Avela supports two complementary approaches to conversion attribution: Pixel Tracking across Meta, Google Ads, and Google Analytics, and UTM Parameter Tracking. Together, they give your marketing team a full picture of which campaigns and channels are driving results.

Pixel Tracking

Setting up conversion tracking in Avela is straightforward. Simply provide your Client services representative with one or more of the following identifiers where you would like conversion events sent:

• Meta Pixel ID
• Google Ads Conversion ID and Conversion Label
• Google Analytics Measurement ID for Google Analytics 4.

Once configured, Avela will automatically fire supported conversion events to the specified platform(s) as users complete key actions.

Platform Setup & Finding Your IDs

Meta (Facebook) Pixel

Tracks visitor actions on your website and ties them back to your Meta ad campaigns. → Meta Pixel Docs

To find your Meta Pixel ID:

1. Log in to Facebook Business Manager.
2. Navigate to Meta Events Manager.
3. Under Data Sources, select Pixels. Your Pixel ID (15–16 digits) is listed beneath each pixel name.

Google Ads Conversion Tracking

Uses a Conversion ID (account-level) + Conversion Label (per conversion action) to attribute results to campaigns. → Google Ads Conversion Docs

To find your Conversion ID and Label:

1. Log in to Google Ads.
2. Click Goals → Conversions → Summary in the left nav.
3. Select the conversion action, then expand Tag setup.
4. Choose Use Google Tag Manager — your Conversion ID (AW-XXXXXXXXX) and Label will appear.

Google Analytics 4 (GA4)

The Measurement ID connects your data stream to your GA4 property, formatted as G-XXXXXXXXXX. → GA4 Measurement ID Docs

To find your GA4 Measurement ID:

1. Log in to Google Analytics and open your GA4 property.
2. Click the Admin gear icon (bottom left).
3. Under Data collection and modification, click Data Streams.
4. Select your web data stream — the Measurement ID appears in the top-right corner.

Supported Conversion Events

Avela supports 3 conversion events, fired to whichever platforms are configured for your account.

• AccountCreated
• FormSubmitted
• OfferAccepted

The FormSubmitted event includes:

• Form key
• Enrollment period key
• A list of school reference IDs selected on the form

The OfferAccepted event includes:

• Form key for which the offer was made
• School reference ID associated with the offer
• Enrollment period key

Notable Caveats

Meta — Custom Event Acceptance Required

Avela's events are Custom Events in Meta and must be manually accepted in Meta Events Manager before they can be used for optimization or reporting. → Reviewing Custom Events

Google Ads — Conversion Labels

Events are sent as Conversion Labels to the provided Conversion ID. Ensure the relevant conversion actions already exist in your Google Ads account before requesting setup.

Google Analytics — Named Events

Events appear in your GA4 Events report and can be marked as conversions within the GA4 interface.

Data Privacy & Tracking Scope

Avela manages all tracking configurations centrally. Clients cannot install their own tracking tags directly — this is intentional. We limit what is shared with external marketing platforms to specific conversion events only, in order to protect student and family data.

White Listing

Your website domain must be whitelisted to allow Avela to send tracking events. Your CSR will confirm this during setup.

UTM Tracking

UTM parameters are standardized tags added to any Avela link. When a user clicks a UTM-tagged link and creates an account, Avela stores those parameters in the database alongside their record — no additional platform configuration required.

Primary use case: cross-channel attribution. Which campaign, source, or channel drove the most signups?

Example: A district running multiple campaigns might tag links like this:

• Email campaign → utm_source=email
• Digital ads → utm_source=digital

Setup

UTM parameters are captured when a user creates an account via a tagged link. No setup needed beyond adding parameters to your links.

Avela stores last touch UTM data only — meaning the parameters captured are from the most recent UTM-tagged link a user clicked before creating their account. Any prior interactions are not retained.

Access in Avela

UTM data can be accessed via the Avela API in the GetGuardiansByID endpoint, conversion_attributions.