Tracking codes
This page describes the Tracking Codes settings. You can add Google Tag Manager, Google Analytics 4, Google Ads conversion tracking, Google Search Console verification, Google Customer Reviews, Meta Pixel (+ Meta Conversions API), TikTok Pixel (+ TikTok Events API) and Heureka. Tracking codes are inserted only on your storefront pages (for customers), not in the admin.
Path: Engage › Marketing › Tracking Codes (/admin/tracking-codes)
To open it you need the coupons.view (marketing) permission. The item appears in the menu when tracking codes are switched on in System › Store features.
The page has the Google, Meta, TikTok and Heureka tabs. They are all one form — after a change, a floating bar appears at the bottom with the Save Changes and Discard buttons, which saves the settings from all tabs at once.
Test tracking
The Test tracking button at the top of the page opens your store in a new tab with a panel that shows the events sent and the reason why something was not sent. Only you can see the panel, and the link is valid for 2 hours.
1. How tracking appears on your site
One configuration per shop: Your shop uses a single set of tracking settings.
Where codes run: Scripts are inserted only on storefront pages. They are not inserted in the admin, so your own visits are not measured as customer traffic.
GDPR / Consent mode: If Enable Google Consent Mode v2 is on in System › Additional Settings › GDPR Cookie Settings, tracking scripts are not inserted into the page on load. They load only after the customer grants consent, per category: GTM on analytics or marketing consent, GA4 on analytics, Meta Pixel, Google Ads and TikTok Pixel on marketing. If Consent Mode is off, all enabled tracking codes are output directly on the page. The Google Search Console verification meta tag is always output — it is not tracking.
Important: use either GTM or GA4, not both. Use only one of these options:
- Option A: Use Google Tag Manager – enter your GTM container ID and leave Enable GA4 Tracking off. Configure GA4 (and other tags) inside GTM.
- Option B: Use GA4 directly – turn on Enable GA4 Tracking, enter the Google Analytics ID and leave the Google Tag Manager ID field empty.
When Google Tag Manager is filled in, the page shows a warning next to GA4, and with Consent Mode on, GA4 is not loaded directly. Without Consent Mode both would load and GA4 would measure twice.
2. Google tab
Google Tag Manager and Google Analytics 4
| Field | What to enter |
|---|---|
| Google Tag Manager ID | Your GTM container ID (e.g. GTM-XXXXXXX). If filled in, the GTM snippet is included (with Consent Mode on, only after consent is granted). |
| Enable GA4 Tracking | When on, the Google Analytics 4 script is added to the page using the Google Analytics ID. When off, the GA4 script is not output (even if you fill in the ID). |
| Google Analytics ID | Your GA4 Measurement ID (e.g. G-XXXXXXXXXX). |
Google Ads conversion tracking
| Field | What to enter |
|---|---|
| Enable Google Ads Tracking | When on, the Google Ads conversion script runs using the Google Ads Conversion ID (and the optional Conversion Label). |
| Google Ads Conversion ID | Your Google Ads Conversion ID (e.g. AW-123456789). |
| Google Ads Conversion Label | An optional conversion label (e.g. AbC-D_efG-h12-34) for the conversion action. |
| Enable Enhanced Conversions | When on, hashed (SHA-256) customer data is sent on purchase for better conversion measurement in Google Ads. Requires the customer's marketing consent. |
Google Search Console
This section is for verifying site ownership in Google Search Console. You can use either a meta tag or an HTML file.
| Control | What it does |
|---|---|
| Enable | When on, the verification meta tag (if entered) or the verification file (if uploaded) is used. When off, verification is not added. |
| Meta tag verification | Paste the full <meta name="google-site-verification" content="..." /> tag from Search Console, or only the content value. The system outputs a correct meta tag in the <head> of your pages. |
| Upload verification file | In Search Console, choose the "HTML file" verification method and download the file (e.g. googleXXXXXXXX.html). Select it here (Choose file) and click Upload. The file must be .html or .htm, must be named google + hex characters + .html, and must contain google-site-verification. |
| Verification file uploaded | After a successful upload, the stored filename is shown. The Delete button removes both the file and the setting. |
How verification works: After upload, the file is available at https://vasa-domena.example/googleXXXXXXXX.html (the same path as in Search Console). In Search Console, click Verify; Google fetches that URL and confirms ownership.
In short:
- Open Google Search Console and add your property (URL prefix).
- Choose HTML tag and paste it into Meta tag verification, or choose HTML file, download the file and upload it here.
- For the meta tag, save the changes in the floating bar; for the file, upload it. Then click Verify in Search Console.
Google Customer Reviews
The Google post-order survey and the store rating widget (Enable survey opt-in, Merchant Center account ID, dialog display and language, estimated delivery, marketing cookie consent, product ratings and the Store rating widget). See the Integrations chapter for a detailed description.
3. Meta tab
| Field | What to enter |
|---|---|
| Enable Facebook Pixel | When on, the Meta Pixel script (Facebook, Instagram) runs using the Facebook Pixel ID. |
| Facebook Pixel ID | Your numeric Pixel ID. |
| Conversions API (server-side) | When on, conversion events are also sent from the server via the Meta Conversions API. Enter the Access Token and the optional Test Event Code. |
4. TikTok tab
| Field | What to enter |
|---|---|
| Enable | When on, the TikTok Pixel script runs using the TikTok Pixel ID. |
| TikTok Pixel ID | Your TikTok Pixel ID. |
| Events API (server-side) | Optional server-side events with an Access Token and an optional Test Event Code. |
5. Heureka tab
Heureka conversion measurement (Enable conversion measurement and the API keys for Heureka.cz / Heureka.sk), the Verified by Customers (Ověřeno zákazníky) survey (secret keys) and the Certificate badge on the storefront. See the Integrations chapter for a detailed description.
6. Custom scripts (Custom Code)
Custom scripts are not managed on the Tracking Codes page but in Engage › Design › Custom Code (/admin/settings/custom-code). The page has these tabs:
| Tab | What it does |
|---|---|
| Custom CSS | Additional styles for the storefront. |
| AI CSS | CSS prepared by the AI designer in Canvas. |
| Head HTML | Scripts or tags inserted into the <head> of every storefront page (e.g. verification snippets, font preloads). |
| Footer HTML | Scripts or tags inserted at the end of the page (e.g. chat widgets). |
The fields accept raw HTML (e.g. <script>...</script>) and are limited to 10,000 lines / 1 MB per editor. They are output only on the storefront, not in the admin. You save changes in the floating bar. If you use Google Consent Mode v2, consider running marketing and analytics scripts via GTM so that consent is respected.
7. Summary
- One configuration per shop, saved with the floating bar for all tabs at once.
- Storefront only – tracking codes are not inserted in the admin.
- Use either GTM or GA4, not both – set up GA4 as a tag in GTM, or use direct GA4 only.
- Consent Mode on → scripts load only after consent is granted (per consent category). Consent Mode off → all enabled codes are inserted.
- Google Search Console: meta tag and/or HTML file upload; the verification URL is
https://vasa-domena.example/googleXXXXXXXX.html. - Test tracking shows which events are really being sent.
- Custom scripts and CSS are managed in Engage › Design › Custom Code.