Adobe Advertising Cloud Event Tracking

Overview

Adobe Advertising Cloud (now Adobe Advertising) uses conversion pixels and tags for tracking across search, display, and demand-side platform (DSP) campaigns. As part of Adobe Experience Cloud, Adobe Advertising provides enterprise-grade tracking with deep integration into Adobe Analytics, offering sophisticated cross-channel attribution and audience management.

Standard Events

Adobe Advertising supports various conversion types:

Ecommerce Events

Purchase - Transaction completed
Add to Cart - Product added to cart
Product View - Product page viewed
Checkout - Checkout initiated

Lead Generation Events

Lead - Form submission
Sign Up - Account registration
Download - Content download
Contact - Contact request

Custom Events

Custom - Business-specific conversions

Custom Events

Creating Conversion Tags

Adobe Advertising uses conversion tags with customizable parameters:

<!-- JavaScript Conversion Tag -->
<script type="text/javascript" src="https://pixel.everesttech.net/ADVERTISER_ID/cq?ev_sid=3&ev_ln=CONVERSION_NAME&ev_lx=ORDER_ID&ev_transid=ORDER_ID&ev_valuetype=dynamic&ev_value=ORDER_VALUE"></script>
<noscript>
<img src="https://pixel.everesttech.net/ADVERTISER_ID/cq?ev_sid=3&ev_ln=CONVERSION_NAME&ev_lx=ORDER_ID&ev_transid=ORDER_ID&ev_valuetype=dynamic&ev_value=ORDER_VALUE" width="1" height="1"/>
</noscript>

Event Parameters

Key parameters for conversion tracking:

ev_sid - Segment ID (3 for conversions)
ev_ln - Conversion name/label
ev_lx - Transaction/order ID for deduplication
ev_transid - Transaction identifier
ev_valuetype - Value type (dynamic or static)
ev_value - Conversion value
ev_currency - Currency code (USD, EUR, etc.)

Ecommerce Events

Purchase Tracking

Complete purchase implementation:

<!-- Purchase Conversion Tag -->
<script type="text/javascript">
var advertiserId = "YOUR_ADVERTISER_ID";
var conversionName = "purchase";
var orderId = "ORDER_12345";
var orderValue = "149.99";
var currency = "USD";

var conversionUrl = "https://pixel.everesttech.net/" + advertiserId +
  "/cq?ev_sid=3" +
  "&ev_ln=" + encodeURIComponent(conversionName) +
  "&ev_lx=" + encodeURIComponent(orderId) +
  "&ev_transid=" + encodeURIComponent(orderId) +
  "&ev_valuetype=dynamic" +
  "&ev_value=" + orderValue +
  "&ev_currency=" + currency;
</script>
<script type="text/javascript" src=""></script>

<noscript>
<img src="https://pixel.everesttech.net/YOUR_ADVERTISER_ID/cq?ev_sid=3&ev_ln=purchase&ev_lx=ORDER_12345&ev_transid=ORDER_12345&ev_valuetype=dynamic&ev_value=149.99&ev_currency=USD" width="1" height="1"/>
</noscript>

Dynamic Product Tracking

Track product-level data:

// Product view conversion
var productId = "SKU_123";
var productValue = "99.99";

var conversionUrl = "https://pixel.everesttech.net/ADVERTISER_ID/cq?" +
  "ev_sid=3" +
  "&ev_ln=product_view" +
  "&ev_lx=" + productId +
  "&ev_value=" + productValue +
  "&ev_valuetype=dynamic";

Conversion Tracking

Implementation Methods

1. Adobe Advertising Conversion Tag

Standard tag implementation:

<!-- Base Conversion Tag -->
<script type="text/javascript" src="https://pixel.everesttech.net/ADVERTISER_ID/cq?ev_sid=3&ev_ln=CONVERSION_NAME&ev_lx=TRANSACTION_ID&ev_transid=TRANSACTION_ID&ev_valuetype=dynamic&ev_value=VALUE&ev_currency=USD"></script>

<noscript>
<img src="https://pixel.everesttech.net/ADVERTISER_ID/cq?ev_sid=3&ev_ln=CONVERSION_NAME&ev_lx=TRANSACTION_ID&ev_transid=TRANSACTION_ID&ev_valuetype=dynamic&ev_value=VALUE&ev_currency=USD" width="1" height="1"/>
</noscript>

2. Adobe Analytics Integration

Integrate with Adobe Analytics for unified measurement:

Implementation:

Enable Adobe Advertising Cloud integration in Analytics
Map Analytics events to Advertising conversions
Use Analytics segments in Advertising campaigns
View unified reports in Analysis Workspace

Benefits:

Unified user journey across channels
Cross-platform attribution
Audience sharing
Real-time bidding adjustments

3. Google Tag Manager

Deploy via GTM:

<!-- GTM Custom HTML Tag -->
<script type="text/javascript">
var conversionUrl = "https://pixel.everesttech.net/{{Adobe Advertiser ID}}/cq?" +
  "ev_sid=3" +
  "&ev_ln={{Conversion Name}}" +
  "&ev_lx={{Transaction ID}}" +
  "&ev_transid={{Transaction ID}}" +
  "&ev_valuetype=dynamic" +
  "&ev_value={{Transaction Value}}" +
  "&ev_currency=USD";
</script>
<script type="text/javascript" src=""></script>

<noscript>
<img src="" width="1" height="1"/>
</noscript>

4. Server-Side Tracking

Server-to-server conversion tracking:

import requests

# Server-side conversion
pixel_url = "https://pixel.everesttech.net/ADVERTISER_ID/cq"
params = {
    "ev_sid": "3",
    "ev_ln": "purchase",
    "ev_lx": "ORDER_12345",
    "ev_transid": "ORDER_12345",
    "ev_valuetype": "dynamic",
    "ev_value": "149.99",
    "ev_currency": "USD"
}

response = requests.get(pixel_url, params=params)

Offline Conversions

Conversion Upload

Upload offline conversions via Adobe Advertising interface or API:

CSV Upload:

Navigate to Tools > Conversion Upload
Download CSV template
Fill with conversion data:
- Transaction ID
- Conversion name
- Value
- Currency
- Timestamp
Upload to platform

API Upload:

import requests

# Offline conversion upload
conversion_data = {
    "advertiser_id": "ADVERTISER_ID",
    "conversions": [{
        "conversion_name": "purchase",
        "transaction_id": "OFFLINE_ORDER_12345",
        "value": 149.99,
        "currency": "USD",
        "conversion_time": "2025-01-15T10:30:00Z"
    }]
}

headers = {
    "Authorization": f"Bearer {access_token}",
    "Content-Type": "application/json",
    "X-Api-Key": api_key
}

response = requests.post(
    "https://api.adobe.io/conversions/upload",
    json=conversion_data,
    headers=headers
)

Attribution

Attribution Windows

Default Settings:

Search click: 60 days
Display click: 30 days
Display view: 1 day

Customizable:

Configure per conversion type
Set in Adobe Advertising platform

Attribution Models

Adobe Advertising supports advanced attribution:

Last Event - Last click/view gets credit
First Event - First click/view gets credit
Even Distribution - Equal credit across touchpoints
Weight First Event More - 60% first, 40% distributed
Weight Last Event More - 60% last, 40% distributed
Algorithmic - Data-driven attribution
Custom - Define custom weighting

Configure in: Adobe Analytics > Attribution IQ (for integrated accounts)

Cross-Channel Attribution

Adobe Advertising provides:

Search + Display attribution across channels
Cross-device tracking for logged-in users
Adobe Experience Cloud ID for unified identity
People-based measurement across touchpoints

Adobe Analytics Attribution IQ

For advanced attribution analysis:

Create segments in Adobe Analytics
Apply attribution models in Analysis Workspace
Compare model performance
Use insights for bid optimization

Debugging & Validation

Browser DevTools

Verify tag implementation:

Network Tab:

Filter for "everesttech.net"
Verify conversion pixel fires
Check parameters are correct
Confirm response status 200

Console Verification:

// Check conversion URL construction
console.log(conversionUrl);

Adobe Advertising Platform

Verify conversions in platform:

Navigate to Reports > Conversion
Review recent conversion activity
Check conversion counts by source
Verify values are tracking correctly

Adobe Analytics

If integrated, verify in Analytics:

Open Real-Time Reports
Check for conversion events
Verify Adobe Advertising dimensions populate
Confirm values match Advertising platform

Common Issues

Tag not firing:

Verify advertiser ID is correct
Check URL parameters are encoded
Ensure script loads without errors
Test without content blockers

Conversions not appearing:

Check attribution window settings
Verify user clicked Adobe Advertising ad
Confirm conversion name matches setup
Review transaction ID format

Value not tracking:

Verify ev_valuetype is "dynamic"
Check ev_value is numeric
Confirm currency code is valid
Review value variable passes correctly

Best Practices

Implementation

Use both script and noscript tags for coverage
Include transaction IDs for deduplication
Pass accurate values for optimization
Deploy via GTM for easier management
Integrate with Adobe Analytics for unified measurement

Adobe Analytics Integration

Enable bidirectional data sharing for insights
Use Analytics segments in Advertising campaigns
Leverage Attribution IQ for model comparison
Create calculated metrics for custom KPIs
Build unified dashboards in Analysis Workspace

Cross-Channel Strategy

Coordinate Search + Display messaging
Use sequential messaging across touchpoints
Implement frequency capping across channels
Leverage cross-channel audiences for targeting
Optimize based on full path attribution

Data Quality

Pass currency codes for international campaigns
Use consistent naming conventions
Include product IDs for ecommerce
Regular audit of tag implementation
Monitor conversion lag for reporting

Optimization

Use automated bidding with conversion goals
Leverage Adobe Sensei AI for optimization
Create conversion-based audiences for targeting
Test different attribution models for insights
Adjust bids based on cross-channel attribution

Privacy & Compliance

Implement consent management for GDPR/CCPA
Use Adobe Experience Cloud ID for privacy-safe tracking
Follow data retention policies
Update privacy policies to disclose tracking
Honor user opt-outs via Adobe privacy controls

Reporting

Use Adobe Analytics for advanced analysis
Create custom dashboards in Analysis Workspace
Compare attribution models for insights
Track conversion lag by channel
Monitor cross-device conversions separately

Enterprise Integration

Connect to Adobe Experience Platform for unified data
Use Real-Time CDP for audience activation
Leverage Adobe Target for personalization
Integrate with Adobe Campaign for email
Build complete view across Experience Cloud