Adobe Advertising Cloud Event Tracking

Event Model

Adobe Advertising Cloud uses conversion events to measure campaign performance and optimize bidding. Conversion events include purchases, leads, registrations, and custom actions. Use consistent event naming and parameters across client-side tags and server-side API calls to ensure accurate reporting and attribution.

Core Conversion Events to Implement

• Purchase: Completed transaction with order value, currency, and order ID for revenue tracking.
• Lead: Lead form submission or contact request with lead value and type classification.
• Registration: Account creation or user signup with user type and source tracking.
• Download: Content download or whitepaper request with asset name and category.
• Video Complete: Video view completion with video title and duration.
• Add to Cart: Product added to shopping cart with product ID and value.
• Quote Request: Quote or estimate request with product category and estimated value.
• Store Visit: Physical store visit or appointment booking with location ID.

Required Parameters by Event

E-commerce Events

• Revenue: Total transaction value in specified currency (required for Purchase events).
• Order ID: Unique transaction identifier to prevent duplicate conversion counting.
• Currency: ISO 4217 currency code (USD, EUR, GBP, etc.).
• Product ID: SKU or product identifier for product-level conversion tracking.
• Quantity: Number of items purchased or added to cart.
• Product Category: Product category or classification for segment analysis.

Lead & Engagement Events

• Lead Value: Assigned or estimated value for lead scoring and optimization.
• Lead Type: Classification of lead (demo request, contact form, consultation, etc.).
• Asset Name: Name of downloaded content or viewed asset.
• Form ID: Identifier for the specific form submitted.
• Campaign Code: Internal campaign tracking code for source attribution.

Custom Parameters

Adobe Advertising Cloud supports custom parameters (ev1-ev10) for additional tracking dimensions:

• Use custom parameters for business-specific data (customer segment, product line, region).
• Map custom parameters consistently across conversion events for reporting flexibility.
• Document custom parameter usage in your tracking plan with expected values and formats.
• Custom parameters can be used in custom reports and audience segmentation.

Conversion Tag Implementation

Client-Side JavaScript Tag

Standard conversion tag structure:

<script type="text/javascript">
var ev_conversion_id = "CONVERSION_ID";
var ev_advertiser_id = "ADVERTISER_ID";
var ev_transaction_value = 99.99;
var ev_transaction_id = "ORDER12345";
var ev_currency = "USD";
var ev1 = "custom_value_1";
var ev2 = "custom_value_2";
</script>
<script type="text/javascript"
  src="https://pixel.everesttech.net/[ADVERTISER_ID]/cq?ev_conversion_id=[CONVERSION_ID]">
</script>
<noscript>
<img src="https://pixel.everesttech.net/[ADVERTISER_ID]/cq?ev_conversion_id=[CONVERSION_ID]&ev_transaction_value=99.99&ev_transaction_id=ORDER12345" width="1" height="1"/>
</noscript>

Server-Side API Call

Use Adobe Advertising Cloud Conversion API for backend conversions:

{
  "advertiser_id": "ADVERTISER_ID",
  "conversion_id": "CONVERSION_ID",
  "transaction_id": "ORDER12345",
  "transaction_value": 99.99,
  "currency": "USD",
  "timestamp": "2025-01-15T10:30:00Z",
  "device_id": "hashed_device_id",
  "email_hash": "hashed_email",
  "custom_params": {
    "ev1": "custom_value_1",
    "ev2": "custom_value_2"
  }
}

Attribution Windows

Configure attribution windows for conversion credit assignment:

• Click Attribution: 1-day, 7-day, 14-day, 30-day, 60-day, 90-day windows available.
• Viewthrough Attribution: 1-day, 7-day, 14-day windows for display impression conversions.
• Cross-Device: Enable cross-device attribution using Adobe Experience Cloud ID Service.
• Multi-Touch: Use Adobe Analytics integration for multi-touch attribution modeling.

Deduplication Strategy

Prevent duplicate conversion counting when using multiple tracking methods:

• Use unique transaction IDs for all purchase conversions to enable automatic deduplication.
• Adobe Advertising Cloud automatically deduplicates conversions with identical transaction IDs within 30 days.
• When sending conversions via both client-side tags and server-side API, always include transaction ID.
• Test deduplication by sending test conversions via both methods and verifying only one appears in reports.

Payload Rules

• Always include revenue and currency for purchase conversions to enable ROI optimization.
• Use transaction IDs for all revenue-generating events to prevent duplicate counting.
• Send custom parameters consistently to enable segment analysis and custom reporting.
• Include timestamp for server-side conversions to ensure accurate attribution timing.
• Hash PII data (email, phone) before sending to comply with privacy requirements.

Naming & Conventions

• Use descriptive conversion names that clearly identify the action (e.g., "Purchase_Confirmation", "Lead_Form_Submit").
• Maintain consistent parameter naming across all conversion events.
• Document conversion IDs and their purposes in your tracking plan.
• Align conversion event names with Adobe Analytics events for cross-platform reporting.

QA Notes

• Use browser developer tools to verify conversion tag firing and parameter values.
• Check Adobe Experience Cloud Debugger for ECID presence and advertising cloud tag validation.
• Verify conversions appear in Adobe Advertising Cloud Reports within 1-2 hours of test transaction.
• Test transaction ID deduplication by submitting duplicate conversions and confirming only one is counted.
• Validate revenue values match expected currency and decimal precision.
• Screenshot conversion tag payloads and report confirmation for documentation.
• Test cross-device conversions by completing actions on different devices with same ECID.