The Tracking Tag is AnyTrack’s client-side foundation: one lightweight script in the site’s <head>, present on every page of the funnel. It opens the session, assigns the Client ID, generates the Click ID on conversion events, captures UTM parameters as first-party data, runs AutoTag and AutoTrack, and orchestrates every connected ad pixel and integration.
What the Tracking Tag does
Section titled “What the Tracking Tag does”- Assigns the Client ID — the first-party cookie that anonymously identifies the visitor.
- Generates the Page Click ID (
atclid) on page load and a full Click ID for each trackable element. - Captures attribution data — UTM parameters and referrers, stored as first-party data.
- Runs AutoScan, AutoTrack, and AutoTag to find trackable links/forms and append the Click ID automatically.
- Loads the ad-platform tags (Meta Pixel, Google Tag) with the right identifiers, so you don’t install them separately.
How the Tracking Tag differs from similar terms
Section titled “How the Tracking Tag differs from similar terms”- Conversion API — the Tag runs client-side in the browser; the Conversion API delivers events server-side to ad platforms.
- Server-Side Tagging — the Tag fires to ad platforms client-side; server-side tagging does it from a server. The recommended setup runs both.
- Page Click ID — the Tag generates the
atclid; it is not the identifier itself.
How AnyTrack uses the Tracking Tag
Section titled “How AnyTrack uses the Tracking Tag”AnyTrack is the tag manager: the Tracking Tag loads the ad-platform pixels for you. Because privacy browsers and ad blockers can drop client-side JavaScript, purchase and lead conversions should also run server-side — that is why the Tag and server-side tagging are complementary, not alternatives.
Frequently asked questions
FAQ was last reviewed on 2026-06-24
Is the Tracking Tag the same as a pixel?
No. The Tracking Tag is AnyTrack's own client-side script. It orchestrates the ad-platform pixels (Meta Pixel, Google Tag) for you — it is not itself a pixel, and you should not call it one.
Do I still need the Tracking Tag if I track server-side?
Yes. The Tag generates the Client ID and Click IDs and captures UTM parameters as first-party data. Going server-side complements it, it doesn't replace it — the recommended setup runs both.
