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.

1. Create a Conversion Pixel and Place It on Your Website.

On the Pixels screen, select Conversions to see the conversion pixels. Click Create conversion pixel and set up your pixel.


On the Get Tags screen, get the code for your conversion pixel. See Create Conversion Pixel for details.

Place the pixel on your landing page/website, before 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 that 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.

2. Link Your Tactics to Conversion Pixels.

To turn on conversion tracking, edit the tactic and open Conversion Tracking.


Click Add Conversions, and you see all of your conversion pixels. Find the one you set up for your tactics and click + to add it to the tactic. If there are multiple conversions you want to track for a tactic, select all appropriate pixels. 

Optionally, you can configure any of the Conversion Settings for the tactic.


Setting Explanation

Clickthrough Conversions Lookback Window

The maximum number of days that can elapse between a click and a conversion for the conversion to still be counted.

Viewthrough Conversions Lookback Window

The maximum number of days that can elapse between an impression and a conversion for the conversion to still be counted.

Note that if an impression happens after a click, the DSPwill still count the conversion as a clickthrough conversion if it is within the lookback window, as clicks are a stronger signal.

Value viewthrough conversions at

Some advertisers may have determined that they value viewthrough conversions at a lower value than clickthrough 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 under most circumstances. If a conversion pixel is triggered more than once within two minutes, the DSPonly counts 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.

When Deduplication is not set to Count first conversion only, a viewthrough conversion and a clickthrough conversion will be counted for the same event.

Settings apply to all selected conversions.

When you save your changes to the tactic, your tactic is ready to track the conversion pixel you placed on your web page.


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