Reddit Pixel & Conversions API: Setup Guide (2026)
Updated: 7 days ago
The Reddit Pixel tracks what people do on your website from their browser. The Reddit Conversions API (CAPI) sends the same events from your server, so they still count when ad blockers or privacy settings stop the pixel. Use both: Reddit merges duplicates automatically when both send the same event with the same conversion ID. Neither works on sites you don't own, like Steam or Skool, so this guide also covers what to do there.
What's the difference between the Reddit Pixel and the Conversions API?
Reddit Pixel | Conversions API | |
|---|---|---|
Runs in | The visitor's browser | Your server or a tracking tool |
Setup | A code snippet or Google Tag Manager | A Pixel ID plus an access token, sent from a server or integration |
Blocked by ad blockers | Often | No |
Best for | Quick setup, page and click events | Reliable purchase, signup and lead tracking |
Do you need both the Pixel and the Conversions API?
Yes, if you can. The pixel is easy to set up but misses conversions when browsers block it. The Conversions API catches those. Running both is safe, because Reddit counts an event once when the pixel and the API send it with the same event name and conversion ID.
In our experience, the pixel alone captures only about half of all conversions. The other half comes through the Conversions API. Skip it, and Reddit optimizes on half the picture.
If you can only do one, start with the pixel, then add the Conversions API before you scale spend. Reddit can only optimize for conversions it can see.
How do you install the Reddit Pixel?
Get your Pixel ID. In Reddit Ads Manager, open Events Manager.
Add the pixel to every page. Use Reddit's official Google Tag Manager template, paste the code into your site's header, or use your platform's integration (for example Shopify or a WordPress plugin).
Page visits track automatically. The base pixel records a PageVisit on every page.
Add conversion events on the pages that matter: order confirmation, signup confirmation, lead form thank-you page.
Test it. Complete a test conversion and check that it shows in Events Manager. Events usually appear within a few hours.
Which Reddit Pixel events should you track?
Reddit's standard events are PageVisit, ViewContent, Search, AddToCart, AddToWishlist, Purchase, Lead, and SignUp, plus custom events for anything else. Track only what matters for your business:
Ecommerce: ViewContent, AddToCart and Purchase. Send the order value and currency with Purchase.
SaaS and lead gen: SignUp or Lead as your main conversion. Fire Purchase only when someone actually pays.
Games and communities: SignUp or a custom event for the action you care about, like a newsletter or waitlist signup on your own site.
Pick one main conversion per campaign and optimize for it. Tracking 10 events doesn't help if none of them is the one that makes you money.
How do you set up the Reddit Conversions API?
You need two things from Events Manager: your Pixel ID, and a Conversions API access token (generated in the Conversions API section). Save the token right away, because Reddit shows it only once.
Then pick how to send events:
Platform integration: easiest. Shopify and many site builders and tracking tools have a Reddit Conversions API option where you paste the Pixel ID and token.
Server-side Google Tag Manager: good if you already use GTM and want control without custom code.
Direct API: your developer sends events from your server. Most flexible, most work.
Every event needs at least one way for Reddit to match it to a person, such as the Reddit click ID, a hashed email address, or IP address plus user agent. The more you send, the more conversions Reddit can match.
How does Reddit event deduplication work?
When the pixel and the Conversions API both report the same purchase, Reddit needs to know it's one purchase, not two. Give each conversion a unique conversion ID (an order ID works well for purchases) and send the same ID and event name from both. Reddit keeps one and drops the duplicate.
Without it, your conversions double and your cost per conversion looks better than it really is.
How do you check that Reddit tracking works?
Use the Reddit Pixel Helper browser extension to see if the pixel fires on each page.
Check Events Manager for your test conversions and for both pixel and server events.
Compare with your own data. Reddit's conversion count won't match Shopify or your CRM exactly, but a big gap means something is broken.
Compare clicks with sessions. If Reddit reports far more clicks than your analytics records visits, your traffic isn't landing. That's exactly what we found in our $19.67 to $3.63 cost per signup case study.
How do you track Reddit ads for mobile apps?
App installs and in-app events are tracked through a mobile measurement partner (MMP), like AppsFlyer, connected to Reddit, not through the website pixel. Check the MMP numbers, not just Reddit's. In our app installs case study, Reddit Ads Manager reported 32 installs for the same campaign where the MMP recorded 222.
What if you can't install the Reddit Pixel?
The pixel and the Conversions API only work on websites you control, where you can add code or Google Tag Manager. You can't install them on:
Steam store pages
Skool communities and similar hosted platforms
Marketplaces like Amazon or Etsy
Any other site where you can't add your own code or tags
What to do instead:
Use UTM tracking links on every ad, so each platform's own analytics can show traffic from Reddit where it supports it.
Send people to your own landing page first, with the pixel on it, then link to the platform. You'll at least track visits and clicks through.
Watch the platform's own numbers, like Steam wishlists or Skool signups, day by day against your Reddit spend.
Optimize for what you can track, like landing page visits or clicks through to the store, and judge Reddit by changes in your total results.
For why Reddit often looks weaker in reports than it really is, see are Reddit ads worth it.
Reddit Pixel and Conversions API: FAQ
Is the Reddit Conversions API required?
No, but it's strongly recommended. In our experience, the pixel alone catches only about half of conversions, and the Conversions API brings in the other half. Without it, Reddit has much less data to optimize with.
Do you need a developer to set up the Reddit Pixel?
Usually not. Google Tag Manager or your platform's Reddit integration covers most sites. A developer helps with a direct Conversions API setup or custom events.
How long until Reddit Pixel events show up?
Usually within a few hours. If nothing shows after a day or two with real traffic, check the installation with the Pixel Helper.
Can you use the Reddit Pixel on Steam or Skool?
No. You can't add the pixel or the Conversions API to sites you don't own. Use UTM links, a landing page on your own site, and the platform's own analytics instead.
Why does Reddit show fewer conversions than my analytics?
Browsers block the pixel, people switch devices, and many buy later through Google or a direct visit. The Conversions API closes part of that gap. Your own sales data is the source of truth.
What is a conversion ID?
A unique ID for each conversion, like an order number. Sending the same ID from the pixel and the Conversions API stops Reddit from counting one sale twice.
About the author
Written by Dāvis Lejnieks, CEO of Undecided Agency and a Redditor for 15+ years. He plans and runs Reddit ad campaigns for DTC, gaming and app brands, and shares what the data shows here.
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