Overview

As an advertiser, conversion tracking is an essential part of your campaign strategy.

Benefits include: measuring key performance indicators like ROAS, campaign optimization, retargeting and more.

End-to-end flow

The end-to-end flow requires 3 steps.

Step I: Install the base pixel

Install the base pixel, using the flow that best matches your needs:

1. Google Tag Manager

   Recommended if you currently use GTM, or if the options below are not a good fit.

2. Shopify App

   Recommended for Shopify store owners.

3. WordPress Plugin

   Recommended for WordPress site owners.

4. Manual Integration

   Requires custom development.

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For best results, install the base pixel on both your landing page and web pages.

Even if you are not ready yet to set up conversions, you should still install the base pixel. It allows Taboola to gather data about user behavior and optimize your campaigns.

Step II: Set up conversions and events

Use the codeless conversions tool to set up specific conversions and events to track.

The following conversions are supported:

1. Event-based - triggered when the user completes a certain action.
2. URL-based - triggered when the user causes a given URL to load.

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Alternative methods

If the codeless conversions tool is not a good fit, then:

1. Using Realize, define the conversions that you want to track.
2. Install event pixels on your web pages to track your event-based conversions.

   A pixel is not required to track URL-based conversions.

Step III: Verify your flow

Using the Testing Tool, verify that your pixel-based event tracking is working smoothly.

Other tracking options

If you are unable to track events via pixels (e.g. because conversions occur off your website), you can still use S2S (server to server) tracking.

Alternatively, if you are using a tracking and attribution platform, you can pass conversions to Taboola using UTM params.