Tag Guide

The Tag Guide is a plain-English reference to the marketing, analytics and advertising tags you will find on modern websites — what each one does, what its ID means, and how to tell if it is set up correctly.

Every entry pairs with our free Tag Explorer tool: scan any page, see exactly which tags and GTM containers it loads, then click the i icon on any tag to jump straight to its guide.

Browse the guides

Tag management

• Google Tag Manager
• Google Tag (gtag.js)
• Conversion Linker

Analytics

• Google Analytics 4 (GA4)
• Universal Analytics
• Ahrefs Web Analytics
• Cloudflare Web Analytics

Heatmaps & session replay

• Microsoft Clarity
• Hotjar

Google Ads & conversions

• Google Ads Conversion
• Floodlight (CM360 / DV360)

Advertising pixels

• Meta (Facebook) Pixel
• TikTok Pixel
• LinkedIn Insight Tag
• Microsoft (Bing) UET
• Pinterest Tag
• Snapchat Pixel
• Reddit Pixel
• StackAdapt

SEO & structured data

• Schema.org Structured Data (JSON-LD)

Custom tags

• Custom HTML Tags
• Custom Templates
• Form-Submission Event Listeners

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New guides are added as we identify more tag types. Start by scanning your site with Tag Explorer.