Add Google Analytics, Tag Manager, and ad pixels to your pages
How to install header and footer tracking code site-wide or on a single page, and how to confirm it's actually firing.
The built-in Analytics dashboard covers page views, opt-ins, and sales, but if you also run Google Analytics, Google Tag Manager, or an ad platform's pixel (Meta, TikTok, LinkedIn, etc.), you'll want that data flowing too — for retargeting, for a second source of truth, or because your ad platform needs its own pixel to optimize campaigns. This article covers where to add that tracking code and how to confirm it's working.
Where tracking code lives
Every funnel and website has a Tracking Code setting where you paste in scripts. There are two placement options:
- Head tracking code — installs into the
<head>of the page. This is where most analytics and tag manager snippets go, since they need to load before the page content. - Footer/body tracking code — installs near the end of the page body. Some pixels and chat/heatmap tools specify this placement instead.
Each platform's own setup instructions will tell you whether a given snippet belongs in the head or the footer — follow their guidance rather than guessing.
Tracking Code settings panel showing Head and Footer/Body code fields
Site-wide vs. page-level tracking code
You can install tracking code at two different scopes:
- Site-wide — added once in your site/funnel-level settings, it applies to every page in that funnel or website automatically. Use this for anything you want tracked everywhere: your core Google Analytics or Tag Manager container, for example.
- Page-level — added from within a specific page's editor (look for the Tracking Code icon in the page builder toolbar), it applies only to that one page. Use this for something you only want firing on one page — a conversion pixel that should only trigger on a thank-you or order-confirmation page, for instance.
Tip: Put your Tag Manager container site-wide, and let Tag Manager itself handle page-specific triggers (like a "Purchase" event only firing on the order confirmation page). That gives you one place to manage all your tags instead of scattering page-level code across your funnel.
Adding Google Analytics (GA4)
You have two ways to get GA4 data from your funnels and websites:
Option A — Tracking code (simplest for basic page views). Paste your GA4 tag snippet into the site-wide head tracking code field. This gets you standard page-view and session tracking with minimal setup.
Option B — Server-side via Measurement Protocol (for event-level accuracy). For events you want recorded reliably even when a visitor blocks client-side scripts, you can send data to GA4 using a Measurement ID and API Secret:
- In Google Analytics, go to Admin > Data Streams, select your stream, and copy the Measurement ID.
- In the same Data Stream settings, open Measurement Protocol API secrets and generate a new secret. You'll need to acknowledge Google's data-sharing disclosures to create one.
- Use these two values in a workflow action (an "Add to Google Analytics" style action) that fires on the event you want tracked — a form submission or a purchase, for example.
Note: Data sent through the Measurement Protocol path can take 24–48 hours to appear in Google Analytics reporting. Don't assume it's broken just because you don't see it immediately.
Adding Google Tag Manager
Paste your GTM container snippet (the two-part script GTM gives you) into the site-wide head tracking code field, following Google's own instructions for where each part goes. Once the container is installed, manage all your individual tags, triggers, and pixels from inside Tag Manager itself rather than adding more code directly to your pages — it's a much easier way to keep a growing set of tracking scripts organized.
Adding an ad platform pixel (Meta, TikTok, LinkedIn, etc.)
Paste the base pixel code your ad platform gives you into the site-wide head tracking code field so it loads on every page and can track visitors across your whole funnel or site. If you need a specific conversion event (like a "Lead" or "Purchase" event) to fire only on one page, add that platform's event snippet as page-level tracking code on just that page.
Warning: If you're marketing to visitors in California or other regions with privacy regulations, check your ad platform's current requirements for additional consent parameters before going live with a pixel. Requirements change, so confirm directly with the platform rather than relying on older guidance.
Testing that your tracking code actually fired
Don't assume a pasted script is working — verify it:
- Preview or visit the live page in a browser where you can inspect network traffic.
- Use your browser's developer tools (Network tab) and reload the page. Look for a request going out to the tracking platform's domain (e.g.,
google-analytics.com,googletagmanager.com, or the pixel platform's domain). - Use the platform's own debug tool where available — GA4's DebugView, Tag Manager's Preview mode, or Meta's Pixel Helper browser extension are the fastest way to confirm an event fired correctly, with what data, at the right moment.
- Check for duplicate firing. If you've added the same tracking snippet both site-wide and page-level by mistake, you'll see it fire twice on that page — which can double-count conversions in your ad platform's reporting.
Tip: Test on a real device and a real browser without an ad blocker running. Ad blockers routinely strip tracking scripts, which can make working code look broken during your own testing.
What done looks like
You should be able to name exactly which tracking scripts are installed site-wide versus page-level on a given funnel, and confirm each one is firing by watching for its network request or using that platform's own debug tool — not just assuming it works because you pasted it in.
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Frequently asked questions
Will adding tracking code slow down my page?
Any external script adds some load time, but well-formed analytics and tag manager snippets are built to load asynchronously and shouldn't meaningfully affect page speed. If you're stacking many separate pixels directly in your page code, consider consolidating them behind a single Tag Manager container instead — one script that manages many tags is generally lighter than several separate scripts.
Can I remove tracking code without breaking the page?
Yes. Tracking code is independent from your page's content and design — removing it stops that platform from receiving data but has no effect on how the page looks or functions for visitors.
My Google Analytics numbers don't match the platform's built-in Analytics dashboard — why?
The two systems count differently. The built-in dashboard uses server-side records of page loads and opt-ins tied to your funnel steps; Google Analytics relies on a client-side script that can be blocked, delayed, or skipped by ad blockers and privacy settings. Some gap between the two is normal — use the built-in dashboard as your primary source for funnel performance and Google Analytics for broader site behavior and ad platform integration.