Conversion Tracking Setup

How to set up conversion tracking pixels across ad platforms. This guide covers installation, event configuration, and validation — everything a marketer needs to ensure ad spend is properly attributed.

Why This Matters

Without conversion tracking:

Ad platforms can't optimize for your actual goals
You're flying blind on ROAS and CPA
Retargeting audiences can't be built
You'll waste budget on impressions that don't convert

Get tracking right before spending a dollar on ads.

Platform Pixels Overview

Platform	Pixel/Tag Name	Events API	Key Events
Google Ads	Google tag (gtag.js)	Enhanced Conversions	purchase, signup, generatelead
Meta	Meta Pixel + CAPI	Conversions API	Purchase, Lead, ViewContent, AddToCart
LinkedIn	Insight Tag	Conversions API	conversion (URL or event-based)
TikTok	TikTok Pixel	Events API	Purchase, ViewContent, AddToCart, CompleteRegistration
Twitter/X	Twitter Pixel	-	Purchase, SignUp, Download

Google Ads

Install the Google tag

Add to every page, in <head>:

<script async src="https://www.googletagmanager.com/gtag/js?id=AW-XXXXXXXXX"></script>
<script>
  window.dataLayer = window.dataLayer || [];
  function gtag(){dataLayer.push(arguments);}
  gtag('js', new Date());
  gtag('config', 'AW-XXXXXXXXX');
</script>

Replace AW-XXXXXXXXX with your Conversion ID from Google Ads > Tools > Conversions.

Set up conversion actions

In Google Ads > Goals > Conversions > New conversion action:

Conversion	Category	Value	Count
Purchase	Purchase	Dynamic (order value)	Every
Sign up / Lead	Sign-up	Fixed ($X estimated value)	One
Demo request	Lead	Fixed ($X estimated value)	One
Free trial start	Sign-up	Fixed ($X estimated value)	One

Fire conversion events

// Purchase
gtag('event', 'conversion', {
  'send_to': 'AW-XXXXXXXXX/CONVERSION_LABEL',
  'value': 99.00,
  'currency': 'USD',
  'transaction_id': 'ORDER-123'
});

// Lead / Sign up
gtag('event', 'conversion', {
  'send_to': 'AW-XXXXXXXXX/CONVERSION_LABEL',
  'value': 50.00,
  'currency': 'USD'
});

Enhanced Conversions

Sends hashed first-party data (email, phone) to improve attribution after cookie restrictions. Enable in Google Ads > Goals > Settings > Enhanced conversions.

gtag('set', 'user_data', {
  'email': '[email protected]',      // auto-hashed by gtag
  'phone_number': '+11234567890'
});

Google Tag Manager alternative

If using GTM instead of inline gtag.js:

Install GTM container on all pages
Create Google Ads conversion tags in GTM
Set triggers for conversion events (form submissions, purchases)
Use the Data Layer to pass dynamic values (order amount, transaction ID)
Test with GTM Preview mode before publishing

Meta (Facebook/Instagram)

Install the Meta Pixel

Add to every page, in <head>:

<script>
  !function(f,b,e,v,n,t,s)
  {if(f.fbq)return;n=f.fbq=function(){n.callMethod?
  n.callMethod.apply(n,arguments):n.queue.push(arguments)};
  if(!f._fbq)f._fbq=n;n.push=n;n.loaded=!0;n.version='2.0';
  n.queue=[];t=b.createElement(e);t.async=!0;
  t.src=v;s=b.getElementsByTagName(e)[0];
  s.parentNode.insertBefore(t,s)}(window, document,'script',
  'https://connect.facebook.net/en_US/fbevents.js');
  fbq('init', 'YOUR_PIXEL_ID');
  fbq('track', 'PageView');
</script>

Replace YOUR_PIXEL_ID from Meta Events Manager.

Standard events

// View a product or key page
fbq('track', 'ViewContent', {
  content_name: 'Pro Plan',
  content_category: 'Pricing',
  value: 29.00,
  currency: 'USD'
});

// Lead capture (form submit, demo request)
fbq('track', 'Lead', {
  content_name: 'Demo Request',
  value: 50.00,
  currency: 'USD'
});

// Purchase
fbq('track', 'Purchase', {
  value: 99.00,
  currency: 'USD',
  content_type: 'product',
  contents: [{ id: 'pro-plan', quantity: 1 }]
});

// Add to cart (e-commerce)
fbq('track', 'AddToCart', {
  content_ids: ['SKU-123'],
  content_type: 'product',
  value: 49.00,
  currency: 'USD'
});

Conversions API (CAPI)

Server-side tracking that works alongside the pixel. Required for accurate tracking after iOS 14+ and cookie restrictions.

Set up via:

Direct integration — send events from your server to Meta's API
Partner integrations — Shopify, WooCommerce, Segment, etc. have built-in CAPI support
Conversions API Gateway — Meta's managed solution via AWS

Key: send the same events from both pixel (browser) AND CAPI (server), with a shared event_id for deduplication.

Aggregated Event Measurement

Required for iOS 14+ tracking. In Events Manager > Aggregated Event Measurement:

Verify your domain
Configure and prioritize your top 8 events in order of business importance
Purchase should typically be #1, Lead #2

Install the Insight Tag

Add to every page, before </body>:

<script type="text/javascript">
  _linkedin_partner_id = "YOUR_PARTNER_ID";
  window._linkedin_data_partner_ids = window._linkedin_data_partner_ids || [];
  window._linkedin_data_partner_ids.push(_linkedin_partner_id);
  (function(l) {
    if (!l){window.lintrk = function(a,b){window.lintrk.q.push([a,b])};
    window.lintrk.q=[]}
    var s = document.getElementsByTagName("script")[0];
    var b = document.createElement("script");
    b.type = "text/javascript";b.async = true;
    b.src = "https://snap.licdn.com/li.lms-analytics/insight.min.js";
    s.parentNode.insertBefore(b, s);})(window.lintrk);
</script>

Conversion tracking

LinkedIn supports two methods:

URL-based: Fires when someone visits a specific URL (e.g., /thank-you). Set up in Campaign Manager > Analyze > Conversion Tracking > Create Conversion.

Event-based: Fire manually on specific actions:

window.lintrk('track', { conversion_id: YOUR_CONVERSION_ID });

LinkedIn CAPI

For server-side tracking, LinkedIn offers a Conversions API. Set up via partner integrations (Segment, Tealium) or direct API calls. Deduplicates with the Insight Tag automatically when configured correctly.

TikTok

Install the TikTok Pixel

Add to every page, in <head>:

<script>
  !function (w, d, t) {
    w.TiktokAnalyticsObject=t;var ttq=w[t]=w[t]||[];
    ttq.methods=["page","track","identify","instances","debug","on","off",
    "once","ready","alias","group","enableCookie","disableCookie","holdConsent",
    "revokeConsent","grantConsent"],ttq.setAndDefer=function(t,e)
    {t[e]=function(){t.push([e].concat(Array.prototype.slice.call(arguments,0)))}};
    for(var i=0;i<ttq.methods.length;i++)ttq.setAndDefer(ttq,ttq.methods[i]);
    ttq.instance=function(t){for(var e=ttq._i[t]||[],n=0;
    n<ttq.methods.length;n++)ttq.setAndDefer(e,ttq.methods[n]);return e};
    ttq.load=function(e,n){var r="https://analytics.tiktok.com/i18n/pixel/events.js",
    o=n&&n.partner;ttq._i=ttq._i||{},ttq._i[e]=[],ttq._i[e]._u=r,
    ttq._t=ttq._t||{},ttq._t[e]=+new Date,ttq._o=ttq._o||{},
    ttq._o[e]=n||{};var s=document.createElement("script");
    s.type="text/javascript",s.async=!0,s.src=r+"?sdkid="+e+"&lib="+t;
    var a=document.getElementsByTagName("script")[0];
    a.parentNode.insertBefore(s,a)};
    ttq.load('YOUR_PIXEL_ID');
    ttq.page();
  }(window, document, 'ttq');
</script>

Standard events

// View content
ttq.track('ViewContent', {
  content_id: 'pro-plan',
  content_type: 'product',
  content_name: 'Pro Plan',
  value: 29.00,
  currency: 'USD'
});

// Complete registration / sign up
ttq.track('CompleteRegistration', {
  content_name: 'Free Trial'
});

// Purchase
ttq.track('Purchase', {
  content_id: 'pro-plan',
  content_type: 'product',
  value: 99.00,
  currency: 'USD',
  quantity: 1
});

// Add to cart
ttq.track('AddToCart', {
  content_id: 'SKU-123',
  content_type: 'product',
  value: 49.00,
  currency: 'USD'
});

Events API (server-side)

TikTok's Events API works like Meta's CAPI — send the same events from your server for better attribution. Use event_id for deduplication with browser pixel events.

Advanced Matching

Pass hashed user data for better attribution:

ttq.identify({
  email: '[email protected]',       // auto-hashed
  phone_number: '+11234567890'
});

Validation Checklist

After installing any pixel, verify before going live:

Browser-side checks

[ ] Pixel fires on every page (check via browser extension)
[ ] Conversion events fire at the right moment (after confirmed action, not on button click)
[ ] Event parameters contain correct values (currency, amount, content IDs)
[ ] No duplicate events firing on the same action
[ ] Events fire on both desktop and mobile

Platform-side checks

[ ] Events appear in the platform's event manager/diagnostics
[ ] Test conversions show correct values
[ ] Event match quality is acceptable (Meta: score > 6)
[ ] Server-side events are deduplicating with browser events (not double-counting)

Debugging tools

Platform	Tool
Google	Google Tag Assistant, Chrome DevTools Network tab
Meta	Meta Pixel Helper (Chrome extension), Events Manager Test Events
LinkedIn	Insight Tag Validator in Campaign Manager
TikTok	TikTok Pixel Helper (Chrome extension), Events Manager
All	GTM Preview Mode (if using Google Tag Manager)

Common Mistakes

Firing purchase events on button click instead of confirmed payment — always fire on the success/thank-you page or after server confirmation
Missing deduplication between pixel and server events — without a shared event_id, you'll double-count conversions
Not testing on mobile — many pixels break on mobile browsers or in-app webviews
Hardcoded test values — remove test transaction amounts before going live
Forgetting to exclude internal traffic — your team's visits inflate conversion data
Installing pixels without consent management — GDPR/CCPA require user consent before firing tracking pixels in applicable regions
Pixel installed but no conversion actions created — the pixel collects data, but the ad platform won't optimize without defined conversion actions

When to Use Server-Side Tracking

Browser-only tracking is increasingly unreliable due to:

iOS 14+ App Tracking Transparency
Third-party cookie deprecation
Ad blockers (30%+ of tech audiences)

Use server-side (CAPI/Events API) when:

Running Meta or TikTok ads (strongly recommended)
Your audience is tech-savvy (higher ad blocker usage)
You need accurate purchase/revenue attribution
You're spending >$5K/month on any platform

Server-side is optional when:

Running Google Ads only (Enhanced Conversions covers most gaps)
Low ad spend / testing phase
B2B with LinkedIn only (Insight Tag is still reliable)

Preparing the source view

Paid Ads

references/conversion-tracking.md

Conversion Tracking Setup

Why This Matters

Platform Pixels Overview

Google Ads

Install the Google tag

Set up conversion actions

Fire conversion events

Enhanced Conversions

Google Tag Manager alternative

Meta (Facebook/Instagram)

Install the Meta Pixel

Standard events

Conversions API (CAPI)

Aggregated Event Measurement

LinkedIn

Install the Insight Tag

Conversion tracking

LinkedIn CAPI

TikTok

Install the TikTok Pixel

Standard events

Events API (server-side)

Advanced Matching

Validation Checklist

Browser-side checks

Platform-side checks

Debugging tools

Common Mistakes

When to Use Server-Side Tracking