Skip to main content

Tracking & Analytics on Teachable: Source of Truth for Code Snippets, Integrations, and Data Layer Events

This article outlines everything you need to know about tracking and attribution tools on Teachable's student-facing pages.

Updated yesterday

Overview

This article covers implementing Google Tag Manager (GTM), Google Analytics 4 (GA4), Meta Pixel, LinkedIn Insight Tag, and other tracking tools. It is intended to be the source of truth for customers, analytics consultants, and developers who are configuring attribution and event tracking for Teachable schools.

NOTE: We recommend leveraging a direct integration wherever possible as opposed to the code snippet to simplify setup and possible tracking complexities.

Summary & Best Practices

  • Use native integrations wherever possible for broader support and easy-of-setup.

  • Avoid duplicating container IDs — use only the integration without combining it with a code snippet

  • Avoid using both the Google Analytics and Google Tag Manager integrations, as you may receive duplicate events

  • Checkout pages do not allow custom code snippets — use the integrations to track sales attribution.

  • add_to_cart and purchase events are available in the data layer.

  • For advanced tracking, use GTM's built-in features and preview/debug mode to validate data layer pushes

Code Snippets vs. Integrations

Teachable supports tracking tools via two mechanisms:

  • Code Snippets: Manually added through the "Code Snippets" settings in the admin.

  • Native Integrations: Enabled via the "App Hub" section in the admin dashboard (e.g., GTM, GA4, Meta Pixel, etc.).

Type

How It's Added

Where It Loads

Code Snippet

Manually in Admin > Code Snippets

Most student-facing pages

Integration

Admin > Integrations

Broadly across all pages, including Checkout

Important: Due to security concerns, there are pages where the integration is present but the code snippet is not.

Page-Level Presence of Integrations and Snippets

0 = Neither present

1 = Integration only present

2 = Code Snippet + Integration Present

Page

GA4

GTM

LinkedIn

Meta Pixel

Pinterest

TikTok

Segment

Landing Page (/)

2

2

2

2

2

2

2

Sales Page (/p)

2

2

2

2

2

2

2

Checkout (/checkout)

1

1

1

1

1

1

1

Thank You Page

1

1

1

1

1

1

1

Product Detail (/l)

1

1

1

1

1

1

1

Course Index (/courses)

2

2

2

2

2

2

2

Course Curriculum (/courses/enrolled/*)

2

2

2

2

2

2

2

Lecture Player(/lectures)

2

2

2

2

2

2

2

Student Profile, Address, Purchase History, Contact

1

1

1

1

1

1

1

Coaching Enrolled

1

1

1

1

0

0

0

Coaching Milestones

1

1

1

1

0

0

0

Login / Signup / OTP

0

0

0

0

0

0

0

Data Layer Events for Checkout & Purchase

Teachable fires 2 key data layer events to track checkout conversion:

  • add_to_cart: Fired when a user lands on the checkout

  • purchase: Fired after a customer completes a purchase

We follow the recommended data structure for each analytics integration, with the format detailed below.

Google Analytics 4 (GA4)

Add to Cart Event

{
  send_to: string,          // GA4 tag ID
  transaction_id: string,   // Order token
  currency: string,         // e.g., 'USD'
  value: number,            // e.g., 1.00
  coupon: string,           // e.g., 'DISCOUNT10'
  tax: string,              // e.g., '0.08'
  items: [
    {
      item_id: string,        // e.g., 'course_123'
      item_name: string,      // e.g., 'Advanced JavaScript'
      price: string,          // e.g., '1.00'
      quantity: number,       // e.g., 1
      product_type: string,   // e.g., 'Course'
    }
  ]
}

Purchase Event

{
  send_to: string,         // GA4 tag ID
  value: number,           // e.g., 1.00
  currency: string,        // e.g., 'USD'
  tax: string,             // e.g., '0.08'
  coupon: string,          // e.g., 'DISCOUNT10'
  transaction_id: string,  // Order token
  items: [
    {
      item_id: string,        // e.g., 'course_123'
      item_name: string,      // e.g., 'Advanced JavaScript'
      price: string,          // e.g., '1.00'
      quantity: number,       // e.g., 1
      product_type: string,   // e.g., 'Course'
    }
  ]
}

Google Tag Manager (GTM)

Add to Cart Event

{
  event: 'add_to_cart',
  ecommerce: {
    currency: string,      // e.g., 'USD'
    value: string,         // e.g., '1.00'
    coupon: string,        // e.g., 'DISCOUNT10'
    tax: string,           // e.g., '0.08'
    items: [
      {
        item_id: string,        // e.g., 'course_123'
        item_name: string,      // e.g., 'Advanced JavaScript'
        price: string,          // e.g., '1.00'
        quantity: number,       // e.g., 1
        product_type: string,   // e.g., 'Course'
      }
    ]
  }
}

Purchase Event

{
  event: 'purchase',
  ecommerce: {
    currency: string,         // e.g., 'USD'
    value: number,            // e.g., 1.00
    coupon: string,           // e.g., 'DISCOUNT10'
    tax: string,              // e.g., '0.08'
    transaction_id: string,   // Order token
    items: [
      {
        item_id: string,      // e.g., 'course_123'
        item_name: string,    // e.g., 'Advanced JavaScript'
        price: string,        // e.g., '1.00'
        quantity: number,     // e.g., 1
        product_type: string, // e.g., 'Course'
      }
    ]
  }
}

Meta Pixel (Facebook)


​AddToCart Event

{
  content_ids: string[],  // Array of item IDs
  content_type: string,   // 'product'
  currency: string,       // e.g., 'USD'
  value: number,          // e.g., 1.00
  coupon: string,         // e.g., 'DISCOUNT10'
  contents: [
    {
      id: string,              // e.g., 'course_123'
      quantity: number,        // e.g., 1
      content_category: string // e.g., 'Course'
    }
  ]
}

Purchase Event

{
  content_ids: string[], // Array of item IDs
  content_type: string,  // 'product'
  currency: string,      // e.g., 'USD'
  num_items: number,     // Total items count
  value: number,         // e.g., 1.00
  event_id: string,      // Order token (Any string or hashed ID that can identify a unique event)
  order_id: string,      // Order token
  contents: [
    {
      id: string,              // e.g., 'course_123'
      quantity: number,        // e.g., 1
      content_category: string // e.g., 'Course'
    }
  ]
}

Pinterest Tag

AddToCart Event

{
  value: number,           // e.g., 1.00
  order_quantity: number,  // Total items count
  currency: string,        // e.g., 'USD'
  promo_code: string,      // e.g., 'DISCOUNT10'
  order_id: string,        // Order token
  line_items: [
    {
      product_name: string,     // e.g., 'Advanced JavaScript'
      product_id: string,       // e.g., 'course_123'
      product_price: string,    // e.g., '1.00'
      product_quantity: number, // e.g., 1
      product_category: string  // e.g., 'Course'
    }
  ]
}

Purchase Event

{
  value: number,          // e.g., 1.00
  order_quantity: number, // Total items count
  currency: string,       // e.g., 'USD'
  promo_code: string,     // e.g., 'DISCOUNT10'
  order_id: string,       // Order token
  line_items: [
    {
      product_name: string,      // e.g., 'Advanced JavaScript'
      product_id: string,        // e.g., 'course_123'
      product_price: string,     // e.g., '1.00'
      product_quantity: number,  // e.g., 1
      product_category: string   // e.g., 'Course'
    }
  ]
}

TikTok Pixel

AddToCart Event

{
  content_type: string,    // 'product'
  value: string,           // e.g., '1.00'
  quantity: number,        // Total items count
  currency: string,        // e.g., 'USD'
  content_ids: string[],   // Array of item IDs
  coupon: string,          // e.g., 'DISCOUNT10'
  contents: [
    {
      id: string,               // e.g., 'course_123'
      quantity: number,         // e.g., 1
      content_category: string  // e.g., 'Course'
    }
  ]
}

Purchase Event

{
  event_id: string,       // Order token (Any string or hashed ID that can identify a unique event)
  content_type: string,   // 'product'
  value: number,          // e.g., 1.00
  currency: string,       // e.g., 'USD'
  quantity: number,       // Total items count
  content_ids: string[],  // Array of item IDs
  contents: [
    {
      id: string,              // e.g., 'course_123'
      quantity: number,        // e.g., 1
      content_category: string // e.g., 'Course'
    }
  ]
}

Segment

Product Added Event

{
  product_id: string,     // Main product ID
  name: string,           // Main product name
  price: string,          // e.g., '1.00'
  quantity: number,       // Total items count
  coupon: string,         // e.g., 'DISCOUNT10'
  position: number,       // Always 1
  url: string,            // Current page URL
  products: [
    {
      product_id: string,   // e.g., 'course_123'
      name: string,         // e.g., 'Advanced JavaScript'
      price: number,        // e.g., 1.00
      quantity: number,     // e.g., 1
      product_type: string  // e.g., 'Course'
    }
  ]
}

Order Completed Event

{
  total: number,         // e.g., 1.00
  revenue: number,       // e.g., 1.00
  currency: string,      // e.g., 'USD'
  tax: string,           // e.g., '0.08'
  coupon: string,        // e.g., 'DISCOUNT10'
  order_id: string,      // Order token
  products: [
    {
      product_id: string,   // e.g., 'course_123'
      name: string,         // e.g., 'Advanced JavaScript'
      price: number,        // e.g., 1.00
      quantity: number,     // e.g., 1
      product_type: string  // e.g., 'Course'
    }
  ]
}

GTM Container Duplication Behavior

If both the GTM integration and a manual code snippet are added with the same container ID, GTM will deduplicate automatically:

  • GTM detects existing containers and prevents loading the same container twice.

However, if different container IDs are added via:

  • App integration (e.g., GTM container ID in Teachable settings), and

  • A separate manual snippet in the header

Then two containers will load, which can result in duplicate events or parallel tracking setups.

Recommendation: Use only the GTM integration and avoid also adding the GTM container via code snippets.

Did this answer your question?