On Quora Ads, you can measure conversions in two different ways. The first method is through a Standard Event, and the second method is through a Custom Event.
Standard Events are installed through the Quora Pixel. They can be used to track URL page load events, such as an order confirmation or 'thank you' page. Standard Conversions can also be used to track inline action events, which are events that do not lead to a new page load, like an "Add to Cart" button click.
Setting Up Standard Events
To create and track a Standard Event, navigate to the Pixels & Events tab on your Quora Ads Manager. The Base Pixel is required to track Standard Events, so make sure you have it installed before proceeding.
If you choose to install the Quora Pixel directly onto your website, refer to the instructions listed here under Installing Event Pixels.
Accounts using Google Tag Manager, can refer to the installing Event Pixels instructions listed here.
Is there a difference between all the Standard Events (ex. Generic, Purchase, Generate Lead, etc.)?
No. These names are labels meant to help you understand which events you are tracking in the Quora Ads Manager. Their functionality and features are identical.
When installing the Quora Pixel, we recommend choosing a label that aligns with the conversion event you want to track. Unlike Custom Events, it is not possible to rename Standard Events.
For example, if an eCommerce brand wants to track "Add to Cart" and "Purchase" actions, they can install the Event Pixel twice but with two separate labels: "Add to Cart" and "Purchase." This allows them to optimize towards a specific event (ex. "Purchases") if their campaign objective is "Conversions."
Conversion campaigns will ask you to specify a Standard or Custom Event to optimize towards. A user that installs the "Purchase" Event Pixel must subsequently select the "Purchase" label that appears in the Conversion Event dropdown. That way, the Ads Manager dashboard will display metrics associated with the "Purchase" Event Pixel.
If there are no labels close to your desired conversion, you can use the "Generic" label. Please note that the "Generic" event label is not part of the Base Pixel.