A tracking snippet is a piece of code that gathers and disperses data from a website for analysis, typically to a 3rd party application like Google Analytics. Tracking tags can be simple image tags that essentially track an interaction with a page on the site and represent the most simplistic of tracking tags. Others may be simple HTML or JavaScript and may track a variety of elements like what the URL was, how many pages a user interacted with, whether a visitor completed a transaction or some other desired action and some will even collect detailed information like transaction IDs, amounts, product SKUs, and more.

When implementing a tracking snippet or tag on your website, there are several things to know and configure. This can include the firing logic such as whether the tag should be triggered on every page based on a pageview, should any pages be excluded from tracking, what pages represent action completions (i.e., an order confirmation page) and finally, whether a tag needs to be able to collect detailed, variable data such as an order ID, order amount, SKUs in an order, quantity per SKU purchased, any coupon code or discounts applied. These are just some of the granular data some conversion tags may collect.