# Conversion Payload

> The set of parameters — identity key, value, event name, customer traits, and items — sent to an AnyTrack endpoint (collect, webhook, or postback) to record one conversion.

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

## Conversion Payload vs Event Attributes

- [Event Attributes](/glossary/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](/glossary/incoming-webhook) and [postback URL](/glossary/postback-url) are the *channels* that deliver it, and the [Conversion API](/glossary/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](/docs/custom-integration-parameters) you control exactly which parameters the payload includes.