Selecting the right target events

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Terms of payment and refund (if provided).The webmaster must check the functionality of all conversion elements on the page so that the user does not leave the site due to the inability to place an order.

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Another important point of preparation is the installation of the VK Advertising pixel and the events needed for promotion. You can read about the principle of the pixel here . From the article, you will learn how to add JS code, an event and the condition for its activation to the site.


For educational courses, there are 4 event options that will be optimized for advertising.

"Contact". The goal is considered completed if the user has sent their contact information. Then, the chatbot or manager brings this lead to the sale.
"Complete an application". Conversion is counted when filling out a form on the site, not when clicking on an ad. Only an event with a pixel is available.
"Checkout Started." This event does not generate sales on its own, but it does help build an audience for retargeting.
"Registration". Helps to form an audience that is already familiar with the product, which can then be used for retargeting campaigns.
If necessary, all users who visited the site can be collected into a single audience and excluded from ad impressions. This way, you will attract only new students who are not familiar with the project.