There are two solutions to choose from:

• X Pixel - This is a website tag that is implemented on your website to track site actions or conversions.

• Conversion API - This is a direct, server-to-server integration that allows you to share data without the need for a website code implementation.

Both solutions achieve the same goal and have largely the same functionality: enabling conversion tracking for your web campaigns. It is critical to implement at least one of these options in order to unlock the full capabilities of web campaigns. 

The X Pixel is made up of two parts:

• Base code - This should be implemented across all pages of your site. The base code tracks visits to a website and initializes the pixel so that you can track additional events via event code or create audiences using Audience Manager.
• Event code - This requires the base code to be implemented. The event code allows you to track individual actions on your website, like an add-to-cart button or purchase.

Implementation: You have two options to implement the X Pixel - via direct integration or via a supported 3rd party Tag Manager.

Setting up the X Pixel requires:

1. Generating the X Pixel and creating events to track

2. Implementing the base code across your website

3. Implementing event code in key locations on your website (example: when a user makes a purchase)

For a step-by-step video on how to generate the X Pixel within Ads Manager, please see below. 

1. Log into your ads account at ads.X.com

2. Under “Tools,” select “Events Manager”

• Not seeing a Tools tab in your account? This is likely because a credit card hasn’t been added to your account. Find how to add one here.

3. Click on “Add event source” and read/select “I agree” to the X terms of use

• If you have created the X Pixel before for your ads account, you’ll be able to see it in the pane on the left side of Events Manager. If this has already been created, you can skip to step 6.

4. You are now in the “Install pixel code” page. Here you can see the actual code that needs to be placed on the website and the option to “Allow 1st-party cookies." 

5. Click the “Save event source” button to save your new pixel. You will be brought to the “Events Manager” main screen.

6. Next, you’ll need to create events to track actions across your website. Which actions to track may vary, depending on your goals. For example: an e-commerce company may want to implement “Add-to-Cart” and “Purchase” events while an advertiser tracking email sign-ups may want to implement “Lead.”

• Read more about available conversion events and parameters here.

7. Click the “Add events” button.

8. On the “Event Details” screen, enter a name for the event. From the Type dropdown, choose the type of action you would like to track. You can also adjust your attribution window and toggle on “Website activity audience” if you so choose. Click “Next.”

9. On the “Setup method” screen, you will be able to choose how you want to define your event. We recommend defining your event with code as this will provide you the most flexibility. For example, it allows you to send key information back via event parameters. Select “Define event with code” and click “Next.”

10. In the “Event installation” screen, you can see three tabs at the top, which allow you to access the instructions for your preferred installation approach. More details on the Tag Manager installation are provided here and more details on Conversion API can be found here.  

When choosing to install the pixel code in your website code, you’ll be able to use the checkboxes to create a template of your event code pixel. Select the event parameters that you wish to use and the template pixel code will dynamically change below.  Hit “Save” to save your newly created event.

Note: the parameter check boxes only serve to create a template of your event code. Checking the boxes will not automatically measure these event parameters. The code will need to be updated to dynamically pass values for the event parameters. More detail is provided in the implementation details below.

11. Repeat steps 7 to 10 to create events for all the relevant actions you would like to track.

• In almost all cases, a particular conversion type (i.e. Purchase or Download) should only be used once on your website. Creating several conversion events of the same conversion type leads to bifurcating of signal and will lead to an inefficient optimization setup.
• Advertisers defining event code implementation for Dynamic Product Ads campaigns are required to select the following parameters:
  • Contents (choose this for all events)
  • Value (choose for Purchase event, it denotes purchase value)
  • Currency (choose for Purchase event, it denotes purchase currency)
  • Email (choose this for all events)

After completing the above, you will need to implement your newly created pixel base code and event code in order to start tracking actions.

You can choose to implement the X Pixel base code and event code either by:

• Direct: by downloading and integrating the code provided on a website.

• Tag Manager: by leveraging an approved 3rd party Tag Manager.  

This section walks through direct implementation. If you plan to integrate your base code and/or event code via a Tag Manager, check out the Tag Manager section here.

1. In “Events Manager,” near the top of the page, click on “View Twitter pixel” for the pixel you would like to implement. 

2. In the “Install pixel code” page, make sure the “Install with Pixel code” tab is selected.

3. From here, copy or download the pixel code in the “Pixel code” field.

4. Paste this code before the </head> HTML tag of all pages on your website. (Implementing across your website is critical to properly track actions across your website.)

• Once you implement the base code, we will auto-create “Site Visit” and “Landing Page View” events that measure a visit to a website or a view of the ad landing page, respectively. These can be found in “Events Manager.” Read more about these events in the FAQ section.

1. In “Events Manager,” find the event you would like to implement.

2. Click on the three (3) dots next to the event name and select “Edit event.” 

3. Click “Next” twice to go to the “Event installation” screen. 

4. Click on “Download code snippet” under the “Code” field. 

5. Add this code to specific elements of your website (like a thank you page or “download” button).

• If you are using event parameters, update default values when you install the code on your website. 
  

6. Repeat steps 1-5 for each event you would like to track.

If you are using more than one ads account for marketing your website, you may end up needing to add multiple base codes and event codes to the same page. For example, you have two accounts with pixel_id1 and pixel_id2 respectively, and you want to track an event for each account on a page with event id tw-pixel_id1-event_id1 and tw-pixel_id2-event_id2, respectively.

You can bundle the pixel code together as follows:

Conversion events help you track the actions important to you and your business. With each event, you can select the type you want to track and choose to pass back certain parameters to share more about the action.

You can choose from a range of available options when setting up a conversion event.

Setting the right event is important. It helps signal to X what type of action you are measuring and can inform the type of optimization our system uses when delivering ads.

Because of this, events are the backbone of lower-funnel products. If you are interested in leveraging lower-funnel products like Conversion Optimization and/or Dynamic Product Ads, it is important to set up events, with parameters, in key places on your website.

In almost all cases, a particular conversion type (i.e. Purchase or Download) should only be used once on your website.

If you choose to implement both the X Pixel and Conversion API, we strongly recommend using our deduplication key parameter. To do so, you can use the “conversion_id” event parameter. This parameter can be included in Pixel or Conversion API requests. For example, for a Purchase event, the event code could look like this:

Event parameters give details into the conversion action - e.g. what the product was. Certain parameters can also be used to improve measurement. 

Parameters, with the right events, can even be used to gain an understanding of the ROI of your website campaigns, including the total revenue or total conversion value your campaign generated, and the total number of items purchased.

To record how much someone is spending or the amount they’re buying, you need to install the proper event (like Purchase) and pass values to event parameters in your event code.

This table provides an overview of all available parameters you can use for your events. Note, these event parameters can only be used for events defined with code and not for events using URL rules.

An example code snippet for a Purchase event could look like this:

We also support user parameters, that allow you to pass additional hashed data to improve measurement coverage. Currently, we offer the ability to pass back email addresses and phone numbers, either via the X Pixel or Conversions API.

• Note: the X Pixel automatically hashes these parameters, using industry standard SHA256 hash. No unhashed data is shared to X.
• Note: include the phone number in the following format: country code (example: +1, +32, etc.) followed by the phone number. For example, for a US phone number: +11234567890

An example code snippet for a Purchase event with user data could look like this:

Restricted Data Use (RDU) parameter enables an advertiser to limit X’s use of certain data for specific business purposes only on that advertiser’s behalf.

Advertisers decide for themselves when and how to leverage RDU—for example, an advertiser may want to apply the RDU parameter on a per-user basis based on an opt-out signal, or more broadly based on user location in regions where certain laws apply.

To learn more about how to set up RDU, please visit the Ads Help portal and file a ticket under Mobile App, Conversion Tracking & Audience Manager >> How to set up Restricted Data Use.

Once you’ve placed the X Pixel, return to the "Events Manager" tab in X Ads to verify its status. For events defined with code, you will see the status in the main dashboard of Events Manager. For the base code, you may check the tracking status of the “auto-created” events - Site Visit or Landing Page View. 

There are 3 different status types for website conversion events:

• Active: Activity has been detected within the last 24 hours

• Inactive: Activity has not been detected

• No recent activity: Activity has not been detected within the last 24 hours

Recent Activity Log

Once your pixel has been implemented and it starts sending events to X you can use the Recent Activity Log to look at recent data being received and verify if the events and parameters are being sent correctly. To do so:

1. In the Events Manager, hover over the three dots next to the event you want to verify and select "View Activity" from the drop down menu;
2. The Recent Activity Log will open showing a sample of the data we received from that event over the past few hours;
3. Hover over each of the line items to check the time that event was received, which parameters it is sending (if any is set) and the host name of the website that is sending those events.

You can use this tool to quickly check if the events and parameters you implemented in your pixel are sending accurate and valid data.    

Your pixel begins sending data to the X Ads UI the first time someone visits your tagged web page. If you're experiencing problems with your pixel or just want to be thorough, please complete the following steps to explore the code from your site and verify that your website tag is placed and working properly.

If you notice any issues with an implemented pixel, we also recommend leveraging the X Pixel Helper, a Google Chrome extension. The Pixel Helper shares the tracking status of the X Pixel and relevant events and includes error codes depending on what the issue may be.

Learn more about the X Pixel Helper here and download the extension here. 

Please note: third-party interfaces may not reflect the capabilities of our website tracking in X Ads Manager, and they may only pertain to information collected by that third-party.

Conversion API (CAPI) is a measurement solution that allows a direct, server-to-server connection to share conversion data with X to enable the measurement of X campaigns. 

Conversion API increases measurement options and provides you with control over what data is shared. This is a complementary measurement solution to the X Pixel and can be used with or without the pixel.

Multiple data signals with Conversion API can be used (including X Click ID, email addresses, or phone numbers) to send conversion events to the API endpoint.

Note: Using the Conversion API also allows you to track offline conversion events. Conversion events can often start online, but finish offline. Using an offline Conversion API solution means you can measure these conversions in addition to your online conversions. 

Implementation: Setting up the Conversion API requires access to the X Ads API and an active Developer Account. More details and a step-by-step guide can be found on our Conversion API documentation setup page.