Universal Analytics: why it is dead and safe to remove
Universal Analytics stopped collecting data on 1 July 2023 for standard properties and 1 July 2024 for Analytics 360. A UA- tag on your site records nothing.
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#tag-guide
23 articles
TikTok Pixel explained: what it tracks and how to check
What the TikTok Pixel does, why its pixel code is letters and numbers rather than digits, how TikTok's own event names differ from every other platform, and how to check yours is installed properly.
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Schema.org structured data (JSON-LD) explained
Structured data describes your page to search engines in a format they can read exactly. It sends nothing to any tracking account, it has no ID.
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StackAdapt pixel explained: programmatic retargeting
What the StackAdapt universal pixel is, why it usually arrives through a media agency rather than from your own team, what its opaque pixel ID identifies.
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Snapchat Pixel explained: what it tracks on your site
What the Snap Pixel is, why its ID is a long UUID, the upper case event names Snapchat expects, how the Conversions API fits in, and what to do about a pixel left over from a finished campaign.
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Reddit Pixel explained: conversion tracking for Reddit ads
What the Reddit Pixel is, why its ID starts with t2_ and is really your ad account ID, the event names Reddit expects, how the Conversions API deduplicates.
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Pinterest Tag explained: conversion tracking for Pinterest
What the Pinterest Tag does, what its numeric tag ID identifies, why its event names are all lower case, and how to tell it apart from claiming your website or Rich Pins.
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Microsoft Clarity explained: free heatmaps and replays
Microsoft Clarity records how people actually use your pages: heatmaps, session replays, rage clicks and dead clicks. What the project ID identifies, how it pairs with GA4.
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Meta Pixel explained: what it is and how to check it
What the Meta Pixel does, what its 15 or 16 digit ID identifies, how standard events and the Conversions API fit together, and how to tell whether yours is installed once or twice.
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LinkedIn Insight Tag explained: what it does on your site
What the LinkedIn Insight Tag does, what the partner ID identifies, why the code contains no event names at all, and how to check the tag on your own site.
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Hotjar explained: heatmaps, recordings and surveys
Hotjar shows how and why people use your site: click and scroll heatmaps, session recordings, on-site surveys and feedback widgets.
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GTM containers explained: what GTM-XXXXXXX means
How to read a GTM-XXXXXXX container in a scan result: what the ID identifies, why the published version is the only one you can see, what the noscript pair is for.
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The Google tag (gtag.js) explained: G-, AW- and GT- IDs
The Google tag is the single snippet that feeds GA4, Google Ads and other Google products. Here is what G-, AW- and GT- IDs mean, and how to tell whether yours is installed once or twice.
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Google Ads conversion tracking: AW- IDs and labels
What a Google Ads conversion tag does, how the AW-XXXXXXXXX conversion ID and the conversion label work together, why it needs the Conversion Linker.
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Google Analytics 4 explained: the G- measurement ID
What Google Analytics 4 is, what a G-XXXXXXXXXX measurement ID identifies, how the Google tag and GA4 event tags differ, and how to tell if yours is set up correctly.
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Form submission event listeners explained
Enquiries in your inbox but zero form conversions in GA4 is the most common measurement fault there is. The missing piece is usually a form submission event listener.
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Floodlight tags explained (Campaign Manager 360, DV360)
Floodlight is Google's conversion tracking for Campaign Manager 360 and Display & Video 360. What Counter and Sales tags do, what the advertiser ID and the cat and type strings mean.
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GTM Custom Template tags: what a gallery template is
Custom Template tags come from the Google Tag Manager community gallery. In the published container they show as an opaque internal name, which is why the vendor is not obvious.
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Custom HTML tags in GTM: what is actually in them
A Custom HTML tag is hand written code pasted into Google Tag Manager. It can be a pixel with no official template, a vendor script, or something nobody remembers adding. How to find out which.
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Conversion Linker explained: the tag with no ID
The Conversion Linker has no tracking ID, no dashboard and no reports, and without it your Google Ads conversions stop being attributed to the clicks that produced them.
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Cloudflare Web Analytics: the tag you never added
Why a Cloudflare beacon appears on your site when nobody put it there, what it does and does not collect, where the setting lives.
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Microsoft UET tag explained: Bing Ads conversion tracking
What the Microsoft Advertising UET tag does, what the numeric tag ID identifies, why one tag can serve every conversion goal you will ever create, and how to check yours is installed.
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Ahrefs Web Analytics explained: cookieless traffic data
Ahrefs Web Analytics is a free, cookieless analytics script that reports traffic, top pages and referrers. What the data-key identifies, what cookieless costs you in reporting.
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