Step 4 — Implement the Conversion Tag

The Conversion Tag is optional but highly recommended. It tells fraud0 which sessions led to real conversions — and that signal is what allows the detection model to identify false positives (a session initially flagged as a bot that closed a sale was almost certainly not a bot).

Place the Conversion Tag only on confirmation pages (post-checkout, post-form-submit, post-signup) — not on every page.

Conversion tag types

Basic conversion

Use this if you only need to know that a conversion happened, not what kind.

<script type="text/javascript">
  fraud0 = window.fraud0 || [];
  fraud0.push([1]);
</script>

Lead generation

Push the form name as the second argument to report on conversions per form.

<script type="text/javascript">
  fraud0 = window.fraud0 || [];
  fraud0.push(['lead', '{{form name}}']);
</script>

In GTM, replace {{form name}} with a Data Layer Variable holding the form identifier (e.g. contact_form, newsletter_signup, whitepaper_download).

Purchase

Push purchase plus the order ID. The order ID appears in fraud0 reports and lets you reconcile conversions against your backend.

<script type="text/javascript">
  fraud0 = window.fraud0 || [];
  fraud0.push(['purchase', '{{order id}}']);
</script>

<script type="text/javascript">
  fraud0 = window.fraud0 || [];
  fraud0.push(['signup', '{{signup id}}']);
</script>

Custom conversion type

For anything that is neither a lead nor a purchase — e.g. “free trial activated”, “account upgraded”, “waitlist confirmed”.

<script type="text/javascript">
  fraud0 = window.fraud0 || [];
  fraud0.push(['{{conversion type}}', '{{conversion id}}']);
</script>

Common conversion types: trial_started, subscription_renewed, whitepaper_download, quote_requested, appointment_booked.

Multiple conversion types on the same page

If a single confirmation page can represent more than one conversion type, push them as separate entries:

<script type="text/javascript">
  fraud0 = window.fraud0 || [];
  fraud0.push(['purchase', '{{order id}}']);
  fraud0.push(['newsletter_signup', '{{email hash}}']);
</script>

Deployment

The same three-variant logic from Step 3 applies to the Conversion Tag.

Variant A — Via Server-Side GTM

In GTM, create a new tag → Custom HTML. Name it F0 Conversion Tag.
Paste the appropriate snippet from above.
Open Advanced Settings → set Tag firing priority to 800.
Set Triggering to the confirmation page trigger (URL-based or a custom event such as purchase from your e-commerce data layer).
Publish your container.

Variant B — Via standard (client-side) GTM

Go to your Google Tag Manager Workspace → Tags → New.
Name the tag F0 Conversion Tag → Tag Configuration → Custom HTML.
Paste the appropriate snippet. Check Support document.write. Set Tag firing priority to 800. Set Triggering to the confirmation page trigger.
Click Save and publish.

Variant C — Direct embed

Log in to your fraud0 Dashboard → Implementation → copy the code from the Conversion Tag section.
Paste the snippet just before the closing </body> tag of your confirmation page template.
Deploy as part of your next release.

Step 5 — Verify & Connect Verify the tag is firing, set up the GTM trigger, and connect your ad systems.

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