Implementing the Zemanta Pixel across your websites lets you track almost any desirable user action or event. Zemanta Pixel will record any visit to your website, but the Conversion Definition will filter and attribute only those users who accomplish your desired action and, therefore, convert.

You can place multiple Conversion Definitions on any ad group, allowing the creation of a whole conversion funnel (multiple Conversion Definitions). Using the multiple conversions approach, Zemanta's algorithm will determine which Conversion Definition is the most appropriate for optimization in each phase of the campaign.

The Zemanta algorithm will autonomously detect the order of the Conversion Definitions and arrange conversions from soft to hard, targeting them accordingly (the order in which Conversion Definitions are added to the ad group is not important for optimization as Zemanta algorithm automatically detects the correct order). In the learning phase of the campaign flight, Zemanta algorithm targets bids on various proprietary discovery scenarios to determine the best strategy for your specific case. The system will then also determine when is the best time to switch from one Conversion Definition to another based on the actions that were taken in previous steps of the campaign or on ad groups where that Conversion Definition was applied in the past.

Conversion Definitions will also count the number of conversions.

To add multiple Conversion Definitions to an ad group, you must first create the appropriate definitions. Learn how by following the instructions on the Using Conversion Definitions help page.

Once you have created the appropriate Conversion Definitions, head to the ad group settings and navigate to the Bidding and Budgets section.

Add the Conversion Definitions to your bidding strategy.

Don't forget to save your changes.

IMPORTANT: You can only use Conversion Definitions on the ad group level if the selected bidding strategy is Maximize Conversions!

For more information please check out the help page multiple Conversion Definitions on the Ad Group FAQ.