Use the Conversion API to send conversion events for your website.
AppLovin recommends that advertisers use the Conversion API alongside the Axon Pixel.
This helps you achieve optimal campaign performance.
To submit one or more events to the Conversion API, send an HTTP POST request to https://b.applovin.com/v1/event.
Authentication
| Header name | Value |
|---|
Authorization | Your Conversion API key |
Query parameters
| Name | Type | Required | Description |
|---|
pixel_id | string | true | Your pixel ID |
Response codes
| Code | Description |
|---|
| 200 | All events processed successfully. |
| 400 | There is an error with your request. This batch of events was dropped. |
| 401 | Authentication failed. |
POST payload
The POST payload of your HTTP request describes the event or events that you submit:
| Name | Type | Required | Description |
|---|
events | Server event[] | true | List of events to submit. All events must be valid. Any invalid event fails the batch. Maximum batch size is 100. |
Server event
| Name | Type | Required | Description |
|---|
data | Event data | true | The data for this event. See the Events and objects page for the data to send with each Event. |
event_source_url | string | true | The complete URL where the event occurred (e.g. https://example.com/product?product_name=widget) |
event_time | number | true | The current Unix epoch time in milliseconds |
name | string | true | The name for this event. See the Events and objects reference for available events. |
user_data | User data | true | Refer to the User data table below with data fields such as aleid, client_id, axwrt, alart, etc. |
measurement_partner_data | Measurement data | false | Measurement data to inform how much credit is given to AppLovin for the event |
dedupe_id | string | false | A unique identifier for this event. Axon uses this for de-duplication. The same pixel event and server-to-server event should have the same dedupe_id.
Note: this is different than aleid below. |
Event data
Refer to Events and objects to learn how to populate the data field for each event.
In addition to the events documented in this link you can find additional supported events below.
Optional events
app_open event (mobile app integrations only)
Trigger this event when a user starts the app.
There is no data object to pass for this event.
User data
| Name | Type | Required | Description |
|---|
alart | string | true* | alart set as a query parameter.
*See Sending user identifiers below for more details. |
aleid | string | true* | See Sending aleid below for additional details.
*Required if present in the URL (sent by AppLovin after ad click) |
axwrt | string | true* | The axwrt set in the Axon Pixel.
*See Sending user identifiers below for more details. |
client_id | string | true* | A stable first-party user identifier.
*See Sending user identifiers below for more details. |
|
Measurement data
| Name | Type | Required | Description |
|---|
accounting_mode | string | true | Either CASH or ACCRUAL |
attribution_lookback_window_hours | number | true | Duration in hours of how far back a touchpoint can occur to gain credit for the conversion. Leave empty for infinite lookback. |
attribution_model | string | true | One of LAST_CLICK, FIRST_CLICK, LINEAR, TIME_DECAY, CUSTOM_MULTI_TOUCH, LAST_NON_DIRECT_TOUCH, CLICKS_AND_VIEWS_ENHANCED, or ANY_CLICK |
attribution_share | number | true | Number between 0 and 1 representing the credit AppLovin gets for the event based on the given attribution model and lookback |
is_claimable | boolean | true | Flag to indicate if AppLovin drove the event |
campaign_id | string | false | AppLovin’s campaign ID |
creative_set_id | string | false | AppLovin’s creative set ID. Also known as adset ID |
Sending aleid
aleid is a query parameter that AppLovin adds to website URLs after a user clicks an AppLovin ad.
Use the presence of this parameter to identify which clicks come from AppLovin.
To send the aleid, you can do one of the following:
- If you have the Axon Pixel installed on your site, the Axon Pixel automatically sets the cookie
_axeid when it sees the aleid query parameter.
Whenever you see such a cookie, read its value and then send it in your request by making it the value of the aleid query parameter.
- When you see that the
aleid URL query parameter is present, retrieve its value.
When your server sees the aleid query parameter, read the parameter server-side.
AppLovin recommends that you set this as an HTTP cookie with name _axeid on your site.
Set this cookie to have a one-year expiration time.
As in the previous method, whenever you see such a cookie, read its value and then send it in your request by making it the value of the aleid query parameter.
Sending user identifiers
client_id
: If you don’t have the AXON Pixel installed on your site, pass another stable first-party cookie you store to identify visitors.
It should be globally unique and stay the same across browsing sessions of the user.
axwrt
: If you have the AXON Pixel installed on your site, the AXON Pixel automatically sets the cookie _axwrt.
alart
: For App users, when you see the alart URL query parameter is present, retrieve its value.
user_id
: The unique identifier for a customer in your system.
This should be a stable identifier that remains consistent across user sessions.
email
: The user’s email address.
Axon automatically hashes this value using SHA-256 for privacy protection.
You can also provide your own SHA-256 hash if you preprocess the identifier according to Axon’s guidelines.
phone
: The user’s phone number.
Axon automatically hashes this value using SHA-256 for privacy protection.
You can also provide your own SHA-256 hash if you preprocess the identifier according to Axon’s guidelines.
Example payload
Axon requires that you pass at least one of the following fields: client_id, axwrt, alart, user_id, email, or phone.
