Analytics Lab / Instrumentation

X Pixel Sandbox

Example X (Twitter) Pixel calls attached to common page elements. The X Pixel does not use event names in code. Each conversion event is created in X Ads Manager, which assigns it an event ID of the form tw-<pixel id>-<event id>. The page fires that ID with twq('event', ...). The console on the right shows each call and its parameters.

Pixel ID: abc12
Browser endpoints: https://analytics.twitter.com/i/adsct, https://t.co/i/adsct
Conversions API: https://ads-api.x.com/12/measurement/conversions/<pixel-id>

Tracking plan

Each element carries a data-twq-event attribute with its event ID and a data-twq-parameters attribute with its parameters. The event type (Purchase, Lead and so on) is set on the event in Ads Manager, not in code.

Start free trial: Event ID tw-abc12-trl01; Type Start trial
Book a demo: Event ID tw-abc12-lde01; Type Lead
Internal link: Event ID tw-abc12-cus01; Type Custom
Video start / 50%: Event ID tw-abc12-cus02, tw-abc12-cus03; Type Custom
File download: Event ID tw-abc12-dwn01; Type Download
Add to cart / checkout / purchase: Event ID tw-abc12-atc01, tw-abc12-chk01, tw-abc12-pur01; Type Add to cart, Checkout initiated, Purchase
Demo request form: Event ID tw-abc12-lde02; Type Lead
Newsletter sign-up: Event ID tw-abc12-sgn01; Type Sign up

Interactive elements

Click an element to log its twq('event') call. Supported parameters include value, currency, contents, conversion_id, description, email_address and phone_number.

Lead events

Trial starts and demo bookings.

Content and navigation

Links, video progress and downloads, mostly used to build audiences.

View analytics lab index Download pricing guide (PDF)

Commerce

Add to cart, checkout and purchase. On Purchase, conversion_id carries the order ID and is used to deduplicate against the Conversions API.

Forms

Demo request and newsletter sign-up. To improve matching, pass email_address or phone_number. Send them SHA-256 hashed after trimming and lowercasing, or check X's current documentation on client-side hashing before sending plain values.

X Pixel base code

Place the base code in the document head and call twq('config') with your pixel ID. The config call also records the page view. Fire conversion events afterwards with twq('event', 'tw-<pixel id>-<event id>', { ... }).

&lt;script&gt;
  !function(e,t,n,s,u,a){
    e.twq||(s=e.twq=function(){
      s.exe ? s.exe.apply(s, arguments) : s.queue.push(arguments);
    }, s.version='1.1', s.queue=[], u=t.createElement(n), u.async=!0,
    u.src='https://static.ads-twitter.com/uwt.js', a=t.getElementsByTagName(n)[0],
    a.parentNode.insertBefore(u,a));
  }(window, document, 'script');
  twq('config', 'abc12');
&lt;/script&gt;