Pixels and Tracking Tags

A tracking tag is the measurement tag an ad platform gives you to put on a website: the Meta Pixel, the TikTok Pixel, the Google tag, the LinkedIn Insight Tag, the Pinterest tag, the X Pixel or the OpenAI Ads pixel. It is what a site fires events to, what server-side conversions deduplicate against, and what conversion campaigns and website audiences point at. Zernio exposes every platform's tag under one platform-neutral API at /v1/accounts/{accountId}/tracking-tags, and can install any of them on a connected Shopify store or WordPress site without theme edits.

These are not the click-URL parameters an ad appends to its link (utm_*, {{ad.id}}), which several platforms also call "tracking tags". Those live on each ad: see the URL tracking tags pages for Meta, Google and LinkedIn.

The id model

Capability matrix

Yes means the platform's API allows it and Zernio implements it. Anything marked 501 answers 501 platform_not_supported, and the error message says why and what to do instead, so you can surface it to a user as is.

No platform's API deletes a tag, so there is no DELETE on a tag: Meta, TikTok, LinkedIn, Pinterest and OpenAI have no delete endpoint, and Google and X model the tag as part of the ad account. Retire a tag by uninstalling it from the site.

An operation a platform lacks answers:

{
  "error": "Updating a tracking tag is not supported for platform \"pinterestads\". Pinterest API v5 only creates, lists and reads conversion tags; rename a tag or change its enhanced match settings in Pinterest Ads Manager (Conversions).",
  "type": "invalid_request_error",
  "code": "platform_not_supported",
  "platform": "pinterestads"
}

List and read tags

GET /v1/accounts/{accountId}/tracking-tags lists every tag the connection can see, and ?adAccountId= scopes it to one ad account. The list view leaves out code and events; GET .../tracking-tags/{tagId} returns them.

import Zernio from '@zernio/node';

const zernio = new Zernio();

const { data } = await zernio.trackingtags.getTrackingTag({
  path: { accountId: '66b2e19d8c3f5a7e9d0b1c2d', tagId: '7412345678901234567' },
  query: { adAccountId: '7301234567890123456' }
});

Response (200), a TikTok Pixel:

{
  "platform": "tiktokads",
  "tag": {
    "id": "7412345678901234567",
    "siteTagId": "D00IKHRC77UE0J0RTNHG",
    "name": "Storefront pixel",
    "platform": "tiktokads",
    "kind": "pixel",
    "status": "active",
    "creationTime": 1804064400,
    "ownerAdAccountId": "7301234567890123456",
    "code": "<script>!function (w, d, t) {...}</script>",
    "events": [
      { "id": "1804567", "name": "Purchase", "type": "SHOPPING", "siteEvent": "purchase" }
    ]
  }
}

kind is pixel on Meta, TikTok, X and OpenAI, tag on Google and Pinterest and insight_tag on LinkedIn. status is active or inactive, lastFiredTime (Unix seconds, null when it never fired) and installed appear where the platform reports a last fire (Meta, LinkedIn, Pinterest, X), and ownerBusinessId is Meta's Business Manager owner.

Create and update

POST /v1/accounts/{accountId}/tracking-tags takes adAccountId and name (plus defaultEventType on OpenAI). It answers 201 with the tag.

PATCH /v1/accounts/{accountId}/tracking-tags/{tagId} takes at least one of name, enableAutomaticMatching, automaticMatchingFields, firstPartyCookieStatus and dataUseSetting. Each platform accepts a subset and answers 400 naming the supported fields for the rest:

Google takes only autoTagging (gclid auto-tagging on or off) and answers 400 for the fields above.

Stats

GET /v1/accounts/{accountId}/tracking-tags/{tagId}/stats takes optional startTime and endTime (Unix seconds) and returns { platform, stats: { startTime, endTime, rows } }. Rows are the platform's own data, so read the keys you get:

Diagnostics

GET /v1/accounts/{accountId}/tracking-tags/{tagId}/diagnostics returns the platform's health checks for the tag as checks[] (key, title, description, result, actionUrl). Only Meta has them (Meta diagnostics); the others answer 501.

Conversion events

On platforms where each conversion is its own object tied to the tag, .../tracking-tags/{tagId}/events manages them. Today that is Meta (custom conversions: delete archives), Google (WEBPAGE conversion actions: delete archives, enabled: true restores), LinkedIn (conversion rules: delete disables) and OpenAI (event settings: list and create); the other platforms answer 501, and TikTok and X list their events inline on GET .../tracking-tags/{tagId}.

The body takes name (required on create), the platform's own event type in type or a neutral siteEvent, and the optional enabled, defaultValue, currency, clickWindowDays, viewWindowDays, urlContains (Meta URL rule), primary, countingType and alwaysUseDefaultValue (Google). A field the platform does not store answers 400 naming the ones it does. DELETE answers { platform, eventId, state }, where state is deleted, archived or disabled depending on what the platform can do. Creating an event is not idempotent: never retry it blindly.

siteEvent is Zernio's neutral storefront vocabulary, the same one the store installs speak: page_view, view_content, add_to_cart, search, initiate_checkout, add_payment_info and purchase.

const { data } = await zernio.trackingtags.createTrackingTagEvent({
  path: { accountId: '66b2e19d8c3f5a7e9d0b1c2f', tagId: 'cds_68e4f0a1b2c3d4e5f6a7b8c9' },
  body: { name: 'Purchases', siteEvent: 'purchase' }
});

Response (201), an OpenAI event setting:

{
  "platform": "openaiads",
  "event": {
    "id": "ces_68e4f0c9d8e7",
    "name": "Purchases",
    "type": "order_created",
    "siteEvent": "purchase",
    "siteEventId": "order_created",
    "status": "active",
    "clickWindowDays": 30
  }
}

Install on a store

POST /v1/accounts/{accountId}/tracking-tags/{tagId}/install with a connected store's storeAccountId puts the tag on the site, GET with ?storeAccountId= reads the install status and DELETE with ?storeAccountId= removes it. All three are idempotent.

• Shopify: Zernio's web pixel app extension fires one tag per platform from a single Zernio web pixel per store, mapping Shopify's customer events to each platform's events. See Shopify tracking pixels for the event mapping per platform.
• WordPress: one marked Custom HTML widget per tag with the platform's base code, read back to confirm the script survived. See WordPress tracking tags.

The install responses carry tagPlatform and siteTagId (the tag you asked about), installed and tags, every Zernio tag on the store across platforms.

Common errors

Related

• Meta Pixels, TikTok Pixel, Google tag, LinkedIn Insight Tag, Pinterest tag, X Pixel and OpenAI pixel: each platform's ids, operations and limits.
• Send conversions: server-side events that deduplicate against the browser events.
• Pixels & Tracking Tags reference: every field and response.