Conversion tracking is facilitated by creating a conversion tracker for the given advertiser and implementing the generated code (supported formats include JavaScript (recommended), image pixel and amp pixel) at the advertiser's site so that the script or pixel is triggered when the event that constitutes the conversion occurs.

The site implementation and trigger rules are normally configured by using a product like Google Tag Manager (GTM). If GTM is used select the the "Custom HTML" tag type when creating the new tag.

If a custom JavaScript solution based on XMLHttpRequests is used to fire the tracking URL make sure the withCredentials property is set to true.

The attribution of conversions to a campaign is made based on if the user that performs the conversion previously have seen or clicked a campaign ad that belongs to the same advertiser as the conversion tracker.

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