Marketing Third-Party Scripts

A marketing script, pixel, or tag is a small piece of code embedded on a web page by a third-party provider, typically an advertising or analytics platform, to gather data or perform specific functions. These scripts can track user interactions, collect demographic information, or enable targeted advertising by monitoring user behavior. They are often used for website analytics, ad retargeting, conversion tracking, or audience segmentation. While these tools can be valuable for optimizing marketing campaigns and enhancing user experiences, they also need to comply with privacy and security policies, as they may share data with third-party providers.

List of Current Platforms

Platform	Cookie Category	Trigger	DIR Team(s)
Google Ads	Advertisement	All pageviews, conversions	Digital Marketing
LinkedIn	Advertisement	All pageviews, conversions	Digital Marketing
BidTellect	Advertisement	All pageviews, engagement	Brand
Trade Desk	Advertisement	All pageviews, engagement	Brand
Facebook	Advertisement	All pageviews, engagement, conversion	Digital Marketing, Brand
Reddit	Advertisement	All pageviews, engagement	Brand
Campaign Manager (Floodlight)	Advertisement	All pageviews, engagement, conversion	Digital Marketing, Brand
Microsoft Ads	Advertisement	All pageviews, conversions	Digital Marketing
Google Analytics	Analytics	All pageviews, engagement, conversion	Marketing Analytics,Digital Experience
Snowplow	Analytics	All pageviews	Marketing Analytics
QuantumMetric	Analytics	All pageviews, engagement, conversion	Marketing Analytics,Digital Experience
Adobe Measure (Bizible)	Analytics	All pageviews	Marketing Operations, Marketing Analytics
Marketo	Analytics	All pageviews	Marketing Operations
PathFactory	Functional	All pageviews	Marketing Operations, ABM
6Sense	Functional	All pageviews	Marketing Operations, ABM
Qualified	Functional	Most pageviews	Marketing Operations
Zoominfo	Functional	Most pageviews	Marketing Operations

Table last updated: 2024-01-26

The Process

To request the placement of a new tag on the website, please first ensure that the platform is listed on tech_stack.yml, as all platforms must undergo approval by the legal team.

Once the platform has received legal approval, create a new issue under the Marketing Analytics project, utilizing the /script_onboarding.md template. Complete the “Script Context” sections to the best of your abilities. The issue will be automatically assigned to @DennisCharukulvanich, who will assess the remaining tasks.

Google Tag Manager

The third-party script will be configured on Google Tag Manager, a platform that manages all configurations of third-party scripts. A new tag will be created based on instructions provided in the issue. Each tag will also contain a cookie category condition to ensure the script only fires upon consent. For example, LinkedIn tags will only load if the user consents to Ad Targeting cookies from the OneTrust banner or Preference Center. Review OneTrust geolocation rules in this handbook.

Content Security Policy

The Content Security Policy allow-list will also need updating, otherwise, CSP will block the tag from loading. A series of steps outlined in the issue template are required if the tag is placed on the gitlab.com environment.