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  • Conversion tracking

  • How does conversion tracking work?

    You can use conversion tracking to track when your shoppers place a Buy with Prime order. With conversion tracking, you can share data about interactions on a website (such as orders placed) with ad channels to activate the ad channel to attribute that interaction to an ad campaign. By using Meta Conversion API, Meta Pixel, and Google Ads pixels for Buy with Prime, you can choose to send your Buy with Prime order information to ad channels. Note: When sending your Buy with Prime order information to ad channels, your ecommerce site URL is sent as the order URL, and the SKU is sent as the product ID.

  • Set up conversion tracking for Buy with Prime

    The Social Ads for Buy with Prime app lets you set up Meta Conversion API and Meta Pixel to share your Buy with Prime orders with Meta. This is the most comprehensive approach to sharing data with Meta.

    To set up your Meta Conversion API and Meta Pixel:

    Step 1Install the Social Ads for Buy with Prime app.

    Step 2Link your Meta account to the Social Ads for Buy with Prime app, and choose the Pixel ID you use to track conversions on your site.

    Step 3Turn on Advanced Matching to send more customer data to Meta, which can help Meta improve ad attribution.

    Step 4Choose Done.

    To add your Meta Pixel (only):

    Step 1Within your Meta Business Manager account, under Data Sources, copy the Meta pixel ID for the pixel you want to use.

    Step 2Open the merchant console for Buy with Prime.

    Step 3From the side menu, choose Settings, and then Advertising IDs.

    Step 4Paste your Meta pixel ID in the text field of the Meta Ads section of the Advertising IDs page.

    Step 5Turn on Advanced Matching to send more customer data to Meta, which can help Meta improve ad attribution. 

    Step 6Choose Save. 

    To add your Google pixel:

    Google pixel has two components— the Google Ads conversion ID and Google Ads purchase conversion label.

    Step 1From your Google Ads console, copy your Google pixel for the data source that you want to use.

    Step 2Click Tag setup to open the collapsible section, and then choose Install the tag yourself.

    Step 3Scroll to the Event snippet sub-section, ensure Page load is selected. Note: You’ll find the pixel ID in the third line of code.

    Step 4Then copy the two-part pixel ID (the conversion ID and the conversion label are separated by a “/”). Be sure to choose the conversion label for the Purchase conversion event.

    Step 5Open the merchant console for Buy with Prime. 

    Step 6From the side menu, choose Settings, and then Advertising IDs. 

    Step 7Paste your Google Ads conversion ID (first part of the pixel ID) in the conversion ID text field and the Google Ads purchase conversion label (second part of the pixel ID) in the purchase conversion label text field.

    Step 8Choose Save. 

  • Conversion tracking FAQ

    Get answers to common questions about conversion tracking.

    • Pixels are strings of code that are loaded when users visit and interact with website pages, such as when placing an order. Advertising pixels share interaction data with ad channels so interactions can be attributed to specific ad campaigns, helping advertisers measure and better understand ad performance and return on ad spend.

    • The two conversion tracking tools send order data differently, so using both allows you to share more order data with Meta, which can help boost attribution rates for your ad campaigns. The Meta Conversion API sends orders server-to-server, and you can use it by setting up the Social Ads for Buy with Prime app. The Meta Pixel sends orders browser-to-server, and you can use it by adding the pixel ID in merchant console.

    • When sharing Buy with Prime order data with your advertising channels, conversion tracking tools send your ecommerce site URL as the order URL and the SKU as the product ID. If you use Advanced Matching, you send Buy with Prime customers’ names, email addresses, phone numbers, and shipping addresses, so confirm that your privacy notice explains that you share customer information for advertising purposes. You can check your settings with the specific advertising channels to learn more about the type of information that you share when you set up conversion tracking.

    • If certain state privacy laws* apply to your business, your customers may have the right to opt out of your sale or sharing of their personal information for cross-context behavioral advertising. You can set restrictions for how customers’ personal information may be used by Meta by turning on the privacy setting to send a Limited Data Use flag for all of your Buy with Prime orders. This setting can be found by choosing Access your privacy settings when setting up your advertising IDs.
       

      This setting only applies to your Buy with Prime orders and doesn’t affect other pixel events for your site. For Google Ads, visit the Privacy and Messaging section on the Google Ads console to learn about turning on Google’s restricted data processing. For Amazon Ads, your customers can manage their preferences on Amazon.com. We don’t provide legal advice about which laws may apply to your business, but you can consult with a legal professional to guide you.

      *Includes: California Consumer Privacy Act (CCPA) and Virginia Consumer Data Protection Act (VCDPA)

       

       

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