Knowledge Base

LiveConnect: Step-By-Step Implementation Guide

LiveIntent's LiveConnect technology consists of two parts - a base tag and a conversion extension script. Below, we will outline how each part of LiveConnect works, as well as the implementation process. 

💡Refresher: What Can LiveConnect Do For me?

  • Improve campaign performance across the LiveIntent platform
  • Use people-based marketing to increase conversion from your own emails
  • Report better on your most important audiences 
  • Reach the right people with the right dynamic product creatives 

This article covers: 

  1. LiveConnect Base Tag Placement - Marketers
  2. LiveConnect Conversion Extension Placement
  3. LiveConnect Base Tag Placement - Publishers
  4. Frequently Asked Questions: Tag Placement

LiveConnect Tag - Base Tag Implementation for Marketers

The LiveConnect Tag is a web tag that powers LiveIntent’s People Based Marketing solutions. The intent captured onsite enhances campaign performance, conversion tracking and audience segmentation.

How To Add The LiveConnect Tag To Your Website

Place the LiveConnect Tag provided by your account team directly into the HTML on all pages (except any unsubscribe pages) inside of the <head> section. You may already have other existing code between the header tags, simply place the LiveConnect Tag below that, but above </head>.  Please make no changes to the LiveConnect tag structure when placing the tag onsite.

Please note, the below picture is merely an example, each LiveConnect Tag is unique and only the tag provided by your account team should be used. 


With the LiveConnect Tag placed, we will begin to build an audience of site visitors for use in prospecting or remarketing campaigns.

LiveConnect Conversion Extension - Implementation

The conversion extension script is an additional piece of code that 'speaks' to the LiveConnect Tag. When a user lands on a page where the conversion extension and the LiveConnect Tag are both present, the conversion extension 'tells' the LiveConnect Tag that a conversion has taken place for that user.

Conversion Extension Dynamic Values

The conversion extension includes 4 parameters: event, email, amount, and currency. A 5th, transaction ID, is also supported in cases where the transaction or order ID is being pushed to LiveIntent. To push this information to LiveIntent, these parameters need to be replaced with macros that are unique to your environment. Please ask your development team for a list of macros supported for your environment, and make sure to update the parameters in the script with the corresponding macros. In the event that your team does not have any macros, please reach out to your account management team.

As noted in the code provided, the event parameter, "conversion", is hardcoded in, please do not change. Values of the 3 additional parameters, or macros, are represented below in green. Please replace these placements with macros, which will populate the necessary dynamic variables, and improve campaign optimization & audience resolution.


Parameter Name

Parameter Description


value of a user performing this event to the business. currently supported: viewContent, viewSearchResult, viewCategory, addToCart, removeFromCart, conversion


email address of the users browsing the site if available. Email address gets hashed in the client, before send to the server.


Pre-hashed (md5, sha1, sha2) email address of the user browsing the site. Email addresses must be lowercased before hashing.


Some string to further distinguish between same kind of events. In the case of a conversion event it’s recommended to use one of those, if appropriate: ‘product_purchase’, ‘email_signup’, ‘form_fill’, ‘download’.


only needed in the context of the viewContent event to distinguish between different kind of contents being browsed on the site. Valid values are: "LandingPage", "Article", "Product", "Hotel", "Flight", "Destination"


currency for the value specified.


id that uniquely represents the content being browsed. e.g. a product sku/id, an article Id, etc.


number of the page browsed on category or search result pages


either the search term the user was searching for or a cleaned representation of it


A list of JSON object that contains the product or content identifier(s) associated with the viewSearchResult or viewCategory event.


A list of JSON object that contains the product or content identifier(s) associated with the event as well as quantities and prices of the products. id, quantity, price and currency are the required fields. e.g. [{'id': 'ABC123', 'quantity': 2, 'price': 5.99, 'currency': 'USD'}, {'id': 'XYZ789', 'quantity': 2, 'price': 9.99, 'currency': 'USD' }]. Note that price is the price of a single item, not cumulative price.


A string that represents the unique conversion event. In the case of a product purchase usually a transaction ID or order ID, for other kinds of conversions choose appropriately so that it’s possible to differentiate between each single conversion event.


Used with conversion event. Total amount of the purchase/conversion.

Correct Tag Format Example for Product Purchase

window.liQ = window.liQ || [];
"event": "conversion", "email": [String (required)], OR "emailHash": [String, md5 or sha1 or sha256 (required)], "name": "product_purchase", "conversionId": [String(optional, recommended)], "amount": [Double (optional, recommended)], "currency": String (optional) according to, "items": [Array of objects (optional) where: {"id": String (required), "price": Double (optional), "quantity": Integer (optional), "currency": String (optional) according to} ] });


Example Output 

window.liQ = window.liQ || [];
"event": "conversion", "conversionId": "foduze9rew9r0we8r9evze", "name": "product_purchase", "email":"", "amount": 44.53, "currency": "USD", "items": [ {"id": "3983rjk2jr432r", "price": 12.32, "quantity": 1, "currency": "USD"}, {id: "dkfhdskfhks", "price": 32.21, "quantity": 2, "currency": "USD"} ] });


For advanced examples, including more types of events and tracking, check out LiveIntent's complete guide here

How To Add The Conversion Extension To Your Website

Add the conversion extension to the page that represents the completion of your conversion funnel & goal (i.e. a purchase confirmation page, 'thank you for signing up' page, etc.). Both the LiveConnect Tag and conversion extension must be present on this page in order to properly track conversions. Both elements should be placed inside of the <head> section.



LiveConnect Tag - Publisher Implementation

For Publishers, implementing the LiveConnect tag on your website can increase the number of your newsletter subscribers that DSP's can target, increasing revenue and enabling future programmatic, people-based, and mobile marketing opportunities. 

How To Add The LiveConnect Tag To Your Website

1. Add the pixel code to your site so that it loads on each webpage. This is typically done by adding it to the global header of your website or through a tag manager.

2. To add the LiveConnect tag directly to your website html:

a. Locate the <head> and </head> tags in your webpage or the head template in your customer management system or web platform.

b. Paste the pixel code at the bottom of the header section, just above the </head> tag. The  LiveConnect tag can be added above or below existing tracking tags in your site header.

3. Please notify your LiveIntent Customer Success Team to confirm your implementation is operating properly.


Frequently Asked Questions: Tag Placement

Q: Can I place the LiveConnect Tag (and conversion extension) in my tag manager?

A: Yes, of course! However, please be sure that once in the tag manager, the LC tag is not placed into an iFrame or floodlight. This will prevent the LC tag from firing properly.


Q: Why do you request we pass you the email address in the conversion extension?

A: When you can identify that a user on a page is logged in, you can use this parameter to let us know the logged in user email. This email will then be hashed (md5, sha1 & sha256) and sent to us (We will never receive clear text emails) to enhance campaign optimization and audience resolution.

You can find our General LiveConnect FAQ here.



Was this article helpful?
1 out of 1 found this helpful
Powered by Zendesk