Ad Tracking Pixels

Ad tracking pixels send your quiz's conversions — quiz started, lead captured, quiz completed and more — to your ad platforms. You can then measure what your campaigns bring in, let the platforms optimize for leads, and build audiences by quiz result.

Supported platforms: Meta (Facebook / Instagram), TikTok, LinkedIn and Google Tag Manager. Google Analytics is set up separately in each quiz's Conversion tracking settings.

Set up your team pixels

Go to Settings → Tracking pixels. Every quiz uses these pixels unless you change it on the quiz. Leave a field empty to skip that platform.

LinkedIn only counts conversions you have created in Campaign Manager. Create one conversion per event you care about (for example "Quiz lead"), then paste its ID next to that event.

Per-quiz settings

On a quiz, open Settings → Conversion tracking and find Ad tracking pixels:

• Use team pixels (default): the quiz uses the team pixels. The page lists which platforms are set up.
• Use different pixels: the quiz uses only the IDs you enter here — for example a separate ad account for one campaign. It doesn't mix with the team pixels.
• Don't track this quiz: no pixels load, and an embedded copy doesn't pass events to your page either.

Include the result in events (on by default) adds the respondent's outcome, level and score to each event, so you can build audiences such as "everyone who got Beginner". Turn it off for sensitive topics such as health or finance.

Events we send

LinkedIn receives the events that have a conversion ID filled in.

Each event carries these parameters:

The result parameters are only included when Include the result in events is on and the result is already known — "Quiz completed" fires before the result is calculated, so use "Result viewed" for result-based audiences. Events never include names, email addresses or any other personal details.

Each event fires once per respondent where that makes sense: "Quiz started" once per quiz per browser tab, and "Quiz completed", "Result viewed", "Lead captured" and "Call booked" once per response. CTA clicks and shares fire every time.

Google Tag Manager setup

Every event is pushed to the dataLayer with the name in the last column. To fire a tag on leads, for example:

Embedded quizzes

An embedded quiz runs inside an iframe, where ad platform cookies are mostly blocked and conversions would be credited to the quiz domain instead of your site. So an embedded quiz loads no pixels itself — it passes its events to your page instead:

• Every event is pushed to your page's dataLayer (rooquiz_lead and so on), ready for your own Tag Manager container.
• Your page also receives a browser event named rooquiz:<event>, for code of your own:

<script>
  window.addEventListener('rooquiz:lead', (e) => {
    console.log('New quiz lead', e.detail.quiz_outcome)
  })
</script>

• If your page already has the Meta or TikTok pixel installed, turn on Also fire my page's Meta and TikTok pixels when copying the code (it adds data-rooquiz-track="auto"), and the events go straight to those pixels. For LinkedIn, set the conversions up in Tag Manager.

This works with the inline and popup embed codes. A plain iframe has no embed script and can't pass events. See Embed.

Cookie consent

Visitors in the EU, EEA and UK see a cookie banner and pixels only load after they accept marketing cookies (Google Analytics follows the analytics choice). Elsewhere pixels load right away. Google Tag Manager and Google Analytics receive the visitor's choice through Consent Mode.

Check that it works

• Install Meta Pixel Helper or TikTok Pixel Helper in your browser, open the public quiz and answer it — the events appear as you go.
• In Tag Manager, use Preview on your custom domain or on the page where the quiz is embedded.
• If you're in the EU or UK, accept the cookie banner first. Nothing loads before that.