Conversion Events and Thank you page Pixels
When creating a Landing Page offer and mapping to your Landing Page the Metadata Pixel Script that is placed on the page is triggered once someone sees the Ad -> clicks -> fills the form on the landing page.
Once the form is filled this triggers our Metadata Site Script and adds the Lead under "Converted Leads" in the Metadata Platform. For more steps on how to add the Metadata Site Script to your page please see here.
The resulting Converted Lead (For Landing Page Leads) is not tracked via LinkedIn / Facebook / Google Ads - but what is tracked is the Conversion Event which is different from the Converted Lead that you see in the Metadata Platform.
The Conversion Event is related to the Conversion Pixels that you see on the Integration page, these pixels are specific to the native social channel and are placed directly on the Thank you page - once someone fills the form and is directed to the Thank you Page this triggers the script that is on that page to fire the web event back to the Social channels.
Conversion events come in different forms (on page view, on form submit, etc) but for the native social channels this is how it is configured by default via the Metadata Platform:
By default with Metadata, a "Lead" event is tracked via the Facebook Pixel. If you copy the script from the Thank You Page Facebook Pixel and paste it into notepad you'll see that the event being tracked is "Lead". If you go to your business manager -> data sources -> pixel -> select your main pixel -> events manager. This will be where all conversion events will be listed. If you do not see the Lead event here please see here
- Lead - Used to track Conversions, used by default by Metadata when launching Landing Page campaigns.
- PageView - Would be used for retargeting purposes and in most cases would already be applied across your site, if not there are steps here on how to do that.
From the Integrations page, you will also be able to edit the Facebook Thank you Pixel and define a different Event / Pixel. Please note that if you do change the Event you'll need to make sure that you add that same Event to the Aggregated Event Measurement settings in Facebook, otherwise Landing Page campaigns will fail.
LINKEDIN INSIGHT TAG
By default, a "Conversion" event is attached to the campaign directly you can see this by going to the launched campaign -> opening the campaign in LinkedIn and scrolling to the bottom where the conversion event is attached.
The default setting is taken from the offer Thank you URL - once someone lands on the Thank you URL this will trigger the event back to LinkedIn.
Directly in LinkedIn after the Campaign launches:
LinkedIn tracks everything via the Insight tag which in most cases is already installed on your website. If not there are steps here on how to install that.
GOOGLE ADS CONVERSION PIXEL
Click Edit to define how you want to track the Conversion. Ideally, this should be done after filling the form to ensure a proper Conversion is tracked back to Google. Please also note that this Conversion script is different than the retargeting audience script for Google.
After saving you will be able to copy the script and place it on your page where you want to track Conversions.
How do I embed them into my page?
Using Google Tag Manager (or any Tag Manager) install the scripts to the page where you want to track Conversions.
- Log into your Tag Manager account
- Click on your account and then your container
- Click Triggers → New
- Click Trigger Configuration and choose the Form Submission trigger type.
- Select the option for Some Forms and configure the path of the form by using Choose Built-In Variable (Form ID, Form URL, etc)
- Publish your changes.
*Important: When configuring the tag in GTM ensure it is firing on form submission or based on the URL of the TY page, if it is configured as page view it will incorrectly fire.
Some other important information regarding conversion events:
- There is no "email" associated with the conversion event that is tracked back to the Social channels - this is purely an event that is fired back to the channels to indicate a conversion whereas the Metadata pixel is capturing an actual email which we further enrich.
- Metadata's Pixel script allows the email to be captured and is a stricter way of ensuring accurate conversion optimization as people can refresh a thank you page which can count as 2 conversions (or more depending on how many times they refresh) though it was just 1 email opt-in.
- Metadata does not track the social channel conversion event back to our platform - we only track Converted Leads (with email and other enriched data) which will come from either Landing Page offers or Lead Gen offers.
- If you don't have a dedicated Thank you page no worries! When creating the offer you can put the landing page URL the same as the Thank you URL - just note that for LinkedIn we still do capture what the URL is and this is how the conversion is tracked, so if you need to adjust that you'll have to do it directly on LinkedIn if that is important for each campaign launched as it is not possible at this time to configure the event in Metadata.
- Ensure the conversion event is firing on form submit or after they have filled the form and navigated to the thank you page - if the conversion script is placed on page view of the form then it will incorrectly log the conversion event.