DocumentationAdvertisingAdvertising Search, Social, & Commerce Guide

Generate and implement an Adobe Advertising conversion-tracking tag

Last update: March 26, 2026

CREATED FOR:

  • User

Advertisers with Adobe Advertising conversion tracking only

Create a separate conversion tag for each set of metrics that you want to track. You can generate tags in Search, Social, & Commerce or by using tags in Adobe Experience Platform (formerly known as Adobe Experience Platform Launch) with the Adobe Advertising extension.

Generate and implement a conversion-tracking tag within Search, Social, & Commerce

NOTE
This feature doesn’t add image tags or JavaScript tags to the advertiser’s webpages. Provide the tags to the advertiser or agency with a list of webpages on which to insert each. The tags must be added according to the advertiser’s normal procedure for updating webpages.

  1. In the main menu, click Search, Social, & Commerce > Tools > Conversion Tags.

  2. Specify the conversion tag settings.

  3. Generate the tag:

    • If the website uses HTTP, then click Generate Conversion Tag.

    • If the website runs on a secure server (HTTPS), then click Generate Secure Conversion Tag.

  4. Copy the tag from the dialog box, and paste it into to the appropriate webpages as needed.

NOTE
Each metric in the new conversion tag is automatically listed in Admin > Conversions, even if it isn’t implemented or the webpages it’s on haven’t received any clicks. This behavior is different from the behavior of metrics in tags created manually or elsewhere, which aren’t listed in Admin > Conversions until one of the webpages it’s on has received a click. In all cases, however, each metric is initially excluded from portfolio objectives, reports, and views until you explicitly make them available. Before you add the metrics to portfolio objectives, however, consider first making the metrics available and adding them to reports to verify when they receive clicks.

Adobe Advertising conversion tag settings conversion-tag-settings

Tag Type: The type of tag to create:

  • Image: To create an image tag to display a 1-pixel x 1-pixel transparent image (pixel), which is invisible to end users, on the webpage. The best practice is to use image tags only when the site has a policy against using JavaScript tags.

  • JavaScript: To create a JavaScript tag.

For more information about the differences between the tag types, see “FAQs about Adobe Advertising conversion and page view tracking tags.”

Tag Properties: One or more conversion metrics to be tracked when an end user views a page containing the conversion tag. To add a metric to the list, enter the metric name in the “Add new property” field and click Add.

When multiple metrics are tracked, they’re joined by an ampersand (&) in the tag, such as ev_Property1=<Property1>&ev_Property2=<Property2>.

NOTE
Metrics added to this list aren’t saved anywhere or integrated with the client’s Conversions list on the Admin tab. However, metrics are added to the client’s Conversions list automatically once Adobe Advertising actually gathers data for a metric, which happens when the conversion tag is implemented on a page and an end user completes a transaction that opens that page.

Include unique transaction IDs: (Optional) Includes a transaction ID property (ev_transid=<transid>) in the tag. The option is selected by default.

When you select this option, the advertiser must generate a unique value for <transid> (for example, an actual order ID) when the transaction is complete and pass it back to Adobe Advertising, such as ev_transid=0123. Adobe Advertising uses the transaction ID to eliminate duplicate transactions with the same transaction ID and property value. The transaction ID can’t contain ampersand symbols (&), which are reserved as parameter separators. The transaction ID is included in the Transaction Report, which you can use to validate data within Search, Social, & Commerce with the advertiser’s data.

If the data doesn’t include a unique ID per transaction, then Adobe Advertising still generates one based on transaction time.

NOTE
If you send transaction ID feeds with conversion data for offline conversions, then you must submit the transaction ID (ev_transid) for the online part of the transaction in the feed data for offline parts of the transaction.

Page is inside FB app: Obsolete

Segment users: Obsolete

JS Version: (JavaScript tags only) Which version of the JavaScript tag to create: v2 (the default) or v3.

See “FAQs about Adobe Advertising conversion and page view tracking tags.” for more information about the differences.

Implement conversion-tracking tags using Adobe Experience Platform tags and the Adobe Advertising extension

You can set up conversion tracking for Search, Social, & Commerce using tags in Adobe Experience Platform. Tags are available to Adobe Experience Cloud customers as an included, value-add feature.

The following tasks are required to configure conversion tracking tags for Search, Social, & Commerce from the Experience Platform user interface or from the Experience Platform Data Collection user interface. For full information and instructions for configuring tags, see the Experience Platform Tags Guide, beginning with the “Tags overview” and “Quickstart guide.”

PREREQUISITES
To install the required tag extension, ask your organization administrator for access to Data Collection features in the UI, including the manage_properties permission.

  1. From the Data Collection UI, install the Adobe Advertising Extension:

    1. From the applicable property, open the extension catalog and select Adobe Advertising.

    2. From the pulldown menu, select SSC (for Search, Social, & Commerce).

    3. In the SSC UserID field, enter the numeric user ID for your organization’s Search, Social, & Commerce account.

      If you don’t know your user ID, contact your Adobe Account Team.

    4. Click Save.

  2. Create a new rule (for example, “form_completes”) to trigger the Search, Social, & Commerce conversion tag:

    1. In the Event Configuration section:

      1. Select the following values:

        Extension: Core

        Event Type: Library Loaded (Page Top)

      2. Click Keep Changes.

    2. In the Condition Configuration section:

      1. Specify the following values:

        Logic Type: Regular

        Extension: Core

        Condition Type: Path Without Query String

        Return true if path equals: The path where the conversion should be tracked (for example, /form_complete).

      2. Click Keep Changes.

    3. In the Action Configuration section:

      1. Specify the following values:

        Extension: Adobe Advertising

        Action Type: AMO Measurement

        Conversion Property Name: The name of the conversion property (for example, form_completes).

        Value: The numeric value of the conversion property (for example 1 to track form_completes), or choose an existing data element.

      2. Click Keep Changes.

    4. Save the rule.

  3. Publish the changes.

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