There are two solutions to choose from:

• X Pixel - This is a website tag that is implemented on your website to track site actions or conversions.

• Conversion API - This is a direct, server-to-server integration that allows you to share data without the need for a website code implementation.

Both solutions achieve the same goal and have largely the same functionality: enabling conversion tracking for your web campaigns. It is critical to implement at least one of these options in order to unlock the full capabilities of web campaigns. 

The X Pixel is made up of two parts:

• Base code - This should be implemented across all pages of your site. The base code tracks visits to a website and initializes the pixel so that you can track additional events via event code or create audiences using Audience Manager.
• Event code - This requires the base code to be implemented. The event code allows you to track individual actions on your website, like an add-to-cart button or purchase.

Implementation: You have two options to implement the X Pixel - via direct integration or via a supported 3rd party Tag Manager.

Setting up the X Pixel requires:

1. Generating the X Pixel and creating events to track

2. Implementing the base code across your website

3. Implementing event code in key locations on your website (example: when a user makes a purchase)

For a step-by-step video on how to generate the X Pixel within Ads Manager, please see below. 

1. Log into your ads account at ads.X.com

2. Under “Tools,” select “Events Manager”

• Not seeing a Tools tab in your account? This is likely because a credit card hasn’t been added to your account. Find how to add one here.

3. Click on “Add event source” and read/select “I agree” to the X terms of use

• If you have created the X Pixel before for your ads account, you’ll be able to see it in the pane on the left side of Events Manager. If this has already been created, you can skip to step 6.

4. You are now in the “Install pixel code” page. Here you can see the actual code that needs to be placed on the website and the option to “Allow 1st-party cookies." 

5. Click the “Save event source” button to save your new pixel. You will be brought to the “Events Manager” main screen.

6. Next, you’ll need to create events to track actions across your website. Which actions to track may vary, depending on your goals. For example: an e-commerce company may want to implement “Add-to-Cart” and “Purchase” events while an advertiser tracking email sign-ups may want to implement “Lead.”

• Read more about available conversion events and parameters here.

7. Click the “Add events” button.

8. On the “Event Details” screen, enter a name for the event. From the Type dropdown, choose the type of action you would like to track. You can also adjust your attribution window and toggle on “Website activity audience” if you so choose. Click “Next.”

9. On the “Setup method” screen, you will be able to choose how you want to define your event. We recommend defining your event with code as this will provide you the most flexibility. For example, it allows you to send key information back via event parameters. Select “Define event with code” and click “Next.”

10. In the “Event installation” screen, you can see three tabs at the top, which allow you to access the instructions for your preferred installation approach. More details on the Tag Manager installation are provided here and more details on Conversion API can be found here.  

When choosing to install the pixel code in your website code, you’ll be able to use the checkboxes to create a template of your event code pixel. Select the event parameters that you wish to use and the template pixel code will dynamically change below.  Hit “Save” to save your newly created event.

Note: the parameter check boxes only serve to create a template of your event code. Checking the boxes will not automatically measure these event parameters. The code will need to be updated to dynamically pass values for the event parameters. More detail is provided in the implementation details below.

11. Repeat steps 7 to 10 to create events for all the relevant actions you would like to track.

• In almost all cases, a particular conversion type (i.e. Purchase or Download) should only be used once on your website. Creating several conversion events of the same conversion type leads to bifurcating of signal and will lead to an inefficient optimization setup.
• Advertisers defining event code implementation for Dynamic Product Ads campaigns are required to select the following parameters:
  • Contents (choose this for all events)
  • Value (choose for Purchase event, it denotes purchase value)
  • Currency (choose for Purchase event, it denotes purchase currency)
  • Email (choose this for all events)

After completing the above, you will need to implement your newly created pixel base code and event code in order to start tracking actions.

You can choose to implement the X Pixel base code and event code either by:

• Direct: by downloading and integrating the code provided on a website.

• Tag Manager: by leveraging an approved 3rd party Tag Manager.  

This section walks through direct implementation. If you plan to integrate your base code and/or event code via a Tag Manager, check out the Tag Manager section here.

1. In “Events Manager,” near the top of the page, click on “View Twitter pixel” for the pixel you would like to implement. 

2. In the “Install pixel code” page, make sure the “Install with Pixel code” tab is selected.

3. From here, copy or download the pixel code in the “Pixel code” field.

4. Paste this code before the HTML tag of all pages on your website. (Implementing across your website is critical to properly track actions across your website.)

• Once you implement the base code, we will auto-create “Site Visit” and “Landing Page View” events that measure a visit to a website or a view of the ad landing page, respectively. These can be found in “Events Manager.” Read more about these events in the FAQ section.

1. In “Events Manager,” find the event you would like to implement.

2. Click on the three (3) dots next to the event name and select “Edit event.” 

3. Click “Next” twice to go to the “Event installation” screen. 

4. Click on “Download code snippet” under the “Code” field. 

5. Add this code to specific elements of your website (like a thank you page or “download” button).

• If you are using event parameters, update default values when you install the code on your website. 
  

6. Repeat steps 1-5 for each event you would like to track.

If you are using more than one ads account for marketing your website, you may end up needing to add multiple base codes and event codes to the same page. For example, you have two accounts with pixel_id1 and pixel_id2 respectively, and you want to track an event for each account on a page with event id tw-pixel_id1-event_id1 and tw-pixel_id2-event_id2, respectively.

You can bundle the pixel code together as follows: