Conversion Payload

A conversion payload is the set of parameters sent to an AnyTrack endpoint to record one conversion. It carries an identity key (click_id, ref_id, or email), the conversion value and currency, an event name, customer traits, and an items array — delivered as a JSON body or query string to a collect endpoint, an incoming webhook, or a postback URL.

Conversion Payload vs Event Attributes

Event Attributes — the individual fields (email, value, items, …); the conversion payload is the entire request body that bundles those fields together with the identity key.

Conversion Payload vs the channel that carries it

The payload is the data; the incoming webhook and postback URL are the channels that deliver it, and the Conversion API is the channel that forwards the result outward to ad platforms. Don’t conflate the data with the pipe.

How AnyTrack reads a conversion payload

For core fields (click_id, value, transaction_id), AnyTrack matches names flexibly — case is ignored and underscores/hyphens are stripped, so click_id, clickid, and click-id all resolve to the same field. Customer traits and conversion_type are matched exactly as written. For a built-in catalog integration AnyTrack decides which fields are sent onward automatically; for a custom integration you control exactly which parameters the payload includes.

Frequently asked questions

FAQ was last reviewed on 2026-06-25

What must a conversion payload contain?

At least one identity key so AnyTrack can match the conversion to the original click: click_id (recommended), ref_id, or email. Without one of these the payload is rejected with a 'Missing click_id, ref_id and email' error. Beyond that, send value, an event name, customer traits, and items to enrich the conversion.

How does AnyTrack decide which event a payload becomes?

In priority order: event_name if present, then conversion_type mapped to a standard event, then automatic inference from the value. For predictable results always send conversion_type or event_name.