Knowledge Base

LiveConnect: Step-By-Step Implementation Guide

LiveIntent's LiveConnect technology consists of two parts - a base tag and a conversion tracker . 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 Tracker 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 Tracker - Implementation

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

For advanced examples, including more types of events and tracking, please see our Conversion Trackers and Events page

How To Add The Conversion Tracker To Your Website

Add the conversion tracker 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.



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