> ## Documentation Index > Fetch the complete documentation index at: https://docs.adcontextprotocol.org/llms.txt > Use this file to discover all available pages before exploring further. # Conversion Tracking & Optimization Goals > AdCP conversion tracking — configure pixels and event sources with sync_event_sources, send conversion events with log_event, and set optimization goals for campaign delivery. Conversion tracking in AdCP connects advertising spend to business outcomes. Two tasks handle the lifecycle: [`sync_event_sources`](/dist/docs/3.0.0-rc.2/media-buy/task-reference/sync_event_sources) configures where events come from, and [`log_event`](/dist/docs/3.0.0-rc.2/media-buy/task-reference/log_event) sends the events themselves. Event data feeds into delivery reporting (conversions, ROAS, cost per acquisition) and enables optimization goals on media buy packages. ## The flow ```mermaid theme={null} sequenceDiagram participant B as Buyer participant S as Seller rect rgb(240, 248, 255) Note over B,S: Setup B->>S: sync_event_sources (configure sources) S->>B: Setup instructions (snippets, pixel URLs) B->>B: Install snippets on site/app end rect rgb(240, 255, 240) Note over B,S: Event collection B->>S: log_event (send conversions) S->>S: Match users, attribute conversions end rect rgb(255, 248, 240) Note over B,S: Optimization B->>S: create_media_buy (with optimization_goals) S->>S: Optimize delivery toward conversions B->>S: get_media_buy_delivery S->>B: Conversion metrics (ROAS, CPA) end ``` This shows the recommended order. In practice, media buys can be created before events are flowing — the seller begins optimizing once sufficient event history accumulates. ## Event source An event source represents a channel through which conversion events are collected — a website pixel, mobile SDK, server-to-server integration, or CRM import. Configure event sources with [`sync_event_sources`](/dist/docs/3.0.0-rc.2/media-buy/task-reference/sync_event_sources). You provide an `event_source_id`, optional `name`, `event_types`, and `allowed_domains`. The response includes additional fields for each source: | Field | Type | Description | | --------------- | ------------------------------- | --------------------------------------------------------------------- | | `seller_id` | string | Seller-assigned identifier in their ad platform | | `action` | string | What happened: `created`, `updated`, `unchanged`, `deleted`, `failed` | | `managed_by` | string | `buyer` (you configured it) or `seller` (always-on, seller-managed) | | `action_source` | [ActionSource](#action-sources) | Type of event source (website pixel, app SDK, etc.) | | `setup` | object | Implementation details — snippet code, snippet type, instructions | ### Buyer-managed vs seller-managed **Buyer-managed** sources are ones you configure via `sync_event_sources`. You control the event types, domains, and lifecycle. **Seller-managed** sources are always-on and appear in the response with `managed_by: "seller"`. These are common in commerce media where the retailer provides built-in attribution (e.g., purchase tracking on their own platform). Products with `conversion_tracking.platform_managed: true` indicate the seller provides these sources. To discover all sources on an account (including seller-managed), call `sync_event_sources` without an `event_sources` array: ```json theme={null} { "$schema": "https://adcontextprotocol.org/schemas/v3/media-buy/sync-event-sources-request.json", "account": { "account_id": "acct_12345" } } ``` ## Event An event represents a user action — a purchase, lead submission, page view, app install, or any of the [standard event types](#event-types). Send events with [`log_event`](/dist/docs/3.0.0-rc.2/media-buy/task-reference/log_event): ```json theme={null} { "$schema": "https://adcontextprotocol.org/schemas/v3/core/event.json", "event_id": "evt_purchase_12345", "event_type": "purchase", "event_time": "2026-01-15T14:30:00Z", "action_source": "website", "event_source_url": "https://www.example.com/checkout/confirm", "user_match": { "hashed_email": "a1b2c3d4e5f6a1b2c3d4e5f6a1b2c3d4e5f6a1b2c3d4e5f6a1b2c3d4e5f6a1b2", "click_id": "abc123def456", "click_id_type": "gclid" }, "custom_data": { "value": 149.99, "currency": "USD", "order_id": "order_98765", "num_items": 3 } } ``` | Field | Type | Required | Description | | ------------------- | ------------------------------- | -------- | ----------------------------------------------------------------------------------------------- | | `event_id` | string | Yes | Unique identifier for deduplication (scoped to event\_type + event\_source\_id). Max 256 chars. | | `event_type` | [EventType](#event-types) | Yes | Standard event type | | `event_time` | date-time | Yes | ISO 8601 timestamp when the event occurred | | `user_match` | [UserMatch](#user-match) | No | User identifiers for attribution matching | | `custom_data` | [CustomData](#custom-data) | No | Event-specific data (value, currency, items) | | `action_source` | [ActionSource](#action-sources) | No | Where the event occurred | | `event_source_url` | uri | No | URL where the event occurred (required when action\_source is `website`) | | `custom_event_name` | string | No | Name for custom events (when event\_type is `custom`) | Events are deduplicated by `event_id` + `event_type` + `event_source_id`. Sending the same event multiple times is safe. ## User match User identifiers enable the seller to attribute conversions to ad impressions. Provide the strongest identifiers available — more identifiers means higher match rates. ```json theme={null} { "$schema": "https://adcontextprotocol.org/schemas/v3/core/user-match.json", "hashed_email": "a1b2c3d4e5f6a1b2c3d4e5f6a1b2c3d4e5f6a1b2c3d4e5f6a1b2c3d4e5f6a1b2", "uids": [ { "type": "uid2", "value": "AbC123XyZ..." } ], "click_id": "abc123def456", "click_id_type": "gclid" } ``` At least one identifier is required. The hierarchy from strongest to weakest: | Field | Type | Match quality | Description | | ------------------- | ------ | ------------- | ----------------------------------------------------------------------- | | `uids` | UID\[] | Deterministic | Universal ID values (`rampid`, `id5`, `uid2`, `euid`, `pairid`, `maid`) | | `hashed_email` | string | Deterministic | SHA-256 hash of lowercase, trimmed email (64-char hex) | | `hashed_phone` | string | Deterministic | SHA-256 hash of E.164 phone number (64-char hex) | | `click_id` | string | Deterministic | Platform click identifier (fbclid, gclid, ttclid, etc.) | | `click_id_type` | string | — | Type of click identifier | | `client_ip` | string | Probabilistic | Client IP address (requires `client_user_agent`) | | `client_user_agent` | string | Probabilistic | Client user agent (requires `client_ip`) | **Hashing**: Normalize before hashing — emails to lowercase with whitespace trimmed, phone numbers to E.164 format (e.g., `+12065551234`). Hash with SHA-256, output as 64-character lowercase hex. Send multiple identifier types when available. The seller uses the best available match. ## Custom data Event-specific data for attribution and reporting. For purchase events, always include `value` and `currency` to enable ROAS reporting. ```json theme={null} { "$schema": "https://adcontextprotocol.org/schemas/v3/core/event-custom-data.json", "value": 149.99, "currency": "USD", "order_id": "order_98765", "content_ids": ["SKU-1234", "SKU-5678"], "num_items": 3, "contents": [ { "id": "SKU-1234", "quantity": 2, "price": 49.99, "brand": "Acme" }, { "id": "SKU-5678", "quantity": 1, "price": 50.01, "brand": "Nova" } ] } ``` | Field | Type | Description | | ------------------ | ---------- | --------------------------------------------------------------- | | `value` | number | Monetary value of the event | | `currency` | string | ISO 4217 currency code (e.g., `USD`, `EUR`, `GBP`) | | `order_id` | string | Unique order or transaction identifier | | `content_ids` | string\[] | Product or content identifiers | | `content_type` | string | Category of content (product, service, etc.) | | `content_name` | string | Name of the product or content | | `content_category` | string | Category of the product or content | | `num_items` | integer | Number of items in the event | | `search_string` | string | Search query (for search events) | | `contents` | Content\[] | Per-item details: `id` (required), `quantity`, `price`, `brand` | ## Event types Standard marketing event types, aligned with IAB ECAPI: | Event type | Description | | ----------------------- | --------------------------------------------------------- | | `page_view` | User viewed a page | | `view_content` | User viewed specific content (product, article, etc.) | | `select_content` | User selected or clicked on content | | `select_item` | User selected a specific product or item from a list | | `search` | User performed a search | | `share` | User shared content via social or messaging | | `add_to_cart` | User added an item to cart | | `remove_from_cart` | User removed an item from cart | | `viewed_cart` | User viewed their shopping cart | | `add_to_wishlist` | User added an item to a wishlist | | `initiate_checkout` | User started checkout process | | `add_payment_info` | User added payment information | | `purchase` | User completed a purchase | | `refund` | A purchase was fully or partially refunded (adjusts ROAS) | | `lead` | User expressed interest (form submission, signup, etc.) | | `qualify_lead` | Lead qualified by sales or scoring criteria | | `close_convert_lead` | Lead converted to a customer or closed deal | | `disqualify_lead` | Lead disqualified or marked as not viable | | `complete_registration` | User completed account registration | | `subscribe` | User subscribed to a service or newsletter | | `start_trial` | User started a free trial | | `app_install` | User installed an application | | `app_launch` | User launched an application | | `contact` | User initiated contact (call, message, etc.) | | `schedule` | User scheduled an appointment or event | | `donate` | User made a donation | | `submit_application` | User submitted an application (loan, job, etc.) | | `custom` | Custom event type (specify in `custom_event_name`) | ## Action sources Where the conversion event originated: | Action source | Description | | ------------------ | -------------------------------------------- | | `website` | Event occurred on a website | | `app` | Event occurred in a mobile or desktop app | | `offline` | Event occurred offline (imported data) | | `phone_call` | Event originated from a phone call | | `chat` | Event originated from a chat conversation | | `email` | Event originated from an email interaction | | `in_store` | Event occurred at a physical retail location | | `system_generated` | Event generated by an automated system | | `other` | Other source (specify in `ext`) | ## Optimization goals Optimization goals tell the seller what to optimize delivery toward. Set them on a package in [`create_media_buy`](/dist/docs/3.0.0-rc.2/media-buy/task-reference/create_media_buy#campaign-with-conversion-optimization). A package accepts an array of goals — each with an optional `priority` (1 = highest). Products declare `max_optimization_goals` when they limit how many goals a package can carry (most social platforms accept only 1). **Schema**: [`/schemas/v3/core/optimization-goal.json`](https://adcontextprotocol.org/schemas/v3/core/optimization-goal.json) There are two kinds of goals, discriminated by `kind`: * **`kind: "metric"`** — Optimize for a seller-tracked delivery metric (clicks, views, engagements, etc.). No event source or conversion tracking setup required. The product declares which metrics it supports in `metric_optimization`. * **`kind: "event"`** — Optimize for advertiser-tracked conversion events. Requires event sources registered via `sync_event_sources`. The product declares support in `conversion_tracking`. ### kind: event Optimize for advertiser-tracked conversion events. The `event_sources` array defines which source-type pairs feed this goal. When the seller supports `multi_source_event_dedup` (declared in [`get_adcp_capabilities`](/dist/docs/3.0.0-rc.2/protocol/get_adcp_capabilities)), they deduplicate by `event_id` across all entries — the same business event reported by multiple sources counts once, using `value_field` and `value_factor` from the first matching entry. When `multi_source_event_dedup` is absent or false, buyers should use a single event source per goal. **Cost per conversion** (single source): ```json theme={null} { "kind": "event", "event_sources": [ { "event_source_id": "website_pixel", "event_type": "lead" } ], "target": { "kind": "cost_per", "value": 25.00 }, "priority": 1 } ``` **Return on ad spend** (multiple sources with refunds): ```json theme={null} { "kind": "event", "event_sources": [ { "event_source_id": "web_pixel", "event_type": "purchase", "value_field": "order_total" }, { "event_source_id": "app_sdk", "event_type": "purchase", "value_field": "order_total" }, { "event_source_id": "web_pixel", "event_type": "refund", "value_field": "refund_amount", "value_factor": -1 } ], "target": { "kind": "per_ad_spend", "value": 4.0 }, "attribution_window": { "post_click": { "interval": 28, "unit": "days" }, "post_view": { "interval": 1, "unit": "days" } }, "priority": 1 } ``` For `per_ad_spend` targets, each event source entry specifies a `value_field` (which field on `custom_data` carries the monetary value) and an optional `value_factor` (multiplier, defaults to 1). The seller computes `sum(value_field * value_factor) / spend` across all deduplicated events. **Maximize conversion value** (no specific ROAS target): ```json theme={null} { "kind": "event", "event_sources": [ { "event_source_id": "web_pixel", "event_type": "purchase", "value_field": "value" } ], "target": { "kind": "maximize_value" }, "priority": 1 } ``` A `maximize_value` target steers spend toward higher-value conversions without committing to a specific return ratio. Requires `value_field` on at least one event source entry. | Field | Type | Required | Description | | ----------------------------------- | ------------------------------------------------------ | ------------------------------------------------- | ------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------- | | `kind` | `"event"` | Yes | Discriminator | | `event_sources` | array | Yes | Source-type pairs feeding this goal. Seller deduplicates by `event_id` across entries — when the same `event_id` arrives from multiple sources with different `value_field`s, the seller uses the `value_field` and `value_factor` from the first matching entry in this array. | | `event_sources[].event_source_id` | string | Yes | Event source (must be configured via `sync_event_sources`) | | `event_sources[].event_type` | [EventType](#event-types) | Yes | Event type to include (e.g., `purchase`, `lead`, `refund`) | | `event_sources[].custom_event_name` | string | When event\_type is `custom` | Platform-specific custom event name | | `event_sources[].value_field` | string | When target is `per_ad_spend` or `maximize_value` | Which field on `custom_data` carries the monetary value. The seller must use this for value extraction and aggregation — it is not passed directly to underlying platform APIs. | | `event_sources[].value_factor` | number | No | Multiplier the seller must apply to `value_field` before aggregation (default 1). Use -1 for refunds, 0.01 for cents, 0 to zero out a source's value contribution while still counting it for dedup. | | `target.kind` | `"cost_per"` \| `"per_ad_spend"` \| `"maximize_value"` | No | Target type. When omitted, the seller maximizes conversions within budget. | | `target.value` | number | Yes (if target set) | Cost per event in buy currency, or return ratio (e.g., 4.0 = $4 per $1 spent) | | `attribution_window` | object | No | Click-through and view-through windows. When omitted, the seller uses their default. | | `priority` | integer | No | 1 = highest priority. When omitted, sellers use array position. | ### kind: metric Optimize for a seller-tracked delivery metric. No event source needed — the seller tracks these natively. Products declare which metrics they support in `metric_optimization.supported_metrics`. **Maximize clicks** (no target — seller optimizes for volume within budget): ```json theme={null} { "kind": "metric", "metric": "clicks" } ``` **Cost per click**: ```json theme={null} { "kind": "metric", "metric": "clicks", "target": { "kind": "cost_per", "value": 2.00 }, "priority": 2 } ``` **Minimum click-through rate**: ```json theme={null} { "kind": "metric", "metric": "clicks", "target": { "kind": "threshold_rate", "value": 0.001 }, "priority": 2 } ``` **Minimum attention time**: ```json theme={null} { "kind": "metric", "metric": "attention_seconds", "target": { "kind": "threshold_rate", "value": 5.0 }, "priority": 3 } ``` **Maximize engagements** (social reactions, comments, shares, story opens, overlay taps): ```json theme={null} { "kind": "metric", "metric": "engagements" } ``` **Completed views with duration threshold** (6-second views on TikTok): ```json theme={null} { "kind": "metric", "metric": "completed_views", "view_duration_seconds": 6, "target": { "kind": "cost_per", "value": 0.02 }, "priority": 1 } ``` | Field | Type | Required | Description | | ----------------------- | ---------------------------------- | ------------------- | ------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------- | | `kind` | `"metric"` | Yes | Discriminator | | `metric` | string | Yes | Seller-native metric (see metrics table below) | | `view_duration_seconds` | number | No | Minimum video view duration (in seconds) that qualifies as a `completed_views` event. Only applicable when metric is `completed_views`. When omitted, the seller uses their platform default. Must be a value listed in the product's `metric_optimization.supported_view_durations` — sellers reject unsupported values. | | `target.kind` | `"cost_per"` \| `"threshold_rate"` | No | Target type. When omitted, the seller maximizes metric volume within budget. | | `target.value` | number | Yes (if target set) | Cost per metric unit in buy currency, or minimum per-impression value | | `priority` | integer | No | 1 = highest priority. When omitted, sellers use array position. | **Metrics**: | Metric | Unit | `threshold_rate` example | Description | | ------------------- | ---------------------- | ------------------------ | ------------------------------------------------------------------------------------------------------------------------------------------------------------------------------ | | `clicks` | count/impression | 0.001 (0.1% CTR) | Link clicks, swipe-throughs, CTA taps that navigate away | | `views` | count/impression | 0.70 (70% viewability) | Viewable impressions | | `completed_views` | count/impression | 0.85 (85% VCR) | Video or audio completions. Use `view_duration_seconds` to control the qualifying threshold (e.g., 2s, 6s, 15s). | | `viewed_seconds` | seconds/impression | 3.0 (3s in view) | Time in view per impression | | `attention_seconds` | seconds/impression | 5.0 (5s attention) | Attention time per impression | | `attention_score` | score/impression | 40.0 (vendor-specific) | Attention score per impression | | `engagements` | count/impression | — | Direct interaction beyond viewing — social reactions/comments/shares, story/unit opens, interactive overlay taps on CTV, companion banner interactions on audio | | `follows` | count/impression | — | New followers, page likes, artist/podcast/channel subscribes | | `saves` | count/impression | — | Saves, bookmarks, playlist adds, pins — signals of intent to return | | `profile_visits` | count/impression | — | Visits to the brand's in-platform page — profile, artist page, channel, or storefront. Does not include external website clicks (use `clicks` for that). | | `reach` | unique entities/window | — | Unique audience reach within a frequency window. Requires `reach_unit` (e.g., `households`, `individuals`). Use `target_frequency` to set the frequency band for optimization. | ### Target kinds All target kinds across both goal types: | `target.kind` | Metric goals | Event goals | Description | | ---------------- | ---------------------------- | ------------------------------- | --------------------------------------------------------------------- | | `cost_per` | Cost per click/view/etc. | Cost per conversion event | `spend / count` | | `threshold_rate` | Minimum per-impression value | — | `at least X per impression` | | `per_ad_spend` | — | Target return on ad spend | `sum(value_field * value_factor) / spend` | | `maximize_value` | — | Maximize total conversion value | Steers spend toward higher-value conversions. Requires `value_field`. | ### Choosing a strategy | Goal | When to use | What you set | | ----------------------------- | ----------------------------------------------------------- | --------------------------------------------------------------------------------------------------------- | | Max conversions | As many conversions as possible within budget | `kind: "event"` + event sources, no target | | Target cost per conversion | Specific cost per event | `kind: "event"` + `target: { kind: "cost_per", value: 25.0 }` | | Target return on ad spend | Specific return ratio on event values | `kind: "event"` + `value_field` on sources + `target: { kind: "per_ad_spend", value: 4.0 }` | | Maximize conversion value | Steer toward higher-value conversions without a ROAS target | `kind: "event"` + `value_field` on sources + `target: { kind: "maximize_value" }` | | Max clicks | Maximize clicks within budget | `kind: "metric"`, `metric: "clicks"`, no target | | Target cost per click | Specific cost per click | `kind: "metric"`, `metric: "clicks"` + `target: { kind: "cost_per", value: 2.0 }` | | Target CTR | Minimum click-through rate | `kind: "metric"`, `metric: "clicks"` + `target: { kind: "threshold_rate", value: 0.001 }` | | Target viewability | Minimum viewability rate | `kind: "metric"`, `metric: "views"` + `target: { kind: "threshold_rate", value: 0.70 }` | | Target attention | Minimum attention time | `kind: "metric"`, `metric: "attention_seconds"` + `target: { kind: "threshold_rate", value: 5.0 }` | | Target VCR | Minimum video completion rate | `kind: "metric"`, `metric: "completed_views"` + `target: { kind: "threshold_rate", value: 0.85 }` | | Completed views with duration | Video views with specific duration threshold | `kind: "metric"`, `metric: "completed_views"` + `view_duration_seconds: 6` | | Max engagements | Maximize social interactions within budget | `kind: "metric"`, `metric: "engagements"`, no target | | Max follows | Maximize new followers/subscribers | `kind: "metric"`, `metric: "follows"`, no target | | Max saves | Maximize saves/bookmarks/playlist adds | `kind: "metric"`, `metric: "saves"`, no target | | Max profile visits | Drive traffic to brand page/profile | `kind: "metric"`, `metric: "profile_visits"`, no target | | Max unique reach | Maximize unique audience within budget | `kind: "metric"`, `metric: "reach"` + `reach_unit: "households"`, no target | | Reach with frequency | Reach at 1-3x/week frequency band | `kind: "metric"`, `metric: "reach"` + `reach_unit` + `target_frequency: { min: 1, max: 3, window: "7d" }` | ### Multiple goals and priority A package can have multiple goals. Priority controls which the seller treats as primary. A common pattern is to use metric goals as proxy signals when event data is sparse: ```json theme={null} "optimization_goals": [ { "kind": "metric", "metric": "clicks", "target": { "kind": "cost_per", "value": 2.00 }, "priority": 2 }, { "kind": "event", "event_sources": [ { "event_source_id": "mobile_sdk", "event_type": "app_install" }, { "event_source_id": "mmp_adjust", "event_type": "app_install" } ], "target": { "kind": "cost_per", "value": 10.00 }, "priority": 1 } ] ``` The seller focuses on the `priority: 1` goal (installs at \$10 cost per, deduplicated across SDK and MMP) and uses clicks as a proxy signal until install data accumulates. ### Pricing model vs. optimization goal The pricing model (CPC, CPM, CPA, etc.) determines what the buyer pays. The optimization goal determines how the seller allocates impressions. These are independent — a package can use CPM pricing while optimizing toward a CPA target, or use CPA pricing while optimizing for ROAS. See [Pricing Models](/dist/docs/3.0.0-rc.2/media-buy/advanced-topics/pricing-models) for details on billing. ### Reach and frequency Reach-based optimization uses `metric: "reach"` with two additional fields: * **`reach_unit`** (required): The unit of measurement — must be a value declared in the product's `metric_optimization.supported_reach_units` (e.g., `households`, `individuals`). * **`target_frequency`** (optional): Frequency band that guides optimization. The seller treats impressions toward unreached entities as higher-value and impressions toward already-saturated entities as lower-value. Includes `min`, `max`, and `window` (e.g., `"7d"`, `"campaign"`). When omitted, the seller maximizes unique reach. ```json theme={null} { "kind": "metric", "metric": "reach", "reach_unit": "households", "target_frequency": { "min": 1, "max": 3, "window": "7d" }, "priority": 1 } ``` For GRP-based buys, use [CPP pricing](/dist/docs/3.0.0-rc.2/media-buy/advanced-topics/pricing-models#cpp-cost-per-point). For hard frequency limits independent of optimization, use `frequency_cap` on the package. Reach and frequency metrics are available in delivery reporting via [`get_media_buy_delivery`](/dist/docs/3.0.0-rc.2/media-buy/task-reference/get_media_buy_delivery). ### Prerequisites **For metric goals** (`kind: "metric"`): 1. **Check product support** — The product must declare `metric_optimization` with the desired metric in `supported_metrics`. No event source or conversion tracking setup is required. 2. **Check target support** — If setting a target, verify the target kind is listed in `metric_optimization.supported_targets`. 3. **Check view durations** — If using `completed_views` with `view_duration_seconds`, verify the value is listed in `metric_optimization.supported_view_durations`. **For event goals** (`kind: "event"`): 1. **Configure event sources** — Call [`sync_event_sources`](/dist/docs/3.0.0-rc.2/media-buy/task-reference/sync_event_sources) to set up the event sources referenced in `event_sources`. 2. **Check product support** — The product must declare `conversion_tracking` with the desired target kind in `supported_targets`. 3. **Check dedup support** — If using multiple event sources per goal, verify the seller supports `multi_source_event_dedup` in [`get_adcp_capabilities`](/dist/docs/3.0.0-rc.2/protocol/get_adcp_capabilities). When unsupported, use a single event source per goal. 4. **Send events** — Use [`log_event`](/dist/docs/3.0.0-rc.2/media-buy/task-reference/log_event) to send conversion data. The seller needs event history to optimize effectively. ### Attribution windows Attribution windows control how far back the seller looks to credit an ad impression for a conversion. Common options: | Window | Meaning | | ------------------------------------------ | ------------------------------------------ | | `post_click: {interval: 7, unit: "days"}` | Conversions within 7 days of a click | | `post_click: {interval: 28, unit: "days"}` | Conversions within 28 days of a click | | `post_view: {interval: 1, unit: "days"}` | Conversions within 1 day of viewing an ad | | `post_view: {interval: 7, unit: "days"}` | Conversions within 7 days of viewing an ad | Values must match an option in the seller's `conversion_tracking.attribution_windows` capability. When omitted, the seller applies their default window. ## Connection to delivery reporting Once event sources are configured and events are flowing, conversion metrics appear in [`get_media_buy_delivery`](/dist/docs/3.0.0-rc.2/media-buy/task-reference/get_media_buy_delivery) responses: * **`conversions`** — Post-click or post-view conversions attributed to the campaign * **`conversion_value`** — Monetary value of attributed conversions * **`roas`** — Return on ad spend (conversion\_value / spend) * **`cost_per_acquisition`** — Cost per conversion (spend / conversions) These metrics are reported per-package when the package has `optimization_goals` set. Sellers that support `by_action_source` breakdowns can show conversions split by source (website, app, in\_store, etc.). ## Catalog-item attribution For catalog-driven packages, conversion events carry `content_ids` that identify which catalog items were involved. The catalog's `content_id_type` declares what identifier type to expect (`sku`, `gtin`, `job_id`, etc.). Attribution is broad by design: a user might click on one item (job A) but convert on another (apply to job B). The event fires with the actual `content_id` of the conversion, not the clicked item. Per-item click-to-conversion path analysis is a platform optimization concern, not a protocol concern. The `by_catalog_item` breakdown in [`get_media_buy_delivery`](/dist/docs/3.0.0-rc.2/media-buy/task-reference/get_media_buy_delivery) shows per-item metrics (impressions, spend, clicks, conversions). ## Related documentation * [`sync_event_sources`](/dist/docs/3.0.0-rc.2/media-buy/task-reference/sync_event_sources) — Configure event sources * [`log_event`](/dist/docs/3.0.0-rc.2/media-buy/task-reference/log_event) — Send conversion events * [`create_media_buy`](/dist/docs/3.0.0-rc.2/media-buy/task-reference/create_media_buy#campaign-with-conversion-optimization) — Set optimization goals on packages * [`get_media_buy_delivery`](/dist/docs/3.0.0-rc.2/media-buy/task-reference/get_media_buy_delivery) — Monitor conversion metrics * [Pricing Models](/dist/docs/3.0.0-rc.2/media-buy/advanced-topics/pricing-models#cpa-cost-per-acquisition) — CPA billing (pay per conversion)