Event Mapping

Event Mapping controls which conversion events AnyTrack sends to each connected ad platform. Map events from your integrations to AnyTrack standard or custom events, then define how those events are forwarded to Google Ads, Facebook Ads, TikTok Ads, and other platforms.

📘

Why Event Mapping matters

Ad platform AI optimizes campaigns based on the conversion signals it receives. Event Mapping lets you control exactly which signals reach each platform — so you can run retargeting, build lookalike audiences, and optimize bids using the right data.

How Event Mapping works

Event Mapping follows a two-step chain:

1. Integration to AnyTrack — Events from your connected integrations (eCommerce platforms, CRMs, affiliate networks, webhooks) are mapped to AnyTrack events. These can be standard events like Purchase or Lead, or custom events like DealWon.

2. AnyTrack to ad platforms — Each AnyTrack event is then mapped to the corresponding event on each connected ad platform. Standard events auto-map to each platform's equivalent (for example, AnyTrack Purchase maps to Facebook Purchase and Google purchase). Custom events appear in the ad platform mapping section and require manual mapping.

Once an event is mapped, it appears in your AnyTrack dashboard and reports, and becomes available in the ad platform event mapping section for each connected platform.

💡

Standard vs Custom events

Standard events auto-map across all ad platforms — no configuration needed. Custom events give you flexibility but require you to manually map them to a standard or custom event on each ad platform.

Event sources

AnyTrack tracks events from two sources:

Tracking Tag — The AnyTrack Tracking Tag captures client-side events on your website: page views, outbound clicks, form submissions, and cart interactions.

Postback, Webhook, or API — Your connected integrations (affiliate networks, eCommerce platforms, CRMs) send server-side events to AnyTrack via postbacks, webhooks, or direct API calls. These include leads, purchases, registrations, and pipeline events.

AnyTrack standard events

Each standard event has an automatic mapping to every connected ad platform. When a standard event is triggered, AnyTrack translates it to the correct format for each platform.

📘

Note

Custom events like DealNew and DealWon are created through integration mappings (such as HighLevel pipeline tracking) and appear in the ad platform mapping section once configured.

Customizing your Event Mapping

Each ad platform integration in AnyTrack has its own Event Mapping configuration. You can:

1. Disable events you do not want to send to a specific ad platform.
2. Change the mapping to a different standard event on the ad platform (for example, map AnyTrack Lead to Facebook CompleteRegistration instead of Lead).
3. Map to custom event names — when you enter a custom name, AnyTrack sends that event to the platform as a custom conversion.
4. Map custom AnyTrack events to standard or custom events on the ad platform.

The illustration above shows AnyTrack standard events on the left mapped to Facebook standard events on the right. This same mapping interface is available for every connected ad platform.

Cross-platform use case

Event Mapping enables cross-platform campaign optimization. For example, you could:

• Run a top-of-funnel campaign on one platform, tracking engagement events like OutboundClick and ViewContent
• Retarget users who triggered those events on a second platform with a purchase-focused campaign
• Build lookalike audiences on each platform based on users who triggered Purchase
• Exclude purchasers from acquisition campaigns across all platforms

Because Event Mapping standardizes your events across platforms, you set it up once and all connected ad platforms receive consistent, optimized conversion signals.