Install Bread & Butter with the JavaScript Snippet

For websites running on custom HTML, or a proprietary web app that doesn't match one of our platform-specific guides, Bread & Butter provides a lightweight JavaScript tracking snippet. This is a browser-side tracking method: it delivers powerful visitor identification and journey tracking, but like any client-side script, it's subject to the standard limitations of modern browser privacy settings and ad blockers.

In short: if your site doesn't run on a platform we have a dedicated guide for, this generic JavaScript snippet is your install path. It goes in your site's <head> , the same place you'd add Google Analytics or a similar tracking tool.

Important note for WordPress users: if your primary root domain runs on WordPress, use the native Bread & Butter WordPress plugin instead of this snippet. See our WordPress plugin installation guide for those steps. The plugin unlocks server-side tracking, which is more resistant to ad blockers and browser privacy settings than a browser-side script. The exception is a peripheral subdomain that doesn't run on WordPress itself (for example a support or app subdomain), where this JavaScript snippet is the right tool to unify tracking across your whole ecosystem.

Installation Steps

Step 1: Get your tracking script

  • Log into your Bread & Butter Dashboard
  • Go to Settings > App & Domains
  • Add your 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 site, 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 site in a new browser or incognito window
  • Return to your Bread & Butter Dashboard and confirm visitor data is coming in

Alternative: Manual install

If you're not using Google Tag Manager, add the script directly to your site.

Step 2: Add the script to your site

  • Open your site's source or theme editor
  • Locate the global <head>   section (for example theme.liquid  , header.php  , or a global site settings area, depending on your platform)
  • Paste the tracking script as high in the <head>  as possible
  • Save and publish

Step 3: Confirm it's working

  • Open your live site 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 URL is listed under Settings > Advanced Settings > Website Domains.

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