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Landing pages built in Creative → Landing Pages can have any third-party analytics or tracking tag installed. Most of the common ones can be added by asking Emma in chat — paste the ID or snippet and tell her where to put it. Emma’s code edits land on a staging preview first, not on the live page. She gives you a preview URL to check, and the change goes live only when you ask her to publish it.
Tags are installed site-wide, not per page. Even when you name one page in the request, the tag goes into the layout every page on that site shares — so it loads on all of them. That’s usually what you want for analytics and conversion tags. Removing a tag works the same way and takes it off every page. If you need a tag on exactly one page and not its siblings, say so and check the preview before publishing.
Meta is the one exception on this page. Its conversion tracking is wired at the moment a page is generated and spans both the page’s own code and shared site files, so it works differently from the snippet installs described below — see Meta Conversions API (CAPI). This page covers the most common stacks and the right call between them.

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What you actually need

The honest minimum for a B2B landing page running paid traffic:
  • A conversion pixel for the ad platform you’re spending on. This is what optimizes your campaigns.
  • A general analytics tag for understanding traffic, sources, and on-page behavior.
Everything else (heatmaps, session replay, A/B test scripts) is optional. Add when you have a specific question to answer.

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Available trackers

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Meta Pixel

The conversion tag for Meta Ads. Required for campaign optimization, audience matching, and conversion reporting. If Emma generated the page with a Meta ad account already connected, the Pixel is on it already, and installing a second one double-counts every conversion. If you’re not sure, ask her first: “Is the Meta Pixel already installed on the [page name] landing page?” Install:
  1. Get your Pixel ID from Events Manager → Data Sources in Meta Business Manager. Format: 123456789012345.
  2. Ask Emma: “Install Meta Pixel 123456789012345 on the [page name] landing page.”
Emma adds the Pixel snippet to <head>, gives you a preview to review, and publishes it once you confirm. To check it landed, ask her to show you where it was added, or confirm it in Meta Events Manager once the page takes traffic.
This adds the base Pixel only — enough for page views, audience building, and retargeting. It does not report conversions. A form fill will not show up in Meta, because the conversion event and the server-side leg are wired separately. See Meta Conversions API (CAPI) below for what a complete setup involves and why it isn’t self-serve.
For the full ads-side setup (Business Account, Partner sharing, Pixel creation), see Integrations → Meta.

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Meta Conversions API (CAPI)

Server-side conversion tracking for Meta Ads. CAPI sends conversion events directly from the server to Meta, catching what browser-side tracking misses — ad blockers, iOS privacy settings, and cookie restrictions increasingly suppress the Pixel, so CAPI is now part of a complete tracking setup rather than an optional add-on. How it works with Emma-built landing pages: Emma-built landing pages auto-install the Meta Pixel and server-side CAPI together, at the moment the page is generated. What you get depends on what is connected at that moment:
  • One Meta ad account with exactly one Pixel — both wire automatically, with nothing to configure.
  • More than one ad account, or more than one Pixel on the account — the landing page form asks which account and Pixel the site should use before it will generate. Choose one and tracking wires normally, or choose “Skip Meta tracking” to create the page without it.
  • No Pixel on the ad account — there is nothing to wire. Create one first (see Integrations → Meta), then generate the page.
  • Meta connected only after the page was generated — that page does not get tracking retroactively. Pages you add to the site later do, and the first one to do so installs the Pixel across the whole site.
Your choice of Pixel is site-wide, not per page. Meta uses one Pixel per site, so it applies to every page on that site, and a site that already has a Pixel keeps the one it has.

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Adding tracking to an existing page

Pages built before your Meta ad account was connected don’t carry tracking, and it isn’t added retroactively. To add it, ask your AgentWeb contact — this is the one setup on this page Emma doesn’t handle in chat. It arrives in two stages, which is worth knowing before you read too much into early numbers. Page views, retargeting audiences and campaign attribution on your leads come back quickly. Conversion reporting takes longer, and until it’s in place the page records visits and attributes leads correctly but reports no conversions to Meta. Deduplication — the critical detail: When both the browser Pixel and server-side CAPI fire for the same conversion, Meta counts it twice unless both events carry a matching event_id. Emma’s auto-install wires deduplication by default. If you installed the Pixel manually or configured CAPI outside of Emma, verify that event_id is present in the fbq() call’s options object — if it’s missing, every conversion is double-counted, and your CPL looks half of what it really is. See the measurement page for more on this failure mode.

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Google Tag Manager (GTM)

A container tag. Once GTM is installed, every other tag (GA4, LinkedIn, TikTok, custom JS) can be added and removed from GTM’s UI without re-deploying the page. Install:
  1. Create a GTM container at tagmanager.google.com. Copy the container ID (GTM-XXXXXXX).
  2. Ask Emma: “Install GTM container GTM-XXXXXXX on the [page name] landing page.”
Emma inserts the GTM snippet in the correct locations (<head> script + <body> noscript fallback) and re-deploys. After install, manage all your other tags from GTM’s UI. Changes ship instantly without involving Emma or re-deploying the page.

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Google Analytics 4 (GA4)

The default web analytics platform. Free, integrates with Google Ads, and now the only Google-supported analytics product after the Universal Analytics sunset. Install (two paths):
  • Direct: ask Emma to install GA4 measurement ID G-XXXXXXX on the page.
  • Via GTM: install GTM first (above), then add a GA4 Configuration tag in GTM’s UI pointing at your measurement ID.
GTM is the better path if you’ll add more than one or two tracking tools. Direct install is fine for GA4-only setups.

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LinkedIn Insight Tag

The conversion tag for LinkedIn Ads. Install if you’re running LinkedIn campaigns. Install:
  1. Get your Partner ID from LinkedIn Campaign Manager → Account Assets → Insight Tag.
  2. Ask Emma: “Install the LinkedIn Insight Tag with Partner ID 1234567 on the [page name] landing page.”
Or install via GTM if you already have GTM on the page.

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TikTok Pixel

The conversion tag for TikTok Ads. Install:
  1. Get your Pixel ID from TikTok Ads Manager → Assets → Events.
  2. Ask Emma: “Install the TikTok Pixel with ID CXXXXXXXXXXXXXXXX on the [page name] landing page.”

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Heatmaps and session replay

For when conversion data tells you what’s happening but you need to see why. Hotjar and Microsoft Clarity are the two main options; Clarity is free and good enough for most cases. Install (Clarity example):
  1. Get your Project ID from clarity.microsoft.com.
  2. Ask Emma: “Install Microsoft Clarity with project ID xxxxxxxxxx on the [page name] landing page.”
Hotjar follows the same pattern with a Hotjar Site ID.

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Privacy-first analytics

If you’re allergic to cookie banners or selling to a privacy-conscious audience (EU, healthcare, finance), use a cookieless analytics tool instead of GA4. Plausible and Fathom Analytics are the common picks. Install:
  1. Add the site in your provider’s dashboard.
  2. Copy the install snippet.
  3. Ask Emma: “Add this Plausible script to the [page name] landing page: [paste snippet].”
These tools give you traffic counts, sources, and basic page metrics. They do not give you conversion-level analytics like GA4 or session replay — you’ll still want a conversion pixel for ad platforms.

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PostHog

For product-flavored analytics on landing pages — event tracking, funnels, session replay, feature flags. More than most landing pages need, but useful if you’re A/B testing copy heavily or running feature gates. Install:
  1. Get your project API key from PostHog.
  2. Ask Emma: “Install PostHog with key phc_XXXXXXXX and host https://us.i.posthog.com on the [page name] landing page.”

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A reasonable default stack

For a B2B landing page running Meta + Google Ads:
  1. Meta Pixel for Meta conversion tracking.
  2. GTM container so you can add things later without re-deploying.
  3. GA4 via GTM for general analytics.
That’s it. Add LinkedIn Insight, TikTok Pixel, Clarity, or anything else when there’s a specific reason — not just because they exist.

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Verifying installation

After Emma installs a tag and the page re-deploys:
  • Meta Pixel: open the page in Chrome with the Meta Pixel Helper extension installed. The Pixel should appear with your ID.
  • GTM: open the page in Chrome with the Google Tag Assistant extension. GTM should appear as connected.
  • GA4: real-time view in GA4 → Reports → Realtime should show your test visit within a few seconds.
  • LinkedIn Insight: LinkedIn Campaign Manager → Insight Tag should mark it as “Active” within 24 hours of first traffic.
  • TikTok Pixel: TikTok Ads Manager → Events Manager shows pixel firing in real time.
  • Clarity / Hotjar: real-time dashboard shows your test session within a minute.
If a tag isn’t firing, ask Emma: “Verify [tag] is installed on this page and show me where it was added.”

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Removing a tag

Ask Emma: “Remove the [tag] from the [page name] landing page.” She edits the page’s code, gives you a preview to check, and publishes once you confirm. If the tag was added via GTM, just pause or delete it in GTM’s UI — no need to touch the page.

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Troubleshooting

Some ad blockers and privacy extensions block tracking pixels. Test in incognito with extensions disabled, or check from a clean browser.
GA4 real-time has a small delay (a few seconds). Refresh the page and wait. If it’s still zero after a minute, confirm the measurement ID in your install matches what’s in the GA4 admin.
Don’t install both a direct Meta Pixel and a Meta Pixel via GTM on the same page — events fire twice and conversion counts double. Pick one path.
Both the browser Pixel and server-side CAPI are supposed to send the same event — Meta deduplicates them using event_id. If your conversion count looks inflated (roughly 2x what CRM shows), check that the fbq() call includes an event_id in its options object and that the server-side event sends the same event_id. Without a match, Meta treats them as two separate conversions. Emma’s auto-install wires this by default; manual installs often miss it.
Each tag adds load time. Heatmap and session-replay scripts (Hotjar, Clarity, PostHog) are the worst offenders. If page speed matters (it does for paid traffic), audit which tags are actually used and remove the rest.

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Next steps

Last modified on August 13, 2026