Marqo Pixel Integration: Server GTM Method

This guide walks you through implementing Marqo's server-side tracking pixel using a Google Tag Manager (GTM) Server container with a custom tracking subdomain. This setup enables durable, first-party data collection by routing pixel events through your own domain, improving attribution accuracy and bypassing browser limitations like Safari's ITP.

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1. Initial Setup: Subdomain & Delegation

Before you begin with GTM, ensure the following foundational steps are complete:

1. Create a subdomain
   → Example: analytics.yourdomain.com
2. Delegate the subdomain via NS records
   → Set NS records for analytics.yourdomain.com to:
   ns1.yourdomain.marqo.ai
3. Contact Marqo
   → Please reach out to the Marqo team to complete the subdomain delegation and provisioning. Marqo will:
4. Provision DNS infrastructure and route tracking traffic
5. Host the GTM Server container endpoint under your delegated subdomain

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2. GTM Client-Side Preparation

1. Update GTM Data Layer variable
   → In your GTM client-side container, create a variable called MQ Custom Endpoint with the value of your subdomain.
2. Configure the remainder of the GTM Container
   → See the integration steps below for importing and customizing the container.

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Marqo Pixel GTM Container – Integration Guide

Once your subdomain and server-side infrastructure are ready, follow these steps to complete the GTM integration for full Marqo attribution tracking.

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🚀 Quick Setup

Step 0: Import the Container into GTM

1. Sign in to Google Tag Manager.
2. Use an existing container or create a new one for Marqo.
3. Go to Admin → Import Container.
4. Upload the marqo_universal_gtm_container.json.
5. Select your workspace and choose Merge → Overwrite conflicts.
6. Click Confirm.
7. Do not publish yet—run tests below first.

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Step 1: Update Constants & Cookie Names

Constant Variables

Variable Name	Update To
Marqo Customer ID	Your Customer ID
Marqo API Key	Your API Key
Marqo Experiment ID	Your Experiment ID
MQ Custom Endpoint	Your subdomain

Cookie Constants

Variable Name	Example Value	Purpose
Cookie User ID	user_id	Identifies the user (anonymous or signed in)
Cookie Session ID	session_id	Links all events during a single visit

Find your cookie names via DevTools → Application → Storage → Cookies.

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Step 2: Update Data Layer Variables

Use DevTools or GTM Preview mode to inspect your site's dataLayer object and identify which keys map to the following fields.

Variable Name	Example Mapping	Common Alternatives
DL - Product ID	ecommerce.items.0.item_id	product.id, gtm.productId
DL - Product Name	ecommerce.items.0.name	product.name, gtm.productName
DL - Search Query	search_term	search.query, q
DL - Ecommerce	ecommerce	Usually remains ecommerce

Important: Ensure DL - Product ID is the variant SKU or unique ID per purchasable item.

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Step 3: Update Event Triggers

Map Marqo tags to your site's event names.

Trigger Name	Example Event	Common Alternatives
Add to Cart Trigger	add_to_cart	addToCart, gtm.add_to_cart
Product Click Trigger	view_item	productClick, gtm.view_item
Search Event Trigger	search	site_search, gtm.search
Purchase Trigger	purchase	ecommerce_purchase, orderCompleted

Use GTM Preview to capture actual event names from your site during interactions.

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✅ Testing

1. Open GTM Preview (Tag Assistant)

1. Click Preview in GTM.
2. Enter your site URL and begin recording events.

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2. Fire & Verify Core Events

Action	Tag That Should Fire	Key Variables to Validate
Perform a search	MQ – Search Event	MQ – Search Query
Click a product	MQ – Product Click Event	MQ – Product ID, MQ – Product Name
Add product to cart	MQ – Add to Cart Event	MQ – Product ID, MQ – Product Name
Complete a purchase	MQ – Purchase Event	MQ – Ecommerce (items, value, currency)

Check Tag Assistant → Variables tab for values. None should be undefined.

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3. Confirm MrqTrk Collector Calls

1. Open DevTools → Network tab.
2. Filter by collect.
3. Each event should fire a request returning 200 OK.
4. No request should retry more than once. Ensure hasFatalError = false.

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4. End-to-End Attribution Test

Run a full funnel test:
Search → Product Click → Add to Cart → Purchase

Ensure these appear on every event: - sessionId - userId