Custom Integration Params

This page is a complete reference for the parameters the AnyTrack Custom Integration endpoint accepts in a postback or webhook payload.

If you want to learn how to set up the integration, see Postback URL Integration. If you want to decide whether a custom integration is the right approach, see Is a Custom Integration Right for You?. For the full list of event attributes across all of AnyTrack, see Event Attributes. The name matching rules on this page apply to the Custom Integration endpoint only.

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Limited

AnyTrack does not offer setup support for custom integrations not listed in the Integration Catalog. The behavior documented here is provided so you can build the integration yourself.

How the Endpoint Reads Parameters

When you install a Custom Integration, AnyTrack gives you an endpoint URL. Your platform sends conversions to it as query parameters or a JSON body:

https://t1.anytrack.io/<account-id>/collect/<integration-slug>

Parameter name matching

Two rules apply. Which rule applies depends on the parameter group.

Parameter group	How the name is matched
Core conversion fields: click_id, ref_id, value, currency, event_name, transaction_id, brand_name, timestamp, items, and the fields inside items	Case is ignored. Underscores and hyphens are stripped. click_id, clickid, click-id, and ClickId all resolve to click_id.
Customer traits, conversion_type, and xat_ passthrough parameters	Exact. Send the name exactly as it is listed in its section. Where a section lists two spellings, such as first_name and firstName, both spellings work.

Parameter value matching

Values follow their own rules:

• conversion_type — AnyTrack ignores the case of the value. Purchase and purchase both map to the Purchase event.
• event_name — AnyTrack trims the whitespace and keeps the case you send.
• Customer traits — Send raw values. AnyTrack normalizes and hashes each value for the ad platform.

Identity Parameters

Every payload must include at least one of these so AnyTrack can match the conversion to the original click. If none are present, the conversion is rejected with a “Missing click_id, ref_id and email” error.

Parameter	Accepted names	Type	Description
click_id	click_id, clickid, click	string	The AnyTrack click ID stored against the visitor session. The primary, recommended match key.
ref_id	ref_id, refid, ref	string	An external identifier used as an alternative to click_id. See External ID as Click ID.
email	email	string	Used as a fallback match key when neither click_id nor ref_id is present.

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Note

When only ref_id or email is sent, AnyTrack uses that value as the match reference instead of the click ID. click_id always produces the most reliable attribution.

Conversion Value

Parameter	Accepted names	Type	Default	Description
value	value, commission, amount, revenue, total, total_value, event_value	string or number	—	The monetary value of the conversion.
currency	currency, cur, curr	string	Property currency	Three-letter currency code (for example, USD). Defaults to the property default currency when omitted.

Event Classification

AnyTrack decides which event the conversion becomes from three inputs, in this order of priority:

1. event_name — if present, the conversion is recorded as a custom event with this exact name.
2. conversion_type — if present (and event_name is not), it is mapped to a standard event using the table below.
3. Automatic — if neither is sent, AnyTrack infers the event from the conversion value.

Parameter	Accepted names	Type	Description
event_name	event_name, eventname, event	string	A custom event name. Overrides conversion_type. Whitespace is trimmed.
conversion_type	conversion_type	string	A standard conversion type. Matched against the values in the mapping table below.

conversion_type to Event Mapping

The name conversion_type must match exactly. The value is matched case-insensitively against this list:

conversion_type value	Resulting AnyTrack event
click, outbound_click, outboundclick	OutboundClick
form_submit, formsubmit	FormSubmit
lead, cpl	Lead
registration, complete_registration, completeregistration, acquisition, cpa	CompleteRegistration
purchase, sale, cps	Purchase

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Warning

A conversion_type value that is not in this table is rejected with an “Unknown conversion_type” error, unless you also send event_name. Send a value from the list, or use event_name for anything custom.

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Important

For predictable classification, always send conversion_type or event_name. When you omit both, AnyTrack records a Purchase only if a positive value is sent as commission. A value sent under another alias (such as value) with no conversion_type is recorded as a Lead.

Transaction and Timing

Parameter	Accepted names	Type	Default	Description
transaction_id	transaction_id, transactionid, transaction	string or number	—	Unique conversion identifier. Used for deduplication.
brand_name	brand_name, brandname, brand	string	—	The product or brand name associated with the conversion.
timestamp	timestamp, time, date, datetime, created_at	string or number	Time received	A timestamp in seconds that replaces the time AnyTrack received the event.

Customer Traits

Customer traits raise Event Match Quality. Send raw values: AnyTrack then normalizes and hashes them for each ad platform. AnyTrack sends an already-hashed value as it is, so pre-hashing puts normalization and standardization on you. These names are matched exactly as written. Case matters here, so first_name and firstName both work, but firstname does not.

Parameter	Accepted names	Type	Notes
email	email	string	Also acts as an identity fallback (see Identity Parameters).
first_name	first_name, firstName	string
last_name	last_name, lastName	string
full_name	full_name, fullName, name	string	Fills first and last name when sent on its own.
phone	phone	string	Include country and area code.
birthdate	birthdate	string	For example, 1991-05-26.
city	city	string
state	state	string	Two-letter state or province code.
zipcode	zipcode	string	Zip or postal code.
country	country	string	Two-letter country code recommended.

Items Array

For eCommerce conversions, send an items array (also accepted as line_items or products). Each object in the array accepts these fields:

Field	Accepted names	Type	Description
id	id, product_id, item_id	string	The item or SKU identifier.
name	name, title, label, product_name, item_name	string	The item name.
variant	variant, variant_id, product_variant, item_variant	string	The item variant.
price	price, product_price, item_price	number	The item price.
quantity	qty, quantity, product_quantity, item_quantity	number	Number of units.

Passthrough Parameters

Any parameter whose name starts with xat_ is stored on the conversion as a passthrough value, with the xat_ prefix removed. For example, xat_plan=gold is stored as plan=gold. Use these to carry your own custom data through to AnyTrack.

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Beta

Passthrough parameters are limited to 5 per conversion and may change. Only parameters with a non-empty value are kept. If you send more than 5, the first 5 are stored and the rest are dropped.

Limits and Defaults

• Match key — At least one of click_id, ref_id, or email is required. Missing all three rejects the conversion.
• Name matching — Core conversion field names ignore case and strip underscores and hyphens. Customer trait, conversion_type, and xat_ names must match exactly.
• Value matching — conversion_type values are case-insensitive. event_name keeps the case you send.
• Currency — Defaults to the property default currency when currency is omitted.
• Timestamp — Defaults to the time AnyTrack receives the conversion when timestamp is omitted.
• Passthrough parameters — Maximum 5 (xat_ prefix). Extra parameters beyond 5 are dropped.
• Unknown conversion_type — Rejected unless event_name is also sent.

Example

A Purchase sent as a JSON payload with identity, value, traits, and items:

{
  "click_id": "f8e3bf8dfba8b51ce3340",
  "conversion_type": "purchase",
  "value": 120.00,
  "currency": "USD",
  "transaction_id": "24356562534585",
  "brand_name": "Acme",
  "email": "jsmith@example.com",
  "full_name": "John Smith",
  "country": "US",
  "state": "CA",
  "zipcode": "94025",
  "items": [
    { "id": "20291", "name": "ZX Series Headphones", "quantity": 1, "price": 20.00 },
    { "id": "49292", "name": "Audio Connector", "quantity": 1, "price": 100.00 }
  ],
  "xat_plan": "gold"
}

The same conversion as a query string:

https://t1.anytrack.io/<account-id>/collect/<integration-slug>?click_id=f8e3bf8dfba8b51ce3340&conversion_type=purchase&value=120&currency=USD&transaction_id=24356562534585

Custom Integration Parameters FAQ

FAQ was last reviewed on 2026-09-10

Which parameter names does the Custom Integration accept for revenue?

The conversion value can be sent under any of these names: value, commission, amount, revenue, total, total_value, or event_value. AnyTrack reads the first one it finds. For the most predictable results, pick one name and use it consistently across all your conversions.

Do parameter names need to match the exact case?

It depends on the parameter group. For core conversion fields such as click_id, value, and transaction_id, case is ignored and underscores or hyphens are stripped, so click_id, clickid, and click-id all reach the same field. The names of customer traits, conversion_type, and xat_ passthrough parameters are matched exactly, so send them as they are listed on this page. Parameter values follow a separate rule: conversion_type values are matched case-insensitively, so Purchase and purchase both map to the Purchase event, while event_name keeps the case you send.

What happens if I send a conversion_type that is not on the list?

The conversion is rejected with an Unknown conversion_type error, unless you also send an event_name. Use one of the documented values such as purchase, lead, or cpa, or send event_name to record a custom event with any name you choose.

Can I send a conversion without a click_id?

Yes, as long as you send a ref_id or an email instead. AnyTrack uses one of these three values to match the conversion to a session. The click_id gives the most reliable attribution, so use it when you can. See External ID as Click ID for the alternative match key.

How many passthrough parameters can I send?

Up to 5 parameters prefixed with xat_ are stored on the conversion, with the prefix removed (for example, xat_plan becomes plan). Only parameters with a non-empty value count. If you send more than 5, the first 5 are kept and the rest are dropped. This limit may change.

Postback URL Integration

Step-by-step setup of the Custom Integration postback URL.

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Event Attributes

The full list of attributes you can send with any AnyTrack event.

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Is a Custom Integration Right for You?

Decide whether to build a custom integration before you start.

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Standard CRM Integrations

The full CRM-to-Facebook end-to-end workflow.

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