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Tracking lets you connect advertising and analytics platforms — Meta, Google, TikTok, and others — to your Let’s Do This event. Once set up, tracking events fire automatically as participants move through your event page and checkout, giving your ad platforms the data they need to measure registrations, build audiences, and optimize campaigns. Most platforms track through a pixel — a small piece of tracking code that runs in the participant’s browser. For Meta you can also turn on the Conversions API, which sends completed purchases to Meta directly from Let’s Do This rather than from the browser. See Meta Conversions API below. Tracking runs at two levels:
  • Organizer-wide — fires across all your events. Useful for pixels tied to your brand rather than a specific campaign.
  • Event-specific — fires only for a single event. Useful when each event has its own ad campaign or budget.
The Tracking tab in an event adds and edits event-specific pixels. Any organizer-wide pixel you already have also appears on that tab, marked Global — you can see it there, but you can’t edit or delete it from inside an event. To change an organizer-wide pixel, including adding a Conversions API access token to it, get in touch with your Let’s Do This contact. Tracking only fires for participants who have given the appropriate consent. If a participant declines tracking, it is suppressed for that session.

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Supported platforms

Google Tag Manager is not supported due to security considerations. Google Universal Analytics (UA-…) is also not supported as it has been discontinued by Google.

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Setting up a pixel

1

Open Event Setup

In your dashboard, open the event and go to Event Setup > Tracking.You need to save your event details at least once before the Tracking tab becomes available.
2

Add a pixel

Click Add pixel and select the platform you want to connect.
3

Enter your pixel details

Fill in the required IDs for the platform you selected. See the platform notes below for where to find each ID.
4

Save

Click Save. The pixel applies to this event only, and is now active for future participant sessions on this event.

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Platform setup notes

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Meta Pixel

Enter your Pixel ID from Meta Events Manager. Two optional fields sit underneath it — CAPI access token and Test event code. Both are covered in Meta Conversions API below.

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Google Tag

You can enter a GA4 Measurement ID (G-XXXXXXXXXX), a Google Ads Conversion ID (AW-…), or both — whichever you use for your campaigns. If you run a server-side Google Tag Manager container, you can also provide a server-side proxy URL to route events through your own domain. For cross-domain tracking, make sure to include www. when configuring your domain in GA4 (use www.letsdothis.com, not just letsdothis.com).

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AdRoll

Enter your Pixel ID and your Advertisable ID. Both are required.

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Meta Conversions API

The Meta Pixel reports from the participant’s browser, so ad blockers, browser privacy settings, and cookie restrictions can stop purchases reaching Meta. Every purchase they block is a registration missing from your reporting and from the data Meta uses to optimize your campaigns. The Conversions API (often shortened to CAPI) closes that gap. When a participant completes a purchase, Let’s Do This sends it to Meta directly from our servers, alongside the browser pixel. Because that send never touches the participant’s browser, it isn’t affected by ad blockers or browser privacy settings — so your conversion counts and match rates get closer to the real number of registrations. Turn it on if you run paid campaigns on Facebook or Instagram and want the most complete conversion data you can get. There’s no downside to enabling it on a live event, and it doesn’t replace your Meta Pixel — the two work together, and you need the pixel in place for the Conversions API to add anything.
The Conversions API sends completed purchases only. Page views, race selection, and checkout steps continue to come from the browser pixel alone.

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Setting up the Conversions API

1

Generate an access token in Meta

In Meta Events Manager, open your pixel and go to Settings. Generate a Conversions API access token and copy it.
2

Open your Meta Pixel in Let's Do This

Go to Event Setup > Tracking, find the Meta Pixel card, and click Edit. If you haven’t added your Meta Pixel yet, add it first — the Conversions API fields appear on the same form.
3

Paste the access token

Paste your token into CAPI access token. The field is masked, so you won’t be able to read the token back after saving.
4

Save

Click Save. The Conversions API is now active for purchases on this event.
Once a token is saved, the field shows Leave blank to keep existing token. Leave it empty to keep the token you already have, or paste a new one to replace it. Clearing the field does not remove the token.
Running the same pixel on several events? You can paste the same access token into each of them. Tokens belong to the pixel in Meta, not to the event, so generate one token per pixel and reuse it across every event that uses that pixel. An event using a different pixel needs a token generated for that pixel.

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Avoiding double-counted purchases

Every purchase is reported twice — once by the browser pixel and once by the Conversions API. This is expected, and Meta is told which two reports belong together so it counts the purchase only once. You don’t need to change anything in Meta Events Manager to make this work. You may still see both a browser event and a server event listed in Meta Events Manager. That’s the two sources arriving, not two registrations.

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What is sent to Meta

For each completed purchase, Meta receives:
  • The order total, currency, and your Let’s Do This booking reference.
  • The tickets, add-ons, and donations bought, with their individual prices and quantities.
  • Matching information about the purchaser: first name, last name, email address, phone number, and date of birth. These personal details are converted into a scrambled, one-way form before they leave Let’s Do This — Meta uses them to match the purchase to an account, and cannot read the original values.
  • The browser and device signals Meta uses for matching, including its own advertising cookies.
Nothing is sent for a participant who declined marketing consent — see Consent below. The Conversions API follows the same consent decision as the browser pixel. If a participant declines marketing cookies in the cookie banner, their purchase is not sent to Meta from the browser or from our servers. One decision covers both, so a participant who opts out stays out. This means enabling the Conversions API doesn’t change what you can tell a participant who asks about their data: if they declined, Meta never receives their purchase.

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Test event code

The Test event code field routes this event’s conversions into Meta’s Test Events tab so you can confirm your setup is working before you launch.
Don’t set a test event code on a live event. While a code is set, conversions for the event go to Meta’s Test Events tab and are excluded from your production attribution — your campaigns will look like they’re converting nothing. Only use it on a staging event or before you go on sale, and clear it before your event opens for registration.
Find your code in Meta Events Manager under Test events. It looks like TEST12345. Clear the field and save to go back to normal reporting.

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How purchases are counted across your pixels

If you have both an organizer-wide Meta pixel and event-specific Meta pixels, a single checkout is split so no purchase is counted twice:
  • Each event-specific pixel receives only the part of the order for its own event.
  • Your organizer-wide pixel receives whatever is left — the events in that order that don’t have a pixel of their own. If every event in the order has its own pixel, the organizer-wide pixel doesn’t receive that purchase at all.
Most checkouts cover a single event, so this only comes into play when a participant registers for several of your events in one go. There’s one other reporting change to expect. Before you add an access token, a checkout containing several ticket types is reported to Meta as one purchase per ticket type. Once the Conversions API is on, the same checkout is reported as a single purchase with the tickets and add-ons itemized inside it. Your total revenue is unchanged, but your purchase count will step down at the point you switch it on — so compare like with like when looking at trends across that date.

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If a send fails

Server-side sends can occasionally fail — an expired or revoked access token is the most common cause. When that happens the purchase still completes normally and the browser pixel still reports it, so you fall back to browser-only tracking rather than losing the conversion entirely. Checkout is never affected, and your participant sees nothing different. If your Meta reporting suddenly drops back to browser-only match rates, generate a fresh access token in Meta Events Manager and paste it in again.

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Tracking events

LDT fires tracking events at key moments in the participant journey. The table below shows each event, when it fires, and the corresponding event name on each platform.
The ticketsPurchased event is not emitted for ballot ticket registrations (where the outcome is not immediate). For Meta Pixel, ballot ticket purchases include an additional content_category="ballot_ticket" parameter. This parameter is not included once the Conversions API is enabled, because purchases are then reported at checkout level rather than per ticket type.

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Purchase event details

When a ticket purchase fires, GA4 and Google Ads receive transaction-level data including the transaction ID, total value, currency, and an items list. Each item in the list follows this naming pattern:
Event Name — Race Name — Ticket Name — TICKET
For add-on items (clothing, parking, coaching subscriptions, etc.) the pattern is:
Event Name — Race Name — Ticket Name — Item Name — ITEM TYPE
This lets you see exactly which ticket and add-on combinations are converting in your GA4 reports.

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Editing or removing a pixel

To update a pixel, find it on the Tracking tab and click Edit. To remove it, click Delete. Deleted pixels stop firing immediately. Pixels marked Global are organizer-wide and can’t be edited or deleted from inside an event — contact your Let’s Do This contact to change one.