Analytics, Tags, and Tracking

Anedot customers can utilize tracking codes for analytics and tracking


Anedot supports the use of Google Analytics, Google Tag Manager, Facebook Pixels, and Facebook Conversions API for analytics and tracking. 

You will want to access our Action Pages or Campaigns instructions to add these tracking tags to your account and/or pages.

Google Analytics & Google Tag Manager

You can use Google Analytics for tracking as well as UTM codes such as utm_source, utm_medium, and utm_campaign. If you need assistance building your URL to include UTM codes, you can use a tool such as Using URL parameters for utm_source & utm_medium transfer directly to both Google Analytics and Google Tag Manager, and is the recommended way to provide this data to Analytics. They may be overridden, or provided if absent, in Tag Manager.

We use the Google Analytics data layer to relay information about traffic and actions in our web app:

  • When a donation form is submitted with invalid payment fields, we relay the field name and the error (invalid vs missing), but no credit card data.
  • When a donor hits an e-commerce_transaction event trigger specified by the account (eg: completes a donation and lands on the receipt page), we relay the following:
    • campaign_uid
    • donation_uid
    • donation amount
    • utm codes
    • sessions
    • page hits
    • referrer
    • browser

Google Tag Manager eCommerce

In Google Analytics: You will want to enable e-commerce to utilize this. 

In Google Tag Manager: You will want to create a trigger for the event google_analytics_ecommerce_transaction. Using /receipt Page view as a trigger will result in reporting only the last donation in the case of upsells.

In Anedot: You will want to remove the Google Analytics Property ID from the campaign and account when applying tags to collect transactions. Leaving it may result in duplicate or aggregate transactions. The campaign ID is provided to filter transactions to relevant data (e.g. retrieving only the primary donation amounts in the case of cross-sells).

Using a custom receipt page: Using a custom receipt bypasses the page on which the Ecommerce events are triggered. Any tags associated with these triggers will not fire. In this case, providing the Google Analytics property ID, in addition to the Tag Manager ID, may be used to receive transactions directly to Analytics.

Note on GTM and GA (unless using eCommerce above)
You should add both GTM and GA for proper conversion tracking because of the way that GTM does not allow for server side tracking (more accurate), but GA does. We therefore automatically utilize the appropriate one for you at the appropriate time.

Note on GTM Whitelist
For security, only Google tags are allowed in GTM. If you'd like to utilize a Facebook pixel, please use the Facebook pixel integration in Anedot.

Enterprise customers can email us at if you have a specific whitelist need that is not met by the previously mentioned solutions.

Google Analytics & Tag Manager Conversion Tracking

For Google Tag Manager, customers should fire a tag on the DOM ready of a URL containing


This receipt page is the conversion indicator for a Campaigns page or any type of Action Page submission. If you are using a Callback URL, then that Callback URL will indicate a conversion. 

'Receipt amount' holds the donation value for Action Pages and can be scraped for the DOM element on '.ap-confirmation--total-amount'. Value' holds the donation value for Campaigns and is placed in the 'dataLayer' in javascript.

Google Analytics credentials are created independently and added to Google Tag Manager as a variable. 

Conversion Tracking 1

Conversion Tracking 2

Conversion Tracking 3

Conversion Tracking 4

Facebook Pixel

You will want to add your Facebook Pixel following the instructions previously mentioned. Here are the data points we pass through to Facebook:

Facebook Event Name Anedot Trigger Facebook Object Properties
Lead When a person lands on an Anedot page. None required
PageView When a person lands on a Campaigns or Action Page (any page type). None required
Purchase When a person completes a donation. currency, value

If you are heavily utilizing conversion tracking for Facebook ads, you will want to setup a custom domain for your account. You can learn more about Anedot Custom Domains here.

Facebook Conversions API

Meta recommends that advertisers utilize both the browser token as well as the Conversions API. You can learn more about the Conversions API from Facebook here. By Meta’s requirements, pixel events are sent in batches. These batches could take up to an hour to process, so do not be alarmed if you do not see it immediately.

To utilize the Conversions API, inside of Facebook, you should:

  1. Generate a new secure access token for the pixel
  2. From within the pixel, click “settings”
  3. Scroll down to “Generate Access Token”
  4. Copy the token and save on either the account or action page.

Once you have completed this setup inside of Facebook, you can follow these instructions to add your token here: