HTML analytics integration
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HTML ads provide additional data points besides impressions and clicks. AppLovin enables you to track specific in-HTML events such as when HTMLs load, when users progress through challenges, when users complete experiences, and when users click call-to-action buttons.
Integrate analytics into fully immersive HTML experiences. Do not integrate analytics into shorter HTML experiences such as:
Wrap all analytics calls in a safety check:
| Event name | Description | Required | Deduped? | Report column |
|---|---|---|---|---|
LOADING | In-playable loading starts. Implement this event if you perform loading or initialization before the user can interact, for example by showing a loading screen. | Optional | Yes | HTML loading |
LOADED | In-playable loading completes. | Conditional1 | Yes | HTML loaded |
DISPLAYED | The HTML creative displays to the user and is ready for the user to interact with. | Required | Yes | HTML displayed |
1 If you implement the LOADING event you must implement this event.
Otherwise, do not implement this event.
| Event name | Description | Required | Deduped? | Report column |
|---|---|---|---|---|
CHALLENGE_STARTED | The user begins a challenge in the HTML. Trigger this when the user clicks “start” or meaningfully interacts with the creative. | Optional | Yes | Challenge started |
CHALLENGE_FAILED | The user fails a challenge by reaching a failure state. | Conditional1,2 | Yes | Challenge failed |
CHALLENGE_RETRY | The user retries a failed challenge. | Conditional1,2,3 | Yes | Challenge retry |
CHALLENGE_PASS_25 | The user reaches 25% completion of a challenge. | Conditional1 | Yes | Challenge pass 25 |
CHALLENGE_PASS_50 | The user reaches 50% completion of a challenge. | Conditional1 | Yes | Challenge pass 50 |
CHALLENGE_PASS_75 | The user reaches 75% completion of a challenge. | Conditional1 | Yes | Challenge pass 75 |
CHALLENGE_SOLVED | The user successfully completes a challenge. | Conditional1,2 | Yes | Challenge solved |
1 Only implement these events if you implement the CHALLENGE_STARTED event.
2 If you implement the CHALLENGE_STARTED event you must implement at least one of these events.
If you do not implement the CHALLENGE_STARTED event, do not use these events.
3 Only implement this event if you implement the CHALLENGE_FAILED event, and only call it after the user fails the challenge.
| Event name | Description | Required | Deduped? | Report column |
|---|---|---|---|---|
CTA_CLICKED | The user clicks the call-to-action button inside the creative. | Optional | Yes | CTA clicked |
ENDCARD_SHOWN | The end card or summary screen inside the HTML experience is shown. | Optional | Yes | Endcard shown |
Recommended sequence:
LOADINGLOADEDDISPLAYEDCHALLENGE_STARTEDCHALLENGE_PASS_25CHALLENGE_PASS_50CHALLENGE_PASS_75CHALLENGE_SOLVEDENDCARD_SHOWNCTA_CLICKED (can occur before or after ENDCARD_SHOWN depending on design)Fail and retry sequence (example):
LOADINGLOADEDDISPLAYEDCHALLENGE_STARTEDCHALLENGE_PASS_25CHALLENGE_FAILEDCHALLENGE_RETRYCHALLENGE_PASS_25CHALLENGE_PASS_50CHALLENGE_PASS_75CHALLENGE_SOLVEDCTA visible from the start
CTA_CLICKED can happen any time after DISPLAYED, not necessarily after ENDCARD_SHOWN.Playables with no challenge (pure interactive demo, endcard-like HTML, no win or lose)
Technical errors versus user failure
CHALLENGE_FAILED for crashes, JS exceptions, load failures, or timeouts caused by technical issues.No loading screen
LOADING and LOADED and start with DISPLAYED.Endcard meaning
ENDCARD_SHOWN refers to an endcard or summary screen inside the HTML playable experience, not the post-playable endcard template outside the playable.Performance metrics
LOADING, LOADED)DISPLAYED)Engagement metrics
CHALLENGE_STARTED)CHALLENGE_PASS_25, CHALLENGE_PASS_50, CHALLENGE_PASS_75)COMPLETED, CHALLENGE_SOLVED)Conversion metrics
CTA_CLICKED)ENDCARD_SHOWN)Challenge performance
CHALLENGE_SOLVED versus CHALLENGE_FAILED)CHALLENGE_RETRY)ALPlayableAnalytics object in its context.