Update time: August 16, 2023
Third-party Pixels help advertising and marketing platforms recognize website visitors, build remarketing audiences, and measure conversions.
In GTM) there are two common ways to deploy a third-party Pixel:
- Use a built-in tag template.
- Use Custom HTML to add the code provided by the platform.
This guide explains both approaches using the AdRoll Pixel as an example.
How Third-Party Pixel Deployment Works
The general flow is:
- A visitor opens or interacts with your website.
- GTM loads the third-party Pixel.
- The Pixel sends data to the advertising platform.
- The platform can use that data for audiences, remarketing, or conversion measurement.
The exact settings differ by platform, but the GTM deployment logic is usually similar.
Before You Start
You need:
- Access to the third-party advertising platform;
- Permission to edit and publish the GTM container;
- A consent setup that allows advertising tags to fire where required.
To find your AdRoll Pixel, go to「Analytics」——「Insights」——「Website」——「View Pixel」，then copy the Pixel code
The AdRoll code includes two IDs. Use the table below to identify each one before entering the values in GTM.
| Field | Common code variable | Meaning |
|---|---|---|
| Advertisable ID | adroll_adv_id |
The advertiser or account-level ID |
| Pixel ID | adroll_pix_id |
The website Pixel ID |
Method 1: Use a Built-In GTM Tag Template
Use a built-in template when GTM provides a suitable tag type for the third-party platform. For the AdRoll base Pixel, use the AdRoll Smart Pixel template.
In the GTM, click 「Tags」—— 「New」—— 「choose a tag type to begin set-up」——「AdRoll Smart Pixel」,Name it “AdRoll-1”, the specific configuration is as show:
The AdRoll base Pixel will now load across the website after the all pages loaded.
Method 2: Use Custom HTML
Use Custom HTML when:
- GTM does not provide a template for the platform;
- The platform gives you an exact code snippet to install;
In the GTM, click 「Tags」—— 「New」—— 「choose a tag type to begin set-up」——「Custom HTML」, Name it “AdRoll-2”, the specific configuration as shown :
This method gives you more flexibility, but you are responsible for using the correct code and trigger.
Which Method Should You Use?
| Method | Best for | Limitation |
|---|---|---|
| Built-in GTM template | Standard base Pixel installation | Available only for supported platforms |
| Custom HTML | Vendor-provided snippets, events, and special setups | Requires more technical care |
Final Words
The main principle is simple: use a GTM template when one is available and fits the required implementation. Use Custom HTML when the third-party platform provides specific code or when you need custom event tracking.
AdRoll is only one example. The same decision process also applies to platforms such as Meta Pixel, LinkedIn Insight Tag, TikTok Pixel, Pinterest Tag, and other third-party marketing Pixels.