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Tracking Optimization - Upgrade Pixel to Google Tag Manager


This article will review:

  • How to upgrade your existing pixel tracking solution to Partnerize's Google Tag Manager




As web browsers (E.g Safari) implement measures to restrict access to 3rd party cookies,  traditional pixel based tracking solutions could be impacted.  If you are already using Google Tag manager (GTM) to track sales, this guide details how to utilise Partnerize's GTM templates to future proof your brand. 


The Partnerize GTM integrations requires the implementation of two templates:

  1. Capture Partnerize Click Reference Template - Store Partnerize's unique ID (clickref) from the brand’s landing pages in 1st party context. 
    • This ensures the brand’s tracking is not reliant on 3rd party cookies, and therefore ITP (and equivalent) compliant.  
  2. Partnerize Enhanced eCommerce Tag Template - Uses the GTM dataLayer to easily format and transfer sale data to Partnerize 



Before proceeding please ensure : 

  • You currently have the standard Partnerize pixel implemented directly on your confirmation pages 
  • You have Google Tag manager implemented with either Standard / Enhanced Ecommerce tags enabled


Implementation Overview

For a smooth transition from your old solution (pixel) to new (GTM template) which does not impact live activity please follow : 

Stage Description Owner
1.Configure Clickref template

Import / configure Template "Capture Partnerize Click Reference"

2.Auto append "clickref"

Team will ensure an unique click identifier (clickref) is passed into each destination page, which is required for the feature to operate

3.Configure eCommerce tag

Import / configure Template "Partnerize Enhanced eCommerce Tag"

4.Implement "TEST-" campaign ID

A "campaign:TEST-" conversion tag is implemented at checkout in conjunction with the current live pixel


NOTE: DO NOT remove the current live pixel

5.Notify Partnerize Inform Partnerize when implementation complete Brand

6. Review "TEST-" data

Feedback on performance & syntax of the 'campaign:TEST-' tag

7. Switch GTM solution

Migrate to new Partnerize GTM solution

8. Testing (optional)

Brand conduct a test once switch over complete

9. Monitor performance

Keep close eye over sales and report any issues to Partnerize

Brand / Partnerize



Implementation Steps

1.Configure Clickref template (Brand)

This template stores the Partnerize Click Reference (clickref) from the brands landing pages in a 1st party context. The clickref is a unique ID which identifies a partner and ultimately returned at point of purchase within the conversion tracking tag. providing a 1st party tracking solution. 

❗NOTE: This tag MUST be deployed on all possible landing pages.


1.1 Import Clickref Template

  • Navigate to “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 Clickref Template Permissions


These are the required permissions for the template to be added:

  • Logs to console - Allows debugging messages to be outputted in the developer console of the window while in preview mode.
    • It will output the full pixel url along with the data parameters being sent into it.
  • Reads URL - Allows access to landing page URL to retrieve the clickref value
  • Accesses local storage - Allows access to 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 Clickref Tag

The user can 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:




2.Auto append "clickref" to all referred traffic (Partnerize)

All Partnerize referred traffic to brand's site will include a unique ID ("clickref") within the query string.

  • E.g)

Whenever a new click is initiated, a new "clickref" is generated and updated.

  • E.g)

This will be read by the Capture Partnerize Click Reference template, upon checkout the most recent "clickref" present will be used to reward "last click" wins.  


3.Configure Ecommerce tag (Brand)

This template automatically reads all transactional data from the Enhanced Ecommerce dataLayer within GTM, to populate the Partnerize tracking tag.  It 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 tag. This should be deployed on confirmation event pages.

3.1 Import Ecommerce 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
  • Click on the “Partnerize Enhanced eCommerce Tag” template > Click on “Add to workplace”

3.2 Set Ecommerce Permissions

Configure same permissions as Clickref Template Permissions with addition of :

  • Sends Pixels - Allows sale data to to be sent to Partnerize
  • Click on the “Add” button to add the template to the current Workplace.


  • If Brand does not have Enhanced Ecommerce enabled, Partnerize also supports Standard Ecommerce
  • Since this tag is based on the usage of Google Tag Manager’s “dataLayer” the tag should ONLY load once “dataLayer” is ready and populated


4. Implement "TEST-" conversion tag (Brand)

To ensure your LIVE pixel tracking solution continues as normal while the new solution is tested, we advise brand to implement "campaign:TEST-" version. This should be implemented to fire in conjunction with the existing pixel tracking solution

IMPORTANT : DO NOT REMOVE the existing LIVE pixel tracking solution


4.1 Configure "TEST-" campaign ID

  • 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 and prefix with "TEST-"
    • 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 tag, and formats the pixel correctly.
  • For example, the highlighted code below reads the value from the 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 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

4.2 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)


4.3 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


5. Notify Partnerize (Brand)

Once "campaign:TEST-" conversion tag is implemented to run in conjunction with your LIVE pixel, please inform the Partnerize Integrations team

Your system should be set up so when live transactions take place, Partnerize will see 2 entries in our logs :

  • Live Pixel (v1)
  • TEST- conversion tag  (v2)

The live pixel (v1) will continue to track your current activity so no disruption is made to reports / partners and the "campaign:TEST-" (v2) will help the team review implementation. 


6. Review "TEST-" data (Partnerize) 

Partnerize will monitor and compare the live pixel (v1) against "campaign:TEST-" (v2) conversion tag to make sure everything is correct before advising the brand when to make the switchover.

Partnerize will check the following during this process:

  • Live pixel tracking is continuing as normal
  • The volume of "campaign:TEST-" (v2) conversion calls matches the volume of live pixel (v1)
  • Tracking syntax and data parameters across both versions matches 
  • The "campaign:TEST-" (v2) includes a valid "clickref"  


7. Switch GTM solution (Brand)

Providing there are no issues with the data analysis, to switch over : 

  • Brand to remove 'TEST-' prefixed to campaign parameter thus making it live
  • Remove the old (live) pixel
  • Informing Partnerize Integrations team that the above three steps have been actioned




  • Strongly advise brand tracks the Partnerize landing page tag for the duration of the campaign cookie period (E.g 30 days) BEFORE the switchover.
  • This ensures any conversions made from clicks prior to the switch over will still track.


8. Testing (Brand)

From data analysis in step 5, both brand / Partnerize will be confident tracking works before the switch over. However, Partnerize would recommend a test transaction via the brand's live website is conducted. Full testing instructions can be found here:


9. Monitor performance (Brand / Partnerize)

Both the brand and Partnerize must monitor to make sure sales are tracking as expected after 


Next Steps

  • Request a campaign_id from the Partnerize Integration team.  
  • 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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