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How to create a Tracking Pixel with AdWords

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Updated by Antwonne D.

Our self-service tool for AdWords supports conversion tracking in Google Adwords. To get started, setup conversion tracking on AdWords, then input your Conversion ID and Conversion Label into Eventbrite. To learn more about conversion tracking and detailed instructions on how to set it up, visit the eblink{Adwords Help Center=>https://support.google.com/adwords/?hl=en#topic=3119071} or try searching in the eblink{Community Forum for Adwords=>https://www.en.advertisercommunity.com/t5/Google-AdWords/ct-p/Google_AdWords}.

TIP: New to tracking pixels? Learn the basics in our article eblink{Getting started with tracking pixels=>https://www.eventbrite.com/support/articleredirect?anum=41045}.

NOTE: If you haven’t yet, upgrade from classic to Universal Google Analytics. For the most comprehensive information on upgrading, check out Google’s eblink{Universal Analytics Upgrade Center=>https://developers.google.com/analytics/devguides/collection/upgrade/}, as well as eblink{Kissmetrics’ blog post=>https://blog.kissmetrics.com/universal-analytics/}.

Set up conversion tracking in AdWords

If you're new to AdWords, eblink{this article=>https://support.google.com/adwords/answer/6095821} has great instructions on how to setup conversion tracking.

1. Log in to your AdWords account.

You can log in to your AdWords account eblink{here=>https://adwords.google.com/um/signin}.

2. Click on the “Tools, billing, and settings” icon in the top toolbar.

The icon looks like a wrench and is located in the top right-hand side of the page.
The icon looks like a wrench and is located in the top right-hand side of the page.

The icon looks like a wrench and is located in the top right-hand side of the page.

3. Click Conversions.

Conversions is the second option in the Tools dropdown.
Conversions is the second option in the Tools dropdown.

From the sub-menu, click on “Conversions” underneath the “Measurement” header.

4. Add a new conversion.

Click the “+” icon on the conversions page, then select “Website.”

NOTE: Eventbrite tracking only supports conversion actions that fall into the “Website” source type. When creating a new conversion, make sure that you select “Website” for the source type. When looking at an existing event, make sure that “Website” is listed in the “Source” column.

5. Enter your conversion details.

On the next page, enter your “Conversion name,” then choose your preferences for the “Category,” “Value,” and “Count” sections. When you’re finished, click “Create and Continue.”

TIP: eblink{Learn more about how to fill in your conversion details=>https://support.google.com/adwords/answer/6095821}.

Locate your Conversion ID and add it to your Eventbrite event

Adding a Conversion ID allows you to track all website visits to your event. It's required for Conversion Tracking on Adwords through Eventbrite.

1. Access your Conversion ID.

If you’re still in the conversion creation flow, you should be on page 3, titled “What’s next.” Skip ahead to Step 2. If you’re on a different page in AdWords, navigate to “Tools, billing, and settings” > “Conversions.” Click on the conversion name you’re working with, then click “Tag Setup.”

2. Choose between “Page load” or “Click.”

Under the “Event snippet” section, you’ll see radio buttons for two options: “Page load” or “Click.”
Under the “Event snippet” section, you’ll see radio buttons for two options: “Page load” or “Click.”

In the “Event snippet” section, you’ll see the option to choose between “Page load” or “Click.” If you’d like to track when users reach the order confirmation page after a purchase, select “Page load.” If you’d like to track when users click on a button on your website (i.e. “Buy Tickets) select “Click.”

3. Identify and copy your Conversion ID.

In the “Event snippet” section, you will see a line of code that says something like “‘sent_to’: ‘AW-823545439/00AhCLPJUnoQ35zZiAm’.” The 9-digit code after “AW” and before the slash is your Conversion ID. Copy this number.

4. Go to "Tracking Pixels" (under Analyze) on your Manage page in Eventbrite.

After you log in and create an event, select your event on the Manage Events page. Then click "Tracking Pixels" (under Analyze).

5. Enter your Conversion ID.

The Conversion ID field is the text box in the middle of the "Add Pixel" page.
The Conversion ID field is the text box in the middle of the "Add Pixel" page.

Select AdWords from the "Tracking Pixels" page. Then paste your Conversion ID in the text field (under "Conversion ID").

TIP: Under the “Events” header, you have a choice between “This Event” or “All Events.” If you want this pixel to apply for only the selected Eventbrite event, choose “This Event.” If you want to apply this pixel for all the events you manage on Eventbrite, select “All Events.”

NOTE: Your changes aren’t saved automatically, so make sure to choose "Save."

Set up a Conversion Event

Conversion Events enable you to track more granular performance in the purchase funnel for your event. For example, Vanessa uses the eblink{Checkout Widget=>https://www.eventbrite.com/support/articleredirect?anum=000003442&lg=en_US} to let attendees register for her Eventbrite event listing through her website. She adds a conversion event to the Checkout Widget to track how much her AdWords campaigns drive registrations through her website.

1. Access your Conversion Label.

Create a new Conversion with the "Website" source type or select any existing conversion action in the “Name” column on your “Conversions actions” page.

NOTE: Your Conversion Label will be different for all of your different conversion types.

2. Choose between “Page load” or “Click.”

Under the “Event snippet” section, you’ll see radio buttons for two options: “Page load” or “Click.”
Under the “Event snippet” section, you’ll see radio buttons for two options: “Page load” or “Click.”

In the “Event snippet” section, you’ll see the option to choose between “Page load” or “Click.” If you’d like to track when users reach the order confirmation page after a purchase, select “Page load.” If you’d like to track when users click on a button on your website (i.e. “Buy Tickets) select “Click.”

3. Copy your Conversion Label.

On your Conversion Details page, scroll down to the “Event Snippet.” Here, you should see code that looks like the image above. The Conversion Label is the string of text after the slash and before the quote mark in the line that starts with ‘send_to’. Copy this text.

4. Go to "Tracking Pixels" (under Analyze) on your Manage page in Eventbrite.

After you log in and create an event, find your event on the Manage Events page. Then click “Analyze” > "Tracking Pixels."

5. Select your conversion event.

Clicking on Event Listing will bring up a drop-down with 6 options: Event Listing, Event Register, Event Order confirmation, Ticket Form Widget, Checkout Widget, and Reserved Seating - Pick a Seat.
Clicking on Event Listing will bring up a drop-down with 6 options: Event Listing, Event Register, Event Order confirmation, Ticket Form Widget, Checkout Widget, and Reserved Seating - Pick a Seat.

Click "Google Adwords", then select "Add Conversion Event." Next, choose the conversion event trigger. There are 6 triggers that you can track through Eventbrite: • Event Listing • Event Register • Event Order Confirmation • Ticket Form Widget • Checkout Widget • Reserved Seating - Pick a Seat Then, paste your Conversion Label from AdWords into the field titled "Conversion Label." Click "Save."

TIP: Be sure to eblink{test your pixel =>https://support.google.com/adwords/answer/1722021?co=ADWORDS.IsAWNCustomer%3Dtrue&hl=en} to make sure it’s working correctly. If it’s not working right away, don’t panic: AdWords warns that it may take a few hours to verify your conversion tracking.

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