# Event Mapping

> Learn how AnyTrack Event Mapping works to route conversion events from your integrations to ad platforms like Google Ads, Facebook Ads, and TikTok Ads. Control which events each platform receives, map to standard or custom events, and optimize campaign performance across channels.

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](/docs/google-ads), [Facebook Ads](/docs/facebook-ads), [TikTok Ads](/docs/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](/docs/standard-events) like `Purchase` or `Lead`, or [custom events](/docs/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](/docs/install-anytrack-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.

| Event Name           | Description                                              | Source                          |
| -------------------- | -------------------------------------------------------- | ------------------------------- |
| OutboundClick        | User clicks an external link                             | Tracking Tag                    |
| ViewContent          | User views a product or content page                     | Tracking Tag                    |
| AddToCart            | User adds an item to the cart                            | Tracking Tag, Postback/Webhook  |
| InitiateCheckout     | User starts a checkout process                           | Tracking Tag, Postback/Webhook  |
| FormSubmit           | User submits a form                                      | Tracking Tag                    |
| Schedule             | User books an appointment or meeting                     | Postback, Webhook, or API       |
| Lead                 | A new lead is created                                    | Postback, Webhook, or API       |
| CompleteRegistration | A qualified lead with additional engagement              | Postback, Webhook, or API       |
| Purchase             | A completed purchase with monetary value                 | Postback, Webhook, or API       |
| Upsell               | A customer purchases an additional product or upgrade    | Postback, Webhook, or API       |

> 📘 **Note**
>
> Custom events like `DealNew` and `DealWon` are created through integration mappings (such as [HighLevel](/docs/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.

<Image align="center" className="border" border={true} src={readmeAsset1} />

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.

<FaqAccordion
  title="Event Mapping FAQ"
  icon="fa-duotone fa-circle-question"
  items={[
    {
      question: "What happens when I map an integration event to a custom AnyTrack event?",
      answer: "The custom event appears in your AnyTrack dashboard, reports, and in the ad platform event mapping section for each connected platform. You then need to manually map it to a standard or custom event on each ad platform where you want to send it."
    },
    {
      question: "Can I map the same AnyTrack event differently on each ad platform?",
      answer: "Yes. Each ad platform has its own Event Mapping configuration. You can map AnyTrack Purchase to Facebook Purchase but disable it on TikTok Ads, or map it to a different event name on Google Ads."
    },
    {
      question: "Do I need to configure Event Mapping for every ad platform I connect?",
      answer: "Standard events are auto-mapped by default, so most users do not need to change anything. You only need to customize the mapping if you want to disable certain events, remap them, or configure custom events."
    },
    {
      question: "What is the difference between client-side and server-side events?",
      answer: "Client-side events are triggered by the AnyTrack Tracking Tag on your website (page views, clicks, form submissions). Server-side events come from your connected integrations via postbacks, webhooks, or API calls (purchases, leads, pipeline changes). Both types flow through Event Mapping."
    },
    {
      question: "Can I send custom events to ad platforms?",
      answer: "Yes. Create a custom event name in the Event Mapping interface, and AnyTrack sends it to the ad platform as a custom conversion. On some platforms like Facebook Ads, AnyTrack will prompt you to create the custom conversion automatically."
    }
  ]}
/>

<Cards columns={2}>

  <Card title="Standard Conversions" href="/docs/standard-events" icon="fa-list-check" iconColor="blue-500">
    Full reference of AnyTrack standard events and how they map across platforms.
  </Card>

  <Card title="Custom Event Tracking" href="/docs/custom-events" icon="fa-code" iconColor="blue-500">
    Track custom user actions and send enriched conversion data to ad platforms.
  </Card>

  <Card title="Google Ads Integration" href="/docs/google-ads" icon="fa-magnifying-glass-dollar" iconColor="blue-500">
    Set up Google Ads conversion tracking with AnyTrack.
  </Card>

  <Card title="Facebook Ads Integration" href="/docs/facebook-ads" icon="fa-bullhorn" iconColor="blue-500">
    Connect Facebook Conversion API for optimized ad performance.
  </Card>

</Cards>