All about: Conversion Events and Thank you page Pixel

Conversion Events and Thank You Page Pixels

Quick Navigation:

• Facebook Pixel
• LinkedIn Insight Tag
• Google Ads Conversion Event
• Microsoft Ads Conversion Event (UET)
• How to Embed 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 (select settings for the specific channel and choose pixel parameters tab), 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.

Each social channel uses these conversion events to optimize campaigns further.

Note that you may already have this conversion event on your thank you page and may not need to do anything further, but if you don't and want to track the native conversion events, then you will need to insert it into the thank you page. If you need help verifying if the conversion events have already been installed please reach out to support.

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:

FACEBOOK PIXEL
 

By default with Metadata, a "Lead" event is tracked via the Facebook Pixel. If you copy the script from the Pixel Parameters tab 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 EVENT
 

Checklist:

• Conversion event created and placed on tracking page
• Google Tag created and placed on all pages
• Conversion linker created (if using Google Tag Manager)

Conversion events can be configured via here

Google Tag can be configured via here

To setup the Conversion event after creating it, use Tag setup to either install the tag yourself (script) or use Google Tag Manager.

In this example, I will use Google Tag Manager:

Navigate to Google Tag Manager and create a new Tag

Configure the tag using Google Ads Conversion Tracking

Add the Conversion ID and Label from the Event you create in Google Ads.

Configure the Trigger to fire based on form submission or when viewing a specific thank you page

Ensure you have also created the Conversion Linker via Google Tag manager

After configuring all Tags, publish changes via Google Tag manager.

To ensure the event is firing successfully from the Conversions summary page, you may use the "Troubleshoot" link Google provides to debug the script further if it is not working.

 

Microsoft Ads Conversion Event (UET)

To install the Conversion event for Microsoft Ads log into your account and navigate here

Create the UET tag and install it across all pages.

After installing the UET tag across all pages navigate to Conversion goals and setup a specific goal, for example, Lead submission.

Choose to track as website and goal type as submit lead form.

Choose Destination URL.

Add a name for the Goal, Destination URL (Thank you page). Note is important to make sure the destination URL is exactly as where you want to track the conversion event.

If the UET tag has already been placed across all pages then you have successfully configured the conversion event for Microsoft Ads.

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.

1. Log into your Tag Manager account
2. Click on your account and then your container
3. Click Triggers → New
4. Click Trigger Configuration and choose the Form Submission trigger type.
5. Select the option for Some Forms and configure the path of the form by using Choose Built-In Variable (Form ID, Form URL, etc)
6. 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.