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Tracking overview

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:

  1. Taboola pixel (client-side) - a small code snippet on your web page sends conversion data.
  2. 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?

Try starting with Google Tag Manager and codeless conversions. These are typically the easiest to set up.

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.

WordPress plugin

Easy-to-install plugin for WordPress site owners that handles base pixel installation.

Install the pixel manually

For developers who prefer direct code implementation or need a custom approach.

Server to server (S2S)

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Which S2S method should I use?

  1. MMP platforms - for app events and mobile conversions.
  2. Third-party platforms - if you are already using a specialized tracking platform.
  3. Manual S2 - for redundancy with pixel tracking, or implementing custom solutions.
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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

Mobile Measurement Partners (for app conversion tracking):

PlatformDescription
AppsFlyer integrationSetup instructions for AppsFlyer platform.
Adjust integrationSetup instructions for Adjust platform.

Third-party platforms

Specialized tracking platforms:

PlatformDescription
Voluum integrationSetup instructions for Voluum tracking platform.
ClickBank integrationSetup instructions for ClickBank affiliate marketing platform.
RedTrack integrationSetup instructions for RedTrack attribution platform.

Manual S2S

IntegrationDescription
Postback URLInvoke once for each conversion (using a simple request).
Bulk S2S conversionsSubmit multiple conversions in 1 request (via a more complex request).
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When should I use manual S2S?

  • Conversions occur off your website - e.g. CRM events, offline sales - and the above platforms are not relevant.
  • Pixel-based tracking on your website is not feasible.
  • For redundancy with pixel tracking and more complete data.

    Best preactice: use dual tracking (both pixel and S2S) when possible.

UTM parameter tracking

Attribution platforms that use UTM params for event tracking:

PlatformDescription
Triple Whale integrationSetup guide for Triple Whale e-commerce attribution platform.
Hyros integrationConfiguration instructions for Hyros attribution platform.

Verification

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

ToolDescription
Testing toolVerify your pixel implementation and conversion tracking flow.
Verify Shopify integrationVerify your Shopify app integration.
Verify S2S trackingVerify your server-to-server implementations.

Updated about 1 month ago