William Hill

Answer: Track & attribute conversions from William Hill with AnyTrack.io. Measure Return on Ad Spend & optimize campaigns for maximum ROAS.

William Hill Integration Overview

William Hill runs on the IncomeAccess platform. AnyTrack has an API integration with IncomeAccess which allows to import conversions data without having to add a pixel tracking.

Events and Technical Specs

Tracking GroupAutoTag Parameter (subid)


Check the AnyTrack Tag on Your Site

For the integration to function properly, it is essential to include the AnyTrack Tag in the head section of all the pages on your website. If you don't know how to do this, read the Installing the AnyTrack Tag article.

Setup Guide

Go to the William Hill integration page and click Install Integration.


  1. [Follow this link](https://partners.williamhill.com/Members/DataFeedManagement.asp" target="_blank" data-at-href="https://partners.williamhill.com/Members/DataFeedManagement.asp) to generate your security key.
  2. Generate a new key (if you don’t have one already)
  3. Add the following IP addresses:
  4. Copy the Security Key (ctrl+C)
  5. Return to the AnyTrack settings and Paste the Security Key in the field below
  6. Save


This section will enable you to validate the main aspects of your setup.

Link tracking

Since Tracking starts when visitors clicks on offer links, you will want to verify that your links are tracked and AutoTagged.

AutoTag Method


Reminder about AutoTag

Autotag is a function that is enabled by default through the AnyTrack tracking tag, and that appends subid & click_id data to affiliate links. Learn more here about AutoTag.

  • Default: When you publish your offer links "as is" on your website.
  • AutoScan: AnyTrack scans links that are behind redirects plugins and AutoTags them according to their tracking requirements.
  • Manual:
    • Tracking Group Attribute: You add the tracking group attribute to links according to their tracking requirements. For example: data-tracking-group="incomeaccess" or rel="incomeaccess". More about Tracking Group here.
    • Click ID Token: You append the subid like this: &c=--CLICK-ID-- to the offer link.

Once the links are set up, you can check in your affiliate account reports and see whether the c parameters are passed to the offer links.

Here is an example of how you would manually update links from {groupId}:

<a href="https://anytrack.io" data-tracking-group="incomeaccess">Hover on the incomeaccess Demo   
Link to see the AnyTrack click_id</a>


Tracking Group

Tracking Group refers to the integration technology. For example, Impact Affiliate Network tracking group is impact and CJ Affiliates is cj.

Conversion Tracking

To validate your setup, there aren't many options but to wait for a conversion to come in and inspect the conversion log to find out whether conversions are properly tracked.

FAQ & Troubleshooting

Can I import past conversions into Anytrack?

No. Anytrack can only ingest conversions that have been triggered following a visitor session on your website.

Can I track direct linking campaigns?

Yes, but this requires a custom setup. Please refer to this article.

Can I use a different subid parameter than the one predefined by AnyTrack?

Yes. But you will have to activate AutoTag manually by adding an attributes on your offer links.

Can I track conversions without the click_id?

No, the click_id passed to the offer link is required to track with Postback URL.

The conversion Event Name is not what I am expecting, how can I change it?

You can add event_name=YOUR_CONVERSION_NAME parameter in the postback URL.

Take these steps to troubleshoot errors you encounter in AnyTrack

General troubleshooting

  • Verify that your tracking tag is set in the head section of your website.
  • If you're on the free plan, verify that you didn't reach the monthly traffic limit.

Conversion sources

When you are not getting conversions, most conversions trigger an error or you're not getting the Conversion data you expect.

Before you reach out to the support, please inspect the conversion log to see what type of errors you are getting and try to adjust the integration following the following troubleshooting guidelines.

Native integrations

Native integrations refer to platforms that are predefined in the catalog and should provide an error-free data flow.

The most common error is that the click_id is unknown or missing and this is the case when AutoTag did not append the anytrack click_id to the offer link.

  • Check that your affiliate links are not hidden behind some javascript.
  • Check that the links are in a standard a element.
  • Try to manually set the tracking group attribute (check the integration guidelines).
  • Check whether your offers are not getting traffic from websites where AnyTrack Tag isn't set.
  • If you just installed AnyTrack, some conversions might be the originating from traffic that wasn't tracked by AnyTrack.

Conversion data doesn't trigger an error 🔴, but isn't not validated 🟢

  • Check that the postback URL set in the integration matches the predefined postback URL we provide. If necessary, update the postback URL.
  • Copy the Event Reference and contact the support.

You're not getting conversions:

  • Check that the AnyTrack postback / webhook is set and active in your platform integration.

Custom Integrations

Custom integrations refer to integrations that have been set using the Custom Integration and that requires manual setup following standard tracking parameters.

Common errors with custom integrations include missing and unknown click_id but can also be the result of using the wrong conversion attributes or postback tokens.

  • Check that you've properly set the Anytrack tracking attributes and the integration tokens.
  • Check that you're passing the correct AutoTag subid parameter to the offer link.
  • Check that the Postback URL is correctly inserted in the custom integration.