# Installing the Pixel
To take advantage of Primer's conversion tracking, particularly our [Lift Analysis](https://support.sayprimer.com/primer/learn-more/conversion-lift-analysis-beta), you need to install the Primer Web Script (aka a website tracking script). Below are instructions.
#### Get your customized tracking script on the [Connections](https://my.sayprimer.com/connections?tab=Website%20Tracking) page
Visit the Connections Page --> [Website Tracking](https://my.sayprimer.com/connections?tab=Website%20Tracking) tab to find your customized script.
Copy the Primer snippet below and paste it in the``of your website or see instructions below for installing via Google Tag Manager.
#### Google Tag Manager Installation
**Step 1: Create Google Tag Manager Tag**
* Log in to [Google Tag Manager](https://tagmanager.google.com/)
* Navigate to "Tags" section
* Click "New" to create a new tag
* Choose "Custom HTML" as the tag type
* Paste your prepared script (from step 1) into the HTML field
**Step 2: Set Up Triggers**
* In the tag configuration, click on the "Triggering" section
* Click the "+" to add a new trigger
* Choose "Page View" as the trigger type
* (Optional) Under "This trigger fires on", specify the URLs to run the script on
* For example: "Page URL" contains "/marketing/"
* Or list specific pages: "Page Path" equals "/landing-page-1/"
**Step 3: Name your tag & hit "Save"**
**Step 4: Press Submit to publish the new tag**
**Step 5: Final Steps:**
* Navigate to your own website to fire the script
* Navigate back to and verify the connected the connected status.
* Debug: If connected status not seen, repeats steps a and b again. Inspect the site to ensure pixel is installed and firing, etc.
