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Paid Ads

Creates and optimizes paid ad campaigns on Google Ads, Meta, LinkedIn, Twitter/X, and TikTok with platform-specific strategy.
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references/conversion-tracking.md
1# Conversion Tracking Setup
2 
3How 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.
4 
5---
6 
7## Why This Matters
8 
9Without conversion tracking:
10- Ad platforms can't optimize for your actual goals
11- You're flying blind on ROAS and CPA
12- Retargeting audiences can't be built
13- You'll waste budget on impressions that don't convert
14 
15Get tracking right before spending a dollar on ads.
16 
17---
18 
19## Platform Pixels Overview
20 
21| Platform | Pixel/Tag Name | Events API | Key Events |
22|----------|---------------|:----------:|------------|
23| **Google Ads** | Google tag (gtag.js) | Enhanced Conversions | purchase, sign_up, generate_lead |
24| **Meta** | Meta Pixel + CAPI | Conversions API | Purchase, Lead, ViewContent, AddToCart |
25| **LinkedIn** | Insight Tag | Conversions API | conversion (URL or event-based) |
26| **TikTok** | TikTok Pixel | Events API | Purchase, ViewContent, AddToCart, CompleteRegistration |
27| **Twitter/X** | Twitter Pixel | - | Purchase, SignUp, Download |
28 
29---
30 
31## Google Ads
32 
33### Install the Google tag
34 
35Add to every page, in `<head>`:
36 
37```html
38<script async src="https://www.googletagmanager.com/gtag/js?id=AW-XXXXXXXXX"></script>
39<script>
40  window.dataLayer = window.dataLayer || [];
41  function gtag(){dataLayer.push(arguments);}
42  gtag('js', new Date());
43  gtag('config', 'AW-XXXXXXXXX');
44</script>
45```
46 
47Replace `AW-XXXXXXXXX` with your Conversion ID from Google Ads > Tools > Conversions.
48 
49### Set up conversion actions
50 
51In Google Ads > Goals > Conversions > New conversion action:
52 
53| Conversion | Category | Value | Count |
54|-----------|----------|-------|-------|
55| Purchase | Purchase | Dynamic (order value) | Every |
56| Sign up / Lead | Sign-up | Fixed ($X estimated value) | One |
57| Demo request | Lead | Fixed ($X estimated value) | One |
58| Free trial start | Sign-up | Fixed ($X estimated value) | One |
59 
60### Fire conversion events
61 
62```javascript
63// Purchase
64gtag('event', 'conversion', {
65  'send_to': 'AW-XXXXXXXXX/CONVERSION_LABEL',
66  'value': 99.00,
67  'currency': 'USD',
68  'transaction_id': 'ORDER-123'
69});
70 
71// Lead / Sign up
72gtag('event', 'conversion', {
73  'send_to': 'AW-XXXXXXXXX/CONVERSION_LABEL',
74  'value': 50.00,
75  'currency': 'USD'
76});
77```
78 
79### Enhanced Conversions
80 
81Sends hashed first-party data (email, phone) to improve attribution after cookie restrictions. Enable in Google Ads > Goals > Settings > Enhanced conversions.
82 
83```javascript
84gtag('set', 'user_data', {
85  'email': '[email protected]',      // auto-hashed by gtag
86  'phone_number': '+11234567890'
87});
88```
89 
90### Google Tag Manager alternative
91 
92If using GTM instead of inline gtag.js:
931. Install GTM container on all pages
942. Create Google Ads conversion tags in GTM
953. Set triggers for conversion events (form submissions, purchases)
964. Use the Data Layer to pass dynamic values (order amount, transaction ID)
975. Test with GTM Preview mode before publishing
98 
99---
100 
101## Meta (Facebook/Instagram)
102 
103### Install the Meta Pixel
104 
105Add to every page, in `<head>`:
106 
107```html
108<script>
109  !function(f,b,e,v,n,t,s)
110  {if(f.fbq)return;n=f.fbq=function(){n.callMethod?
111  n.callMethod.apply(n,arguments):n.queue.push(arguments)};
112  if(!f._fbq)f._fbq=n;n.push=n;n.loaded=!0;n.version='2.0';
113  n.queue=[];t=b.createElement(e);t.async=!0;
114  t.src=v;s=b.getElementsByTagName(e)[0];
115  s.parentNode.insertBefore(t,s)}(window, document,'script',
116  'https://connect.facebook.net/en_US/fbevents.js');
117  fbq('init', 'YOUR_PIXEL_ID');
118  fbq('track', 'PageView');
119</script>
120```
121 
122Replace `YOUR_PIXEL_ID` from Meta Events Manager.
123 
124### Standard events
125 
126```javascript
127// View a product or key page
128fbq('track', 'ViewContent', {
129  content_name: 'Pro Plan',
130  content_category: 'Pricing',
131  value: 29.00,
132  currency: 'USD'
133});
134 
135// Lead capture (form submit, demo request)
136fbq('track', 'Lead', {
137  content_name: 'Demo Request',
138  value: 50.00,
139  currency: 'USD'
140});
141 
142// Purchase
143fbq('track', 'Purchase', {
144  value: 99.00,
145  currency: 'USD',
146  content_type: 'product',
147  contents: [{ id: 'pro-plan', quantity: 1 }]
148});
149 
150// Add to cart (e-commerce)
151fbq('track', 'AddToCart', {
152  content_ids: ['SKU-123'],
153  content_type: 'product',
154  value: 49.00,
155  currency: 'USD'
156});
157```
158 
159### Conversions API (CAPI)
160 
161Server-side tracking that works alongside the pixel. Required for accurate tracking after iOS 14+ and cookie restrictions.
162 
163Set up via:
164- **Direct integration** — send events from your server to Meta's API
165- **Partner integrations** — Shopify, WooCommerce, Segment, etc. have built-in CAPI support
166- **Conversions API Gateway** — Meta's managed solution via AWS
167 
168Key: send the same events from both pixel (browser) AND CAPI (server), with a shared `event_id` for deduplication.
169 
170### Aggregated Event Measurement
171 
172Required for iOS 14+ tracking. In Events Manager > Aggregated Event Measurement:
1731. Verify your domain
1742. Configure and prioritize your top 8 events in order of business importance
1753. Purchase should typically be #1, Lead #2
176 
177---
178 
179## LinkedIn
180 
181### Install the Insight Tag
182 
183Add to every page, before `</body>`:
184 
185```html
186<script type="text/javascript">
187  _linkedin_partner_id = "YOUR_PARTNER_ID";
188  window._linkedin_data_partner_ids = window._linkedin_data_partner_ids || [];
189  window._linkedin_data_partner_ids.push(_linkedin_partner_id);
190  (function(l) {
191    if (!l){window.lintrk = function(a,b){window.lintrk.q.push([a,b])};
192    window.lintrk.q=[]}
193    var s = document.getElementsByTagName("script")[0];
194    var b = document.createElement("script");
195    b.type = "text/javascript";b.async = true;
196    b.src = "https://snap.licdn.com/li.lms-analytics/insight.min.js";
197    s.parentNode.insertBefore(b, s);})(window.lintrk);
198</script>
199```
200 
201### Conversion tracking
202 
203LinkedIn supports two methods:
204 
205**URL-based**: Fires when someone visits a specific URL (e.g., `/thank-you`).
206Set up in Campaign Manager > Analyze > Conversion Tracking > Create Conversion.
207 
208**Event-based**: Fire manually on specific actions:
209 
210```javascript
211window.lintrk('track', { conversion_id: YOUR_CONVERSION_ID });
212```
213 
214### LinkedIn CAPI
215 
216For 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.
217 
218---
219 
220## TikTok
221 
222### Install the TikTok Pixel
223 
224Add to every page, in `<head>`:
225 
226```html
227<script>
228  !function (w, d, t) {
229    w.TiktokAnalyticsObject=t;var ttq=w[t]=w[t]||[];
230    ttq.methods=["page","track","identify","instances","debug","on","off",
231    "once","ready","alias","group","enableCookie","disableCookie","holdConsent",
232    "revokeConsent","grantConsent"],ttq.setAndDefer=function(t,e)
233    {t[e]=function(){t.push([e].concat(Array.prototype.slice.call(arguments,0)))}};
234    for(var i=0;i<ttq.methods.length;i++)ttq.setAndDefer(ttq,ttq.methods[i]);
235    ttq.instance=function(t){for(var e=ttq._i[t]||[],n=0;
236    n<ttq.methods.length;n++)ttq.setAndDefer(e,ttq.methods[n]);return e};
237    ttq.load=function(e,n){var r="https://analytics.tiktok.com/i18n/pixel/events.js",
238    o=n&&n.partner;ttq._i=ttq._i||{},ttq._i[e]=[],ttq._i[e]._u=r,
239    ttq._t=ttq._t||{},ttq._t[e]=+new Date,ttq._o=ttq._o||{},
240    ttq._o[e]=n||{};var s=document.createElement("script");
241    s.type="text/javascript",s.async=!0,s.src=r+"?sdkid="+e+"&lib="+t;
242    var a=document.getElementsByTagName("script")[0];
243    a.parentNode.insertBefore(s,a)};
244    ttq.load('YOUR_PIXEL_ID');
245    ttq.page();
246  }(window, document, 'ttq');
247</script>
248```
249 
250### Standard events
251 
252```javascript
253// View content
254ttq.track('ViewContent', {
255  content_id: 'pro-plan',
256  content_type: 'product',
257  content_name: 'Pro Plan',
258  value: 29.00,
259  currency: 'USD'
260});
261 
262// Complete registration / sign up
263ttq.track('CompleteRegistration', {
264  content_name: 'Free Trial'
265});
266 
267// Purchase
268ttq.track('Purchase', {
269  content_id: 'pro-plan',
270  content_type: 'product',
271  value: 99.00,
272  currency: 'USD',
273  quantity: 1
274});
275 
276// Add to cart
277ttq.track('AddToCart', {
278  content_id: 'SKU-123',
279  content_type: 'product',
280  value: 49.00,
281  currency: 'USD'
282});
283```
284 
285### Events API (server-side)
286 
287TikTok'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.
288 
289### Advanced Matching
290 
291Pass hashed user data for better attribution:
292 
293```javascript
294ttq.identify({
295  email: '[email protected]',       // auto-hashed
296  phone_number: '+11234567890'
297});
298```
299 
300---
301 
302## Validation Checklist
303 
304After installing any pixel, verify before going live:
305 
306### Browser-side checks
307 
308- [ ] Pixel fires on every page (check via browser extension)
309- [ ] Conversion events fire at the right moment (after confirmed action, not on button click)
310- [ ] Event parameters contain correct values (currency, amount, content IDs)
311- [ ] No duplicate events firing on the same action
312- [ ] Events fire on both desktop and mobile
313 
314### Platform-side checks
315 
316- [ ] Events appear in the platform's event manager/diagnostics
317- [ ] Test conversions show correct values
318- [ ] Event match quality is acceptable (Meta: score > 6)
319- [ ] Server-side events are deduplicating with browser events (not double-counting)
320 
321### Debugging tools
322 
323| Platform | Tool |
324|----------|------|
325| Google | Google Tag Assistant, Chrome DevTools Network tab |
326| Meta | Meta Pixel Helper (Chrome extension), Events Manager Test Events |
327| LinkedIn | Insight Tag Validator in Campaign Manager |
328| TikTok | TikTok Pixel Helper (Chrome extension), Events Manager |
329| All | GTM Preview Mode (if using Google Tag Manager) |
330 
331---
332 
333## Common Mistakes
334 
335- **Firing purchase events on button click instead of confirmed payment** — always fire on the success/thank-you page or after server confirmation
336- **Missing deduplication between pixel and server events** — without a shared `event_id`, you'll double-count conversions
337- **Not testing on mobile** — many pixels break on mobile browsers or in-app webviews
338- **Hardcoded test values** — remove test transaction amounts before going live
339- **Forgetting to exclude internal traffic** — your team's visits inflate conversion data
340- **Installing pixels without consent management** — GDPR/CCPA require user consent before firing tracking pixels in applicable regions
341- **Pixel installed but no conversion actions created** — the pixel collects data, but the ad platform won't optimize without defined conversion actions
342 
343---
344 
345## When to Use Server-Side Tracking
346 
347Browser-only tracking is increasingly unreliable due to:
348- iOS 14+ App Tracking Transparency
349- Third-party cookie deprecation
350- Ad blockers (30%+ of tech audiences)
351 
352**Use server-side (CAPI/Events API) when:**
353- Running Meta or TikTok ads (strongly recommended)
354- Your audience is tech-savvy (higher ad blocker usage)
355- You need accurate purchase/revenue attribution
356- You're spending >$5K/month on any platform
357 
358**Server-side is optional when:**
359- Running Google Ads only (Enhanced Conversions covers most gaps)
360- Low ad spend / testing phase
361- B2B with LinkedIn only (Insight Tag is still reliable)
362
Preparing the source view

Paid Ads

references/conversion-tracking.md
