Tracking : Partnerize Google Tag Manager Integration
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This article will review:
- How the Partnerize Google Tag Manager Integration functions
- What tracking features are included
- How to install and implement the templates
- Access to additional technical documentation
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Index
Overview
Partnerize has a template for Google Tag Manager (GTM) which allows brands to easily integrate their conversion tracking using pre-built tracking tags into GTM.
This template uses a 1st party cookie tracking solution via a Partnerize Click Reference (clickref). This ensures that the brand’s tracking is not reliant on 3rd party cookies, and is therefore ITP (and equivalent) compliant.
The template also automatically reads the GTM dataLayer to easily format the data, to be able to send it to Partnerize for purchase tracking, which reduces the need for any complex integration and development work.
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Implementation Steps
The Partnerize GTM integrations requires the implementation of two templates:
- Capture Partnerize Click Reference Template - Captures and saves the Partnerize Click Reference (clickref) from the brand’s landing pages
- Partnerize Enhanced eCommerce Tag - Uses the GTM dataLayer to easily format the data to be able to send it to Partnerize for purchase tracking
To use the Partnerize GTM templates, the brand should ensure that they are using the default GTM Enhanced eCommerce dataLayer: https://developers.google.com/tag-manager/enhanced-ecommerce. If the brand is not using the Enhanced eCommerce dataLayer, there is an alternative Partnerize template (Partnerize Standard eCommerce Tag) which can also be used in a similar way as the Enhanced version is described below. Also, if the brand is using the eCommerce dataLayer but has modified the standard structure in any way, the code for the Partnerize template will need to be amended manually to accommodate the changes made by the brand. Partnerize cannot support any updates to the template code or assist with the implementation of the template where the default eCommerce dataLayer has been amended.
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1. Capture Partnerize Click Reference Template
This template will look for, capture, and save the Partnerize Click Reference (clickref) from the brands landing pages. The clickref will then be automatically retrieved at point of purchase and added to the conversion tracking pixel, which provides a 1st party cookie tracking solution. This tag MUST be deployed on all possible landing pages.
1.1 Import Template
- Navigate to the “Templates” section of Google Tag Manager
- Click on “Search Gallery” to open the Template Gallery section
- Search for “Partnerize” in the search box and all Partnerize templates will appear
- Click on the “Capture Partnerize Click Reference” template, and a window will transition in, allowing it to be added to the current Workplace. Click on “Add to workplace”
- On the screen that appears, the user will see a confirmation window which provides information about the permission the template will require and all it will access
1.2 Permissions
These are the required permissions for the template to be added:
- Logs to console - This allows the template to put output in the developer console of the window while in preview mode. This will allow for easier debugging if the client runs into issues. It will output the full pixel url along with the data parameters being sent into it.
- Reads URL - This allows the template to access the landing page URL to retrieve the clickref
- Accesses local storage - This allows the template the access local storage to set and retrieve data from the current browser’s local storage.
Click on the “Add” button to add the template to the current Workplace.
1.3 Set Up Tag
The user will now be able to use the template to implement the tag and the triggering rules.
- Click on the “Tags” link in the left pane
- Click “New” to create a new tag:
- A new window will appear. Click “Tag Configuration”
- Another new window will appear. Locate and choose the ‘Capture Partnerize Click Reference’ template previously installed
- Click “Triggering” and set the firing rules to trigger on “All Pages”:
- Click “Save” to save changes
- Click “Submit” to commit the changes:
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2. Partnerize Enhanced E-commerce Tag
This template is used to send transactional events that occur on the brand website to Partnerize. It automatically reads all transactional data from the enhanced eCommerce dataLayer within GTM, to populate the Partnerize tracking pixel. It also works in conjunction with the Partnerize Click Reference template to retrieve the clickref stored in the current browser’s local storage, to include in the pixel. This tag should be deployed on confirmation event pages where the brand wants to send the transaction data to Partnerize.
❗NOTE: Since this tag is based on the usage of Google Tag Manager’s “dataLayer” the pixel should not fire until this “dataLayer” is ready and populated. This may not be when the page first loads.
2.1 Import Template
- Navigate to the “Templates” section of Google Tag Manager
- Click on “Search Gallery” to open the Template Gallery section
- Search for “Partnerize” in the search box and all Partnerize templates will appear
- Click on the “Partnerize Enhanced eCommerce Tag” template, and a window will transition in, allowing it to be added to the current Workplace. Click on “Add to workplace”
- On the screen that appears, the user will see a confirmation window which provides information about the permissions the template will require and all it will access
2.2 Permissions
These are the required permissions for the template to be added:
- Logs to console - This allows the template to put output in the developer console of the window while in preview mode. This will allow for easier debugging if the client runs into issues. It will output the full pixel url along with the data parameters being sent into it.
- Sends Pixels - This allows the pixels that fire upon confirmation to be sent to Partnerize
- Reads Data Layer - This is required to get the ecommerce data from the dataLayer and populate it into the tag
- Accesses local storage - This allows the template the access local storage to set and retrieve data from a 1st party cookie
Click on the “Add” button to add the template to the current Workplace.
2.3 Set Up Tag
The user will now be able to use the template to implement the tag and the triggering rules.
- Click on the “Tags” link in the left pane
- Click “New” to create a new tag
- A new window will appear. Click “Tag Configuration”
- Another new window will appear. Locate and choose the “Partnerize Enhanced eCommerce Tag” template previously installed
- The tag can then be configured:
- Enter the campaign ID - This will need to be provided by the Partnerize Integrations team
- Enable the voucher code parameter, if required
- Custom conversion level parameters can also be added by clicking on the “Add Row” button. This will show a table view to provide a parameter and value
- These could be parameters/values that are NOT part of the dataLayer that the brand wants to include (i.e. anything stored in Google Analytics / any hard coded values / etc.)
- Otherwise, the template code automatically reads the data from the dataLayer and populates the relevant parameters in the Partnerize pixel, and formats the pixel correctly.
- For example, the highlighted code below reads the value from the ecom.purchase.actionField.id variable from the dataLayer, and passes that into the Partnerize “conversionref” parameter:
- The brand could customize the above code as much as necessary. For example:
- i.e. rather than referencing ecom.purchase.actionField.id for their order ID / conversionref, update this code to reference the correct parameter from their dataLayer
- Omit certain variables from the Partnerize pixel, by commenting out the relevant lines of code
- Change parameter names by updating the code above
- If the brand IS NOT using the 'Enhanced eCommerce' dataLayer on their site, they could still use the code template above but change the code where necessary to reference their own Data Layer
- If there is data available which is not directly within the dataLayer, this can be added to the tag using the ‘Add Row’ feature within Tag Configuration, and entering the required parameter name and variable.
- The above code can be accessed within the Tag Templates section GTM, under Template Editor
2.4 Customize Country Tracking
Partnerize allows global brands the ability to track the “country” of purchase. This is extremely beneficial to identify which market generates the most spends and report back within the Partnerize platform.
Within Tag Configuration section
- Add Row
- “Parameter Name” with be mapped to “country”
- “Parameter Value” will be mapped to the client variable that contains country value ( if available )
- Save
❗NOTE:
- The country code must conform to the ISO 3166 two letter country code (eg. GB, US)
- If there are other variables to include repeat the above steps and map the “Parameter Name” with corresponding “Parameter Value”
2.5 Trigger Configuration
- The brand will need to set up the trigger condition for when GTM should fire the Partnerize pixel. This should be configured based on the event for which they want to pass sale data to Partnerize
- The example trigger below would fire the pixel whenever the 'completeCheckout' event occurs:
- Click “Save” to save changes
- Click “Submit” to commit the changes:
❗NOTE: This GTM cache busting feature should not be enabled for the Partnerize integration. To check if this is enabled, or to disable it:
- Navigate to Tag Configuration
- If checked, disable ‘Enable Cache Busting’
- Click Submit and Publish the changes
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Testing
Once the tags are deployed, they should be tested by submitting a test transaction via the brand’s live website. A non session test should be performed, which simulates a returning customer who originally followed a partner link but purchased at a later date. Providing the sale is made within the cookie period of the brand, the transaction should track successfully.
Testing Instructions
- Follow a test partner link. To obtain a link, go to the ‘Partners’ section of the Partnerize platform, locate the ‘test’ partner account, copy the tracking link and paste it into the browser window. Email integrations.support@partnerize.com if you cannot locate the link
- Let browser load page
- Once loaded, exit browser
- Reopen browser and go directly to brand site without following test link
- Purchase multiple items (if applicable)
- Save order number with purchase costs
- Provide source code from thank you page and order/transaction ID to integrations.support@partnerize.com
Expected Outcome
- Transactions is recorded in the Partnerize dashboard
- All parameters are populated correctly, and that the conversion call is correctly formatted. The following parameters should be checked closely:
- Value - Ensure that this is populated with the NET item value for each item
- Currency - Ensure that this is populated with the correct currency used at point of sale
- Clickref - Check that the most recent clickref has been passed into the parameter
- Check that the tracking solution has been fired from the live confirmation page
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Core parameters
The below parameters are deemed as core to the tracking:
- Currency
- Voucher
- Customertype
- Category
- SKU
These parameters should always be present in the implemented tracking solution, unless they cannot be provided.
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Tracked Currencies:
For each point of sale/campaign, it is important to confirm how many currency variations will be provided in the 'currency' parameter for tracked sales:
- Track sales in one currency only (i.e. all sales will track in GBP)
- Track sales in multiple currencies (i.e. sales could track in GBP, EUR and USD)
This should be discussed with the Partnerize Integration team during the Implementation phase.
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When to trigger GTM / Exclusive codes
The GTM conversion should be triggered at point of checkout and typically when a "clickref" value is present. If a brand wishes to utilise Partnerize's exclusive code functionality https://help.phgsupport.com/hc/en-us/articles/4405844671377 it is essential that vouchers are passed into the 'voucher' parameter.
Exclusive Codes also introduces the concept of clickless tracking, allowing brands to work with non-traditional partnerships who don't work with tracking links. In order to utilize clickless tracking, a brand must trigger the tracking unconditionally for every sale regardless if a clickref value is present.
The "clickref" parameter can be left empty as "/clickref:/"
❗NOTE: Even though tracking is loaded for every sale Partnerize will only attribute sales that were referred by our partners.
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Next Steps
- Request a campaign_id from the Partnerize Integration team. Email integrations.support@partnerize.com if you do not already have this.
- Install the GTM templates using the instructions above. Inform the Partnerize Integration team once this has been completed
- Perform testing using the above instructions - Transactions will need to be submitted via the brand’s live website, so that the implementation can be fully tested.
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FAQ's
Please refer to our GTM FAQ guide here: GTM FAQ's