Conversion Tracking

Conversion tracking uses the X pixel, a snippet of code on your site, to record the actions people take after seeing or clicking your ad.

You place the pixel on your site, define the events you care about like purchase or signup, and X matches those events back to users through cookie IDs, the click ID, or email. That is how it credits the campaign that actually drove the action.

Say you put the pixel on your checkout and define a purchase event. Someone clicks your ad, buys, and the purchase reports back in Ads Manager against that campaign, along with the value you pass on the event. Fire a test purchase and confirm the event is received before you trust the numbers.

The browser pixel undercounts. Ad blockers, cookie limits, and people jumping between devices all hide conversions from the pixel, so your reported numbers read low. This gap is the reason the Conversions API exists.

The pixel sees the browser, not the buyer.