Overview
This article explains how to install the illumin Universal Pixel in Google Tag Manager (GTM) for website tracking. Learn how to create three types of GTM tags:
- Sitewide: Track activity across all website pages.
- Clicks: Track a specific user action, such as a button click.
- Single page: Track visits to a specific URL, such as a Thank You page.
This article covers implementation within Google Tag Manager only. It does not explain how to create or map a Universal Pixel inside illumin.
Before you start
You'll need to create and copy an illumin Universal Pixel. illumin users can also create snippets and URL mappings on their own.
Tag 1 - Configuring sitewide tracking
Log in to Google Tag Manager and select an account (if you have multiple accounts). Click Tags on the left side menu and then click the New button.
In the side panel, click the Tag Configuration option. A new window displays. Scroll down and click Custom HTML.
Go to the HTML field and paste in the illumin Universal Pixel code. It’s best to place this code above your page event scripts (such as Add to Cart or Purchase) so the pageview is recorded before event-specific actions run. That way, when the event scripts fire, they connect to an active tracking session. That helps to ensure accurate data collection and proper attribution.
Setting the trigger
Scroll down and click the Triggering heading. A side panel displays. Select All Pages. The Triggering page now displays All Pages.
Go to the top of the page and click Save. After saving, enter a tag name (optional) and click Save again.
Tag 2 - Configuring a button click
Creating a custom tag to track a specific action, like a button click, helps illumin users collect granular data about website interactions. In this example, I create a custom tag to track clicks on the website's Contact Form Submit button.
- What follows is an example, and it may not work for all users. Depending on your site's backend setup and the variables in play for registering a submit button click, this configuration may not always obtain a pixel fire on form submit clicks.
Log in to Google Tag Manager and select an account (if you have multiple accounts). Click Tags on the left side menu and then click the New button.
In the side panel, click the Tag Configuration option. A new window displays. Scroll down and click Custom HTML.
Go to the HTML field and paste in illumin's Universal Pixel code. Paste your snippet under the HTML field. Do not combine the snippet and pixel.
Setting the trigger
Next, create a trigger to fire when a specific action (like a button click) occurs. Depending on the design of your site, you could select any number of actions. In this example, I'll create a trigger for the Contact Form Submit button.
Scroll down to the next window and click the Triggering heading. A side panel displays. Click the plus (+) icon in the top right corner. A new window displays. Click the Trigger Configuration heading.
Scroll down to the Click heading and select All Elements.
On the next window, select Some Clicks. If Click Classes displays in the first event field, go to the next field.
- If Click Classes is not visible in the first event field, click the field and select Choose Built-in Variable on the drop-down. On the new window, scroll down and select Click Classes.
Go to the second event field and select an option. I select contains. In the next event field, I enter the name of an object. In this example, I enter ContactFormSubmit and click Save.
When prompted, enter a trigger name and tag name (e.g. Form Btn tag) and click Save two times. Google adds the tag to the list.
Tag 3 - Adding a tag to a Thank you page
You can create a tag for a single page. In this example, I'll tag the website's Thank You page. When that page displays (which happens after a user completes a purchase), a trigger fires and sends data back to the illumin platform.
Log in to Google Tag Manager and select an account (if you have multiple accounts). Click Tags on the left side menu and then click the New button. In the side panel, click the Tag Configuration option. A new window displays. Scroll down and click Custom HTML.
Note that the setup described below only works if you have already applied the Universal Pixel to the target website page (i.e. Thank You page) or all site pages.
Go to the HTML field and paste in your snippet after the Universal Pixel script. For this example. I add four macros to the snippet code to pass back data for future purchases.
<script>
aap({
pixelKey: '5351377117055026591',
pg: 44745,
prodid: [advertiser_productid],
ordid: [advertiser_orderid],
crev: [advertiser_crev],
delay: [delay_in_milliseconds]
});
</script>
Setting the trigger
Scroll down and click the Triggering heading. A side panel displays. Click the plus (+) icon. A new window displays. Click Trigger Configuration. On the next window, click Page View.
Another window displays.
- Select Some Page Views.
- Go to the fields and configure trigger settings. In this example, I select Page URL and contains.
- Enter the page URL.
- Go to the top of the page and enter a name for the trigger.
- Click Save.
Go to the top of the next page, enter a tag name, and click Save again.
Google adds the tag to the list.
Finally, go to the top right corner of the GTM page and click the Submit button to implement these website codes and changes.
FAQs
What do I need before I create a custom tag in Google Tag Manager?
You need an illumin Universal Pixel. Copy the pixel code from illumin first. GTM uses this code to record pageviews and events, so you cannot set up any custom tags until the pixel is ready.
How do I set up sitewide tracking in GTM?
Create a Custom HTML tag in GTM and paste in the Universal Pixel. Set the trigger to All Pages so the pixel fires every time someone loads a page on your site. This ensures consistent data collection and helps attribution stay accurate.
Can I track button clicks with a custom tag?
Yes. You can track specific actions like a submit button or a call-to-action button. Create a Custom HTML tag, place your pixel code, then add your snippet under it. After that, set up a trigger that fires only when the right button is pressed. The exact trigger depends on how your site labels its elements, so results may vary.
How do I tag a Thank You page?
You can tag a single URL, such as a purchase confirmation page. Add your snippet under the Universal Pixel script, then create a Page View trigger that fires only when the Thank You page URL loads. This helps you capture order values and related purchase details for reporting.
Do I need to publish changes after I add tags?
Yes. GTM does not apply your new tags until you publish them. Use the Submit button in the top right corner to push your changes live. This final step ensures your tracking starts to run on your site.