Conversion API Overview

Conversion API (CAPI) allows advertisers to send events (such as website events, app installs, and offline conversions) directly to Quora Ads Manager. This real-time data connection improves conversion match, which increases return on ad spend (ROAS) and lowers cost per action (CPA)—helping advertisers optimize targeting, decrease cost per result, and improve measurement reliability.

Important Note: For optimal ad performance and measurement, we strongly recommend that advertisers use both the Quora pixel and Conversion API. These are located in two different tabs of your Quora Ads Manager.

For more information on how to set up the pixel, read our article, How do I install the Quora pixel?

CAPI Integration Flow

CAPI is illustrated in Step 3 of the figure below. Advertisers can decide which values to share with Quora via CAPI.

Why should I use CAPI?

Conversion APIs are particularly beneficial for businesses concerned with data privacy regulations and cookie restrictions, enabling them to maintain robust ad performance measurement while respecting user privacy.

Who should use CAPI?

• Advertisers looking to accurately track and optimize their online campaigns in real-time.
• E-commerce platforms and digital marketers seeking to reduce discrepancies in conversion data and improve the attribution of sales to specific advertising efforts.

What does CAPI track?

Advertisers can select from a variety of conversion values to share via CAPI. Among the most common are:

• Website visits
• App installs
• Completed purchases
• Content downloads
• Form fills

How do I configure CAPI in Quora Ads Manager?

Here are the key steps when building your Conversion API integration:

1. Generate a Conversion API token for your account in Quora Ads Manager.

CAPI access is controlled by API access token. Each API access token can only be used to access one Quora ad account, but can be used for multiple campaigns. To create your API access token, navigate to the Conversion API tab of Quora Ads Manager and select “Generate Token.”

2. Record Quora ad click id on your ad landing page after ad redirect from Quora.
When redirected from Quora, a 'qclid' parameter will be appended to your landing page URL. This parameter will contain the click id value. Click id is required in Conversion API request body. Quora cannot attribute Conversion API events to an ad click/impression without the click id.

3. Build Conversion API request.
Make sure to include generated API token, click id, and your ad account id in the request. See Conversion API Schema and Setup for detailed request specification.

4. (Recommended) Deduplicate conversions from Quora pixel tag.
Pass back an 'event_id' in the Quora pixel for deduplication. Conversions from the Quora pixel and the conversion API will only be reported once in the Quora Ads Manager if they have the same event_id.

Please see section below for more detailed instructions.

How do I deduplicate conversions between CAPI and Quora pixel tag?

When using both CAPI and Quora pixel tag, it is recommended to pass back an event_id in the Quora pixel tag for deduplication. Conversions from the Quora pixel and the conversion API will only be reported once in the Quora Ads Manager if they have the same event_id.

If you manually installed Quora pixel

To pass back event id, simply attach the event_id field as a parameter to the “track” call when triggering a request from the Quora pixel. Make sure to replace the field value with the real event id:

<script>qp('track', 'Generic', {event_id: 'your_event_id'});</script>

If you installed Quora pixel using Google Tag Manager

1. Create a custom variable {{Conversion Event Id}} in Google Tag Manager. Please refer to the Google tag manager documentation about custom variables and choose the best variable type for you.

For example, you can use a data layer variable for event id. The custom variable {{Conversion Event Id}} is linked to the data layer variable {{conversion_event_id}} . If you would like to set a default value, it’s recommended to use an empty string so that the data can be processed properly.


In most cases, the data layer variable should be set programmatically based on your business logic, so that the passed-back event_id is dynamically updated in each event.

<script>
dataLayer.push({conversion_event_id: 'your_event_id'});
</script>

For up-to-date guidance, please refer to Google Tag Manager documentation on data layer.

2. Update “Quora Pixel” tag and link the custom variable {{Conversion Event Id}} to the “Event ID” field.


3. Click on “Save” to confirm your changes.