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Set Up Event Tracking

 

Purpose

 Event tracking helps you measure conversions and optimize ad performance.

 

💡 Tip: You cannot run a website conversion campaign unless your tracking is set up, and the event is tested and saved in the Event Management tab.

Tracking Options

Web

  • Pixel: Website-based event tracking

  • Postback: Server-to-server tracking

When possible, it's recommended to install both. See Best Practices for Event Tracking.

App

  • MMP: Use an MMP partner integration to track app events for mobile app campaigns

Steps to Set Up Event Tracking

  1. Go to Tools → Event Management in Ad Manager

  2. Click Create/Test Web Event or Create App Event depending on your integration

  3. Answer the setup questions, and follow your specific guide:

  4. Create an end-to-end conversion test and confirm that events are firing correctly

  5. If the event does not save, review the guides:

Common Mistakes to Avoid

Pixel

  • Pixel / events not firing: Typically caused by incorrect implementation — missing base code, incorrect placement (not in <head>), or events not triggering at the right moment.
  • Duplicate event firing: Almost always due to multiple pixel installations (e.g., installing both custom pixel code and Shopify app), resulting in duplicate events.
  • Events fired but not tracked (missing Click ID): Events may fire but fail attribution if nb_cid is missing. Common causes include cross-domain navigation losing the Click ID, private browsing modes, or restrictive browsers (e.g., Brave).

Postback 

  • Invalid or missing Click ID (callback): The callback parameter is the Click ID. It must be dynamically populated from the landing page URL (via __CALLBACK_PARAM__). If missing or incorrect, attribution will fail.
  • Event type mismatch: The event_type must exactly match the configured event in NewsBreak; otherwise, the event will not be recognized.
  • Click ID not captured by partner: The tracker must capture the Click ID from the landing page and return it in the postback (callback). Failure to do so will result in unattributed events.
  • Expired Click ID (7-day window): Click IDs are valid for 7 days. Postbacks sent after this window will fail (typically 400 error) due to mismatch.
  • Test failures: Commonly caused by unresolved macros (e.g., sending __CALLBACK_PARAM__ instead of an actual Click ID), incorrect URL formatting, or improper test setup.

Important Notes

  • You cannot delete an event after it’s created

  • You can rename events using the pencil icon next to the event name

Guides & FAQs
For detailed setup guides, see:

Next step: Campaign Best Practices

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