The IAB Technology Laboratory is a nonprofit research and development consortium charged with producing and helping companies implement global industry technical standards and solutions. The goal of the Tech Lab is to reduce friction associated with the digital advertising and marketing supply chain while contributing to the safe growth of an industry. The IAB Tech Lab spearheads the development of technical standards, creates and maintains a code library to assist in rapid, cost-effective implementation of IAB standards, and establishes a test platform for companies to evaluate the compatibility of their technology solutions with IAB standards, which for 18 years have been the foundation for interoperability and profitable growth in the digital advertising supply chain. Further details about the IAB Technology Lab can be found at www.iabtechlab.com
Steven Ware Jones, Meta, Sean Bedford, Meta, Randy Weinstein, Basis Technology, Alan Merzon, Google, Chandan Giri, Google, Akchat Jha, Walmart, Barbara Kalicki, Publicis Sapient, Melissa DeLuca, NBC Universal, Celina Mbale, Paramount, Steven Huang, Bytedance, Matt Reid, Roku, Brian May
Jill Wittkopp, VP Product, IAB Tech Lab
This specification is licensed under a Creative Commons Attribution 3.0 License. To view a copy of this license, visit creativecommons.org/licenses/by/3.0/ http://creativecommons.org/licenses/by/3.0/ or write to Creative Commons, 171 Second Street, Suite 300, San Francisco, CA 94105, USA.
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The Event & Conversion API (commonly known as CAPI) is designed to standardize communication of marketing-related events from advertisers’ systems to advertising platforms and partners. The recipients are able to leverage this information to optimize marketing campaigns toward desired outcomes and to better measure and report on marketing campaign performance across complete marketing funnels.
The Event & Conversion API defines a set of full-funnel events that are of interest to advertisers. By providing these events to partners, advertisers enable them to:
- Optimize ad campaigns toward desired outcomes
- Measure campaign performance throughout the marketing funnel
These capabilities enable advertising platforms and partners to improve campaign ROI through more effective targeting and better insight into what strategies lead to high value events.
This API adheres to many of the conventions of RESTful APIs. The base protocol assumes communication is HTTPS, and JSON is used to represent the body of requests and responses. Requests should be made with HTTP headers of "Accept: application/json" and "Content-Type: application/json" to indicate that the body of the request will be JSON and that JSON is expected in return. Individual advertising platforms and partners will have specific requirements for advertising partner integrations and implementations should start with a review of their guidance.
While most of the fields are designated by the standard as optional, there are fields which are defined as required and conditionally required. Pay close attention to these fields during integration. Additionally, partners and platforms may require that certain fields be present for various business use cases. When this is the case, it is expected that they will communicate to partners these minimum requirements. Receivers should be aware that they may encounter unexpected values for fields that aren’t strictly defined, that optional fields may be populated inconsistently, and that extension (ext) fields may be added, removed or otherwise altered.
This standard includes a number of fields which are SHA256 hashed. In order to maintain consistency across implementations and ensure equivalent inputs produce the same hash value, inputs must be normalized in the same way by all participants prior to hashing. The standard recommends that values consist of lowercase Roman alphabet characters (a-z). Whitespace should be trimmed. There should be no irrelevant formatting and no punctuation. In cases where special characters are required, the text must be encoded in UTF-8 format.
When breaking changes are made to this specification, they will be indicated by incrementing the major version number (1.x, 2.x, etc.).
This API specification allows for implementation-specific customization through extension (ext) objects which are included as the last field in every object definition in the standard. It is assumed that advertisers will work directly with partners and platforms to define and implement support for extensions as needed.
This API is intended for server to server transmission from advertisers to their advertising partners/platforms to support measurement and optimization use cases.
Advertisers will communicate events to partners through server-to-server calls to partner API endpoints. To send new events, the advertiser should make a POST request to the chosen partner’s API endpoint. Requirements for accessing APIs will be partner specific and advertisers should work with each partner when implementing support for the relationship.
Advertising partners/platforms may support incoming webhooks or other modes of communication through their API endpoints for events and advertisers are urged to discuss available options with their integration partners.
Receiving systems will assume that every unique event has a unique combination of data_set_id and event ID (see the Core Event Object, below for definitions). Event ID is expected to be the same for all records related to a specific event and if no ID is present, records will be assumed to be for unique events unless the recipient supports other ways of matching records (see below). If an advertiser is generating records for the same event via multiple channels (e.g., both a server-side event is generated and a pixel fires when an item is carted) and they want the records to be merged, both the server-side event and pixel fire should include the same event ID. If it is not possible to provide the same ID for the event across multiple channels, advertisers should only submit a given event from a single channel to avoid creating multiple records for the same event. Some advertising platforms and partners may have the capability to match records based on other fields if no ID is provided; when working with them, IDs should not be included for channels producing records that should be merged.
When platforms receive an event record with an ID, they are expected to look up the associated data_set_id + ID to determine if the record is for a new or existing event. If the data_set_id + ID is not found, a new record should be added to the data store. If the data_set_id + ID is found, the records should be merged. Merge rules are implementation specific. Please see partner-specific documentation for further details.
When platforms receive an event record with no ID, they may or may not attempt to determine if a record is for a new or existing event by using other fields. If they don’t use alternative matching methods, multiple records for the same event will be created if records are received from multiple channels. If they do use alternate methods, records will be processed as if they had an ID: if no match is found, a new record should be added and if a match is found, the records should be merged.
Recipients may impose record update time limits and discard any new records with an ID that matches that of an existing record after the time limit has been exceeded.
Advertisers may choose to send events individually as they occur or in batches, assuming the partners/platforms they are working with support batch processing. While capturing events as close to the time of occurrence as possible generally provides the most value, there are use cases for which batching events makes more sense; examples include offline events from a retail store and lead qualification events from a CRM.
Advertising partners/platforms that support batch processing will have requirements for how data is packaged and delivered and advertisers are expected to consult with them to determine how to submit batch data.
These are the core attributes necessary to operationalize data received through the Event & Conversion API.
| Attribute | Type | Description |
|---|---|---|
data_set_id |
string, required | An identifier, coordinated by both parties, that indicates the destination for the data on the receiving system, this may be an advertiser or account related id. Note that this field is used to separate ID spaces: records with the same ID and data_set_id are assumed to refer to a single event, while records with records with the same ID and different data_set_ids are assumed to refer to unique, unrelated events. If this field is missing or invalid, the record may be discarded. |
id |
string, strongly recommended | This ID can be any unique string chosen by the advertiser. If records for the same event are sent from multiple sources (e.g. a pixel and CAPI), they should include the same event_id; see ID-Based Record Process, above for why. For events without an intrinsic ID number, a random number (so long as the same random number is sent between browser, server and other event sources) can be used. If the same ID is not guaranteed to be provided for the same event by different sources, it is preferred that this field be omitted. |
timestamp |
integer, required | The unix epoch timestamp of the event. For example,1746558464 (May 06 2025 19:07:44 GMT+0000). If this field is missing or invalid, the record may be discarded. |
event_type |
enum, required | The type of the event; see event_type list. If event_type is “custom”, the custom_event field (below) must be populated. If this field is missing or invalid, the record may be discarded. |
custom_event |
string, optional | Required if the enum of event_type is custom. If this field is populated and event_type is not “custom”, it will be ignored. If the event_type field (above) is “custom” and this field is missing or invalid, the record may be discarded. |
user_data |
object | The object specifies information about the user associated with the event. |
value |
float, recommended | The total value of the event to the advertiser. This could be the total price of the order or the advertiser's determined value of a specific event to their business. If this field value is set, the currency_code (below) is required. |
currency_code |
string, recommended | The ISO 4217 currency code. This field is required when “value” (above) is set. The currency reported here applies to all monetary fields. If value is set and this field is missing or invalid, the record may be discarded. |
source |
enum, recommended | This field specifies where the event took place. See source list. |
properties |
object | This object specifies additional properties associated with the event. |
ext |
object | Placeholder for exchange-specific extensions. |
There are many ways in which businesses describe the events of importance to them. For this standard, we sought to support the most common use cases in the ‘standard events’ table. We also included an Additional Events table, which identifies less common types that were still deemed worthy of standardization, but lower priority for overall support.
These are the events advertisers most commonly want to share with a partner or platform.
| Event Name | Event Description |
|---|---|
purchase |
A purchase. |
page_view |
A page on the advertiser website was viewed. |
ad_impression |
A user was exposed to an ad impression. |
add_to_wishlist |
An item was added to a wishlist. |
add_to_cart |
An item was added to a cart for purchase. |
viewed_cart |
A purchase cart was viewed. |
viewed_item |
An item or product page was viewed. |
begin_checkout |
A user has begun a checkout flow. |
add_payment_info |
A user submitted their payment information in a checkout flow. |
remove_from_cart |
An item was removed from a cart. |
refund |
One or more items was refunded to a user. |
generate_lead |
A lead was generated. |
qualify_lead |
A user is identified as a qualified lead. |
close_convert_lead |
A lead has been converted and closed. |
disqualify_lead |
A lead has become disqualified. |
close_unconvert_lead |
A user is identified as failing to become a converted lead. |
sign_up |
A user signed up for an account or offer. |
search |
A user has performed a search. |
unlock_achievement |
A user unlocked an achievement. |
install |
An app install. |
customize_product |
A user customized a product. |
contact |
A user contact. |
donate |
A donation was made. |
find_location |
A user searches for a location. |
schedule |
A user schedules an appointment. |
start_trial |
A user begins a trial. |
subscribe |
A user subscribes to a product or service. |
custom |
Custom event identified in the custom_event field in the core Event Object. When this event type is indicated, the custom_event field must contain a value or the record is invalid. |
While still common, these are generally deemed a lower priority of events that advertisers share with a partner/platform.
| Event Name | Event Description |
|---|---|
add_shipping_info |
A user submitted shipping information. |
share |
A user shared content. |
select_content |
A user selected content. |
select_item |
A user selected an item from a list. |
select_promotion |
A user selected a promotion from a list. |
view_item_list |
A user viewed a list of items. |
view_promotion |
A user viewed a promotion. |
view_search_results |
A user was presented with the results of a search. |
spend_virtual_currency |
A user spent virtual currency. |
earn_virtual_currency |
A user earned virtual currency. |
working_lead |
A user contacted, or was contacted by, a representative. |
login |
A user logged in to a website or app. |
join_group |
A user joined a group. |
level_up |
A user leveled up in a game. |
post_score |
A user posted a score. |
tutorial_begin |
A user started an on-boarding process. |
tutorial_complete |
A user completed an on-boarding process. |
Metadata about the user associated with the event. As noted in the Disclaimer section of the Introduction, each implementer is responsible for ensuring their implementation complies with applicable laws, regulations, or self-regulatory frameworks.
| Attribute | Type | Description |
|---|---|---|
customer_identifier |
string | SHA256 hashed customer identifier provided by the advertiser. The receiver will treat it as a custom label. See Normalization for details. |
uids |
object, array | array of user id objects |
customer_segments |
string, array | Identifies a general category of the customer associated with the event, e.g., Gold Member or High Spender or Frequent Shopper. |
email_address |
string, array | SHA256 hashed email addresses. See Normalization for details. |
phone_numbers |
string, array | SHA256 hashed phone numbers. Remove symbols, letters, and any leading zeros. Phone numbers must include a (+) prefix and country code to be used for matching (e.g., the number 1 must precede a phone number in the United States). Always include the country code as part of your customers' phone numbers, even if all of your data is from the same country. |
utcoffset |
integer | Local time as the number +/- of minutes from UTC. |
address |
object, array | These should be addresses known to be associated with the user. See address Object for details. |
gpp_string |
string | Contains the Global Privacy Platform’s consent string. See the Global Privacy Platform specification for more details. |
gpp_sid |
integer, array | Array of the section(s) of the string which should be applied for this transaction. Generally will contain one and only one value, but there are edge cases where more than one may apply. GPP Section 3 (Header) and 4 (Signal Integrity) do not need to be included. See the GPP Section Information for more details. |
mmt_only |
boolean, may be required in relevant jurisdictions. | A flag that indicates we should not use this event for ads delivery optimization. If set to true, we only use the event for attribution. |
click_id |
string | Click ID for the appropriate partner/platform that is receiving the conversion event. This may be shared as a campaign ID. |
impression_id |
string | Impression id for the appropriate partner/platform receiving the conversion event. |
event_ip_address |
string | The IP address corresponding to the event. This must be a valid IPV4 or IPV6 address. |
event_user_agent |
string | The user agent for the browser corresponding to the event. |
ifa |
string | Device identifier for advertising. |
landing_ip_address |
string | The IP address from which the consumer most recently accessed the campaign landing page after clicking on an ad before the conversion event. |
landing_user_agent |
string | The user agent recorded at the time the landing_ip_address (above) was captured. |
age_range |
enum | See enumeration in age_range. |
gender |
string | SHA256 hashed gender. See Normalization for details. |
ext |
object | Placeholder for exchange-specific extensions. |
The example below represents an impression with user data normalized and hashed. See the Normalization examples section for the raw and normalized values corresponding to the hashed fields.
{
"customer_identifier": "e606e38b0d8c19b24cf0ee3808183162ea7cd63ff7912dbb22b5e803286b4446",
"uids": [
{
"id": "ad57366865126e55649ecb23ae1d48887544976efea46a48eb5d85a6eeb4d306",
"source": "example.com",
"atype": 1
}
],
"customer_segments": [
"gold_member",
"frequent_shopper"
],
"email_address": [
"b4c9a289323b21a01c3e940f150eb9b8c542587f1abfd8f0e1cc1ffc5e475514"
],
"phone_numbers": [
"7c8d08bf90ca322bcac37f99ba14e980e4b1f5ba919f7e16a030af9070ba125e"
],
"utcoffset": -300,
"address": [
{
"first_name": "81f8f6dde88365f3928796ec7aa53f72820b06db8664f5fe76a7eb13e24546a2",
"last_name": "6627835f988e2c5e50533d491163072d3f4f41f5c8b04630150debb3722ca2dd",
"city": "new york",
"state": "ny",
"country_code": "us",
"postal_code": "e443169117a184f91186b401133b20be670c7c0896f9886075e5d9b81e9d076b"
}
],
"gpp_string": "DBACNYA~CPXxRfAPXxRfAAfKABENB-CgAAAAAAAAAAYgAAAAAAAA~1YNN",
"gpp_sid": [
7
],
"impression_id": "imp_123abc",
"event_ip_address": "172.16.254.3",
"event_user_agent": "Mozilla/5.0 (Macintosh; Intel Mac OS X 10_15_7) AppleWebKit/537.36 (KHTML, like Gecko) Chrome/146.0.0.0 Safari/537.36",
"ifa": "38400000-8cf0-11bd-b23e-10b96e40000d",
"age_range": 5,
"gender": "9f165139a8c2894a47aea23b77d330eca847264224a44d5a17b19db8b9a72c08",
"ext": {
"partner_billing": true
}
}| Field | Raw | Normalized | SHA256 |
|---|---|---|---|
customer_identifier |
User123 |
user123 |
e606e38b0d8c19b24cf0ee3808183162ea7cd63ff7912dbb22b5e803286b4446 |
email_address |
User@example.com |
user@example.com |
b4c9a289323b21a01c3e940f150eb9b8c542587f1abfd8f0e1cc1ffc5e475514 |
phone_numbers |
+1 212-555-0000 |
+12125550000 |
7c8d08bf90ca322bcac37f99ba14e980e4b1f5ba919f7e16a030af9070ba125e |
address.first_name |
Jane |
jane |
81f8f6dde88365f3928796ec7aa53f72820b06db8664f5fe76a7eb13e24546a2 |
address.last_name |
Smith |
smith |
6627835f988e2c5e50533d491163072d3f4f41f5c8b04630150debb3722ca2dd |
gender |
Female |
female |
9f165139a8c2894a47aea23b77d330eca847264224a44d5a17b19db8b9a72c08 |
Defines a user identifier, including agent type information.
| Attribute | Type | Description |
|---|---|---|
id |
string | SHA256 hashed identifier for the user. See Normalization for details. |
source |
string | Canonical domain of the ID. |
atype |
integer | Type of user agent the ID is from. Refer to List: Agent Types in AdCOM 1.0 |
ext |
object | Placeholder for exchange-specific extensions. |
Defines an address associated with an event.
| Attribute | Type | Description |
|---|---|---|
first_name |
string | SHA256 hashed first name. See Normalization for details. |
last_name |
string | SHA256 hashed last name. See Normalization for details. |
street |
string | SHA256 hashed street address. See Normalization for details. |
city |
string | City. using Roman alphabet a-z characters is recommended. Lowercase only with no punctuation. If using special characters, the text must be encoded in UTF-8 format. |
state |
string | State. using Roman alphabet a-z characters is recommended. Lowercase only with no punctuation. If using special characters, the text must be encoded in UTF-8 format. |
country_code |
string | Country code using the 2-letter country codes in ISO 3166-1 is recommended. Lowercase only with no punctuation. |
postal_code |
string | SHA256 hashed postal code. See Normalization for details. This is a 5 digit code for US zip codes. For the UK, the postal code is the area, district, and sector format. |
address_type |
enum | Labels the address as either a billing or shipping address if known. 1. billing 2. shipping 3. unknown |
ext |
object | Placeholder for exchange-specific extensions. |
The item object is a part of the properties object. It focuses on event specific metadata related to items/products associated with events.
| Attribute | Type | Description |
|---|---|---|
id |
string | Unique ID that identifies a UPC or SKU. |
name |
string | Product name. |
price |
float | Product price. The currency is assumed to be what is defined in the core event object currency field. |
discount |
float | The unit monetary discount value associated with the item. The currency is assumed to be what is defined in the core event object currency field. |
quantity |
float | The quantity of the item. |
brand |
string | The brand of the item. |
affiliation |
string | A product affiliation to designate a supplying company or brick and mortar store location. |
category |
string | Descriptive category of the product. The taxonomy used should be declared in the cattax field. |
cattax |
enum | The taxonomy used in the category field. Use List: Category Taxonomies in AdCOM 1.0 IAB Tech Lab Ad Product Taxonomy 2.0 is recommended. |
item_coupon |
string | The coupon name/code associated with the event. |
item_list_id |
string | The ID of the list in which the item was presented to the user. |
item_list_name |
string | The name of the list in which the item was presented to the user. |
item_item_variant |
string | The item variant or unique code or description for additional item details/options. |
item_location_id |
string | The physical location associated with the item. |
ext |
object | Placeholder for exchange-specific extensions. |
Age range of the user associated with an event.
| Enumeration | Age Range |
|---|---|
1 |
18-20 |
2 |
21-24 |
3 |
25-29 |
4 |
30-34 |
5 |
35-39 |
6 |
40-44 |
7 |
44-49 |
8 |
50-54 |
9 |
55-59 |
10 |
60-64 |
11 |
65-69 |
12 |
70-74 |
13 |
75+ |
Values that specify where your event occurred.
| Source | Description |
|---|---|
email |
Event happened over email. |
website |
Event happened via a website. |
app |
Event happened via an app. |
phone_call |
Event happened via a phone call. |
chat |
Event happened over chat. |
physical_store |
Event happened in person in a physical store. |
system_generated |
Event happened automatically, such as a subscription renewal set to auto-pay. |
business_messaging |
Event occurred via a business messaging app. |
other |
Event happened in a way that’s not listed. |
Additional metadata that may be provided for some event types.
| Attribute | Type | Description |
|---|---|---|
transaction_id |
string | Identifier for a transaction associated with the event. |
items |
object, array | Items and associated item metadata associated with the event. |
page_url |
string | The URL of a page. |
ad_source |
string | The value of the utm_source parameter. |
referrer |
string | Traffic referrer for the event. |
coupon |
string, array | A coupon name/code associated with the event. |
shipping |
float | Shipping cost associated with the event. The currency is assumed to be what is defined in the core event object currency field. |
tax |
float | Tax cost associated with a transaction. The currency is assumed to be what is defined in the core event object currency field. |
payment_type |
string, array | The chosen payment method. |
shipping_tier |
string | The shipping tier associated with the event. |
virtual_currency_name |
string | Virtual currency used to purchase the items associated with the event. |
virtual_item_name |
string | Name of the virtual item purchased. |
lead_source |
string | The source of the lead. |
lead_status |
string | The status of the lead. |
lead_reason |
string | The reason for the lead. |
ad_platform |
string | The ad platform. |
ad_format |
string | The ad format used. |
ad_unit_name |
string | The ad unit name. |
login_method |
string | The method used to login. |
group_id |
string | The ID of the group associated with the event. |
character_level |
integer | The level of the character associated with the event. |
character |
string | The character that leveled up. |
post_score |
integer | A score associated with the event that will be posted. |
achievement_id |
string | The ID of an achievement associated with the event. |
search_term |
string | The term used for the search. |
creative_name |
string | The name of the promotional creative. |
creative_slot |
string | The name of the promotional creative slot associated with the item. |
promotion_id |
string | The promotion id. |
promotion_name |
string | The name used to identify a specific promotion or strategic campaign. |
availability |
enum | Value must be one of the following: 1. available soon 2. for rent 3. for sale 4. off market 5. recently sold 6. sale pending |
body_style |
enum | Body style of the vehicle should be one of the following: 1. convertible 2. coupe 3. hatchback 4. minivan 5. truck 6. suv 7. sedan 8. van 9. wagon 10. crossover 11. other |
condition_of_vehicle |
enum | Condition of vehicle should be one of the following: 1. new 2. used |
arrival_date |
string | The date for arrival at the destination in YYYYMMDD or YYYY-MM-DD. |
departure_date |
string | The date of departure in YYYYMMDD or YYYY-MM-DD. |
destination_airport |
string | Use the official IATA code of the destination airport. |
destination_ids |
string | If you have a destination catalog, you can associate one or more destinations in your destination catalog with a specific hotel event. |
drivetrain |
enum | Drivetrain of the vehicle should be one of the following: 1. 4x2 2. 4x4 3. awd 4. fwd 5. rwd 6. other 7. none |
exterior_color |
string | Exterior color. |
fuel_type |
enum | Fuel type of the vehicle should be one of the following: 1. diesel 2. electric 3. flex 4. gasoline 5. hybrid 6. petrol 7. plugin_hybrid 8. other 9. none |
lease_end_date |
string | Lease end date specified using YYYYMMDD or YYYY-MM-DD. |
lease_start_date |
string | Lease start date using YYYYMMDD or YYYY-MM-DD. |
listing_type |
enum | Value must be one of the following: 1. for rent by agent 2. for rent by owner 3. for sale by agent 4. for sale by owner 5. foreclosed 6. new construction 7. new listing. |
make |
string | Make or brand of the vehicle. |
model |
string | Model of the vehicle. |
transmission |
enum | Transmission of the vehicle should be one of the following: 1. automatic 2. manual 3. other 4. none |
vin |
string | Vehicle Identification Number associated with the event. |
ext |
object | Placeholder for exchange-specific extensions. |
Data quality is critical when it comes to Event & Conversion API integrations. Receiving systems will have verification processes not only for the event communication transactions, but for the data received as well in order to ensure data integrity meets requirements for supporting measurement and optimization use cases. Individual platforms and partners will inform advertisers of their data integrity requirements.
HTTP status codes are used by the receiving partner or platform to communicate the status of requests made by the advertiser:
| Code | Name | Description |
|---|---|---|
200 |
OK | The request was successful. |
400 |
Bad Request | The request could not be interpreted successfully. |
401 |
Unauthorized | The request did not contain correct authentication information. |
404 |
Not Found | The resource does not exist. |
429 |
Too Many Requests | The sender has exceeded the rate limit set by the receiver and must wait before trying again. |
500 |
Internal Service Error | The receiver has encountered technical difficulties. |