Overview
Understanding how to pass Conversion Type, Order ID, and Order Amount values into your MNTN Conversion Pixel can significantly improve attribution accuracy and reporting insights. These values are configured during pixel installation—whether you install pixels directly or through Google Tag Manager.
This guide covers how to structure and place multiple conversion pixels, use dynamic mappings, and configure revenue values—helping your team de-duplicate conversions and align data with your internal systems. Whether you’re tracking purchases, form fills, or subscriptions, these fields help match campaign results to real business outcomes.
⚠️ Warning: The details below typically work for most clients; however, capabilities depend entirely on your site’s configuration and setup.
Conversion Type
Your conversion event is the action you’re tracking. In your pixel setup, the conversion_type field defines what kind of event it is.
📘 Example: Common conversion types include Lead, Purchase, Sign Up, Subscription, Demo, and Tour.
Each unique conversion event should have its own pixel. For example, if you track both purchases and leads, place two separate conversion pixels—one for each event type.
⚠️ Warning: Pixels placed before July 10, 2025, use an older version that doesn’t include the conversion_type field. Tracking still works, but we recommend updating your pixel to the latest version so you can define conversion types and support multiple conversion pixels.
Use the Conversion Type field:
The conversion_type field sits directly in your conversion pixel and tells MNTN what kind of conversion event occurred. This structure allows MNTN to distinguish between different actions so you can report on multiple conversion events across your site.
We include the conversion_type field by default (blank until you populate it).
To use the conversion type field, you can:
select a predefined conversion type from the menu; or
💡 Pro Tip: Use predefined types (
Purchase,Sign Up,Lead) when possible for consistency in reporting.
enter a custom value — just avoid special characters like @, !, or #; or
leave it blank (not recommended).
Example scenario:
If you want to track both purchases and demo sign-ups, your setup might look like this:
On your confirmation page for purchases
conversion_type="Purchase"
order_id="ORDER NUMBER"
order_amt="ORDER TOTAL"
On your demo booking confirmation page
conversion_type="Demo"
order_id="LEAD ID"
Order ID
The Order_ID field allows you to match MNTN-attributed conversions to your internal database and records. It can be leveraged for any unique identifier associated with a conversion event.
To use a specific unique ID, that identifier must already exist in your site’s data layer or the URL of the conversion confirmation page.
⚠️ Warning: You can't pass personal privacy information (PII) into the conversion pixel's order ID field. PII includes: names, email addresses, phone numbers, etc.
Dynamic Order ID mapping:
We recommend implementing a dynamic Order ID mapping to:
Identify unique conversion events for match-back analysis
De-duplicate conversions in the MNTN dashboard
📘 Example: Common identifiers include purchase ID, confirmation ID, lead ID, subscriber ID, quote ID, and booking ID.
📝 Note: Though it is strongly recommended, you can move forward without mapping anything into the order ID field.
Order Amount
The Order_Amount field attributes revenue to a given on-site conversion event.
This value can represent a purchase amount or a custom metric if non-revenue conversions also hold business value.
💡 Pro Tip: Decide whether to include tax and shipping before mapping this field—it affects how revenue appears in reporting.
📘 Example: order_amt="ORDER TOTAL"
When to Use Order IDs vs. Conversion Types
Scenarios | Use Order IDs | Use Conversion Types |
You track one type of conversion, but each transaction has its own ID | Yes – Use a dynamic order ID to record unique purchase identifiers | Yes – We recommend naming your conversion for better clarity and segmentation. |
You track multiple conversion events (e.g., purchases and leads) | Yes – Each event can still have its own dynamic order ID | Yes – Place a separate pixel for each event type |
You only have static page URLs or limited data layer access | Not needed – You can use a static ID or none at all | Yes – Use multiple pixels for distinct event pages |
In many cases, advertisers use both:
A dynamic Order ID to uniquely identify each conversion
Multiple conversion types to represent different types of events (like Purchase, Demo, or Subscription)
Quick Answers
What if my site doesn't have a unique ID?
What if my site doesn't have a unique ID?
If you don’t have a system to identify conversions, our team can help map GA Client ID as an alternative.
GA Client ID Pros | GA Client ID Cons |
Allows de-duplication of conversions in the MNTN dashboard |
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We only recommend this option if no other unique identifiers are available in your site’s data layer.