How conversion tracking works
How conversion tracking works
DistantRace can report paid registrations as conversions to Google Ads, Meta Pixel, Google Analytics 4 (GA4), TikTok Pixel, and Microsoft Advertising (UET). Configure a platform once for your organization, then let events inherit it or choose a different setting. A registration that costs nothing is also reported, with a conversion value of 0.
Expect fewer platform conversions than registrations
Conversion tags run only when the visitor accepts the matching cookie category. Visitors who decline receive no matching tags at all. Lower platform totals are therefore expected and legally required, not a tracking error.
| Consent category | Platforms controlled by it |
|---|---|
| Marketing cookies | Google Ads, Meta Pixel, TikTok Pixel, Microsoft Advertising (UET) |
| Analytical cookies | Google Analytics 4 (GA4) |
Set up tracking #
- Connect your ad platforms under Organization settings → Integrations.
- Keep the organization default or choose an override in the event's Marketing tracking settings.
- If registration is embedded on your website, use the embed with ad-click tracking.
What happens after registration #
For a paid registration, DistantRace reports the conversion once on the registration confirmation (thank-you) page after payment succeeds. A tag runs only when the visitor accepted the matching cookie category.
Every configured platform receives the DistantRace order number as the event or transaction ID. If the same registration is reported again because the page was refreshed—or through the Google Ads offline import—the platform can use that ID to deduplicate it.
What is reported #
| Data | What DistantRace reports |
|---|---|
| Event or transaction ID | DistantRace order number |
| Conversion value | Registration fees only; merchandise, add-ons, and other products are excluded |
| Currency | Currency of the registration fee |
| Event and items | Depending on the platform, the registered event identifier and line-item details |
If one order contains registrations for several events with different pixels, each platform receives only the value and items for its own event—not the whole order total.
What is not reported #
DistantRace does not report a conversion for:
- On-site or race-day sales
- Add-on or after-sale orders
- Orders that contain no registration, such as merchandise-only orders
Bank-transfer registrations cannot fire a browser tag when payment is confirmed later. Use Google Ads offline conversions for those registrations.
Read Why the numbers differ from your registration list before comparing reports.
Ad-click attribution #
DistantRace records these parameters when a visitor arrives from an ad and stores the captured snapshot with the order:
- Google:
gclid,wbraid,gbraid - Meta:
fbclid - Microsoft:
msclkid - TikTok:
ttclid - Campaign tags:
utm_source,utm_medium,utm_campaign,utm_term,utm_content
The snapshot is kept for 24 hours and tied to the organization whose page the visitor landed on. The first ad click that leads to an order is the one stored.
Privacy responsibilities #
The DistantRace privacy policy describes the click identifiers that are recorded, the platforms that may receive conversions, the data sent to them, and the cookie category controlling each tag.
If your organization's website or privacy statement describes tracking, keep it consistent with the DistantRace privacy policy and point your marketing agency to that policy.