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Collect conversion event metadata
Collect conversion event metadata

This article provides an overview of event metadata and guides you on how to set it up effectively.

Updated over a week ago

Conversion events are specific actions taken on your website that correspond to a business objective, such as adding an item to the shopping cart or completing a form.

Event metadata has been introduced to allow you to collect additional event details, providing deeper insights into your performance and understanding of your customers' interactions on your site.

Supported Event Metadata

Below is the list of advertiser events.

Advertiser event

Event to use for Hardcoded integration

Add to cart


Add to wishlist


Complete registration


Initiate checkout






View content




Each event can support the following metadata:


Field type




string (max 100 characters)

number (e.g., 50.99)

string ISO 4217 currency code (e.g., "USD")

Ways to setup Metadata

On Code based event

  1. Log in to your Teads Ads Manager account at

  2. Click On Events Manager in the top bar.

  3. Select your pixel.

  4. Copy the code-based event snippet.

  5. The event code tag with the desired metadata must be implemented on the page where the conversion event takes place on the website (e.g. on the purchase confirmation page), as depicted on the example below:

    conversionType: "Purchase",
    name: "Navy Blue Shirt",
    price: 59.90,
    currency: "USD"
  6. You must ensure that the conversion tag script is only triggered when the conversion point is reached. It is possible to fire the tag based on a variety of triggers including (but not limited to):

    • Visiting a specific URL.

    • A click on a specific element (e.g. user clicks the Add to Cart button).

    • A specific view element (e.g. user reaches a form on the page).

      Refer to this article for more information on code-based implementation.

  7. Once the event code tag has been implemented, test that the integration is working as intended using the Teads Pixel helper:

    • Install the Teads Pixel Helper extension on your Chrome browser.

    • Complete the action needed to trigger the conversion event. For example, add an item to the shopping cart on the website.

    • The Teads Pixel helper should identify the Teads Pixel in use, and detect the conversion event that was implemented as it is triggered.

    • To check the metadata associated with the conversion event, click on the arrow on the left side of the lightning icon, and then click on ‘Show’.

  8. A URL will be displayed, which must contain the applicable metadata:

    "conversion type" will be identified in the URL as "conversion_type"

    "name" the parameter in the URL is named "aepn"

    "price" the parameter in the URL is named "aepp"

    "currency" the parameter in the URL is named "aepc"

Note: Always check the event code implemented to confirm it is formatted correctly, and ensure there are no spaces in the conversion type value, e.g. It should be "AddToCart" and not "Add To Cart". If there are spaces in the conversion type, the event will not be tracked.

On URL based event

  1. Log in to your Teads Ads Manager account at

  2. Click on Events Manager in the top bar.

  3. Select your pixel.

  4. Click on URL Based Event > Add URL

  5. Fill in the URL where an event is expected. Note that it is also possible (and recommended) to use Keywords contained within the conversion event URL:

    • Using URL Starts with rule:

    • Using URL Contains rule:

  6. Click on More Options and enter the relevant metadata. It is highly recommended to provide a name for your conversion events although this parameter is optional. This allows you to report on them individually, separate from other events within the same conversion type.

    (At this time only the metadata name is available for URL events, additional parameters will be added with future releases)

Using the Google Tag Manager Teads template

Before proceeding, ensure that the Teads Universal Pixel is correctly installed using Google Tag Manager. Refer to this documentation for more details on installing the pixel.

  1. Configure a GTM data layer with the desired metadata on the <header> of the event conversion page. This code will send the metadata to GTM, which in turn allows the Teads pixel in GTM to get the desired values. For instructions on how to create the data layer, refer to this documentation. Note that this piece of code must be hardcoded and the event type cannot include spaces (e.g. must use “AddToCart” instead of Add To Cart”). For event name, it is acceptable to use any text with no special formatting required. Below is a data layer example for reference (this code would be placed on the Navy Blue Shirt product page, where the add to cart event takes place):

    window.dataLayer = window.dataLayer || [];
    'currency': 'USD',
    'name': 'Navy Blue Shirt',
    'price': 59.90

  2. In GTM, click on Variables, and create a new user-defined variable. Select Data Layer Variable and set the desired name for the variable. Configure the data layer variable with the same name used during the configuration step above. Select “Version 2” for Data Layer Version, and set default value on 0.

  3. Repeat the same configuration for name and currency if applicable for the event (i.e. Purchase or Add To Cart).

  4. Once the needed variables have been configured, go to Tags, a create a new tag using the Teads Advertiser Pixel template. Enter the Pixel ID information, and select the appropriate event from the Advertiser event dropdown menu.

  5. Go to Advanced conversion tracking and fill in the relevant metadata, by clicking on the building block icon and selecting the appropriate option from the list of previously created data layer variables.

  6. Save your conversion tag, and set the trigger to fire the conversion event takes place (e.g. “Page View” of a thank you page URL after a purchase, or other triggers like add to cart button clicks)

  7. Publish your settings in GTM to ensure they are implemented into your website.

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