Every marketing tag, explained in plain English

Google Tag Manager is a free container that loads your marketing and analytics tags. What the GTM-XXXXXXX ID is and why only published changes go live.

The Google tag (gtag.js) sends data to GA4, Google Ads and more from one snippet. What G-, AW- and GT- IDs mean, and why duplicate tags double-count.

The Conversion Linker has no ID, yet without it Google Ads conversions go unattributed. How it stores click IDs in first-party cookies and how to set it up.

GA4 replaced Universal Analytics in 2023 and underpins most site measurement. What the Measurement ID means, config vs event tags, and why duplicates hurt.

Universal Analytics stopped collecting data on 1 July 2023. Any UA-XXXXXX tag still on your site does nothing useful. How to remove it once GA4 is in place.

Ahrefs Web Analytics is a free, privacy-friendly way to see traffic, top pages and referrers. What the data-key means, why sites run it beside GA4.

Cloudflare Web Analytics is a cookie-free beacon injected when enabled, so it shows up outside your GTM container. What the token is and why it is not a problem.

Microsoft Clarity is a free behaviour analytics tool with heatmaps, session recordings, rage-click metrics and no traffic limits. What the project ID means.

Hotjar is a behaviour analytics tool: heatmaps, session recordings and on-site surveys that show how and why visitors use your site. What the site ID means.

Google Ads conversion tags record purchases, leads and calls against your account. What the AW- ID and label mean, and why they need the Conversion Linker.

Floodlight is Google's conversion tracking for Campaign Manager 360 and Display and Video 360. Counter vs Sales tags, and why it needs the Conversion Linker.

The Meta Pixel tracks visitor actions for Facebook and Instagram ads, retargeting and conversions. What the pixel ID means, and the duplicate pixel trap.

The TikTok Pixel measures what visitors from TikTok ads do on your site and builds retargeting audiences. What the pixel code is and the events it sends.

The LinkedIn Insight Tag gives B2B advertisers conversion tracking, website retargeting and visitor demographics (job title, industry). What the partner ID means.

The Microsoft UET tag powers conversion tracking and remarketing for Microsoft Advertising across Bing, Yahoo and the Audience Network. What the tag ID means.

The Pinterest Tag tracks conversions from Pinterest ads and builds retargeting audiences via s.pinimg.com and the pintrk function. Which events it reports.

The Snapchat Pixel measures what visitors from Snapchat ads do on your site, recording PAGE_VIEW, ADD_CART and PURCHASE for conversion tracking and retargeting.

The Reddit Pixel tracks conversions and builds audiences for Reddit Ads, reporting events like PageVisit, AddToCart and Purchase. What the t2 advertiser ID means.

StackAdapt is a programmatic ad platform (DSP). Its pixel uses the saq function and tags.srv.stackadapt.com to track conversions and build retargeting audiences.

Structured data is JSON-LD markup that tells Google what your page is about: products, reviews, FAQs. Why it is SEO not tracking, and how to validate it.

A Custom HTML tag in GTM holds hand-written code, the catch-all for pixels with no official template. How to identify what is inside, and when to avoid it.

Custom Template tags come from GTM's Community Template Gallery: vendor-built, sandboxed tags added without code. Why they look generic and how to identify them.

Most form plugins never tell GA4 a form was sent. A form event listener in GTM bridges the gap so submissions count as conversions, and here is how to test it.