Overview

This portal contains all the instructions you need to set up conversion tracking for your Taboola campaigns. Choose the integration method that best fits your business and technical needs.

2 strategies

There are 2 primary approaches to conversion tracking:

Taboola pixel (client-side) - a small code snippet on your web page sends conversion data.
Server to server (S2S) - your server or other trusted platform (e.g. an MMP) sends conversion data.

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Best practice
For more complete conversion data, use dual tracking (both pixel and S2S) when possible.

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Unsure where to start?
The easiest way to get started is using one of our platform integrations (e.g., Shopify, WooCommerce, WordPress) combined with codeless conversions. If you already have Google Tag Manager, see GTM integration.

Taboola pixel (client-side)

Taboola pixel is the recommended method for most advertisers. Choose the integration method that best fits your needs:

Integration	Description
Codeless conversions	Set up conversion tracking without touching code. Perfect for marketers and non-technical users. (Before you start, you need to install the base pixel separately - e.g. using Google Tag Manager.)
Google Tag Manager	Recommended if you already use GTM for tag management. Provides flexibility and does not require direct code changes to your website.
Shopify app	Recommended for Shopify stores.
WooCommerce integration	Recommended for WooCommerce stores.
WordPress plugin	Easy installation of the base pixel on a WordPress site (which is not running WooCommerce).
Manual pixel installation	For developers who prefer direct code implementation or need a custom approach.

Server to server (S2S)

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When should I use S2S?

For improved tracking coverage (together with Taboola pixel).

To track app installs and in-app events (e.g. in-app signups and purchases).

To track events recorded off your website (e.g. phone orders and in-person appointments).

More use cases and details are provided below.

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Tip
Even when using S2S only for conversion tracking, consider installing the base pixel on your webpages. This helps Taboola to optimize your campaigns.

MMP platforms

Use MMP platforms to track app installs and in-app events (e.g. in-app signups and purchases).

Platform	Description
AppsFlyer integration	Setup instructions for AppsFlyer platform.
Adjust integration	Setup instructions for Adjust platform.

Third-party tracking platforms

Use third-party tracking platforms when you want to report conversions according to a specialized tracking or media buying platform that you're already using. These platforms send server-to-server (S2S) postback requests to Taboola.

Platform	Description
Voluum integration	Setup instructions for Voluum tracking platform.
ClickBank integration	Setup instructions for ClickBank affiliate marketing platform.
RedTrack integration	Setup instructions for RedTrack attribution platform.

Manual S2S

Use manual S2S:

For improved tracking coverage (together with Taboola pixel)
To track events recorded off your website
If you are not allowed to install a 3rd-party tag or do not have access to do so

Integration	Description
Postback URL	Invoke once for each conversion (using a simple request).
Bulk S2S conversions	Submit multiple conversions in 1 request (via a more complex request).

UTM parameter tracking

Attribution platforms that use UTM parameters for event tracking. These platforms read UTM parameters from cookies or URLs to identify Taboola traffic and attribute conversions accordingly.

Platform	Description
Triple Whale integration	Setup guide for Triple Whale e-commerce attribution platform.
Hyros integration	Configuration instructions for Hyros attribution platform.

Verification

Once your tracking implementation is complete, verify that it is working correctly:

Tool	Description
Testing tool	Verify your pixel implementation and conversion tracking flow.
Verify Shopify integration	Verify your Shopify app integration.
Verify S2S tracking	Verify your server-to-server implementations.