Add Google Ads conversion tracking to your event

• Limitations

• Set up your conversion on your event.

• Confirm your pixel is working

Limitations

• Tracking pixels aren't able to track every purchase. Purchasers who disable tracking or have advanced privacy settings won't have their activity tracked.

• Attribution tracking and reporting are handled by your pixel provider. Eventbrite is unable to assist with these and other issues managed by your pixel provider.

• Due to international regulations, tracking pixels are disabled when using Eventbrite's embedded checkout feature in certain regions, such as Europe and the UK.

• If e-commerce data is available when the pixel sends data, it will be included with the rest of the data. E-commerce data includes transaction information like total amount and currency. However, this data doesn’t account for refunds, transfers, or manual transactions.

• Eventbrite is unable to assist with troubleshooting your Google Ads settings. For more assistance, visit Google Ads Help .

Set up your conversion on your event.

Get your conversion ID and label.

To add Google Ads to your event, you'll need:

• Conversion ID: 9 to 11-digit number with no dashes, letters, or special characters

• Conversion label: Alphanumeric string, can include special characters

To get your conversion ID and label:

1. Create a website conversion .

2. Go to Set up the tag.

3. Select Use Google Tag Manager.

4. Locate the conversion ID and label.

You can find the Conversion ID in the Google Tag associated with your Ads account. This tag begins with "AW-" and is followed by your conversion ID. For example, if your Google tag is AW-12345678901, your conversion ID would be 12345678901.

Eventbrite is unable to assist with setting up your conversion action. Refer to Google Ads Help  if you have questions about this step.

NOTE: You can't use Google Tag Manager on Eventbrite. You only need the conversion ID and label.

Add the conversion to your event.

To add Google Ads to your event:

1. Go to Events  in your account.

2. Select your event to go to its dashboard.

3. Select Marketing, then Tracking pixels.

4. Locate Google Ads and select Add new pixel.

5. Choose to add this pixel to your current event or all events on your account.

6. Enter your conversion ID.

7. Select Add conversion event.

8. Choose where you want your pixel to be placed.

9. Enter your conversion label.

10. Select Update.

Confirm your pixel is working

1. Install Google's Tag Assistant Chrome extension.

Tag assistant  is a Google Chrome extension that shows you when Google Ads and other Google pixels send information. Learn more about Google's tag assistant .

2. Visit your event page and check the extension.

Visit your event listing and select the pixel helper extension in your browser. This opens a window that shows all the Google pixels that are active on that page. Your pixel will appear at the location you placed it.

• Event listing: when attendees visit your event page

• Event register: when attendees load the checkout page

• Event order confirmation: when attendees complete a purchase

• Reserved seating pick a seat: when attendees choose a seat for a reserved seating event

If your Google Ads pixel doesn't appear:

• Scroll to the bottom of your event listing and select Manage cookie preferences. Make sure that "Advertising" and "Targeted advertising" are enabled.

• Go back to the pixel settings in your event and check your pixel ID. Make sure it's entered correctly with no spaces or extra characters.

Even if your pixel appears, it may take a few hours for Google to verify your conversion tracking. Your pixel won't send any event data until Google verifies your conversion tracking.

TIP: Ignore any pixels that aren’t yours. Eventbrite uses tracking pixels as well, but they won’t interfere with your data.