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Setting Up the Web Pixel

Setting Up Your Web Pixel

The web pixel is a small snippet of code that runs on your website and reports activity back to your account — page views, conversions, leads, and any custom events you want to track. It's what powers your reporting dashboards and lets us measure how your campaigns are performing.

There are a few ways to install it. Pick whichever matches how your website is built — you only need one.

Where to find your pixel settings

All of your installation options live in one place:

Settings → Advertisers → Web Pixel → Configure

This opens the Pixel Configuration panel, where you can:

  • Choose your installation method

  • Copy (or download) the exact code snippet or ID you need

  • Run a connection test to confirm the pixel is live

You'll also see a Configure shortcut for your web pixel on the Campaign Summary page — since an active pixel is required before most campaigns can be published.

Option 1: Manual Installation (JavaScript)

Best for: Most websites, where you (or a developer) can edit the site's HTML directly.

  1. Open Pixel Configuration and select Manual (JavaScript).

  2. Copy the script snippet shown (or download it).

  3. Paste it between the <head> tags on every page of your site — ideally in a shared header/layout template so it loads sitewide.

  4. Visit your website to generate a test pageview.

  5. Click Test Configuration in the panel to confirm the event came through.

Once installed, page views are tracked automatically — no additional code is required for basic traffic tracking. If you also want to track conversions, leads, or custom events (like "add to cart"), see Going further below.

Option 2: Google Tag Manager (GTM)

Best for: Sites where all tags are managed centrally through Google Tag Manager instead of editing site code directly.

  1. Open Pixel Configuration and select Google Tag Manager.

  2. Copy the GTM-specific snippet shown.

  3. In your GTM workspace, create a new tag using the Custom HTML tag type and paste in the snippet.

  4. Set the trigger to All Pages, then publish your GTM container.

  5. Visit your website, then click Test Configuration to confirm.

Important: Use the Google Tag Manager snippet from this panel — not the plain Manual installation snippet. GTM injects scripts differently, so the standard script tag isn't always detected reliably when placed through a tag manager.

Option 3: Shopify — App Install (recommended for Shopify stores)

Best for: Shopify merchants who want the simplest setup with no code.

  1. Open Pixel Configuration, select Shopify (App), and copy your Pixel ID.

  2. Install the app from the Shopify App Store: apps.shopify.com/bronco.

  3. Paste your Pixel ID into the app when prompted, and save.

  4. Visit your storefront, then click Test Configuration in the panel to confirm events are flowing.

This is the easiest and most reliable way to get the pixel running on Shopify, and it's the option we recommend for most Shopify merchants.

Option 4: Shopify — Custom Pixel (older setup method)

This is an older way of connecting the pixel on Shopify. It still works and we continue to support it, but for new stores we recommend Option 3 (Shopify App) above — it's simpler to install and easier to keep up to date.

  1. Open Pixel Configuration, select Shopify (Custom Pixel), and copy the code snippet shown.

  2. In your Shopify admin, go to Settings → Customer events → Add custom pixel.

  3. Name it "Bronco Tracker", paste in the code, then click Save.

  4. Click Connect to activate the pixel.

  5. Visit your storefront, then click Test Configuration to confirm.

This method automatically wires up page views, product views, add-to-cart, checkout, and purchase events using Shopify's native customer events data, so you don't need to add any additional tracking code afterward.

Going further: tracking conversions, leads & custom events

Once your pixel is installed with any of the methods above, page views are tracked automatically — but most advertisers also want to track:

  • Conversions, like a completed purchase or a download

  • Leads, like a form submission or demo request

  • Custom events, like adding a product to a cart or starting a checkout

Note: this does NOT apply to Shopify page views, conversions, add to cart events etc. are automatically if you use the Shopify app or Shopify Pixel.
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This requires adding a small amount of extra code on the relevant pages (for example, on your checkout confirmation page for purchases). It's especially relevant if you have:

  • A custom-built checkout or lead form

  • A single-page application (built with React, Vue, or Angular) where pages don't fully reload

  • Your own order/lead IDs you'd like us to use for deduplication

📖 For step-by-step code examples and the full reference, see our Web Pixel Developer Documentation. It covers:

  • Tracking conversions, leads, and custom events with broncoTrack()

  • Single-page app / client-side routing setup (React Router, Vue Router, History API)

  • The full event & properties reference

  • Troubleshooting (ad blockers, Content Security Policy, duplicate events, missing data)

If your development team is doing a fully custom build, that developer documentation is the best starting point — it's written for engineers and covers everything needed for a from-scratch implementation.

Verifying your installation

However you install it, always finish with these two checks:

  1. Trigger an event. Visit your live website (or storefront) so the pixel has something to report.

  2. Run the built-in test. Click Test Configuration in the Pixel Configuration panel. You should see a confirmation that events were received.

You can also confirm things are working — and keep an eye on ongoing activity — from the Pixel Activity dashboard, which shows total events, visitors, sessions, and a live activity trend for your account. This is a good place to check back periodically, especially right after a new install or a site change.

If Test Configuration reports no events found, or the Pixel Activity dashboard isn't showing recent activity:

  • Double check the snippet is installed exactly as copied, with the correct tracking ID

  • Make sure the script only appears once per page (duplicate installs can cause issues)

  • Check whether an ad blocker or Content Security Policy on your site might be blocking the script

  • See the Troubleshooting section of the Web Pixel Developer Documentation for detailed diagnostics

Still stuck? Reach out to support and we'll help you get it connected.

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