1. The Pixel Tag

The Pixel Tag

The Pixel Tag enables advertisers in certain countries to track website conversions resulting from their Telegram Ads campaigns. With this tool, you can measure the effectiveness of your ads by monitoring user actions on your website, such as purchases, sign-ups, or other valuable interactions.

Pixel tag data is processed anonymously and in aggregated form, making it impossible to identify individual users. It cannot be used to track user activity inside Telegram. See paragraph 5.6.1 in the Telegram Privacy Policy in countries where the Pixel Tag is available for additional details.

Index

Introduction

The Pixel Tag is a JavaScript snippet that you place on your website to track user actions resulting from Telegram Ads. It consists of two main components:

  • Base Code – This script should be placed on every page of your website. It tracks general visits and initializes the pixel, enabling you to record additional actions through event tracking.
  • Event Code – This is used alongside the base code to monitor specific user interactions, such as adding items to a shopping cart, completing a purchase, or signing up for a newsletter.

Creating the Pixel and Defining Events

  1. Open the Telegram Ads platform.
  2. In the main menu, navigate to Manage Events.
  3. Click Create Pixel. The pixel will be created, and a window will appear with the base code snippet, which should be placed on every page of your website.

    You can always access the base code later by clicking Set up Pixel in the Events Manager.

  4. Next, create events to track specific user actions on your website. The events you choose will depend on your business goals.
  5. Click the Add Event button.
  6. In the popup window, enter a name for the event. From the Event Type dropdown, select the type of action you want to track. Click Save.
  7. After creating the event, a window will appear with the event code snippet. Place this code on the relevant pages or elements of your website.
  8. Repeat steps 5 to 7 for all actions you wish to track.

Once completed, make sure the base code is installed on all pages and the event codes are properly implemented. This will enable tracking of user actions and conversion data.

Implementing the Pixel Tag

To start tracking user interactions, you’ll need to add both the base code and event code to your website.

  1. In the Events Manager, locate the event you want to implement.
  2. Click Actions and select Set up Event from the dropdown menu.
  3. Copy the base pixel code and paste it right before the closing </head> tag on every page of your website. This ensures the pixel is loaded correctly across your entire site to capture user actions accurately.

    If the base code is already installed, you can skip this step.

  4. Copy the event code and insert it into the appropriate elements on your website, depending on the action you want to track.

    Note: For some events, such as automatically created Landing views, placing only the base code is sufficient. If you don’t see event code snippet, you can skip this step.

  5. Repeat steps 1–4 for any additional events you want to track.

    Remember, the base code only needs to be installed once on each page.

Managing Events

After installing the Pixel Tag, navigate back to the Manage Events section in Telegram Ads to check its status.

Website conversion events can have one of the following statuses:

  • Active – Activity has been recorded within the past 7 days.
  • Inactive – No activity has been detected, or the last activity occurred more than 7 days ago.

Event Log

Once your pixel is installed and starts transmitting data to Telegram, you can use the Event Log to review recent event activity and confirm that events are firing as expected. To check the event log:

  1. In Events Manager, select the event you want to review. Click Actions and choose Event Log from the dropdown menu.
  2. The Event Log will display a sample of the data received from that event over the past several hours.

This tool provides a quick and convenient way to verify that your event tracking is working correctly.

Tracking Conversions in Ads Using the Pixel

When creating an ad, you can specify a Сonversion event that will be used to track user actions on your website. To do this:

  1. Open the Telegram Ads platform.
  2. Click Create a new Ad.
  3. In the URL you want to promote field, enter the link to the website you want to advertise.
  4. In the newly displayed Conversion Event field, select the previously created event you want to use for conversion tracking.

You can also set the Conversion Event later when editing the ad if it wasn’t specified initially. However, once the event is set and saved, it cannot be changed.

Note that conversions will only be counted starting from the moment the Conversion Event is assigned to the ad and the corresponding event is properly configured on your website.