Conversion API

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.

Request format

To submit one or more events to the Conversion API, send an HTTP POST request to https://b.applovin.com/v1/event.

Authentication

Query parameters

Response codes

POST payload

The POST payload of your HTTP request describes the event or events that you submit:

Server event

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

Measurement data

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

[
  {
    "event_time": 1741784485001,
    "event_source_url": "https://applovin.com",
    "name": "purchase",
    "user_data": {
      "client_ip_address": "172.59.8.172",
      "client_user_agent": "chrome/123.456 android mobile",
      "aleid": "_aleid-query-param",
      "axwrt": "_axwrt-cookie-value",
      "email": "user@example.com",
      "phone": "+11234567890",
      "user_id": "customer_12345",
      "client_id": "_first_party_identifier",
      "sid": "sid",
      "ifa": "idfa",
      "idfv": "idfv",
      "os": "macos",
      "esi": "web",
      "zip": "12345",
      "country_code": "US"
    },
    "measurement_partner_data": {
      "is_claimable": true,
      "attribution_model": "LAST_CLICK",
      "attribution_lookback_window_hours": 24,
      "attribution_share": 0.5,
      "accounting_mode": "ACCRUAL",
      "campaign_id": "456",
      "creative_set_id": "789",
      "is_new_customer": false,
      "last_purchase_ts": null,
      "is_new_visitor": true,
      "last_visit_ts": 1
    },
    "data": {
      "user_id": "customer_12345",
      "currency": "USD",
      "value": 30,
      "transaction_id": "txn_abc123_20250120",
      "shipping": 5.99,
      "tax": 6,
      "items": [
        {
          "item_variant_id": "SKU-123-M",
          "item_id": "PROD-456",
          "item_name": "T-Shirt",
          "affiliation": "affiliation",
          "item_brand": "item_brand",
          "item_category": "item_category",
          "item_category_id": 604,
          "item_category2": "item_category2",
          "image_url": "image_url",
          "price": 15,
          "discount": 10,
          "quantity": 2
        }
      ]
    }
  }
]