Conversion actions reference

Every field of a conversion action with its range, default and gating, the cards below the form, the campaign card's controls, the grid columns and the REST calls — the companion to the Create and edit conversion actions guide.

Reference network manager advertiser developer Account → Conversion Actions

The companion to Create and edit conversion actions. The guide has the steps, the caveats and the fix-it checklist; this page holds every field, card, column and REST call.

General information

Field	What it does	Default	Notes
Conversion Action Name	Identifier used in reports and in the Sub ID macro	—	Max 64 characters, and only `a-z A-Z 0-9 - _`. No spaces — it is an identifier, not a label. A name from before the rule is kept, and checked again only when you change it
Conversion Action ID	System id of the action	assigned	Read-only
Duplicate conversion window (per IP), minutes	Rejects repeat conversions from the same IP within the window	empty (off)	0–1440. Shown only if your role may set it and Admin → Validation & anti-fraud → Validation settings → Conversion per IP time frame is on (the default); while that switch is off the field is not offered and stored values are ignored
Duplicate conversion window (per origin IP), minutes	Same, keyed on the last external source IP	empty (off)	0–1440; shown and gated together with the field above
Post-click attribution window + period	How long after a click a conversion still counts	7 Day(s) (at creation)	Value 0–255; clicks take priority over views. Out-of-window matches surface as Expired post-click conversions diagnostics. A window longer than a week outlives the click id the landing-page helper stores on Safari — see the guide’s caveats
Post-view attribution window + period	How long after an ad view a conversion still counts	1 Day(s) (at creation)	Value 0–255; `0` means “never attribute a view” on the pixel route and “do not measure” on the server-to-server route. Out-of-window matches surface as Expired post-view conversions diagnostics
Period type (create form) / Click to conversion period type, View to conversion period type (edit page)	The unit of the windows	Day(s)	One shared unit at creation, Second(s) … Year(s); an independent unit per window once the action exists
Detailed conversion log	Records the raw origin IP, User agent and X-Forwarded-For with each conversion, and is what makes the conversion appear in the per-event Conversions Log report at all — with it off, the conversion is still counted everywhere else, it simply has no row there. Also gates the custom-parameter log	on	Aggregate counters (Conversions, Revenue, etc.) are unaffected either way. The custom-parameter log additionally needs the network preference for it and custom-parameter forwarding on the campaign — with either missing, this box is ticked and that log stays empty
Apply attribution window to server-to-server conversions	Extends the two windows above to conversions posted to the S2S endpoint	on for actions created from release 149, off for older actions	Pixel conversions are always window-checked; leave it off to keep an existing action counting S2S conversions exactly as before. Only conversions that claim a click or a view are checked, so it takes effect together with the postback’s `att=` parameter or the default attribution type below. Not shown on system tracking actions
Reject duplicate conversions	Throws away a repeat of the same event on one click, for server-to-server postbacks	off	Postbacks only. The pixel route has its own network-level duplicate check that this box never touches, and a video or viewability tracking action is exempt on both routes — `AD_PAUSE` and repeated viewable impressions fire again by design. Shown only while Admin → Validation & anti-fraud → Validation settings → Conversions validation is on
Apply the click’s user IP to server-to-server conversions	Judges a postback by the visitor the click was served to: the IP and origin (LES) IP the click ID carries replace the address of the server that sent the postback — for geo, the IP blacklist, the two duplicate-conversion windows above, IP capping and the logs	off	Works only while Admin → Validation & anti-fraud → Validation settings → User IP in click IDs is Included and the ad server mints sealed (version 2) click IDs. Sealed click IDs start once the whole platform runs release 155: ops switches them on in one step after the rollout. Until then a click ID carries no IP and the postback is judged as before. The click’s IP also wins over a `clientIp` the postback sends. Shown only if your role may see the server-to-server tracking codes; not shown on system tracking actions
Default attribution type	How a conversion is recorded when neither the postback nor the ad server classified it	Unattributed	Choose Post-click or Post-view for an integration that always means one of them and cannot send `att=`. A fallback, not an override: the postback’s `att=` and a click the ad server observed both win over it, and pixel conversions never reach it. Choosing click or view also brings these conversions under the window when the option above is on. Not shown on system tracking actions

Only Unattributed, Post-click and Post-view can be chosen as a default. The other three attribution values a report can show — Post-click (expired), Post-view (expired) and System — are derived by the platform, from the window check and from the action’s tracking event; the REST API refuses them with “Invalid attribution type”, and an action that somehow holds one is read by the ad server as Unattributed.

The create form offers six of these fields only — name, one shared period type, the two windows, the server-to-server window checkbox and the default attribution type — in that order. The rest appear on the edit page.

Cards below the form

Card	What it does	Default	Notes
Conversion Tracking	The Postback (S2S) URLs for this action, built against an ad-serving domain you pick	shown	Shown only if your role has server-to-server tracking. The Pixel tab is campaign-specific and appears only on a campaign’s card, not here. See Get the pixel and S2S tracking code
Conversion Action Sharing	Grants other users access: Is owner / Can edit / Can view	you as owner	Creating an action also applies your default shares, so the list may already have entries you did not add. New shares default to Can edit; Is owner is offered only if you may delete the action yourself. Only the action’s owner (or a user with the share-all grant) can change the list, and nobody can delete their own share (“Can’t delete own share.”). For an advertiser the card is read-only
Pricing	CPA value per conversion — a Global row plus per-country rows	off	Used when campaigns pay per conversion; campaigns can layer their own per-action prices on top. Upload takes a `.csv` or `.txt` with a `Country,Price` header, `` for the Global row; unknown countries and non-numeric prices are skipped and listed under The following warnings occurred during upload. Clearing the Global row leaves it Not set*, not zero; switching the card off erases every row

On the campaign’s Conversion actions card

Control	What it does	Default
Card switch	Whether this campaign counts conversions at all	off
Search / Hide system conversion actions	Filter the grid	hide-system on
Add the click id to landing page URLs	Appends `easclid=<click id>` to the creative’s Link field	off
Campaign alias	Groups campaigns so a click on one can convert against another; alphanumeric only, at most 64 characters	the campaign id
Conversion tracking code	Opens the tracking-code window for the one selected row	needs a selection
Conversion actions / Funnels tab strip	Switches the card between the actions grid and the saved funnels; shown once at least one funnel exists and your role holds the server-to-server tracking permission	Conversion actions

Everything in that list except the grid itself needs the Manage Action Tracking permission; without it the card renders as a read-only grid. The Conversion tracking code button also needs Action Tracking: Code or Action Tracking: Server-to-Server. The Campaign alias pencil needs the Campaign alias permission. An alias outside a-z A-Z 0-9 is refused under the field with “Please provide a valid alias value (valid characters: a-z, A-Z, 0-9)”.

Add the click id to landing page URLs rewrites the creative’s own Link field, so it reaches image and video creatives, click-through and email placements, and not HTML Code, Template, native or OpenRTB creatives, whose landing page lives inside markup. A URL that already carries a click id is left exactly as written. The full creative-type matrix is on Install the landing-page helper.

Grid columns

The account grid (Account → Conversion Actions) shows: Conversion Action Name, Conversion Action ID, Conversion action key, Pricing, Conversion time frame → Post-view, Conversion time frame → Post-click, Activity, Created. The campaign card shows a shorter set: Name, Conversion Action ID, Conversion action key, Post-view attribution window, Post-click attribution window.

Conversion action key is the action’s own key. It is the same value on both grids and in the REST API, it does not depend on the campaign, and it is the key the Postback (S2S) URL carries — so it is safe to paste into a postback from any campaign. The pixel code embeds a different, campaign-specific key; copy that code as generated rather than assembling a pixel URL by hand.
Pricing shows the configured CPA values (Global 18.00, Germany 22.50, …), or — when the Pricing card is off.
Activity shows Live when the action recorded a conversion in the last 2 days, and Idle otherwise. The set is recomputed once an hour and at server start.
The search / status / “Hide system conversion actions” filter row is shown only to users whose role has the Global Actions create grant.

Both places also show conversion funnels — a panel beside the account grid (below it in a window narrower than about 1280 px), and a Conversion actions / Funnels tab strip on the campaign card once at least one funnel exists and your role holds the server-to-server tracking permission. A funnel is a named sequence of these actions used when splitting a report; see Save a conversion funnel and report on it.

Copy and delete

Copy — exactly one row on the global grid, or the button in the edit page’s header. The copy is named <name>_copy, then <name>_copy_1, <name>_copy_2 … if that name is taken. It carries the two windows and their period types, both per-IP time frames, Detailed conversion log, Apply attribution window to server-to-server conversions, Default attribution type, Reject duplicate conversions, and the whole Pricing card (global row and every country). You become the copy’s owner; the original’s other shares are not copied. A copy of a system action keeps the original name with _copy appended and does not inherit the tracking event.
Delete — one or more rows, confirm “Delete N record(s)?”; the edit page’s header has the same button and returns you to the grid afterwards. A system action answers “You do not have permission to delete conversion actions” and refuses the whole selection it is part of.

Over the API

The Actions tag covers the same life cycle: POST /rest-api/action/create.do, GET /rest-api/action/id/{id}.do and GET /rest-api/actions.do, POST /rest-api/action/id/{id}/update.do and DELETE /rest-api/action/{key}/delete.do. What differs from the console:

name is required on create, is not blank and is at most 64 characters. The REST calls do not check the character rule the console enforces, so a name with a space saves; the console then keeps that name but refuses to rename the action to anything outside the rule. Use letters, digits, hyphens and underscores only.
Windows (clickToConversionTimeFrame, viewToConversionTimeFrame) must be 0 to 255, else a 400 names the field; the period types take SECOND … YEAR.
An update changes only what it sends. A field you leave out keeps its value. defaultAttributionType takes UNSPECIFIED, POST_CLICK or POST_VIEW; anything else is a 400 (Invalid attribution type).
Deleted and unknown actions answer 404, on read, update and delete alike. Deleting a built-in (system) action is a 403.
Pass campaignId on create or on the single-action GET to get that campaign’s pixelKey back; without it the key is left out. The tracking codes themselves are read with GET /rest-api/action/id/{id}/tracking-code.do, described on Get the pixel and S2S tracking code.