--- title: "Conversion Tags" canonical: "https://hub.freewheel.tv/space/BC/114229464/Conversion%20Tags" format: markdown --- Overview A conversion tag is a pixel created for the purpose of tracking conversions on web or mobile apps. When creating a conversion tag, identifiable information about the type of conversion will need to be entered for measurement and reporting. This information includes which advertiser will be associated with the conversion tag, along with a numerical value to represent what the conversion is worth.  Certain advertisers may have a key performance indicator (KPI) of clicks or installs, which would classify as a conversion, instead of a CPM-based measurement. Conversion tags have the ability to identify what that conversion should look like through the use of a form, and then a tag (pixel) will be generated based on the type of environment selected for the conversion. That pixel is then able to be copied and pasted onto an advertiser's web or app environment to track the conversion, such as a click or install. Once these actions are performed by the ad viewer, FreeWheel will be notified of this activity, and the metrics behind these actions will be viewable from the Conversion Tags list view. Conversion tags that are created may be attributed to all line items in the network, or specifically selected campaigns or line items.  Accessing Conversion Tags To access the Conversion Tags page, navigate to  Trafficking  >  Conversion Tags . Conversion Tags List View Below are the default fields available in the Conversion Tags list view: Column Name Description Name & ID Desired Name & ID for this specific conversion tag. Tag Type The type of conversion tag. To copy the conversion tag, select the copy icon to the right of the Tag Type . Advertiser The advertiser to which the conversion tag will be associated. Segment ID ID of segment, if added to the conversion tag. 30-Day Lookback Last Fired Any conversion tags that have fired within the past 30 days. Today Tag Fires Total number of conversion tags fired today. Yesterday Tag Fires Total number of conversion tags fired as of yesterday. Last 7 Days Avg Tag Fires Average number of conversion tags fired over the last seven days. Status Toggle if the conversion tag is active. Options include Active and Inactive . Create a Conversion Tag To create a conversion tag, Navigate to Trafficking > Conversion Tags and click  New Conversion Tag at the top right of the list view. Alternatively, conversion tags may be created by clicking the Create button in the top right of the UI, then clicking  Conversion Tag . The Create Conversion Tag screen will appear with the following fields to complete: *Required Workflow Section Field Name Definition Essential Settings Name* The name of the conversion tag. Advertiser* The advertiser to apply the conversion tag to. Advertiser ID Automatically populates with the related Advertiser ID when the Advertiser field is completed. Conversion Type The type of conversion, used to categorize the type of conversion tag that is being created. The conversion tag type is only used for organizational purposes. Options include: Purchase Landing Page Sign-Up Lead Other Default Value* The default value, in U.S. dollars, that a conversion is worth to the advertiser. The default value will only be used if a value is not present in the conversion tag. Tag Settings Tag Type The type of tag to generate. Options include: URL for creative add-ons Image tag Image tag using segment alt ID URL for postbacks Segment Optionally specify a segment via a dropdown menu. Any user who hits this conversion tag will also be added to the selected segment. Segments may be used to exclude on targeting, or to re-target on. Attribution Settings Click Window in Days The lookback window, in days, for click conversion attribution. The maximum allowed value is 90 days. View Window in Days The lookback window, in days, for view conversion attribution. The maximum allowed value is 90 days. Eligibility* Whether the conversion tag is associated with all line items or only specific campaigns and line items. Options include: All campaigns and line items : All line items beneath the advertiser are eligible for conversions, including line items that have explicit associations to other conversion events. Use when you have generic conversion events, such as home page visits, where all line items should be eligible for the conversion. Note that only one line item will receive credit for a given conversion event. Only selected : Only selected campaigns or line items beneath the advertiser are eligible for conversions. Selecting this will open a widget to pick which campaigns or line items to associate with this conversion tag. Use when you want to use specific conversion points to optimize individual line items, without other line items impacting the conversion numbers. To add campaign or line item associations after choosing opening the Only selected widget: Choose either the Campaigns or Line Items tab. Select Add Associations . Select the campaigns or line items to add, and select Associate . Conversion tags can also be applied manually during the creation process of campaigns or line items. Additional Notes Alternative ID A number or string used to map the conversion tag object to an object in an alternate system. Notes A free-text field to include any notes about the conversion tag. Once the necessary fields have been completed, select Create to generate the conversion tag. This opens a popup where you can select the following options: Copy Tag : Copy the conversion tag to your clipboard. Create Another Conversion Tag : Restart the creation workflow for another conversion tag. Close : Exit the conversion tag creation screen to the list view. Duplicate a Conversion Tag To duplicate a conversion tag, do the following: From the conversion tag list view, find the conversion tag you wish to duplicate. Select the kebab to the right of the conversion tag’s name & ID, and choose Duplicate to open the Duplicate Conversion Tag screen Enter the number of times to duplicate the conversion tag in the Number of copies field. Fill out the Essential Settings, Attribution Settings, and Additional notes. See the Create a Conversion Tag section above for descriptions of the fields in these sections. Select Duplicate to create the copies. Apply a Conversion Tag to a Campaign or Line Item To associate a conversion tag to a specific line item or campaign, the conversion tag must be set to allow only selected line items for attribution.  If the conversion tag was not added to a campaign or line item during its creation, it may be applied afterward to both new and existing campaigns and line items. If no conversion tags are associated to the advertiser chosen for the campaign or line item, this option will not be present. Apply a Conversion Tag to a Campaign To apply a conversion tag to a campaign, navigate to Trafficking > Campaigns , or create a new one . From the General tab of the campaign, scroll down to Custom Conversion Tag Association and select a single or multiple conversion tags to associate from the dropdown.  If this option is greyed out, it means the advertiser used in this campaign has no associated conversion tags. After clicking Save & Continue , the conversion tag is saved to the campaign and applicable to track conversions on this campaign. Apply a Conversion Tag to a Line Item To apply a conversion tag to a line item, select a line item name or create a new one . From the General tab, scroll down to  Custom Conversion Tag Association . From this view, select any applicable conversion tags to add to this line item. If this option is greyed out, it means the advertiser used for this line item has no associated conversion tags. Once the conversion tags have been added, click Save & Continue to have this line item applicable to track conversions based on the selected conversion tag. Implement JavaScript Tags in Web Environments JavaScript tags can be used with conversion tags to dynamically pass data about conversions, such as the value of a specific conversion or the amount of items purchased. The JavaScript tag is inserted into a webpage heading to collect and return information to Buyer Cloud to be surfaced in reporting. The following parameters can be implemented in a generic JavaScript tag: Value Description [VALUE] Populate with a number to set the real-time conversion value. If omitted, the Default Value entered while creating the conversion tag will be used in Report Builder reporting but will not appear in Conversion Logs. [ORDER] Populate with a number for the number of items purchased as part of the conversion. [ORD] Replace with a random number generated at runtime. The complete code block for implementation is as follows: var cachebuster = Math.floor(Math.random() * 10000000000), img = new Image(); img.width = 0; img.height = 0; // Replace this with the event conversion tag generated img.src = 'https://cnv.event.prod.bidr.io./log/cnv?tag_id=12345&buzz_key=stinger&value=[VALUE]&segment_key=12345&order=[ORDER]&ord=' + cachebuster; document.body.appendChild(img); // or place it wherever needed More information about these parameters can be found in the API documentation:   Conversion Tags