---
title: "Snippet tab options"
description: "What each field on the Snippet tab of the Conversion tracking code window does — Format, Click ID parameter, Count one conversion per click, Event name and Payout."
type: "reference"
audience: [network-manager]
keywords: [snippet, landing-page helper, format, HTML, Google Tag Manager, GTM, click ID parameter, easclid, count one conversion per click, event name, payout, snippet options]
ui_path: "Account → Advertisers → campaign → Conversion actions → Conversion tracking code → Snippet"
---

Fetch the complete documentation index at: https://epom.com/ad-server/docs/llms.txt. Use this file to discover all available pages before exploring further. Append .md to any documentation page URL to get its markdown version.

# Snippet tab options

The fields on the **Snippet** tab of the **Conversion tracking code** window, one by one. Where the
tab is and what the block it builds is for are on
[Get the pixel and S2S tracking code](https://epom.com/ad-server/docs/guides/conversions/s2s-and-pixels.md#the-landing-page-snippet); how the block
behaves once installed is on [Install the landing-page helper](https://epom.com/ad-server/docs/guides/conversions/landing-page-helper.md).

## Who this is for

Network managers generating the landing-page block for an advertiser. The **Snippet** tab needs
**Action Tracking: Server-to-Server** on your role and is shown only when the window is opened from
a campaign.

## Snippet tab fields

Pick a **Format**:

- **HTML** — pasted straight into the page source. Two blocks: one for every page, then one line
  per funnel step.
- **Google Tag Manager** — two Custom HTML tags (TAG 1 on All Pages, TAG 2 per step). GTM pastes a
  variable's *value* into the source, so the quoting matters and the snippet says which way round:
  a text variable is quoted, a number is not. An unquoted string kills the whole tag; a quoted
  number still prices correctly, it is simply not what the generated block emits.

**Click ID parameter** is the name the click id travels under in the landing URL. Leave it empty
unless the creative's link already uses another name — the default is `easclid`, which is also
what **Add the click id to landing page URLs** appends. Anything outside `A–Z a–z 0–9 _ -` is
stripped from what you type, and a value that strips to nothing falls back to `easclid`. It is
only a preference: the runtime still tries the names it knows and still recognises a token by its
shape under any name, so a mismatch degrades to the old behaviour rather than to nothing.

**Count one conversion per click** is on by default, and it is *not* the rule that stops the same
event being counted twice on one click — that one is on in every generated block and is not a
setting on this tab. This checkbox matters only when two of your own ad-serving domains appear on
the same landing page: with it on, the later click is credited and one conversion is counted; with
it off, both may claim the same conversion.

**Event name** is the advertiser's own word for each funnel step, and it is not carried into the
block verbatim. It is lower-cased; every character outside `a-z`, `0-9` and `_` becomes an
underscore; runs of underscores collapse to one and any at the start or end are dropped. "Sign Up"
ships as the event `sign_up`, which is the name the advertiser's page has to fire — read it out of
the generated block rather than off the field. A name made entirely of punctuation survives as
`action_<id>`. Renaming the action in Epom later does not break a page already using the snippet.

**Payout** appears per action only on a campaign with **Allow conversion action pricing overriding
in URL** switched on. Left empty — the usual case — the campaign's own rate applies. On a campaign
without that setting the section explains itself and the snippet leaves the payout out entirely,
because a payout sent by the page would be ignored. Whatever you type has to parse as a number:
the block emits it as a bare JavaScript literal, so anything else is refused with *"…" is not a
payout - it has to be a number* rather than shipped as a syntax error in the advertiser's page. The
checkbox is what puts the field on this tab; whether a number you type into it then prices the
conversion depends on the pricing type as well — see
[Price the conversion with `payout`](https://epom.com/ad-server/docs/guides/conversions/postback-parameters.md#price-the-conversion-with-payout).

## Corner cases and gotchas

> **Corner case:** two **Event name** fields that sanitise to the same word are refused, with both
> names shown — the page could only ever fire one of them. That check applies to names *you* typed.
> Where a name you typed collides with one derived from another action's name, or two derived names
> collide, the derived one silently takes its action id as a suffix (`card`, `card_31`) instead.
> Read the generated block if two of your steps have similar names.

## Related

- [Get the pixel and S2S tracking code](https://epom.com/ad-server/docs/guides/conversions/s2s-and-pixels.md)
- [Postback parameters and partner integrations](https://epom.com/ad-server/docs/guides/conversions/postback-parameters.md)
- [Why a conversion did not count](https://epom.com/ad-server/docs/guides/conversions/postback-troubleshooting.md)
- [Create and edit conversion actions](https://epom.com/ad-server/docs/guides/conversions/conversion-actions.md)
- [Install the landing-page helper](https://epom.com/ad-server/docs/guides/conversions/landing-page-helper.md)
- [Save a conversion funnel and report on it](https://epom.com/ad-server/docs/guides/conversions/funnels.md)