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Create or manage a conversion

Generate a new Pixel or Postback conversion or manage an existing one; and assign a conversion to new or existing campaigns.

Written by Team IQM

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Conversions overview

Conversion notice: We recommend confirming that the intended conversion details are applied to the campaign prior to running it. Conversions can be added, edited, or removed from a campaign only before the campaign begins serving.

You can create a Pixel, Postback, or Universal Pixel conversion in the Conversions app. When you track conversions using a tracking pixel, you’ll place a small image pixel on your website to allow IQM to measure user actions such as page visits, purchases, or signups. Postback conversions allow for server-to-server communication with measurement partners, which you’ll use to measure and optimize your mobile ad campaigns more effectively through real-time tracking and attribution.

Refer to Conversions overview for more information on the differences between conversion types, or continue reading to create one in the IQM platform.

Create a conversion

Open the Conversion app to create the following conversions:

Create a Pixel conversion

Follow these steps to create a new Pixel conversion event:

  1. Select Pixel.

  2. Click + Create New. This will open the Pixel Details pop-up window.

  3. Enter a name for the pixel.

    1. Choose a unique one to differentiate this conversion event from others that you may create.

  4. Select a Conversion Attribution method.

    1. Refer to Conversion attribution: Hybrid, View Based, Click Based for more details on each option.

  5. If desired, select the toggle to enable one or more advanced settings.

    1. Refer to Conversions overview: Advanced settings for more details on each option, and complete each applicable field.

  6. Click Next.

  7. If desired, select + Add in the relevant section(s) to apply up to five advanced pixel customizations.

    1. Refer to Conversions overview: Advanced pixel customization options for more details on each option.

  8. Select Create Pixel.

Your Pixel Script Code will generate immediately and include any Advanced Pixel Customizations if you added them during conversion creation. We’ll automatically redirect you to a Pixel Integration page that includes the code and the steps you’ll follow to integrate it.

Create a Postback conversion

Follow these steps to create a new Postback conversion event using the Media Measurement Partner (MMP) of your choice:

  1. Select Postback.

  2. Click + Create New. This will open the Postback Details pop-up window.

  3. Enter a name.

    1. Choose a unique one to differentiate this conversion event from others that you may create.

  4. Select the attribution measurement partner who provided you with the Impression Pixel URL and Click URL.

    1. Refer to Conversions overview: Impression Pixel URL and Click URL for more details on these items.

  5. Paste the Impression Pixel URL and Click URL into their respective fields.

  6. Click Create.

Create a Universal Pixel conversion

Follow these steps to create a Universal Pixel:

  1. Select Universal Pixel.

  2. Click + Create New. This will open the Universal Pixel Details pop-up window.

  3. Enter a name for the Universal Pixel.

  4. Select a Conversion Attribution method.

    1. Refer to Conversion attribution: Hybrid, View Based, Click Based for more details on each option.

  5. If desired, select the toggle to enable one or more advanced settings.

    1. Refer to Conversions overview: Advanced settings for more details on each option, and complete each applicable field.

  6. Click Create Pixel.

Your Universal Pixel Code will generate immediately. We’ll automatically redirect you to a Universal Pixel Details page that includes the code and the steps you’ll follow to integrate it.

Manage a conversion

Review, search, sort, or filter your existing conversions in the Conversion app. You can also obtain or send conversion details, and edit or delete a conversion.

Review a conversion

Follow these steps to locate and review an existing conversion:

  1. Select All, Pixel, Postback, or Universal Pixel.

  2. Search or filter the table to locate the conversion you’d like to review.

    1. Open the column selector, if desired, to add or remove a table column.

  3. Select the conversion’s name in the Conversion Name column. This will open the conversion’s details.

Obtain the Pixel Script Code or Universal Pixel Code

When you create a new Pixel conversion or Universal Pixel conversion, you’ll automatically be directed to the newly generated Pixel Script Code or Universal Pixel Code.

Follow these steps to obtain the code for an existing conversion:

  1. Follow steps 1 through 3 of the Review a conversion workflow.

  2. Select the Copy Pixel Code tab or Copy Universal Pixel Code tab, depending on the type of conversion you selected.

  3. Copy the code to your clipboard.

  4. Select Done to return to the conversions list.

Send the Pixel Script Code or Universal Pixel Code

Follow these steps to send a Pixel Script Code or Universal Pixel Code, and integration instructions, to yourself or others:

  1. Follow steps 1 through 3 of the Review a conversion workflow.

  2. Select the Email Pixel Code tab or Copy Universal Pixel Code tab, depending on the type of conversion you selected.

  3. Enter up to 15 email aliases into the Email ID field, separated by commas.

  4. If desired, apply changes to the Email subject and/or Email Text fields.

    1. The code and integration instructions are uneditable.

  5. Select Done to send the email and return to the conversions list.

Edit a conversion

You can edit one conversion at a time. Note that only edits to each conversion’s name are supported.

Follow these steps to edit a conversion:

  1. Select All, Pixel,Postback, or Universal Pixel, depending on the conversion event that you’d like to edit.

  2. Select the pencil icon in the Actions column of the desired conversion.

  3. Click Edit Conversion. This will open the Edit Pixel Details, Edit Postback Details, or Edit Universal Pixel Details pop-up window.

  4. Enter your edits to the conversion’s name.

  5. Select Next to apply your changes.

Duplicate a conversion

While you can edit or delete existing conversions, duplication isn’t supported because each conversion event includes a unique code or unique URLs.

Follow the steps outlined in Create a conversion to create a new Pixel, Postback, or Universal Pixel conversion instead.

Delete a conversion

Conversion deletion notice: Note that deleted conversions are unrecoverable, and this action is permanent.

You can delete certain conversion events individually or in bulk. Each conversion must feature an Active or Pending status—and must not be assigned to a campaign—to be eligible for deletion.

Follow these steps to delete a conversion:

  1. Select All, Pixel,Postback, or Universal Pixel, depending on the conversion event that you’d like to delete.

  2. Select the trashcan icon in the Actions column of the desired conversion.

  3. Review any warnings and confirm your selection.

Any deleted conversions will no longer appear in the Conversion app.

Integrate the Pixel Script Code or Universal Pixel Code

More on a website’s header section: The header section immediately follows “<head>” in a website’s code. The “<head>” element is a container that stores information that isn’t directly displayed to the end user. For example, it can include a tracking pixel, define webpage styles and scripts, and determine other metadata. You can locate the “<head>” element by reviewing the code placed between the “<html>” tag and the “<body>” tag.

Follow these steps to integrate the Pixel Script Code or Universal Pixel Code, and refer to the simplified representation of what your header might look like in the code snippet shown above.

  1. Obtain the Pixel Script Code or Universal Pixel Code and copy it to your clipboard.

  2. Locate the header section of the website’s code. If you’re using a CMS or web platform to manage the site, locate the header template instead.

  3. Locate the section’s closing tag, “</head>”.

  4. Paste the code directly above “</head>”.

    1. By placing the code here, you’ll ensure that the script loads early in the page’s overall rendering process. This allows the pixel to collect data efficiently.

If installed correctly, the pixel will immediately begin firing and collecting user-visit data. However, note that it may take up to two hours for pixel fires to reflect in the IQM platform.

Test the Pixel Script Code or Universal Pixel Code

Test the pixel after you add it to your website to confirm that it’s capturing events as expected.

Follow these steps to test a Pixel Script Code or Universal Pixel Code that you’ve installed:

  1. Open the Conversions app.

  2. Locate the Pixel conversion or Universal Pixel conversion that you’d like to test.

  3. Select Test from the Status column. This will open a Test Pixel Conversion or Test Universal Pixel Conversion pop-up window.

  4. Use the Integration page URL field to add the URL of the webpage where you installed the Pixel Script Code or Universal Pixel Code.

  5. Select Test Pixel. A new tab will open and redirect you to the webpage that you entered in step 4.

  6. Complete the conversion action on the webpage to determine whether or not the pixel is capturing events.

Note that you’ll need to complete steps 5 and 6 in the new browser tab to register the conversion and confirm that you installed the pixel correctly.

Once a successful conversion is recorded, the conversion’s status will change from Pending to Active in the Status column. Status changes may be delayed for up to two hours following the conversion.

Assign a conversion to a campaign

Assign conversions to new or existing campaigns in the Conversion app or Campaigns app. Note that any conversions must be associated with a campaign before that campaign begins serving ad impressions.

Add a conversion to a new campaign - Conversion app

Follow these steps to assign a conversion to a new campaign in the Conversion app:

  1. Select the checkbox next to the desired conversion(s).

  2. Click Create Campaign. This will open the Create Campaign pop-up window.

  3. Search or browse and select an insertion order from the Insertion Order menu.

  4. Enter the new campaign’s name into the Campaign Name field.

    1. Choose a unique one to differentiate this campaign from others that you may create.

  5. Select Create. This will redirect you to the campaign creation page of the Campaigns app.

Add a conversion to a new campaign - Campaigns app

Follow these steps to assign a conversion a new campaign in the Campaigns app:

  1. Open the Campaigns app.

  2. Choose an insertion order (IO). This will direct you to the Insertion Order Info page.

  3. Select + Create Campaign. We’ll redirect you to a landing page for the new campaign, where you can add or update its details and targeting parameters.

  4. Locate and expand the Conversion section.

  5. Choose a conversion type.

  6. Click Select Pixel or Select Postback. This will open the Select Pixel, Select Universal Pixel, or Select Postback pop-up window, depending on the conversion type you chose.
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  7. Select the radio button(s) next to the desired conversion(s).

  8. Click Select.

Add a conversion to an existing campaign - Conversion app

Follow these steps to assign a conversion to an existing campaign in the Conversion app:

  1. Select the checkbox next to the desired conversion.

  2. Click Add To Campaign. This will open the Add to Campaign pop-up window.

  3. Choose the desired campaign(s) from the Campaigns menu.

  4. Select Update to add the conversion to the listed campaign(s).

Add a conversion to an existing campaign - Campaigns app

Follow these steps to assign a conversion to an existing campaign in the Campaigns app:

  1. Open the Campaigns app.

  2. Choose an insertion order (IO), then filter or search your campaigns to locate the one for which you’d like to add the Retargeted audience(s).

  3. Locate the Campaign Name column and click the campaign’s name. This will redirect you to a landing page for the campaign, where you can add or update its details and targeting parameters.

  4. Follow steps 4 through 8 of the Add a conversion to a new campaign - Campaigns app workflow.

Locate additional conversions resources

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