Event Attributes

Event Match Quality is the single biggest factor in attribution accuracy. Higher scores mean ad platforms can match more conversions back to the right ads, build better lookalike audiences, and optimize bids more effectively. Event attributes are what drive that score up.

Every conversion event you track carries three types of data that ad platforms use to train their algorithms:

1. Customer Data: Email, phone, name, location—hashed and normalized automatically
2. Product Data: SKUs, prices, brands, quantities that enable value-based bidding
3. Event Data: Transaction IDs, timestamps, currency that provide context

The more attributes you include with each event, the more signals ad platforms have to optimize. Send a Purchase event with just the transaction ID and you'll get basic attribution. Send that same event with customer email, phone, product SKUs, and order value? Now Facebook can match the conversion with 95% confidence, build precise lookalike audiences from high-value customers, and optimize for revenue instead of just conversion counts.

Why Event Attributes Matter

Ad platforms need context to optimize. A conversion without attributes tells them "someone converted" — useful, but limited. A conversion with rich attributes tells them "a customer in California bought $200 of Nike shoes after seeing this specific ad" — actionable intelligence that drives better targeting and higher ROAS.

Case sensitive

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Warning

All parameters are case sensitive. Parameter names cannot contain spaces.

Supported Event attributes and customer traits

These are attributes of great importance because they define the value of the conversion, its name, as well as critical elements for tracking such as the Click ID.

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Good to know

When triggering an Event, the Tracking Tag automatically collects first party data parameters (Cookies, IP, User Agent...).

Customer traits supported by AnyTrack

Customer traits and parameters are supported and are automatically parsed, hashed, and normalized according to the ad platform's requirements.

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Reminder

When you connect with an integration from the Catalog, these parameters are automatically parsed if present in the conversion data sent by the Integrated platform.

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Automatic

You don't need to hash the data as AnyTrack automatically formats and hashes the required data according to the ad platform and analytics requirements.

Product Attributes

If you are integrated with an eCommerce platform, you can add a list of "items" following the parameters below:

Examples

The following examples demonstrate how attributes can be used in conversion events, whether triggered client-side (via JS event code) or server-side (via a webhook to a Custom Integration).

Purchase Event Code (Client-Side JS Tag)

Here is a complete example of how to use the event parameter when triggering a custom event on the browser side using an event snippet. This example includes standard attributes, personally identifiable information (PII), and product attributes:

<script>  
  var click_id = AnyTrack('trigger', 'Purchase', {  
    value: 29.9, // the total purchase value  
    shippingPrice: 5.9, // optional shipping price  
    taxPrice: 2.9, // optional taxes  
    currency: 'EUR',  
    transactionId: 'XJW0047',  
    email: '[email protected]',  
    firstName: 'John',  
    lastName: 'Smith',
    country: 'US',
    state: 'DE',
    city: 'Newark',
    zipcode: '19702',
    items: [{  
      id: '20291', // the item catalog id (required)  
      name: 'Sony MDRZX110/BLK ZX Series Stereo Headphones',  
      quantity: 1,  
      price: 19.9 // the item price (required)  
    }, {  
      id: '49292', // the item catalog id (required)  
      name: '6.35mm Male 3.5mm Female Headphone Stereo Audio Connector',  
      quantity: 1,  
      price: 4.1 // the item price (required)  
    }]  
  });  
</script>

Purchase Event (Server-Side Webhook to AnyTrack)

This is an example of the Purchase event sent server-side using a webhook to an AnyTrack Custom Integration. The JSON payload includes standard, PII, and product attributes.

{
    "event_name": "Purchase",
    "click_id": "f8e3bf8dfba8b51ce3340",
    "email": "[email protected]",
    "refId": "[email protected]",
    "fullName": "John Smith",
    "phone": "+16505554444",
    "country": "US",
    "state": "CA",
    "city": "Menlo Park",
    "zipcode": "94025",
    "items": [{
        "id": "20291",
        "name": "Sony MDRZX110/BLK ZX Series Stereo Headphones",
        "quantity": 1,
        "price": 20.00,
        "brand": "Sony"
        },
        {
        "id": "49292",
        "name": "Beats Solo3 Wireless Headphones",
        "quantity": 1,
        "price": 100.00,
        "brand": "Beats"
    }],
    "currency": "USD",
    "id": "24356562534585",
    "subtotalprice": 120.00,
    "totalprice": 120.00,
    "taxPrice": 10,
    "value": 120.00,
    "transactionId": "#24356562534585"
}

You would send the JSON payload to an endpoint like the following, which will be provided when you install a Custom Integration in your account.

https://t1.anytrack.io/accountid/collect/

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