How to Set Up Kameleoon Pixel/Web Tracking via Google Tag Manager

How to Implement Kameleoon Pixel/Web Tracking via Google Tag Manager


Kameleoon is a widely-used A/B testing platform that integrates seamlessly with various analytics tools. It pushes events and experiment data into the data layer of your website. Using Elevar's Google Tag Manager Kameleoon web container tags, this data is collected, organized, and then transmitted to Google Analytics 4 (GA4) for detailed analysis and segmentation.

To utilize this functionality, ensure Kameleoon is correctly installed on your website and configured to push event data to the data layer. Additionally, a custom bridge needs to be set up in Kameleoon to align with the variables used in our tag configuration.

Please note, while Kameleoon offers direct connections to both Google Analytics 4 and Universal Analytics, configuring custom tags through Elevar provides greater flexibility in managing the data sent to these platforms. This approach may require a slightly more complex setup but offers enhanced control over your analytics implementation.

Download the Pre-Built Kameleoon Tags

Locate Kameleoon Container:

  • Begin on the homepage of your Elevar app. Use the left-hand navigation menu and click on the tab titled "Pre-Build Tags" tab.
  • Use the search function to locate and click on the Kameleoon Pixel Container.
    • (See Figure 1)

Step 1 screenshot

Figure 1

Download Kameleoon Container:

  • Once in the Kameleoon Container, navigate to the box titled "Download Container".
  • Click on the button labeled "Download Container".
    • (See Figure 2)

Step 2 screenshot

Figure 2

Import the Pre-Built Kameleoon Tags into GTM

Import Container:

  • Log in to your Google Tag Manager Account.
  • Select your GTM Web Container.
  • Click on the "Admin" button located in the upper menu bar.
    • Use the right-hand menu under the "Container" section and click on the tab labeled "Import Container".
      • (See Figure 3)

Step 3 screenshot

Figure 3

Import Container Information:

  • Under the "Select file to import" section, click on the "Select File" button and choose the Kameleoon Container that was previously downloaded.
  • Under the "Choose workplace" section, create a new workplace titled "Kameleoon Tracking".
  • Next be sure to select the "Merge" option first, then the "Overwrite conflicting tags, triggers, and variables" option second.
  • Once you have completed filling out the necessary details for this container, click on the "Confirm" button located at the bottom of the page.
    • (See Figure 4)

Step 4 screenshot

Figure 4

Publish the Pre-Built Tags

  • After importing the Kameleoon tag container, you will be brought back to the Google Tag Manager homepage.
  • In your Kameleoon Tracking workspace, click on the "Submit" button in the upper right hand corner of the page.
    • An additional confirmation page will appear. Be sure to click on the "Publish" button in the upper right-hand corner of the page.
    • (See Figure 5)

Step 5 screenshot

Figure 5

What To Expect In Google Analytics 4

Our Kameleoon tags send an event called kameleoon_experiment to your Google Analytics 4 property. This event comes populated with 4 event parameters:

  1. kameleoonExperimentID

  2. kameleoonExperimentName

  3. kameleoonVariationID

  4. kameleoonVariationName

These parameters can be used to segment and study your data based on the test assignments that Kameleoon makes. We recommend using this data to create custom reports, under the explore tab in Google Analytics 4, to segment the behaviour of users in different experiments.