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 allows you to collect additional details about these events, offering deeper insights into your performance and a better understanding of your customers' interactions on your site.
Supported Event Metadata
Advertiser events are listed below:
Advertiser event | Event to use for Hardcoded integration |
Add to cart | AddToCart |
Add to wishlist | AddToWishlist |
App install | AppInstall |
Complete registration | CompleteRegistration |
Initiate checkout | InitiateCheckout |
Lead | Lead |
Purchase | Purchase |
View content | ViewContent |
Search | Search |
Each event type can support the following metadata:
Metadata | Field type |
name (mandatory) | string (max 100 characters). Value must be unique. |
product_name price currency | string (max 100 characters). Value must be unique. float (e.g., 39.90) string ISO 4217 currency code (e.g., "USD") |
Ways to setup Metadata
Using the Google Tag Manager Teads template
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.
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. Ensure that this piece of code is hardcoded and the event type does not include spaces (e.g. must use “AddToCart” instead of Add To Cart”). For the event name, any text can be used without special formatting.
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 occurs:
<script>
window.dataLayer = window.dataLayer || [];
window.dataLayer.push({
'event':'AddToCart',
'currency': 'USD',
'name': 'Navy Blue Shirt',
'price': 59.90
});
</script>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.
Repeat the same configuration for name and currency if applicable for the event (i.e. Purchase or Add To Cart).
Once the necessary variables have been configured, go to Tags and 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.
Go to Advanced conversion tracking and fill in the relevant metadata by clicking on the building block icon. Select the appropriate option from the list of previously created data layer variables.
Save your conversion tag and set the trigger to fire when the conversion event occurs (e.g. “Page View” of a thank you page URL after a purchase, or other triggers like add to cart button clicks).
Publish your settings in GTM to ensure they are implemented on your website.
On Code based event
On Code based event
Log in to your Teads Ads Manager account and open the Events Manager in the top bar.
Locate your pixel and click on Create Event.
Click the Code based & GTM option.
From the New event page, select the Event type you wish to configure.
Give your event a unique Event name, and click Save
Copy the code snippet from the Code Based section.
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:
<script>
window.teads_e.push({
name: "Unique Conversion Name", //
product_name: "value",// Optional, string (e.g. product name) //
price: value, // Optional, float (e.g., 39.90) // currency: "value", // Optional, string ISO 4217 currency code (e.g., "USD")
conversionType: "Lead" });
</script>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.
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’.
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
On URL based event
Log in to your Teads Ads Manager account and open the Events Manager in the top bar.
Locate your pixel and click on Create Event.
Click the URL Based option.
Select the Event category
Give the conversion a unique Events Name
Enter the URL Keyword. This will trigger a conversion every time a user lands on a webpage that contains the keyword in the URL (e.g. order-confirmation)
Event Creation Guidelines and Limits
Each event must have a unique name across all categories. Duplicate names are not allowed.
Use lowercase letters and underscores when possible. Allowed characters: A–Z, a–z, 0–9, underscore (_), hyphen (-), and space.
Avoid accents and special characters such as /, #, &, %.
Maximum 100 characters permitted for the Event Name and Product Name (≤ 50 recommended for readability).
A maximum of 100 active conversion events per advertiser pixel are permitted.
A maximum of 20 custom events per category are permitted.