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How to create a Tracking Pixel with AdWords

Eventbrite LogoUpdated by Devin W

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 Centre=>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.co.uk/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 Centre=>https://developers.google.com/analytics/devguides/collection/upgrade/}, as well as eblink{Kissmetrics’ blog post=>https://blog.kissmetrics.com/universal-analytics/}.

<h2 id="1">Set up conversion tracking in AdWords</h2> <h3 id="1-1">1. Log in to your AdWords account.</h3> <p>You can log in to your AdWords account eblink{here=&gt;https://adwords.google.com/um/signin}.</p> <a class="js-d-modal lazy" href="https://cdn.evbstatic.com/s3-s3/static/images/en_US/my_events/manage/analyse/tracking_pixels/adwords_login_tracking_pixel.png" target="_blank"><img class="g-img" alt="null" src="https://cdn.evbstatic.com/s3-s3/static/images/en_US/my_events/manage/analyse/tracking_pixels/adwords_login_tracking_pixel.png"></img> </a> <div> </div> <h3 id="1-2">2. Click on the “Tools, billing, and settings” icon in the top toolbar.</h3> <p>The icon looks like a wrench and is located in the top right-hand side of the page.</p> <a class="js-d-modal lazy" href="http://cdn.evbstatic.com/s3-s3/static/images/en_US/my_events/manage/analyse/tracking_pixels/adwords_tools_icon.png" target="_blank"><img class="g-img" alt="The icon looks like a wrench and is located in the top right-hand side of the page." src="http://cdn.evbstatic.com/s3-s3/static/images/en_US/my_events/manage/analyse/tracking_pixels/adwords_tools_icon.png"></img> </a> <div> </div> <h3 id="1-3">3. Click Conversions.</h3> <p>From the sub-menu, click on “Conversions” underneath the “Measurement” header.</p> <a class="js-d-modal lazy" href="http://cdn.evbstatic.com/s3-s3/static/images/en_US/my_events/manage/analyse/tracking_pixels/adwords_conversions.png" target="_blank"><img class="g-img" alt="Conversions is the second option in the Tools dropdown." src="http://cdn.evbstatic.com/s3-s3/static/images/en_US/my_events/manage/analyse/tracking_pixels/adwords_conversions.png"></img> </a> <div> </div> <h3 id="1-4">4. Add a new conversion.</h3> <p>Click the “+” icon on the conversions page, then select “Website.”</p> <a class="js-d-modal lazy" href="http://cdn.evbstatic.com/s3-s3/static/images/en_US/my_events/manage/analyse/tracking_pixels/adwords_website.png" target="_blank"><img class="g-img" alt="null" src="http://cdn.evbstatic.com/s3-s3/static/images/en_US/my_events/manage/analyse/tracking_pixels/adwords_website.png"></img> </a> <div> </div> <p class="text-small l-pad-vert-2 l-pad-hor-2 card l-mar-top-2">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.</p> <h3 id="1-5">5. Enter your conversion details.</h3> <p>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.”</p> <p class="text-small l-pad-vert-2 l-pad-hor-2 card l-mar-top-2">TIP: eblink{Learn more about how to fill in your conversion details=&gt;https://support.google.com/adwords/answer/6095821}.</p> <h2 id="2">Locate your Conversion ID and add it to your Eventbrite event</h2> <h3 id="2-1">1. Access your Conversion ID.</h3> <p>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” &gt; “Conversions.” Click on the conversion name you’re working with, then click “Tag Setup.”</p> <h3 id="2-2">2. Choose between “Page load” or “Click.”</h3> <p>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.”</p> <a class="js-d-modal lazy" href="http://cdn.evbstatic.com/s3-s3/static/images/en_US/my_events/manage/analyse/tracking_pixels/adwords_page_load.png" target="_blank"><img class="g-img" alt="Under the “Event snippet” section, you’ll see radio buttons for two options: “Page load” or “Click.”" src="http://cdn.evbstatic.com/s3-s3/static/images/en_US/my_events/manage/analyse/tracking_pixels/adwords_page_load.png"></img> </a> <div> </div> <h3 id="2-3">3. Identify and copy your Conversion ID.</h3> <p>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.</p> <a class="js-d-modal lazy" href="http://cdn.evbstatic.com/s3-s3/static/images/en_US/my_events/manage/analyse/tracking_pixels/adwords_conversion_id.png" target="_blank"><img class="g-img" alt="null" src="http://cdn.evbstatic.com/s3-s3/static/images/en_US/my_events/manage/analyse/tracking_pixels/adwords_conversion_id.png"></img> </a> <div> </div> <h3 id="2-4">4. Go to &quot;Tracking Pixels&quot; (under Marketing) on your Manage page in Eventbrite.</h3> <p>After you log in and create an event, select your event on the Manage Events page. Then click &quot;Tracking Pixels&quot; (under Marketing).</p> <h3 id="2-5">5. Enter your Conversion ID.</h3> <p>Select AdWords from the &quot;Tracking Pixels&quot; page. Then paste your Conversion ID in the text field (under &quot;Conversion ID&quot;).</p> <a class="js-d-modal lazy" href="https://cdn.evbstatic.com/s3-s3/static/images/en_US/my_events/manage/analyse/tracking_pixels/adwords_paste_tracking_pixel.png" target="_blank"><img class="g-img" alt="The Conversion ID field is the text box in the middle of the " src="https://cdn.evbstatic.com/s3-s3/static/images/en_US/my_events/manage/analyse/tracking_pixels/adwords_paste_tracking_pixel.png"></img> </a> <div> </div> <p class="text-small l-pad-vert-2 l-pad-hor-2 card l-mar-top-2">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.”</p> <p class="text-small l-pad-vert-2 l-pad-hor-2 card l-mar-top-2">NOTE: Your changes aren’t saved automatically, so make sure to choose &quot;Save.&quot;</p> <h2 id="3">Set up a Conversion Event</h2> <h3 id="3-1">1. Access your Conversion Label.</h3> <p>Create a new Conversion with the &quot;Website&quot; source type or select any existing conversion action in the “Name” column on your “Conversions actions” page.</p> <p>NOTE: Your Conversion Label will be different for all of your different conversion types.</p> <h3 id="3-2">2. Choose between “Page load” or “Click.”</h3> <p>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.”</p> <a class="js-d-modal lazy" href="http://cdn.evbstatic.com/s3-s3/static/images/en_US/my_events/manage/analyse/tracking_pixels/adwords_page_load.png" target="_blank"><img class="g-img" alt="Under the “Event snippet” section, you’ll see radio buttons for two options: “Page load” or “Click.”" src="http://cdn.evbstatic.com/s3-s3/static/images/en_US/my_events/manage/analyse/tracking_pixels/adwords_page_load.png"></img> </a> <div> </div> <h3 id="3-3">3. Copy your Conversion Label.</h3> <p>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.</p> <a class="js-d-modal lazy" href="http://cdn.evbstatic.com/s3-s3/static/images/en_US/my_events/manage/analyse/tracking_pixels/adwords_conversion_label.png" target="_blank"><img class="g-img" alt="null" src="http://cdn.evbstatic.com/s3-s3/static/images/en_US/my_events/manage/analyse/tracking_pixels/adwords_conversion_label.png"></img> </a> <div> </div> <h3 id="3-4">4. Go to &quot;Tracking pixels&quot; (under &quot;Marketing&quot;) on your Manage page in Eventbrite.</h3> <p>After you log in and create an event, find your event on the Manage Events page. Then click “Marketing” &gt; &quot;Tracking Pixels.&quot;</p> <h3 id="3-5">5. Select your conversion event.</h3> <p>Click &quot;Google Adwords&quot;, then select &quot;Add Conversion Event.&quot; Next, choose the conversion event trigger. There are 6 triggers that you can track through Eventbrite:</p> <ul><li>Event Listing</li><li>Event Register</li><li>Event Order Confirmation</li><li>Ticket Form Widget</li><li>Checkout Widget</li><li>Reserved Seating - Pick a Seat</li></ul> Then, paste your Conversion Label from AdWords into the field titled &quot;Conversion Label.&quot; Click &quot;Save.&quot; <p class="text-small l-pad-vert-2 l-pad-hor-2 card l-mar-top-2">TIP: Be sure to eblink{test your pixel =&gt;https://support.google.com/adwords/answer/1722021?co=ADWORDS.IsAWNCustomer%3Dtrue&amp;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.</p>

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