Waverunner
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Install with Google Tag Manager

Part of Waverunner’s always-on, site-measured performance stack. If your website already uses Google Tag Manager (GTM), you can add Waverunner without touching your site's code at all. It takes about two minutes.

First, copy your snippet

Your snippet is one line of code that looks like this, with YOUR_SITE_TOKEN replaced by a code that is unique to your website:

<script async src="https://waverunner.adwave.com/t/YOUR_SITE_TOKEN"></script>

Get the real one from your Waverunner account: sign in to copy your site's snippet. You'll land on the Tracking page, which shows your personalized snippet with a Copy snippet button. Each website (business) in your account has its own snippet. If you run more than one site, pick the right one with the switcher at the top of the page. Copy it there, then follow the steps below.

Don't copy the example above: it contains a placeholder instead of your real site token, so nothing would be recorded.

Add the tag in GTM

  1. Go to tagmanager.google.com and open the container for your website.
  2. In the left menu, click Tags, then the New button.
  3. Name the tag Waverunner (the name is just for you).
  4. Click the Tag Configuration box and choose Custom HTML from the list.
  5. Paste your snippet into the HTML field, exactly as copied.
  6. Click the Triggering box and choose All Pages (the built-in Page View trigger). This makes the tag load on every page, which Waverunner needs to follow a visitor from ad click to purchase.
  7. Click Save in the top-right corner.

Publish the container

Saving a tag does not put it live. GTM changes only reach your website when you publish:

  1. Click Submit in the top-right corner of GTM.
  2. Give the version a short name like "Added Waverunner tag" (this creates a history you can roll back to).
  3. Click Publish.
Want to double-check before publishing? Click Preview instead, enter your website address, and confirm the Waverunner tag appears under "Tags Fired" in the Tag Assistant window. Then go back and publish.

Avoid double counting

  • Install the snippet either through GTM or directly in your site's <head>, not both. Two copies means every visit and conversion is counted twice.
  • Use the All Pages trigger, not History Change. The Waverunner tag detects single-page-app navigation by itself; re-firing it on every route change would also double-count.

Check that it's working

  1. Open your website in a new browser tab and load any page.
  2. Go back to the Tracking page in Waverunner (you'll be asked to sign in if you aren't already). The banner at the top turns green on its own the moment your first visit arrives, usually within a few seconds. No need to reload the page.

If the banner stays amber after a minute, re-check the steps above: the most common causes are pasting the example snippet instead of your personalized one, or forgetting to save or publish the change.