What are Conversion Parameters?
With conversion parameters, you can take your marketing strategy a step further, by more accurately tracking Taboola’s value to your business. One example of this is Return on Ads Spend (ROAS). For more, see ROAS.
You will need to set a conversion value to determine whether your values can be passed as either dynamic - when you want to assign different values for each conversion; or static - when the same value applies to each conversion.
Dynamic values are used when you want to assign a different value each time the same conversion happens. So in this case you may value a purchase of one product at $10 and another product at $20.
Note that tracking order values requires modification to event-based conversion pixel codes. These values will need to be added dynamically at the time the conversion is made
Static values can be used for comparisons between two different conversion actions. So for example if you value page views at $5 and signups at $10, this means that you value signups twice as much as page views.
How to Set Conversion Parameters
Dynamic Conversion Values
If different values apply to various conversions, you can add the below passback parameters and dynamic macros from your tag manager into your purchase event.
Go to the Taboola Pixel menu, and click Conversions.
Click New Conversion and Event. Select Purchase, copy the event code, and click Save.
Note: If you're using Google Tag Manager or S2S tracking, you can configure the passback macros in your system to dynamically select the parameters you want to pass to us.
Static / Single Conversion Value
If the same value applies to all your conversions, you can set a static conversion value directly in Backstage.
Go to the Taboola Pixel menu, and click Conversions.
Click New Conversion.
In the Value (optional) field, enter your conversion value
Notes:
Placing dynamic parameters on your site code will override any default value you’ve set before for your conversions.
Currency
This parameter enables you to set the currency of the value. If you have a website with multiple currencies for different markets you can pass back upon each conversion the relevant currency.
The supported currencies are: ILS, GBP, USD, BRL, EUR, INR, JPY, KRW, CNY, RUB, AUD, CAD, HKD, MXN, NZD, SGD, THB, TRY, ZAR.
Note: Your currency will need to be modified when reporting a value in a currency other than the one for your account.
Additional Parameters
The Taboola Pixel can assign two other parameters as well - Order ID and Quantity. Both of these are always set as dynamic parameters.
Order ID
This is the CRM ID assigned to your order. To track Order IDs you will need to assign a new value to the ID field, as follows:
Quantity
This represents the item’s quantity in the order.
