Most advertising platforms (Facebook, Twitter, Google) customer with conversion tracking code (often called pixels or tags) that sends back to the advertising platform when an action is completed.
You can find more info on some common platforms' conversion tracking detailed below:
After you've launched your campaign and received your conversion code you'll start by logging into CQ Engage and editing the Engagement you want to add your conversion code to.
On the Settings tab of the Engagement editing wizard you'll select the Confirmation tab.
After you've navigated to the Confirmation editor, click the Source button and paste your conversion code into the window being sure not to delete the code that is already in the editor.
Click the Save and Finish buttons at the bottom of the screen to save your changes. Now, when an advocate takes action the conversion code will fire after they take action.
To add tracking code to every page of your Engage site navigate to the Engage Theme page. If you are using one of Engage's out-of-the-box themes (Engagement, Advocacy, or Association theme) you'll scroll to the bottom of the page and paste the code in the "Global Bottom-of-Page Markup" field and scroll back to the top of the page to click the "Publish" button.
If you are using an Engage Custom Theme you will need to use your SFTP editor to add the Google tag directly to your theme files.