About Adobe Advertising conversion-tracking tags

Last update: 2023-09-29
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Adobe Advertising tracks conversions resulting from clicks on ads using Adobe Advertising conversion tracking tags that are inserted in the webpages that open when a conversion event occurs, such as a “success” page. The tags include embedded information to send the transaction data, along with the user’s Adobe Advertising cookie, to a tracking server, from which the transaction is credited to the appropriate ad click or impression (per the advertiser’s conversion attribution settings).


If the user doesn’t have a valid cookie, then Adobe Advertising doesn’t report the conversion.

For each set of conversion metrics you want to track, you must create a separate conversion tag. Provide the tags to the advertiser or agency with a list of webpages on which to insert each. You can generate either of the following types of conversion tags. See “Generate an Adobe Advertising conversion tag” for instructions.

  • (Recommended) JavaScript tags (Version 3 or Version 2), which aren’t visible in the webpages.

  • HTML image tags to display 1-pixel x 1-pixel transparent images (pixels), which are invisible to end users, on the webpages. Use image tags only when the company has a policy against using JavaScript tags.

For more information about the differences between the tag types, see “FAQs about Advertising Cloud conversion tracking tags.”

  • This feature doesn’t add image tags or JavaScript tags to the advertiser’s webpages. The tags must be added according to the advertiser’s normal procedure for updating webpages.
  • Make sure to consider how long it will take to implement the tags. Depending on the company’s policies, implementation may take weeks or even months.

Features of the Adobe Advertising conversion-tracking tags

The conversion tracking pixel allows Adobe Advertising to do the following:

  • Track and report conversion data at the keyword level for search campaigns.

  • Track and report conversion data at the ad (creative) level across all marketing channels (paid search and display), which can facilitate creative testing.

  • Track and report conversion data at the transaction level across all of your marketing channels.

  • Show how your conversions are distributed across your different marketing channels so you can see which is most effective.

  • Report and optimize on different attribution levels (such as attributing conversions to the last related event or weighting all events evenly).

  • Provide visibility on click assists (search keywords or placements that contributed to a conversion funnel) and channel assists (user events that contributed to a conversion funnel, possibly across multiple marketing channels).

  • Provide visibility into the geographical distribution and referring domains of your site traffic and conversions so you can refine your geographical and website targeting.

  • Analyze day-of-the-week or intra-day trends, which can be used to improve conversion rates.

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