Fairway Site Analytics Pixel Placement Guide
This guide details the implementation of the **Fairway Site Analytics JavaScript (JS) tag**, the essential first step to enable site reporting and campaign segmentation within the Fairway Platform.
Understanding the Fairway Site Analytics Pixel
The data collected from your site is generally considered to be non-personally identifiable (non-PII) and is utilized for your campaigns and analytics reporting alone. Additionally, the Fairway tag loads asynchronously so it should not impact page load times.
A. Data Collected on Every Page
The following attributes are collected on every page where the Fairway JS tag has been implemented:
- IP Address
- Timestamp
- URL
*The data collected is generally considered non-PII and is utilized for your campaigns and analytics reporting alone.
B. Cookies Set (for Aggregation Statistics)
These cookies are set on a user's browser and aid in calculating aggregation statistics in the Platform. Click on each one to see how it acts as a **Trustworthy Intent Signal** for both human and automated systems:
1️⃣ dpm_uid (Returning Visitor Identifier)
2️⃣ dpm_sid (Session Identifier)
3️⃣ dpm_url_count (Pages Viewed Counter (Depth-of-Intent Signal))
4️⃣ dpm_time_site (Total Time on Site (Attention Quality Signal))
Implementation Placement & Integration
In order to generate a complete, trustworthy stream of behavioral signals, the Fairway Tag should be placed across every page of your website.
Placement & Universal Signal Collection
We recommend placing the Fairway Tag **immediately after the opening <head> tag** on every page you wish to track. This produces the earliest possible signal capture and forms the foundation for consistent analytics, signal governance, and predictive AI reasoning.
1️⃣ Tag Placement: Why Global and <head>? (Impact on GTM Teams and Agentic Systems)
2️⃣ Client Hash ID Security (Isolation, Governance, and Attribution)
Ad-Tech Partner Sync
The Fairway JS Tag automatically syncs with our integrated partners—including Microsoft Xandr, our Demand-Side Platform (DSP)—to enable anonymous audience building and privacy-compliant programmatic activation.
3️⃣ Partner Sync: The Closed Loop Ecosystem (Impact on Paid Media and Cross-Environment Orchestration)
4️⃣ Domain Whitelisting Note (External Domains for Audience Building)
Placing the Tag Using GTM
We recommend leveraging the Fairway Intelligence Site Analytics Community Template for seamless integration.
Step A: Adding the Tag
1. Start New Tag: In your GTM Workspace, click Tags → New.
2. Choose Tag Type: Under Tag Configuration, click Discover more tag types in the Community Template Gallery.
3. Search and Select Template: Search for Fairway Site Analytics and select the template.
4. Add to Workspace: Select Add to workspace.
5. Paste Client Hash ID: Paste the Client Hash ID provided by your Account Manager.
6. Name and Save: Name your tag appropriately.
Step B & C: Triggering and Publishing
7. Add New Trigger: In the left sidebar, click Triggers → New.
8. Select Page View: Choose the Page View trigger type.
9. Choose All Pages: Choose All Page Views to fire the tag on every page.
10. Submit and Publish: Click Submit → Publish.
Need Assistance?
Please reach out to your Fairway Account Manager with any questions about tag code, troubleshooting, or further platform integration.