JavaScript pixel tracking is a method of tracking and reporting online sale conversions to It consists of a few JavaScript code snippets placed on your site, usually with a tag manager, or manually within the HTML documents of your site. These tags work together to identify customers across your site, track conversions, and report order (and item) data.

How it works

  • The Universal Tracking Tag (UTT) is a minified script placed within the global <head> HTML element of your site, and runs on every page.

  • The identify function is placed within the <body> HTML element on every page of your site. It uses dynamic identifiers and cookies on your site to identify visitors.

  • The trackConversion function is a small JavaScript image pixel placed in the <body> HTML element of your site's confirmation page (i.e, "Order Confirmed" or "Thank You" page) that is dynamically populated with the customer's identifiers and information about their order, which is then sent to

The UTT needs to load first globally across your site before calling one of the other functions. The functions should be prioritized to load as soon as possible on your site for the most accurate tracking.



This integration requires a skilled web developer comfortable with JavaScript, HTML, tag managers, and browser developer tools to configure, install, and test.

What to expect

At a high level, the integration is split into two parts:

  1. Install the UTT and functions onto your site.

  2. Complete end-to-end testing to confirm your implementation is working correctly.

Check before integrating will complete several integration steps on your behalf. Check with your implementation engineer to ensure that the following configuration steps have been completed: Event Type, Gateway Tracking, General Tracking.

What’s Next

Install the UTT and JavaScript functions to your site.