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Implementing a Custom Conversion Pixel: A Step-by-Step Guide


In programmatic advertising, the offers a seamless way to track key events based on URL parameters. However, there are instances where you need to associate a conversion pixel with a specific event or action that is not triggered by a URL. In such cases, you can utilize a , available as either a JavaScript or image pixel. In this article, we will explore how to implement a custom conversion pixel and delve into the differences between JavaScript and image pixels. Additionally, we will provide instructions on integrating the pixel using Google Tag Manager.

Custom Conversion Pixel Overview
The Custom Conversion Pixel allows you to track events that are not URL-based, enabling you to associate a conversion pixel with a particular action. To request a Custom Conversion Pixel, simply submit an ad ops request.

JavaScript vs. Image Pixel
When implementing a Custom Conversion Pixel, you have the option to choose between a JavaScript or image pixel, depending on your setup.

Google Tag Manager Implementation
If you prefer using Google Tag Manager to manage your tracking codes, follow these steps to integrate the custom conversion pixel:

  1. Create a new tag within Google Tag Manager.
  2. Select HTML tags as the tag type.
  3. Copy the provided pixel code shared with you.
  4. Paste the pixel code into the appropriate field in Google Tag Manager.
  5. Configure the firing trigger for the tag based on your specific requirements.


Implementing a custom conversion pixel allows you to track events and actions beyond URL parameters, providing greater flexibility in measuring campaign success. By choosing between a JavaScript or image pixel, you can tailor the implementation to suit your setup and tracking needs. Google Tag Manager simplifies the integration process, enabling you to manage and deploy the custom conversion pixel effectively. Embrace the power of custom conversion pixels to gain deeper insights into your programmatic advertising and make data-driven decisions to optimize your marketing efforts

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