What You're Setting Up
Google Ads doesn't use a traditional "pixel" like other platforms. Instead, it uses:
A Google tag (AW-ID) - tracks visitors and builds remarketing audiences
Optional event snippets - track specific actions like outbound clicks
For most AndR setups, especially Fan Capture flows, the AW-ID alone is enough to get started.
Why This Matters for AndR
Every Fan Capture interaction is a moment of intent. By installing your Google Ads tag:
Every fan interaction becomes a trackable audience signal
You can re-engage fans after they leave your flow
You build a persistent audience layer across releases and campaigns
This turns Fan Capture from a one-time interaction into a long-term growth asset. If you haven't set up your Fan Capture links yet, start with Setting Up Fan Capture Links.
Step-by-Step Setup
If you've ever run Google Ads before, you likely already have a Google tag.
1A. I have created a Google Tag Before
1A. I have created a Google Tag Before
Go to Tools → Data Manager
Click Manage on your Google Tag
Copy your ID: AW-XXXXXXXXX
Important note:
Use your existing ID
Do not create a new one
1B. I have not created a Google Tag before
1B. I have not created a Google Tag before
2. Open Google Ads
Go to Google Ads
Navigate to Goals
Click Conversions → Summary
3. Create a Conversion Action
Click Create conversion action
In Conversion on a website, click Edit data sources
4. Switch to Manual Setup
On the setup screen:
Enter your domain and click Scan website
Disable the Google Analytics option
Select Google tag instead
Click Set up
5. Get Your Google Tag (AW-ID)
Choose Install manually
You will see a script containing: AW-XXXXXXXXX
This is your Google Ads tracking pixel (AW-ID). Save this ID.
6. Complete the Flow (required)
Google will require you to create a conversion event:
You can close Google Tag overlay, click done and go back to the data source screen and there click Save and continue
Now choose a category (e.g. Page view or click)
Select Manually with code
Click Save and continue
Click Agree and finish
These last steps are required to complete setup. You do not need to install the event snippet for Fan Capture tracking.
Add Your Pixel to AndR
Now go to your AndR Fan Capture setup.
In the pixel/tracking section: Paste your AW-ID (AW-XXXXXXXXX)
That's it. Now all outbound clicks flow through it. No scripts or extra configuration needed.
This now allows you to:
Capture high-intent fans at the moment of action
Build audiences based on real engagement
Re-engage them across future campaigns
Important Notes
You only need one AW-ID per Google Ads account
Use the same tag across all Fan Capture experiences
Do not create separate tags per campaign
The event is required to create, but not required to implement
Pixels fire on the AndR redirect page before the fan reaches the destination. If your artist has European fans, make sure you have the right consent mode set. Read Fan Data, Consent, and the Law to understand your obligations before activating pixels.
Related reading
Setting Up Fan Capture Links - the full guide to creating and managing Fan Capture links
Setting Up Your Meta Pixel - step-by-step guide for Facebook and Instagram
Setting Up Your TikTok Pixel - step-by-step guide for TikTok Ads
Fan Data, Consent, and the Law - GDPR and ePrivacy rules for pixels and tracking