Setting Up Conversion Tracking

Conversion pixels count the number of users that completed a particular action on your website and attribute that conversion information back to the tactic.

Step 1: Create a Conversion Pixel

  1. From the Brand view, click Conversions to open the Conversions tab.
  2. Click New Conversion and enter a Name for your conversion pixel.
  3. If you have a revenue value associated with the conversion, enter it in the Default Revenue box. Your campaign statistics Revenue column uses this number to track total conversion revenue, and the default is $5.00.
  4. Optional: If you want to keep notes on how you're using a conversion or where you've placed conversion pixels, you can store this information in Notes.
  5. Click Create Conversion.

Step 2: Place the Pixel on Your Landing Page or Website

Note: You must place the pixel within the BODY section of your webpage. If you do not place the code between the opening and closing BODY tags, then the pixel script will not run.

  1. Click the Actions button next to the conversion Name and select Get Tags.

    There are five tag types available:

    Script (recommended)
    The script tag uses JavaScript to count the conversion as well as perform additional functions that ensure maximum campaign scale. Script tags also automatically use HTTP or HTTPS as required for the page they are placed on. See What do script tags do? for more information.

    Image Pixel
    The HTML image option counts the conversion by firing an image pixel on the page it is placed on. This option should only be used if the script version cannot be used. This option might be applicable when using certain tag managers that only support image pixels, or if a client has concerns about additional user sync pixels being loaded.

    The postback option is used for conversion tracking when a tag cannot be placed on the conversion page, or when this is not applicable, such as for conversion in-app on mobile phones. See Postback Conversion Tracking for more information.

    Javascript on Click
    The Javascript on Click script places a link on your website. When clicked, it calls the pixel to track the conversion and sends the user to the destination page. This option could be useful if you do not have access to the target page and cannot track it, for example.

    Redirect Link
    This option places a redirect link on the page. When clicked, the redirect link adds the user to the audience and then redirects them to the specified URL.

  2. Copy the script. The code is written exactly as it should be pasted onto your site.

  3. Edit your landing page/website and place the pixel anywhere in the BODY section of the page, but before the closing BODY tag.

Once you update your website with the new version of this page, users who arrive at this page after being served impressions or clicking on an ad are counted as conversions. If you attached a revenue amount to your conversion pixel, that revenue value will be counted each time someone reaches the page.

Conversion Tags in Email:
Placing conversion tags in email is not recommended. Desktop email clients do not generally support cookies, which prevents the tag from functioning. Even if the client does support cookies, they will not share the same cookie pool as the user’s web browser, making collecting the cookie ID useless (since no impressions can be bought against it). Webmail clients may support cookies, but Gmail specifically uses a proxy server to cache images and strip cookies. Accordingly, the vast majority of users will not be receiving the email in a client where conversion tags can work.

If you wish to use conversion tags in email regardless, you will need to use the “HTML Image” option and modify the tag. DSP conversion tags use what is called a protocol-relative URL; browsers will automatically load it over HTTP or HTTPS as is appropriate for the context of the current page. In an email client, the HTML of the message is not being downloaded from a web server, so there is no context available to determine whether to use HTTP or HTTPS. Older versions of Outlook specifically are known to contain a bug that causes Outlook to assume that the URL should be loaded using the “file://” protocol which refers to the local computer, causing a popup dialog to be shown and a long delay while Outlook attempts to fetch a non-existent file. To avoid this, add “https:” before “//” in the image URL. For example, if the tag code supplied is:

<img src="//" width="1" height="1" style="position: absolute; left: -150px;" />

It should be modified to:

<img src="" width="1" height="1" style="position: absolute; left: -150px;" />

Step 3: Link Your Campaigns to Conversion Pixels.

Conversion tracking settings can be found on the General campaign settings tab, right before the Advanced settings.

To turn on conversion tracking, scroll down to Conversions, click Edit, and select On.

The Tracking List shows all of your conversion pixels and tracking options. Find the one you set up for your campaign and select it. If you haven’t already created one on the conversions menu, you can also create one by clicking on the New Conversion button.

Multiple Conversions

If there are multiple conversions you want to track for a campaign, select all appropriate pixels. If you want to specify one of the pixels as the most important, check Enable primary conversions and select the primary conversion. As your campaign runs, you'll see statistics for all conversions combined as well as separate statistics for the primary conversion.

Conversion Settings

Optionally, you can configure any of these conversion settings for a campaign:




Specify whether you want to track click-through conversions, view-through conversions, or both.

Lookback Window

The maximum number of days that can elapse between a click and a conversion or an impression and a conversion for the conversion to still be counted. Note that if an impression happens after a click, we will still count the conversion as a click-through conversion if it is within the lookback window as clicks are a stronger signal.

Value View-through Conversions

Some advertisers may have determined that they value view-through conversions at a lower value than click-through conversions. Setting a value of less than 100% will discount the revenue associated with a view-through conversion accordingly. For example, if your conversion has revenue of $10 associated and the view-through conversion valuation is 50%, we will count only $5 of revenue.


How do you want multiple conversion events to be handled? The default setting is appropriate in most circumstances. If a conversion pixel is triggered more than once within two minutes, we will only count one conversion. This balances the chance of accidental repeat fires (for example, if a user refreshes the page) with the possibility of multiple conversion events happening (for example, if a user makes a second purchase in the same day). However, you may also apply more or less restrictive counting settings as you prefer.

Count first conversion only allows only one conversion to be counted per user for the duration of the campaign.

Count every conversion allows multiple conversions to be counted, no matter how they're timed.