With the Taboola Pixel, you can use tracking pixels to set up customized conversions, helping you track actions and activities that users perform on your site and measure the return on ad spend.

Conversion tracking helps you gather important insights, helping you see which campaigns and creatives are performing best for you. You can then focus on the data that is most valuable to you and your business objectives.

Creating a New Conversion

Once you’ve created and installed your base pixel, you can start to set up and create conversions.

To get started, do the following:

Go to the Taboola Pixel menu, and select Conversions. Here you can view existing conversions, or set up a new one.
Click New Conversion to set up and start tracking a new conversion.
There are two types of conversions:

URL-based: Tracks every time someone visits specific web pages as a conversion. For example, a thank you page with users who reached any URL containing “thank-you.html” on your site.
Event-based: Tracks every time someone completes a specific action as a conversion. For example, users who submitted their email on your site or subscribed to a newsletter.

URL-Based Conversions

For URL-based conversions, in the URL Conditions section, you can manage conditions that will define the URL match of this conversion. For URL-based conversions, do the following:

In the Condition field, select Equals to match the URL/page exactly, or Contains to match part of the URL.
In the URL field, enter the URL or part of the URL of the destination page on which a visit should count as a conversion. Adding more URLs will include more site visits. We recommend excluding 'http' or 'https'.
You can click Add Condition to add additional ‘Or’ conditions, so that one of multiple conditions can be matched; for example, ‘thanks.html’ or ‘minisite.html’.
In the Conversion Name field, use a unique and descriptive name for your conversion; for example, ‘Purchase’ or ‘Newsletter signup’.
In the Category field, select the category that best describes the conversion you’re defining. This is a mandatory field.
In the Value field, you can add a value to each of your conversions. Adding a value will help you measure the return on ad spend for this conversion. For example, $1 per lead.
In the Conversions Window field, you can set your click through conversion lookback window. It allows you to set the period of time for which you want to count conversions that take place after people click on your ad. This can range from 1-30 days; the default is 30 days.
In the Include in Total Conversions field, you can select per conversion rule to include or not include a particular conversion as part of your total conversions reporting column. This lets you control how you bid for conversions and customize the data you want to see in your reports. Choosing not to include a particular conversion in the column means your automated bid strategies won’t bid for these particular conversions.
Notes:
- You should always include the most important conversions, as the Taboola algorithm will optimize towards these conversions.
- Changing this setting will affect reports for the past 30 days.
- In the Conversion table, instead of the Modified by column, there will be a column indicating which conversions are included in the total.
- Older pixel conversions and S2S conversions will continue to be counted towards the totals.
Click Create Conversion to create and add your new conversion.

Event-Based Conversions

With event-based conversions, you will track every time someone completes a specific action. You can use event-based conversions for special (and sometimes more complex) scenarios such as tracking users who read up to a certain length or percentage of the page, clicking a button, or for tracking engagement on a page, where people are not leaving too quickly and are reading the content.

Event-based conversions can be based on either Popular or Custom events. Popular events are commonly-used actions found in other similar platforms; for example a lead, purchase, add to cart, etc.

If you don’t want to use one of these events, you can select Custom to base events on a custom conversion event of your choice.

Popular Events

In the Choose Event section, select the event type that will trigger the conversion. Your selection will pre-populate the Conversion Name field below.
The Event Name field will be greyed out.
Next, select a Category that best describes the conversion you’re defining.
In the Value field, you can add a value to each of your conversions. Adding a value will help you measure the return on ad spend for this conversion. For example, $1 per lead.
In the Conversions Window field, you can set your click through conversion lookback window. It allows you to set the period of time for which you want to count conversions that take place after people click on your ad. This can range from 1-30 days; the default is 30 days.
In the Include in Total Conversions field, you can select per conversion rule to include or not include a particular conversion as part of your total conversions reporting column. This lets you control how you bid for conversions and customize the data you want to see in your reports. Choosing not to include a particular conversion in the column means your automated bid strategies won’t bid for these particular conversions.
Notes:
- You should always include the most important conversions, as the Taboola algorithm will optimize towards these conversions.
- Changing this setting will affect reports for the past 30 days.
- In the Conversion table, instead of the Modified by column, there will be a column indicating which conversions are included in the total.
- Older pixel conversions and S2S conversions will continue to be counted towards the totals.
The event code at the bottom of the page , in the Embed Code section, can either be copied to a clipboard (and sent to the Webmaster to put it on all the site’s pages), or downloaded to an HTML editor and then sent via email, for example.
After you’ve completed the steps above in Backstage, you can add the event code to your site. Add the event code below the </head> tag to track the event on page load. Otherwise, to track the event for an inline action, attach the event code to the relevant HTML element. Note that if your Taboola Pixel is not installed on the page, your event will not be recorded.
Click Create Conversion to create and add your new conversion.

Custom Events

If you don’t want to use any of the available Popular event-based conversions, you can use Custom Events to base events on a custom conversion event of your choice.

In the Conversion Properties section, enter the name of your custom conversion in the Conversion Name field. Use a unique and descriptive name for your conversion; for example, ‘Download whitepaper’.
In the Event Name field, use a unique and descriptive name for your event. This name will appear in the code snippet and will help you or your Webmaster recognize it when you implement the code on your site.
Next, select a Category that best describes the conversion you’re defining.
In the Conversions Window field, you can set your click through conversion lookback window. It allows you to set the period of time for which you want to count conversions that take place after people click on your ad. This can range from 1-30 days; the default is 30 days.
In the Include in Total Conversions field, you can select per conversion rule to include or not include a particular conversion as part of your total conversions reporting column. This lets you control how you bid for conversions and customize the data you want to see in your reports. Choosing not to include a particular conversion in the column means your automated bid strategies won’t bid for these particular conversions.
Notes:
- You should always include the most important conversions, as the Taboola algorithm will optimize towards these conversions.
- Changing this setting will affect reports for the past 30 days.
- In the Conversion table, instead of the Modified by column, there will be a column indicating which conversions are included in the total.
- Older pixel conversions and S2S conversions will continue to be counted towards the totals.
In the Value field, you can add a value to each of your conversions. Adding a value will help you measure the return on ad spend for this conversion. For example, $1 per lead.
The event code at the bottom of the page can either be copied to a clipboard (and sent to the Webmaster to put it on all the site’s pages), or downloaded to an HTML editor and then sent via email, for example. Note that it will take approximately 30 minutes from firing until you see the conversion.
In the Embed Code section, add the event code below the </head> tag to track the event on page load. Otherwise, to track the event for an inline action, attach the event code to the relevant HTML element. Note that if your Taboola Pixel is not installed on the page, your event will not be recorded.
Click Create Conversion to create and add your new conversion.

Active Events

The Active tab provides you with a convenient way to see all the events on which you are already reporting. You can create new conversions based on ‘active’ events that are reported from your app or site.

View Reported Events Using the Active Tab

To view all reported events using the Active tab, go to the Taboola Pixel menu, and select Conversions.
Click New Conversion to set up a new Backstage conversion.
Select the conversion Type as Event.
If you have active reported conversions you will see the Active tab. Select Active. Here you will see all of the active events being fired.
Under the Defined Conversion column you can see the conversions that are associated to the event. Any events that have not been associated to a conversion will show up as blank; for those, you can select that row and fill in the remaining conversion data, such as its reporting name and category. The Event Name field will be filled in automatically.

The following fields will appear in the table below.

Event Name: This is the name that appears inside the code snippet that was implemented on your site.
Last Received: The most recent site or app activity recorded for the conversion.
Total Received: The total number of events counted in the last seven days (i.e., the total number of visits to your page or app). Note that this number includes all activities, not just conversions attributed to Taboola.
Defined Conversions: The conversions that are defined and tracking these events. In order to track these events, you can create the related conversions.

Note: Active events can also be found in the Custom Audiences tab. No additional code is needed, and audiences and conversions can be tracked with the same event.

Conversion Table

Once you’ve created your conversions, you can see their details in the Conversions table on the Conversions page.

The following are the action buttons for each conversion:

Automatically Created Audiences Based on Conversions

Go to the Taboola Pixel menu and follow the steps to set up conversion rules. See Defining and Creating Conversions.
Once you’ve created the rules and data is collected, the following audiences will be automatically available in Audiences under Taboola Pixel:

The audiences will become automatically available for targeting or suppression in the Edit Campaign form under My audiences. For example, create a retargeting campaign for all of your site visitors. You can also suppress converters based on the conversion rules audiences:

Conversion Attribution

Each conversion reporting in Campaign Summary can be attributed to two attribution types. To learn more about Taboola campaign attribution and configuring your attribution model, please see the relevant article here.

Cross-Network Conversions

Some customers manage multiple Taboola accounts within one Network. To learn about how to utilize cross-network conversions, please review its help center article here.