRECTLY?

INSTRUCTIONS

USE THE ABOVE LIST AS A GUIDE FOR YOUR PIXEL INSTALLATION EFFORTS.

SOME OF THE TASKS MAY NOT APPLY TO YOUR BUSINESS SO USE YOUR JUDGMENT

ACCORDINGLY.

THE INSTRUCTIONS FOR COMPLETING EACH TASK CAN BE FOUND IN THE VIDEO LESSON.

USE THE FOLLOWING WORKSHEETS TO ORGANIZE YOUR THOUGHTS SO YOUR EXECUTION

IS AS STREAMLINED AS POSSIBLE.
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REFERRAL
THIRD PARTY
EXCLUSIONS
INSTALLATIONS

NOW THAT YOU'VE INSTALLED YOUR CORE PIXELS ON YOUR OWN WEB PROPERTIES, I

WANT TO TOUCH BRIEFLY ON THRID PARTY INSTALLATIONS AS THEY CAN BE TRICKY.

THE ISSUE WITH THESE TOOLS IS SOME LIMIT WHAT CODE OR HOW MUCH YOU CAN PUT

ON THE SITE AS IT'S THERE WEB PROPERTY.  

THIRD PARTY INSTALLATIONS WILL OFTEN FALL INTO ONE OF THE THREE BELOW BUCKETS:

1. THE UP-TO-DATE TOOLS (GTM INSTALLATION)

THESE ARE TOOLS LIKE CLICKFUNNELS AND LEADPAGES THAT ARE BUILT FOR MARKETERS

AND UNDERSTAND THE VALUE OF GTM.  

THE BEST WAY TO DETERMINE IF YOU CAN INSTALL GTM ON A PARTICULAR TOOL IS TO

GOOGLE "GTM INSTALLATION [INSERT TOOL NAME]."

IF AN INSTRUCTION KNOWLEDGE GRAPH BOX DOESN'T SHOW UP...IT'S PROBABLY NOT AN

EASY INSTALL.

2. THE SOMEWHAT SAVVY TOOLS (EXPANDED STANDARD OPTIONS)

THESE ARE TOOLS LIKE SHOPIFY AND EVENTBRITE WHICH UNDERSTAND THAT MARKETERS

NEED MORE THAN JUST SITE ANALYTICS TO PROPERLY RUN CAMPAIGNS.

THESE TOOLS DON'T ALLOW A GTM IMPLEMENTATION BUT THEY'VE GIVEN YOU THE ABILITY

TO CUSTOMIZE YOUR UNIVERSAL ANALYTICS CODE TO GET ALL OF OR SOME OF THE

INFORMATION YOU NEED.

THE SUPPORT TEAMS FROM THESE TOOLS CAN USUALLY HELP YOU FIGURE OUT IF IT'S

POSSIBLE TO GET WHAT YOU WANT.

*NOTE: I SHOW YOU HOW TO DO A SHOPIFY INSTALLATION IN THE COURSE

3. THE ARCHAIC TOOLS (BASIC ANALYTICS OPTIONS)

THESE ARE TOOLS LIKE SQUARESPACE WHO DON'T PUT A BIG PRIORITY ON INTEGRATING

WITH GOOGLE AS THEY WANT THEIR USERS TO USE THEIR BUILT-IN ANALYTICS.

THESE TOOLS OFTEN GIVE YOU THE "USE AT YOUR OWN RISK" NOTES ABOUT INJECTING

OTHER CODES IN THEIR SCRIPTS.

YOU'LL BE ABLE TO GET BASIC SITE VISITOR INFORMATION FROM THEM BUT DOING SOME

OF THE MORE ADVANCED THINGS LIKE CROSS-DOMAIN ANALYTICS WON'T BE VERY EASY.

**BOTTOM LINE: TOOL CHOICE IS IMPORTANT TO GETTING CLEAN DATA. 

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REFERRAL
ONTO THEEXCLUSIONS
NEXT ONE

NOW THAT YOU'VE GOT YOUR PIXELS IN PLACE AND DATA FLOWING, YOU'RE ALL DONE,

RIGHT?

WRONG.

BECAUSE THE DATA YOU'RE GETTING RIGHT NOW IS USELESS BECAUSE THERE'S NO

CONTEXT TO IT...AND THAT'S WHAT WE'LL ADDRESS IN THE NEXT CHAPTER.

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REFERRAL EXCLUSIONS
ENHANCED ECOMMERCE ENABLING LINKS

SHOPIFY (CLICK HERE)

WOOCOMMERCE (CLICK HERE) - PLUGIN

WOOCOMMERCE (CLICK HERE) - GTM

MAGENTO (CLICK HERE)