Conversion API for Lead Generation

Use the Conversion API to send lead gen events for your website. AppLovin recommends advertisers use the Conversion API alongside the Axon Pixel to help achieve optimal campaign performance.

Request format

To submit one or more events to the AppLovin Event 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 Axon Event Key

Obtain your Axon Event Key and Conversion API Key from the Keys section of the Axon dashboard.

Response codes

Code	Meaning
200	All events processed successfully
400	Error in the request; entire batch is 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`	ServerEvent[]	true	List of events to submit. All events must be valid. Any invalid event will fail the batch. Maximum batch size is 100.

Server event

Name	Type	Required	Description
`data`	EventData	true	The data for this event. See EventData below for the data to send for 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. Must be either `page_view` or `generate_lead`. Trigger `page_view` when a user navigates to a new page on your site. Trigger `generate_lead` when a potential customer expresses interest, typically by submitting a form (for example, when a user submits a contact form to receive more information about a product).
`user_data`	UserData	true	Refer to the User data table below with data fields such as `aleid`, `client_id`, `axwrt`, `alart`, etc.
`dedupe_id`	string	false	A unique identifier for this event. This is used 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

data is required for every event.

For page_view, set data to null.
For generate_lead, always send { "currency": "«ISO-4217»", "value": «number» }.

Name	Type	Required	Description
`currency`	string	true	Three-letter ISO 4217 code for currency
`value`	number	true	The monetary value of the action, reflecting its quality or true value to your business. Pass a higher value for strong leads and 0 for duplicate submissions or low-quality leads. Leads with a value of 0 may be discounted or excluded from optimization.

Optional events

The app_open event is for 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
`client_ip_address`	string	true	IP address (without any spaces) of the browser corresponding to the event. You can use either an IPv4 or an IPv6 address. IPv4 is better.
`client_user_agent`	string	true	User Agent of the device/browser
`email`	string	true^*	The user’s email address. Axon automatically hashes this value using SHA-256. You can also provide your own SHA-256 hash if you preprocess the identifier according to Axon’s hashing guidelines. ^*See Sending user identifiers below for more details.
`esi`	string	true	Event source indicator. Use `"app"` for mobile app events or `"web"` for website events.
`phone`	string	true^*	The user’s phone number. Axon automatically hashes this value using SHA-256. You can also provide your own SHA-256 hash if you preprocess the identifier according to Axon’s hashing guidelines. ^*See Sending user identifiers below for more details.
`user_id`	string	true^*	Unique identifier to the customer. ^*See Sending user identifiers below for more details
`country_code`	string	false	The user’s billing country code. Follow the ISO 3166 standard.
`idfv`	string	false	The user’s identifier for vendors
`ifa`	string	false	The user’s identifier for advertisers. `idfa` or `gaid`
`os`	string	false	The user’s operating system: `ios`, `android`, or `desktop_os`
`sid`	string	false	Session ID
`zip`	string	false	The user’s billing zip code. Use only the first five digits for U.S. zip codes.

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 on your site 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 payloads

Page view event

{
  "events": [
    {
      "event_time": 1741784485001,
      "event_source_url": "https://applovin.com",
      "name": "page_view",
      "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",
        "user_id": "_user_id",
        "phone": "+1123456789",
        "email": "user@example.com",
        "client_id": "_first_party_identifier",
        "sid": "sid",
        "ifa": "idfa",
        "idfv": "idfv",
        "os": "macos",
        "esi": "web",
        "zip": "12345",
        "country_code": "US"
      },
      "data": null
    }
  ]
}

Generate lead event

{
  "events": [
    {
      "event_time": 1741784485001,
      "event_source_url": "https://applovin.com",
      "name": "generate_lead",
      "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",
        "user_id": "_user_id",
        "phone": "+1123456789",
        "email": "user@example.com",
        "client_id": "_first_party_identifier",
        "sid": "sid",
        "ifa": "idfa",
        "idfv": "idfv",
        "os": "macos",
        "esi": "web",
        "zip": "12345",
        "country_code": "US"
      },
      "data": {
        "currency": "USD",
        "value": 30
      }
    }
  ]
}

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