Conversion Pixel
Implementation Guide
Step-by-step instructions for implementing the PurePlay Media conversion tracking pixel using Google Tag Manager or direct page placement.
Getting Started
This guide provides step-by-step instructions for implementing the PurePlay Media conversion tracking pixel on your website. There are two methods — Google Tag Manager (recommended) and direct page implementation. Follow the section that applies to your setup, then use the Troubleshooting Guide at the end to verify the pixel is firing correctly.
The Pixel Code
Below is the conversion tag provided to you by PurePlay Media. The two placeholder values shown in red must be replaced before the tag will function correctly — instructions for each are in the next section.
Replacing the Placeholders
The tag contains two placeholder values that must be replaced depending on your use case.
[ORDER] — Order / Transaction ID
This parameter is used for conversion deduplication. It ensures the same conversion is not counted more than once.
| Scenario | What to Use |
|---|---|
| E-commerce / Lead Form | Replace [ORDER] with a unique transaction or submission ID generated by your system (e.g., order number, form submission ID, or lead ID). |
| Page Visit / General Conversion | Replace [ORDER] with a blank value (leave it empty). The pixel will still fire and record the conversion without deduplication. |
[CACHEBUSTER] — Cache Prevention
This parameter ensures the browser does not serve a cached version of the pixel and makes a fresh server request each time the tag fires.
| Scenario | What to Use |
|---|---|
| Inside GTM | Replace [CACHEBUSTER] with the GTM built-in variable: {{Cache Buster}} |
| Directly on Page (JavaScript) | Replace [CACHEBUSTER] with a JavaScript random number: Math.random() or Date.now() |
| Directly on Page (No JS) | Replace [CACHEBUSTER] with a server-side timestamp or random value generated by your backend (PHP, Python, etc.). |
Implementing Inside Google Tag Manager
GTM allows you to manage the pixel without modifying your website code directly, and gives you granular control over when and where it fires.
Step-by-Step Instructions
Log in to Google Tag Manager (tagmanager.google.com) and open your website's container.
Navigate to Tags > New. Name the tag "PurePlay Conversion Pixel".
Select Custom HTML as the tag type.
Paste the following code into the HTML field:
{{dlv_order_id}} is a Data Layer Variable you must configure in GTM. Your developer should push the order ID into the data layer (e.g., dataLayer.push({ order_id: '12345' })).Set the Trigger. Choose the trigger that matches when the pixel should fire:
| Conversion Type | Recommended GTM Trigger |
|---|---|
| Homepage Visit | Page View trigger filtered to your homepage URL (e.g., Page Path equals / or Page URL contains yourdomain.com/). Recommended for awareness campaigns measuring ad-driven site visits. |
| Thank You Page | Page View trigger filtered to your thank you page URL (e.g., /thank-you or /confirmation). Fires after a form is submitted — the strongest lead signal. |
| Contact Page Visit | Page View trigger filtered to your contact page URL (e.g., /contact). Useful if there is no dedicated thank-you page after form submission. |
| Phone Number Click | Click trigger filtered to links with href containing tel:. Captures visitors who tap or click your phone number — a high-intent action for law firm sites. |
| Form Submission | Form Submission trigger, or a Custom Event triggered by your form handler. |
| All Pages (Site Visit) | All Pages trigger (fires on every page load). |
Setting up a Button Click trigger — if you want to fire the pixel when a visitor clicks a specific button (e.g., "Get a Free Consultation" or "Contact Us"), follow these steps:
Enable Click Variables. In GTM, go to Variables > Configure and enable all variables under the Clicks section: Click Element, Click Classes, Click ID, Click Text, Click URL. These are off by default and are required for click triggers to work.
Identify your button using Preview mode. Click Preview in GTM, open your site, and click the button you want to track. GTM will capture the click event and show you its properties — note the Click ID, Click Classes, or Click Text value. You'll use one of these to uniquely identify the button.
Create the Click trigger. In GTM, go to Triggers > New. Select Click — All Elements as the trigger type. Set it to fire on Some Clicks, then add a condition using whichever property you identified in Preview mode. Common examples:
| If you know the button's… | Set the condition to… |
|---|---|
| Click Text | Click Text contains Free Consultation |
| Click ID | Click ID equals contact-btn |
| CSS Class | Click Classes contains cta-button |
| Phone number link | Click URL contains tel: |
Assign the trigger to the PurePlay tag. Open your PurePlay Conversion Pixel tag, click Triggering, and add the click trigger you just created. Save, verify in Preview mode that the pixel fires when you click the button, then publish the container.
Save the tag.
Use Preview mode to test. See the Troubleshooting section below.
Click "Submit" to PUBLISH the container. This is the most critical step — the pixel will not fire on your live site until the container is published.
Implementing Directly on the Page
If you are not using Google Tag Manager, you can place the pixel directly in your website's HTML source code.
For a Page Visit Conversion (No Order ID)
Place this code just before the closing </body> tag on the page where you want to track conversions.
For an E-Commerce / Lead Conversion (With Order ID)
Place this code on your order confirmation or thank-you page. Replace YOUR_ORDER_ID_VARIABLE with the actual variable your platform uses for the order or transaction ID.
{{ order.id }}, WordPress/WooCommerce: use a PHP echo, Squarespace: {orderId}. Ask your developer if unsure.Verifying Your Implementation
After implementing the pixel, work through each step below to confirm it is firing correctly. Complete each step in order before contacting PurePlay Media.
Step 1: Check Network Requests
This is the single most reliable way to confirm the pixel is firing.
Open the page where the pixel should fire in Google Chrome.
Open DevTools: Right-click > Inspect, or press F12.
Go to the Network tab.
Refresh the page.
In the filter bar, type: bidr.io
You should see a request to cnv.event.prod.bidr.io/log/cnv with a 200 status code.
| What You See | What It Means |
|---|---|
| 200 OK | The pixel fired successfully. You are done. |
| No request visible | The pixel is not firing. Proceed to Step 2. |
| 403 / 404 / Error | The pixel is firing but being rejected. Contact PurePlay Media with a screenshot of the full request URL and status code. |
Step 2: Verify the Tag is Published (GTM Only)
The most common issue is that the tag was saved in GTM but the container was never published.
Log in to Google Tag Manager and open your container.
Look at the top-right for a blue Submit button.
If it says "1 Workspace Change" or more, your tag is NOT live. Click Submit and publish.
After publishing, go to the Versions tab and confirm the latest version includes your PurePlay Conversion Pixel tag.
Return to your site, clear your browser cache, and repeat Step 1.
Step 3: Verify the GTM Container is Loading
If the pixel still does not appear in network requests, the GTM container itself may not be installed on the page.
In Chrome DevTools Network tab, filter for: gtm.js
You should see a request to googletagmanager.com/gtm.js?id=GTM-XXXXXXX where GTM-XXXXXXX matches your container ID.
If you do NOT see this request, GTM is not installed on your site. Contact your web developer to add the GTM snippet to your site's <head>.
Alternatively, right-click your page, choose "View Page Source", and search for your GTM container ID. The snippet should appear near the top of the <head> tag.
Step 4: Check for Common Issues
| Issue | Solution |
|---|---|
| Tag fires in GTM Preview but not on live site | You forgot to publish. Click Submit in GTM and publish a new container version. |
| Pixel fires on homepage but not on thank-you page | Check your trigger. It may be set to All Pages instead of your specific conversion page URL. |
| [CACHEBUSTER] or [ORDER] appears literally in the URL | The placeholder was not replaced. In GTM, use {{Cache Buster}} variable. On-page, use JavaScript (see examples above). |
| Pixel blocked by ad blocker | Test in an Incognito/Private window with all extensions disabled. Ad blockers can prevent tracking pixels from firing. |
| Content Security Policy (CSP) blocking the request | Check the browser Console tab for CSP errors. Your developer may need to whitelist cnv.event.prod.bidr.io in your CSP header. |
| Pixel fires multiple times per page | Check for duplicate tags in GTM, or the pixel code appearing more than once in your page source. Use the "Once Per Event" tag firing option in GTM. |
Step 5: Cookie Consent Manager (CMP) Conflicts
If your site uses a cookie consent plugin (such as CookieYes, OneTrust, Cookiebot, or similar), it may block the PurePlay pixel from firing when a visitor rejects or ignores the consent banner. This is expected behavior — tracking pixels should not fire without consent. However, it does mean your pixel fire count will be lower than total site visits, and that gap will grow if a large share of visitors decline cookies.
To ensure the pixel fires correctly for visitors who do accept cookies, follow these steps:
In your CMP's settings, locate the cookie or tag categorization section. Assign the PurePlay pixel to the Analytics or Advertising / Targeting category — whichever your CMP uses for third-party tracking tags. This ensures it fires when the visitor accepts that category.
In GTM, open your PurePlay Conversion Pixel tag and go to Advanced Settings > Consent Settings. Set it to Require additional consent to fire and select analytics_storage or ad_storage depending on how your CMP is configured. This tells GTM to wait for confirmed consent before firing the tag.
To test: open the page in an Incognito window (to get a fresh consent prompt), accept all cookies, then open DevTools > Network and filter for bidr.io. You should see the pixel fire. Repeat the test — this time rejecting cookies — and confirm the pixel does not fire.
Additional Tips
A few more things worth checking that can help speed up the diagnostic process:
- Note your website URL and the specific page where the pixel should fire
- Have your GTM container ID handy (found in the top-right corner of GTM)
- Capture a screenshot of the Network tab filtered to
bidr.io— this is the single most useful diagnostic tool - Check the Console tab for any errors and screenshot anything that looks related
- Always test in an Incognito window with extensions disabled to rule out browser interference
PurePlay Is Here to Help
If anything is unclear or you'd like us to walk through the setup together, your PurePlay account team is ready. We're happy to jump on a call, troubleshoot alongside you, or answer any questions before you go live.