Install Bread & Butter on Zendesk Guide

Zendesk Guide powers your help center, part of Zendesk's Knowledge suite, and someone digging through documentation or filing a support ticket, before or after they buy, is a real intent signal. Bread & Butter connects that traffic to the rest of your visitor data. One script, no plugin.

In short: one script connects your Zendesk Guide help center to Bread & Butter, no plugin and no developer required. It shows you who's a genuine prospect, not just a pageview, and folds documentation and support activity into the same lead scoring as the rest of your site.

Once it's running, Bread & Butter watches how visitors engage with your help center, not just how many pages loaded, and surfaces that alongside everything else a visitor does on your main site, connecting the two into one picture instead of leaving your support traffic as a blind spot.

Frequently asked questions for Zendesk Guide

Does this work on any Zendesk plan? Editing your theme's code, which is what the manual install method below requires, is available on the Growth, Professional, Enterprise, or Enterprise Plus Suite plans, or on Knowledge Professional or Enterprise if you're on Support-only plans. Trial accounts get code editing access by default, but lose it if the account converts to Suite Team.

Do I need a developer to install this? No. It's a copy-and-paste step into your theme's code editor, the same place you'd add Google Analytics or a similar tracking tool.

Does this work with a custom domain, or only a zendesk.com subdomain? Either. The tracking script is embedded in the page itself, so it works the same way regardless of what domain your help center is published under.

Does this track visitors who use the Web Widget on my help center? Yes. If a visitor submits the native Web Widget's contact form, which collects name, email, and their question by default, or starts a chat and provides their email, Bread & Butter identifies them and connects that to the rest of their activity on your site.

Bread & Butter Conversion Tools: If you want a dedicated on-site tool to capture emails or identify visitors browsing your help center, Bread & Butter also offers its own suite of optional Conversion Tools, floating lead capture forms with one-click social login, content gating for premium assets, and AI-triggered incentive popups, that plug directly into your Bread & Butter account, no separate app required. See our Conversion Tools overview for the full list.

What if my main website and my Zendesk Guide help center run on separate domains? This is common, for example a main site on one domain with your help center hosted on a separate Zendesk-branded domain or subdomain. Bread & Butter doesn't use cookies, it uses a GDPR-compliant identifier stored locally in the visitor's browser. Install the same tracking script on each domain, and Bread & Butter reconciles the activity into one visitor journey, even across different platforms.

Installation Steps

Step 1: Get your tracking script

  • Log into your Bread & Butter Dashboard
  • Go to Settings > App & Domains
  • Add your Zendesk Guide subdomain or custom domain
  • Copy the JavaScript tracking snippet provided (it includes your unique App ID)

If you're already using Google Tag Manager on your Zendesk Guide help center, this is the easiest and most reliable way to install Bread & Butter, and it's the method we recommend. See our full Google Tag Manager installation guide for more detail.

Step 2: Add the script as a GTM tag

  • In your GTM container, create a new tag and choose Custom HTML
  • Paste the Bread & Butter tracking snippet into the tag
  • Set the trigger to All Pages
  • Save and Submit to publish the container

Step 3: Confirm it's working

  • Open your live Zendesk Guide help center in a new browser or incognito window
  • Return to your Bread & Butter Dashboard and confirm visitor data is coming in

Managing the script through GTM also means future updates or changes to your tracking setup don't require editing your Zendesk Guide theme directly.

Alternative: Manual install via theme code

If you're not using Google Tag Manager, install directly in Zendesk Guide instead.

Step 2: Add it to Zendesk Guide

  • Log into Zendesk Guide admin
  • Select Customize design
  • Choose Edit code in your current theme
  • Find document_head.hbs under Templates
  • Paste the tracking script at the bottom of the file
  • Click Save, then Publish to make the change live

Step 3: Confirm it's working

  • Open your live Zendesk Guide help center in a new browser or incognito window
  • Return to your Bread & Butter Dashboard and confirm visitor data is coming in

Troubleshooting: If data isn't showing up, double-check that your App ID in the script matches your dashboard, and confirm your live Zendesk Guide URL is listed under Settings > Advanced Settings > Website Domains.

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