To create a Website Conversion Pixel, go to Settings in the left-side menu and select Pixel Config.
Step 1: Set your attribution rules
The first rule is the attribution window. This defines how many days after a user is exposed to an ad that their actions (e.g., purchase, signup) can be attributed to the campaign. You can select a lookback window from 1 to 30 days.
Shorter windows (1–7 days) are ideal for awareness campaigns.
Longer windows (14–30 days) are better for high-consideration purchases.
The second rule to set is the attribution methodology, either Last-Touch Attribution (LTA) or Multi-Touch Attribution (MTA).
LTA credits the last ad interaction the user had before converting. It is best used for identifying which final tactic sealed the conversion.
MTA distributes credit across multiple touch points, giving visibility into how all media channels worked together. This attribution method is ideal for awareness and consideration campaign insights. Note that MTA is just within the DIRECTV Ads Manager universe, and does not account for crediting other marketing channels.
Step 2: Create the pixel
If you are looking to set up a pixel with Shopify, CallRail or Google Analytics, you can find further details in those dedicated articles.
If you're looking to create a new pixel:
Scroll down the page to the Pixel Management section. Click the "Add New Pixel" button on the right.
Fill out the pixel form, including:
Pixel Name: A label for your tracking reference (e.g., "Main Site Checkout Pixel")
Pixel Type: Choose from standard page view tracking, event-based tracking (e.g., add-to-cart), or custom conversion events.
Tracking Method: Choose how you'd like to track events: Session Tracking (deduplicates the event count and records only as a session — recommended for upper-funnel events like visits) or Count Total Fires (records each event when the pixel fires — recommended for down-funnel events like purchases, form-fills or registrations).
Additional Parameters: Enhance your event metadata with custom values like revenue or order_id.
Click Save to finalize the pixel setup.
Step 3: View and access your pixel script
Once saved, your pixel will appear in the Pixel List View. To retrieve the pixel script, click on the pixel in the list and the JavaScript code snippet will appear directly below the name.