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Install the Loop tag.

One snippet. Ten minutes. No developer required — though they’ll approve of it.

What the tag does

The Loop tag does three jobs on your website:

  • Swaps your phone number for a tracking number, unique to that visitor — so when they call, Loop already knows which campaign, keyword and landing page brought them.
  • Captures form submissions and chats, attaching the same attribution automatically.
  • Remembers the visit so a lead who returns days later is still credited to the marketing that found them.
The tag is lightweight, loads asynchronously, and never blocks your page. It has no effect on Core Web Vitals in normal use.

Find your snippet

  1. Sign in to Loop at app.intrinsicloop.com
  2. Go to Setup → Install
  3. Pick your site from the dropdown
  4. Copy the snippet — it looks like this:
<script async src="https://app.intrinsicloop.com/t.js" data-site="YOUR-SITE-KEY"></script>

Your site key is unique to that site. Never share it publicly — it’s not a secret in the security sense, but it identifies your account.

Install via Google Tag Manager (easiest)

  1. In GTM, go to Tags → New → Custom HTML
  2. Paste the snippet
  3. Trigger: All Pages (this matters — the tag must run on every page, not just landing pages)
  4. Save and Publish
If you use a consent management platform, set the trigger to fire after consent for analytics/marketing cookies. See Consent & GDPR below.

Install directly in your site

Paste the snippet immediately before the closing </head> tag, on every page. In WordPress, a plugin like “Insert Headers and Footers” does this in one step; in Shopify, use Online Store → Themes → Edit code → theme.liquid.

First-party cookies (recommended)

By default Loop sets its identifier as a third-party cookie, which Safari and Firefox aggressively expire — typically within 7 days. Pointing a subdomain at Loop makes the cookie first-party, so attribution survives much longer.

  1. At your DNS provider, add a CNAME record: loop.yourdomain.com → cname.intrinsicloop.com
  2. In Loop, go to Setup → Install → First-party domain and enter it
  3. Re-copy the snippet (it now points at your own subdomain) and re-publish the tag
This is the single highest-impact thing you can do for attribution accuracy. It takes five minutes and typically recovers 15–30% of otherwise-lost journeys on Safari traffic.

Verify it’s working

  1. Open your website in a private/incognito window (so you look like a new visitor)
  2. Look at the phone number on the page — it should be different from your real one
  3. In Loop, go to Setup → Numbers — that number should now show as assigned
  4. Call it. The call should ring your real line, and appear in Leads within a minute or two, recorded and scored.

If the number doesn’t swap, see the FAQ & troubleshooting guide — it’s almost always one of three things.

Loop processes personal data (phone numbers, call recordings) on your behalf — you are the controller, we are your processor, governed by our Data Processing Agreement.

Two obligations sit with you:

  • Cookie consent. The tag sets an identifier. If your consent tool gates analytics cookies, gate Loop’s tag the same way.
  • Call recording notice. Loop plays a configurable pre-call announcement (default: ON). Leave it on unless you have another lawful basis and mechanism — and tell callers in your privacy notice that calls may be recorded.

More detail on how we handle data: Security & data.