How Do You Track Conversions on Reddit Ads?

You track conversions on Reddit Ads by running the Reddit Pixel and the Reddit Conversions API (CAPI) together, deduplicated by a shared identifier so a single conversion isn't logged twice. Reddit's own Ads Help Center recommends the Pixel for quick visibility inside Ads Manager paired with CAPI for more reliable server-side accuracy — the combination, not either method alone, is the complete setup.

The Reddit Pixel

The Pixel is JavaScript code installed on your website that fires when a visitor reaches a page or completes an action you've defined as a conversion. It gives fast visibility inside Reddit Ads Manager once installed, either through a tag manager or direct script placement in your site header, and it's the piece most advertisers set up first since it requires no server-side development.

The Conversions API

CAPI sends the same event data from your server directly to Reddit instead of relying on the visitor's browser to fire the request, so it isn't affected by ad blockers or browser-level tracking restrictions the way the Pixel is. Setting it up requires an access token: inside Reddit Ads Manager, open Events Manager, go to Conversions API, and generate a named token your server will use to authenticate each event it sends.

Setup Steps

Install the Reddit Pixel. Add the base pixel code via Google Tag Manager or a direct script tag, and configure the specific events you want to track, such as purchase or lead.

Generate a Conversions API token. From Events Manager, create a CAPI token tied to your ad account.

Send matching server-side events. Configure your server, or an integration partner, to POST the same conversion events to Reddit's Conversions API, formatted to Reddit's event spec.

Capture the click ID. Make sure your tracking setup captures the rdt_cid parameter Reddit appends to ad-driven clicks, since CAPI events need that click ID to attribute correctly back to the originating ad.

Deduplication

Reddit requires deduplication whenever the Pixel and CAPI run together, which Reddit itself recommends as the default setup. When both sources report the same action, Reddit prioritizes whichever event carries more complete metadata and matching keys — but only if a shared identifier links the two events in the first place.

Which Events to Prioritize First

Most advertisers don't need every possible event tracked through both the Pixel and CAPI on day one. Starting with the handful of events that map directly to revenue or lead volume — purchase, lead form submission, signup — gets the highest-value data flowing through both layers first, and lighter-weight events like page view or content view can follow once the core conversion events are confirmed working and deduplicating correctly.

Bottom Line

Start with the Pixel for basic visibility, then add the Conversions API as a server-side layer over the same events rather than a separate tracking setup, and confirm your integration captures the rdt_cid click parameter alongside a consistent event identifier before trusting reported conversion volume. If you're on Shopify, a CRM, or another major platform, check for a native Reddit CAPI integration before building custom server code — most of the setup work in a from-scratch implementation is handled automatically by an existing partner connection.

Sources: Reddit Ads Help Center's Conversions API documentation; setup and deduplication detail from CustomerLabs, The Ad Spend, and Tarka's 2026 Reddit Ads tracking guides.