Ad conversion tracking

Rally can run and optimise paid ads on a connected Meta or TikTok ad account. Conversion ads need the platform’s own pixel on your site: it is what tells Meta or TikTok which clicks turned into signups and purchases, and what their optimisation learns from. This is separate from the Rally snippet: the snippet credits creators; the pixel trains the ad platform. Both run side by side. Set it up per ad account under Settings → Integrations → Ad accounts → Set up conversion tracking. The dialog gives you the fields below and a coding-agent prompt tailored to your stack.

1. Create the pixel and copy its id

Meta
TikTok

In Events Manager → Connect data → Web, name the dataset, create it, choose Set up Meta Pixel → Add code yourself. The number in fbq('init', '…') of the base code Meta shows is the Dataset ID (Meta’s name for the Pixel ID since pixels became datasets). You can also find it under Datasets → the dataset → Settings. Paste it into Rally and pick the Purchase event Rally’s purchase-optimised ads should target (Purchase by default).

In Ads Manager → Assets → Events Manager → Connect data source → Web → Manual setup, enter your site (or skip), choose TikTok Pixel + Events API, name it, create. The Pixel ID is the 20-character code in ttq.load('…') on the Install base code step, and at the top of the pixel’s page afterwards. Paste it into Rally. Skip TikTok’s Event Builder: the events are fired from code.

2. Install the base code

The base code goes on every page, in <head>. In Next.js or React, load it once in the root layout and fire the page event on every client-side route change.

Meta
TikTok

<!-- Meta Pixel Code -->
<script>
!function(f,b,e,v,n,t,s){if(f.fbq)return;n=f.fbq=function(){n.callMethod?n.callMethod.apply(n,arguments):n.queue.push(arguments)};if(!f._fbq)f._fbq=n;n.push=n;n.loaded=!0;n.version='2.0';n.queue=[];t=b.createElement(e);t.async=!0;t.src=v;s=b.getElementsByTagName(e)[0];s.parentNode.insertBefore(t,s)}(window,document,'script','https://connect.facebook.net/en_US/fbevents.js');
fbq('init', 'YOUR_DATASET_ID');
fbq('track', 'PageView');
</script>
<noscript><img height="1" width="1" style="display:none" src="https://www.facebook.com/tr?id=YOUR_DATASET_ID&ev=PageView&noscript=1"/></noscript>
<!-- End Meta Pixel Code -->

An <img> is not valid inside <head>; if your build tooling rejects the <noscript> block there (Vite does), put it at the top of <body>.

Use the base code TikTok’s Events Manager hands out on the Install base code step, with your pixel id in ttq.load('…') and ttq.page() after it. Rally’s prompt carries the full snippet.

3. Fire the two standard events

Fire each exactly once, when the thing happens. Never on page load of a generic page, on refresh, or for returning logged-in users: the ads optimise on these, so noise costs money.

Meta
TikTok

Event names are case-sensitive standard events.

// When a signup completes (account created, email verified, whatever "lead" means for you):
fbq('track', 'Lead', {}, { eventID: 'lead_' + user.id });

// When a purchase or subscription succeeds. Must be the event picked as the Purchase event in Rally.
fbq('track', 'Purchase', { value: 49.0, currency: 'USD' }, { eventID: paymentReference });

Fire the purchase event from the success page only if that page knows the amount and a payment reference to use as eventID; otherwise send it server-side only (next step), which is enough for Meta to optimise on.

ttq.track takes the event name, a properties object and an options object; event_id goes in the third argument or TikTok will not deduplicate it against the server event.

// Before either event, when the user is known. The SDK hashes these; they match the conversion to the TikTok user.
ttq.identify({ email: user.email, external_id: user.id });

// When a signup completes:
ttq.track('CompleteRegistration', {}, { event_id: 'reg_' + user.id });

// When a purchase or subscription succeeds (Events Manager labels this one "Purchase"):
ttq.track('CompletePayment', { value: 49.0, currency: 'USD', content_type: 'product' }, { event_id: orderId });

4. Mirror events from your server (recommended)

Browser blockers drop a share of pixel events. Sending the same events from your backend with the same event_id recovers them; the platform deduplicates by id. Generate the token in the platform, store it as a server secret, and paste it into Rally’s dialog (Add to prompt) so the coding-agent prompt carries it.

Meta Conversions API
TikTok Events API

Token: Events Manager → Datasets → the dataset → Settings → Conversions API → Generate access token. Store it as META_CAPI_TOKEN.POST https://graph.facebook.com/v19.0/<DATASET_ID>/events with the token in the Authorization header (never in a URL), sending the same event_name (Lead, Purchase), event_time, the same event_id as the browser event, action_source: "website", and hashed user_data (em, ph, client_ip_address, client_user_agent, the fbp and fbc cookies).

Token: Ads Manager → Assets → Events Manager → the pixel → Settings → Generate access token (step 7 of TikTok’s Pixel + Events API guide; shown once). Store it as TIKTOK_EVENTS_TOKEN.POST https://business-api.tiktok.com/open_api/v1.3/event/track/ with header Access-Token. event_source_id is the pixel id; use the same event name and event_id as the browser side; email, phone and external_id are SHA-256 hex, ip and user_agent plain; page.url is required; CompleteRegistration carries no value or currency. Hashed email plus ttclid is what gives the ad match rate.

5. Verify from Rally

Open your site once (a page view), complete a test signup and, if you can, a test purchase. Then in Rally, Settings → Integrations → Ad accounts → the account → Conversion tracking → Verify. Rally reads back from the platform what arrived:

Check	Meaning
Pixel on the ad account	The id you pasted belongs to this ad account.
Website tag firing	Page views are arriving from the browser.
Signup events	`Lead` (Meta) or `CompleteRegistration` (TikTok) arrived.
Purchase events	Your purchase event arrived. Until it does, purchase-optimised ads have nothing to learn from.
Server events	Events are arriving through the Conversions API or Events API.

The Meta Pixel Helper extension, and each platform’s Events Manager → Test events, show the same live.

Rally’s own click, signup and sale numbers do not depend on the pixel; they come from the tracking snippet and your lead and sale calls. The pixel only affects how well the platform can optimise the ads.

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Ad conversion tracking

1. Create the pixel and copy its id

2. Install the base code

3. Fire the two standard events

4. Mirror events from your server (recommended)

5. Verify from Rally

​1. Create the pixel and copy its id

​2. Install the base code

​3. Fire the two standard events

​4. Mirror events from your server (recommended)

​5. Verify from Rally

1. Create the pixel and copy its id

2. Install the base code

3. Fire the two standard events

4. Mirror events from your server (recommended)

5. Verify from Rally