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Setup

Quora Ads — Conversion Tracking

Install the Quora Pixel, configure conversion events, and set up server-side Conversion API (CAPI) for Quora Ads attribution

Instructions

Quora Ads — Conversion Tracking

Set up end-to-end conversion tracking for Quora Ads using the Quora Pixel (client-side) and Conversion API (CAPI, server-side). Both methods work together for maximum match rate.

Components

  1. Quora Pixel (Base): JavaScript snippet installed on every page. Tracks page views and enables audience building.
  2. Quora Pixel (Event): Additional JS calls that fire on specific conversion events (form submit, signup, purchase).
  3. Conversion API (CAPI): Server-to-server integration that sends conversion events directly to Quora. Improves match rate when cookies are blocked.
  4. qclid: Quora click identifier appended to landing page URLs. Captured on page load and sent back via CAPI to match conversions to ad clicks.

Step 1: Install the Base Pixel

Direct installation

Add the Quora Pixel base code to the <head> section of every page on your website:

<script>
!function(q,e,v,n,t,s){if(q.qp) return; n=q.qp=function(){n.qp?n.qp.apply(n,arguments):n.queue.push(arguments)}; n.queue=[];t=document.createElement(e);t.async=!0;t.src=v; s=document.getElementsByTagName(e)[0]; s.parentNode.insertBefore(t,s)}(window,'script','https://a.quora.com/qevents.js');
qp('init', 'YOUR_PIXEL_ID');
qp('track', 'ViewContent');
</script>
<noscript>
<img height="1" width="1" style="display:none" src="https://q.quora.com/_/ad/YOUR_PIXEL_ID/pixel?tag=ViewContent&noscript=1"/>
</noscript>

Replace YOUR_PIXEL_ID with your pixel ID from Ads Manager > Pixel & Events.

Google Tag Manager installation

  1. In GTM, create a new Tag
  2. Tag type: search for Quora Pixel (built-in template)
  3. Enter your Quora Pixel ID
  4. Event type: Page View
  5. Trigger: All Pages
  6. Save and publish

Webflow installation

  1. In Webflow project settings > Custom Code > Head Code
  2. Paste the base pixel snippet
  3. Publish the site

Step 2: Configure Conversion Events

Fire event pixels on specific conversion actions. Standard event types:

| Event | When to Fire | Pixel Call | |-------|-------------|------------| | ViewContent | Page load (already in base pixel) | qp('track', 'ViewContent') | | Lead | Form submission, email capture | qp('track', 'Lead') | | CompleteRegistration | Account signup, trial start | qp('track', 'CompleteRegistration') | | AddToCart | Pricing page visit (B2B proxy) | qp('track', 'AddToCart') | | Purchase | Closed deal, subscription start | qp('track', 'Purchase') | | GenerateLead | Lead Gen Form submission | qp('track', 'GenerateLead') |

Implementation example (form submission)

// Fire on successful form submit
document.getElementById('demo-form').addEventListener('submit', function() {
  qp('track', 'Lead');
});

GTM implementation

  1. Create a new Quora Pixel tag for each event
  2. Set the event type (e.g., Lead)
  3. Trigger: custom event matching your form submission (e.g., formSubmission dataLayer event)

Step 3: Capture qclid

When a user clicks a Quora ad, Quora appends qclid=XXXX to the destination URL. Capture this on page load and store it for CAPI.

// Capture qclid from URL and store in cookie/localStorage
(function() {
  var params = new URLSearchParams(window.location.search);
  var qclid = params.get('qclid');
  if (qclid) {
    localStorage.setItem('quora_qclid', qclid);
    document.cookie = 'quora_qclid=' + qclid + '; max-age=2592000; path=/; SameSite=Lax';
  }
})();

Install this snippet alongside the base pixel on all landing pages.

Step 4: Set Up Conversion API (CAPI)

CAPI sends conversion events server-to-server, bypassing cookie restrictions. Required for accurate attribution in 2025+.

Generate API Token

  1. In Ads Manager, go to Pixel & Events > Conversion API
  2. Click Generate Token
  3. Store the token securely (environment variable, secret manager)

Send Conversion Events

curl -X POST "https://ads-api.quora.com/conversion" \
  -H "Content-Type: application/json" \
  -H "Authorization: Bearer YOUR_CAPI_TOKEN" \
  -d '{
    "account_id": "YOUR_AD_ACCOUNT_ID",
    "events": [
      {
        "event_type": "Lead",
        "event_time": "2026-04-01T14:30:00Z",
        "click_id": "CAPTURED_QCLID",
        "event_id": "unique-event-id-123",
        "user": {
          "email_hash": "SHA256_HASHED_EMAIL",
          "ip_address": "USER_IP"
        },
        "custom_data": {
          "currency": "USD",
          "value": 0
        }
      }
    ]
  }'

n8n CAPI Workflow

Build an n8n workflow triggered by PostHog webhook or form submission:

  1. Trigger: Webhook from PostHog on quora_ads_lead_captured event
  2. Extract: qclid from event properties (stored in PostHog from the landing page capture)
  3. Hash: SHA-256 hash the user's email address
  4. Send: HTTP Request node POST to https://ads-api.quora.com/conversion with the event payload
  5. Log: Store the CAPI response in Attio as a note on the contact record

Step 5: Verify Tracking

  1. Quora Pixel Helper: Install the browser extension. Visit your landing page and verify the pixel fires.
  2. Ads Manager Event Testing: In Pixel & Events, use the Test Events tool to verify events arrive.
  3. CAPI verification: Send a test event via CAPI and confirm it appears in Ads Manager within minutes.
  4. PostHog cross-check: Verify that PostHog receives the same events (page view, form submit) that Quora pixel tracks.

Parallel PostHog Events

Fire PostHog events alongside Quora events for unified reporting:

// On page load (alongside Quora ViewContent)
posthog.capture('quora_ads_page_view', {
  utm_source: 'quora',
  utm_medium: 'paid',
  utm_campaign: new URLSearchParams(window.location.search).get('utm_campaign'),
  utm_content: new URLSearchParams(window.location.search).get('utm_content'),
  qclid: new URLSearchParams(window.location.search).get('qclid')
});

// On form submit (alongside Quora Lead)
posthog.capture('quora_ads_lead_captured', {
  utm_source: 'quora',
  utm_campaign: new URLSearchParams(window.location.search).get('utm_campaign'),
  qclid: localStorage.getItem('quora_qclid'),
  email: userEmail // for PostHog person identification
});

Error Handling

  • Pixel not firing: Check for ad blockers, CSP headers blocking a.quora.com, or GTM container not published.
  • CAPI 401: Token expired or invalid. Regenerate in Ads Manager.
  • CAPI 400: Malformed payload. Check required fields: event_type, event_time, account_id.
  • Low match rate: Ensure qclid capture is working. Check that qclid cookie persists across page navigations.
  • Duplicate events: Use unique event_id in CAPI payloads to deduplicate between pixel and CAPI.