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How to track X (Twitter) Pixel conversion events in Tag Manager

Live guide · Checked 28 October 2026 · Updated 28 October 2026 · Checked every week against X (Twitter)'s own help pages

Install the X Pixel through Tag Manager and fire an X conversion event when a lead arrives, so X Ads counts and optimises for leads.

Time

15 minutes

You will need

• An X Ads account
• Google Tag Manager with the generate_lead trigger
• Consent Mode set up

Stuck?

Troubleshooting or ask us a question

Step by step

1. Make the pixel and event

   In X Ads Manager go to Tools > Events Manager. Add your pixel if you don't have one (Add event source > Install with pixel code), then Add events: name it LeadCopy, type Lead, method Define event with code. Copy the Pixel ID and the Event ID (it starts tw-Copy).

2. Add the base pixel

   Tags > New > Custom HTML on All Pages, ad_storageCopy required:

   HTMLCopy

   <script>
   !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', 'YOUR_PIXEL_ID');
   </script>

3. Fire the event on a lead

   A Custom HTML tag on CE - generate_leadCopy, base pixel sequenced first:

   HTMLCopy

   <script>
     twq('event', 'tw-YOUR_PIXEL_ID-YOUR_EVENT_ID', {
       value: {{DLV - value}},
       currency: '{{DLV - currency}}',
       conversion_id: '{{DLV - lead_id}}'
     });
   </script>

   Copy the full event ID exactly as Events Manager shows it.

4. Test with Pixel Helper

   Install the X Pixel Helper extension, send a test lead and check the event fires. In Events Manager the event shows Active once received.

5. Publish

   Publish, then choose the event in your campaign's conversion settings.