This video walks you through installing the Adverfly pixel on your website.

Steps covered

1. Finding your workspace ID
2. Adding the pixel code to your website
3. Verifying the installation
4. Testing events

Learn how Adverfly organizes features into dedicated apps for a streamlined workflow.

What you'll learn

• What apps are in Adverfly
• How to navigate between apps
• Customizing your app sidebar
• How apps share data and filters

Learn how to use the Summary dashboard for a quick performance snapshot.

What you'll learn

• Understanding key metrics
• Reading performance trends
• Quick comparisons
• Sharing summaries

Learn how to use Insights to analyze your marketing performance.

Topics covered

• Reading the main metrics
• Using breakdowns and filters
• Exporting data
• Custom date ranges

Discover how to use Creatives to understand which ads perform best.

What you'll learn

• Viewing creative performance
• Comparing different ad variants
• Using labels for organization
• Identifying top performers

Discover how to use Journeys to visualize customer conversion paths.

What you'll learn

• Understanding journey visualization
• Analyzing conversion paths
• Identifying drop-off points
• Optimizing your funnel

Learn how to set up and customize attribution settings for accurate conversion tracking — and understand how different models assign credit across the customer journey.

What you'll learn

• Attribution Models: How different weighting approaches (Last Click, First Click, Linear, U-Shaped, Total Impact) distribute credit across touchpoints
• Attribution Windows: Configuring click and view windows to control which touchpoints receive credit
• Setting Up Exclusions: Filtering out touchpoints that shouldn't receive credit
• Comparing Methods: How to evaluate which model best reflects your customer journey

Attribution Models

There are several attribution approaches, each using different weighting logic to estimate how marketing touchpoints contribute to performance:

• Last Click: Gives 100% credit to the last touchpoint before conversion
• First Click: Gives 100% credit to the first touchpoint in the journey
• Linear: Distributes credit evenly across all touchpoints in the journey
• U-Shaped: Emphasizes first and last touchpoints (typically 40% each), with less credit in between
• Total Impact: Measures the incremental impact of marketing across channels, combining click and impression signals

Attribution in Unified Measurement

Multi-touch attribution (MTA) is most powerful when combined with MMM and incrementality testing. While MTA provides granular, click-level insights for daily optimization, it has limitations — it cannot prove causality and misses channels that don't generate clicks (like TV or podcasts). That's why cross-validating MTA insights with MMM budget models and incrementality lift tests creates the most reliable measurement framework.

Discover which marketing angles resonate best with your audience, generate new angle ideas with AI, and run angle tests.

What you'll learn

• Understanding marketing angles and performance analysis
• Generating AI-powered angle ideas
• Creating and managing angle tests
• Analyzing test results and scaling winners

Learn how to create custom reports with your preferred metrics and breakdowns, plus use AI Chat to generate reports from natural language.

What you'll learn

• Creating a new report with the schema-driven builder
• Using Report Chat to describe what you want in natural language
• Selecting metrics, formulas, and visualization types
• Saving, reusing, and sharing reports

Keep your tracking healthy with the Health Center monitoring tools.

What you'll learn

• Understanding health metrics
• Diagnosing tracking issues
• Viewing health reports
• Setting up health alerts

Never miss important changes with automated alerts.

What you'll learn

• Creating alert rules
• Setting thresholds
• Notification channels
• Managing alert history

Learn how to create and analyze post-purchase surveys.

What you'll learn

• Creating survey questions
• Embedding surveys on your site
• Analyzing survey responses
• Attribution from survey data

Learn how Marketing Mix Modeling measures the true incremental impact of every marketing channel — so you know exactly where the next budget euro is best invested.

Why MMM Matters

Customer journeys now span 20+ touchpoints across online, offline, and dark social channels. Third-party cookie deprecation and platform privacy changes have reduced attribution data availability, making click-based attribution an incomplete view of how growth actually happens. MMM cuts through this complexity by taking a holistic, aggregate approach that works independently of user-level tracking.

Unlike multi-touch attribution, MMM considers both online and offline channels — including the impact of seasonality, competitor activity, and macroeconomic factors — to provide a complete picture of how your marketing mix drives revenue.

What you'll learn

• Revenue Decomposition: How total revenue breaks down into base sales, seasonality, and each channel's contribution
• Historical ROI vs. Marginal ROI: Why a channel can be efficient but still at its scaling limit
• Saturation Curves: How Hill functions model diminishing returns — and where your "operating point" sits on the curve
• Budget Optimizer: How to use interactive sliders to simulate budget reallocation and see projected revenue impact in real time
• Model Accuracy: What R² and MAPE tell you about how much you can trust the model's outputs
• Data-Driven Budget Allocation: How MMM provides intelligent budget recommendations across every channel, down to the campaign level
• Predictive Capabilities: How historical patterns enable accurate forecasting of future performance

Key Dashboard Sections

1. Contribution & Decomposition

The waterfall chart answers the "Who was it?" question. It shows a step-by-step breakdown from organic base revenue through seasonality effects to each paid channel's contribution, ending at total revenue. Every bar displays its percentage share so you can instantly see which channels drive the most incremental revenue.

2. Efficiency & Marginal ROI

This side-by-side bar chart compares Historical ROI (total return over total spend) with Marginal ROI (what the next euro would generate). A channel with a high historical ROI but a low mROI is near saturation — scaling it further won't be efficient. This is the key insight for budget decisions.

3. Saturation & Diminishing Returns

Each channel has its own S-curve (Hill function) showing the relationship between spend and response. The current spend level is marked as the "operating point" on the curve. A vertical line marks the saturation threshold — beyond this point, returns drop sharply. Three key stats are shown: Current mROI, Max Response ceiling, and Saturation Spend Level.

4. Budget Optimizer

Interactive sliders for each channel let you simulate "what if" scenarios. Moving a slider recalculates the projected revenue impact in real time using the Hill function saturation curves. The summary row shows total spend change, projected revenue delta, and the new Marketing Efficiency Ratio.

5. Model Trust & Accuracy

Before acting on any MMM insight, you need to know how reliable the model is. The Actual vs. Predicted chart shows how closely the model tracked real revenue over the past 12 weeks. Two key metrics quantify this: R² (goodness of fit, where values above 0.85 are strong) and MAPE (average prediction error, where below 10% is excellent).

MMM as Part of Unified Measurement

MMM is most powerful when used alongside multi-touch attribution and incrementality testing — an approach called unified measurement. Each method answers a different question:

• MMM answers: "How should I plan budgets across channels?" — using aggregate, historical data to model cross-channel spend and revenue patterns on a weekly basis
• MTA answers: "What drove this conversion?" — providing click-level precision for understanding contribution paths and optimizing individual campaigns
• Incrementality answers: "Did this channel actually cause lift?" — using controlled experiments (geo lift, conversion lift) to prove causal impact

When these methods are used together through triangulation, they cross-validate each other: incrementality results calibrate MMM coefficients, MMM identifies high-value channels to test next, and MTA provides the granular signals to optimize day-to-day. This feedback loop makes the system smarter with every decision cycle.

Best Practices

• Use clean data: Pull accurate performance data into your dashboard — all spend, conversions, and promotions — to provide reliable and holistic modeling
• Establish a common KPI: Align with finance and other stakeholders on a shared measurement framework that balances short-term KPIs (iROAS, ROI) with long-term indicators (brand equity, customer lifetime value)
• Choose relevant campaigns: Focus on channels with sufficient conversion volume to generate statistically meaningful estimates. Exclude very small or newly launched initiatives that may introduce noise
• Create a feedback loop: Use iROAS, lift, and incremental revenue to guide MMM-driven budget decisions. Refresh models regularly and reinforce impact through periodic cross-functional reviews

Data Sources

The MMM model aggregates data from multiple apps in your workspace: Insights, Custom Attribution, Correlations, Hourly, Creatives, Marketing Angles, AI Labeling, Journeys, Surveys, LTVs, Customer Segments, Weather, and News. All connected data sources are listed at the bottom of the MMM dashboard.

Learn how to track and analyze your influencer campaigns.

What you'll learn

• Setting up influencer tracking
• Creating unique tracking links
• Analyzing influencer performance
• Comparing influencer ROI

Use the UTM Simulator to create and test tracking URLs.

What you'll learn

• Understanding UTM parameters
• Generating tracking URLs
• Testing UTM configurations
• Best practices for UTM naming

The Creators app provides a dedicated dashboard for influencers and affiliates to view their assigned codes and track their performance.

Overview

The Creator Dashboard is a separate portal designed for influencers/creators to:

• View all their assigned affiliate codes across multiple workspaces
• Track performance metrics (sessions, conversions, revenue)
• Access commission information for each code

How It Works

For Workspace Admins

1. Navigate to Influencers App: Go to your workspace's Influencers dashboard
2. Select an Influencer: Find the influencer code you want to assign
3. Invite Creator: Click the "Invite" button in the actions column
4. Enter Email: Enter the creator's email address and send the invitation
5. Creator Receives Invite: The creator will receive an email to set up their account

For Creators

1. Receive Invitation: You'll receive an email invitation from a workspace admin
2. Create Account: If you're new, create your Adverfly account
3. Accept Invitation: Click "Accept" on the invitation page
4. Access Dashboard: You'll be redirected to your Creator Dashboard at /creator

Creator Dashboard Features

Stats Overview

At the top of the dashboard, creators can see:

• Total Codes: Number of affiliate codes assigned to them
• Workspaces: Number of different workspaces they're connected to
• Active Codes: Number of currently active codes

Influencer Cards

Each assigned code is displayed as a card showing:

• Name: The influencer/code name
• Workspace: Which workspace this code belongs to
• Status: Active or Inactive badge
• Code: The URL parameter code (with copy button)
• Commission: Commission type (percentage or fixed) and value
• Fixed Fee: Any fixed spend value

Multi-Workspace Support

Creators can have codes from multiple workspaces. All codes will be displayed in a single unified dashboard, making it easy to track performance across different brands or campaigns.

Permissions

Creators receive the read:creator_dashboard permission, which grants them:

• Access to the Creator Dashboard
• View-only access to their assigned codes and stats
• No access to workspace admin features

What you'll learn

• How to invite creators to view their affiliate codes
• Setting up the Creator Dashboard for influencers
• Understanding the creator invitation flow
• Managing creator access across workspaces

Coming Soon

What You Will Learn

• How to set up AI Visibility tracking for your brand
• Creating and managing prompts that monitor your brand presence
• Understanding your Visibility Score, Mention Rate, and Citation Rate
• Tracking sentiment trends across AI providers
• Using the AI Manager to generate prompt suggestions automatically

Coming Soon

What You Will Learn

• How AI-powered suggestions are generated based on your brand context
• Using AI suggestions in AI Visibility, Surveys, and Automations
• How your workspace context (brand, domain, industry) shapes the recommendations

Coming Soon

What You Will Learn

• Creating your first customer segment with the rule builder
• Combining rules for precise audience targeting
• Viewing segment membership and key metrics
• Using segments to analyze LTV by acquisition channel
• Editing and managing existing segments

Coming Soon

What You Will Learn

• How AI recommendations are generated from your workspace data
• Accepting, dismissing, and reviewing recommendations
• Tracking the outcome of accepted recommendations
• Setting up recommendation digests for email notifications
• How recommendations improve as more measurement levels are active

Coming Soon

What You Will Learn

• Setting up your loyalty program with points and tiers
• Configuring reward rules (purchases, reviews, referrals)
• Managing membership tiers (Bronze, Silver, Gold, Platinum)
• Tracking loyalty analytics (redemption rates, repeat purchase rates)
• Connecting loyalty data with your marketing measurement

Coming Soon

What You Will Learn

• Understanding geo-lift testing and why it is the gold standard of measurement
• Using the Candidate Finder to identify test-suitable regions
• Designing experiments with the AI Test Designer
• Running a geo-lift test step by step
• Interpreting results: incremental lift, iROAS, and credible intervals
• How test results feed back into your MMM as Bayesian priors

Coming Soon

What You Will Learn

• Setting up automation rules in Workspace Settings
• Configuring thresholds for automatic budget adjustments
• Enabling and disabling specific automation types
• Understanding how AI automations use MMM and attribution data
• Monitoring automation activity in the Logbook

Learn how to connect your Meta Ads account to Adverfly for cross-platform analytics.

Steps covered

1. Navigating to integrations
2. Authenticating with Meta
3. Selecting ad accounts
4. Verifying data sync

Learn how to connect your Google Ads account to Adverfly.

Steps covered

1. Navigating to integrations
2. Authenticating with Google
3. Selecting ad accounts
4. Verifying data sync

Learn how to connect your TikTok Ads account to Adverfly.

Steps covered

1. Navigating to integrations
2. Authenticating with TikTok
3. Selecting ad accounts
4. Verifying data sync

Learn how to connect your Snapchat Ads account to Adverfly.

Steps covered

1. Navigating to integrations
2. Authenticating with Snapchat
3. Selecting ad accounts
4. Verifying data sync

Learn how to connect your Pinterest Ads account to Adverfly.

Steps covered

1. Navigating to integrations
2. Authenticating with Pinterest
3. Selecting ad accounts
4. Verifying data sync

Coming Soon

Steps covered

1. Navigating to integrations
2. Authenticating with LinkedIn
3. Selecting ad accounts
4. Verifying data sync

Coming Soon

Steps covered

1. Navigating to integrations
2. Authenticating with X
3. Selecting ad accounts
4. Verifying data sync

Learn how to connect your Microsoft Ads account to Adverfly.

Steps

1. Connect via OAuth

1. Go to Setup & Integrations
2. Click Connect next to Microsoft Ads
3. Sign in with your Microsoft account and authorize Adverfly

2. Select your Ad Account

After authentication, you'll see a dialog with two fields:

Where to find your IDs: Open Microsoft Ads and look at the URL:

https://ui.ads.microsoft.com/campaign/vnext/overview?aid=151860888&cid=254009942&uid=108649499

• aid = Ad Account ID (enter this as Adaccount Id)
• cid = Customer ID (enter this if you manage multiple accounts, otherwise leave empty)

3. Enable Data Bridge

1. Go to Workspace Settings > Data Bridge
2. Toggle Microsoft Ads to enabled
3. Click "Auto-create Conversion Goal" — this creates an Offline Conversion Goal named "Adverfly Purchases" in your Microsoft Ads account

Done! Conversions with a Microsoft Click ID (msclkid) will be sent within 15 minutes.

Note: After creating the Conversion Goal, Microsoft requires a 2-hour waiting period before it accepts conversions. Your first conversions will appear after this initial delay.

How it works

• Adverfly's pixel automatically captures msclkid from ad clicks
• Every 15 minutes, new conversions are sent via the Microsoft Ads Offline Conversions API
• Only events with a msclkid are sent — events without are skipped
• Access tokens are refreshed automatically via OAuth
• The Conversion Goal name is resolved automatically from the stored Goal ID

Verification

1. Make a test purchase via a Microsoft Ads click
2. Wait 15-30 minutes (up to 6 hours for Microsoft to process)
3. In Microsoft Ads, go to Tools > Conversion goals > Offline Conversions
   • Direct link: https://ui.ads.microsoft.com/campaign/vnext/conversiongoals?aid={YOUR_AID}&cid={YOUR_CID}
4. Check your "Adverfly Purchases" goal for recent conversions

Troubleshooting

"Refresh token expired" error

Microsoft OAuth refresh tokens expire after 90 days of inactivity. Re-connect your Microsoft Ads account in Setup & Integrations.

"OfflineConversionNotAcceptedForGoal" error

The Conversion Goal was just created. Microsoft requires a 2-hour waiting period after goal creation before it accepts conversions. Wait and retry — the next scheduled run (every 15 min) will pick it up automatically.

"InvalidConversionGoalId" error

The Goal ID doesn't match the connected Ad Account. Make sure:

• The Adaccount Id in Setup & Integrations matches the aid from your Microsoft Ads URL
• The Goal was created in the correct account (not in a Manager account)

No conversions appearing

1. Verify your Ad Account ID is correct (must match aid in the Microsoft Ads URL)
2. Ensure the purchase came from a Microsoft Ads click (has msclkid in the URL)
3. Check that Microsoft Ads is connected and Data Bridge is enabled
4. Allow up to 6 hours for Microsoft to process offline conversions

Data Bridge sends your conversion events directly to ad platforms via server-side APIs (CAPI) for improved attribution and campaign optimization.

Overview

The Adverfly Pixel automatically captures the required click identifiers. You just need to configure the platform-specific IDs in Workspace Settings.

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Meta Data Bridge

Meta Data Bridge sends conversion events to the Meta Conversions API (CAPI) for server-side tracking.

Prerequisites

1. Meta Ads account connected in Setup & Integrations
2. Meta Pixel ID (find it in Meta Events Manager)

Configure in Adverfly

1. Go to Workspace Settings > Data Bridge
2. Toggle Meta to enabled
3. Enter your Pixel ID in the dialog
4. Click Save & Enable

Done! Meta Data Bridge is now active. Conversions will be sent to Meta within 15 minutes.

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Google Ads Data Bridge

Google Ads Data Bridge sends conversion events to the Google Ads Offline Conversions API for click-based attribution.

Prerequisites

1. Google Ads account connected in Setup & Integrations

Configure in Adverfly

1. Go to Workspace Settings > Data Bridge
2. Toggle Google Ads to enabled
3. Click "Auto-create Conversion Action"

Done! Adverfly automatically creates an Offline Conversion Action in your Google Ads account named "Adverfly Purchases". Conversions with a Google Click ID (gclid/gbraid/wbraid) will be sent within 15 minutes.

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TikTok Data Bridge

TikTok Data Bridge sends conversion events to the TikTok Events API for server-side tracking.

Prerequisites

1. TikTok Ads account connected in Setup & Integrations
2. TikTok Pixel Code

Configure in Adverfly

1. Go to Workspace Settings > Data Bridge
2. Toggle TikTok to enabled
3. Enter your Pixel Code in the dialog
4. Click Save & Enable

Done! Conversions with a TikTok Click ID (ttclid) will be sent within 15 minutes. Events without ttclid are still sent using IP + User Agent matching.

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Pinterest Data Bridge

Pinterest Data Bridge sends conversion events to the Pinterest Conversions API for server-side tracking.

Prerequisites

1. Pinterest Ads account connected in Setup & Integrations
2. Pinterest Conversions API Token

Configure in Adverfly

1. Go to Workspace Settings > Data Bridge
2. Toggle Pinterest to enabled
3. Enter your Conversions API Token in the dialog
4. Click Save & Enable

Note: Pinterest Data Bridge is currently in limited availability. Contact team@adverfly.com to enable it for your workspace.

Done! Only conversions with a Pinterest Click ID (epik) are sent. Events without epik are skipped.

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Microsoft Ads (Bing) Data Bridge

Microsoft Ads Data Bridge sends conversion events to the Bing UET Conversions API (CAPI) for server-side tracking.

Prerequisites

1. Microsoft Ads account connected in Setup & Integrations (OAuth)

Configure in Adverfly

1. Go to Setup & Integrations and connect your Microsoft Ads account via OAuth
2. After authentication, enter your Ad Account ID in the Adaccount Id field
   • Find your Ad Account ID (aid) in the Microsoft Ads URL
   • The Customer ID field is optional (only needed for agencies managing multiple accounts)
3. Go to Workspace Settings > Data Bridge
4. Toggle Microsoft Ads to enabled

Done! Only conversions with a Microsoft Click ID (msclkid) are sent. The consent mode field (adStorageConsent) is automatically included for GDPR compliance.

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Snapchat, Taboola & Outbrain Data Bridge

Snapchat, Taboola, and Outbrain Data Bridge integrations are currently in limited availability. Contact team@adverfly.com to enable them for your workspace.

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How Click IDs Work

Meta Click IDs

The Adverfly Pixel stores these in cookies and includes them with every conversion event.

Google Click IDs

Note: Only conversions with at least one Google Click ID are sent to Google Ads. Events without a click ID cannot be attributed.

TikTok Click IDs

Note: TikTok also supports matching via IP + User Agent and hashed email, so events without ttclid are still sent.

Pinterest Click IDs

Microsoft Ads (Bing) Click IDs

Snapchat Click IDs

Taboola Click IDs

Outbrain Click IDs

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Verification

Check if events are being sent

1. Make a test purchase on your store
2. Wait 15-30 minutes
3. Check the ad platform:

Meta:

• Go to Events Manager
• Select your Pixel
• Look for Purchase events with source "Conversions API"

Google Ads:

• Go to Goals > Conversions > Summary
• Click your conversion action
• Check the "Recent conversions" tab

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Troubleshooting

Meta: Events not appearing

1. Verify your Pixel ID is correct
2. Check that Meta is connected in Setup & Integrations
3. Ensure the toggle is enabled in Data Bridge settings

Google Ads: Events not appearing

1. Verify your Conversion Action ID is correct (check conversionActionId in URL)
2. Ensure the conversion action was created as "Offline" type
3. Check that the purchase had a gclid parameter in the original click URL
4. Wait up to 24 hours for Google to process offline conversions

Google Ads: "NO_CONVERSION_ACTION_FOUND" error

The Conversion Action ID doesn't exist in the connected Google Ads account.

• Double-check the conversionActionId from the URL
• Make sure you're looking at the correct Google Ads account
• If using an MCC, ensure the conversion action is in the correct sub-account

Google Ads: "INVALID_CONVERSION_ACTION_TYPE" error

The Conversion Action exists but is the wrong type.

• You likely selected a Website conversion action instead of Offline
• Create a new conversion action: + New → Offline → Connect data source later
• Website/gtag conversion actions cannot be used with the API

No Click IDs captured

If events have no click IDs:

• The customer may have arrived via organic/direct traffic
• Ad blockers may have stripped the click parameters
• The click ID may have expired (gclid: 90 days, gbraid/wbraid: 30 days)

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FAQ

Q: How often are conversions sent? A: Every 15 minutes, plus a daily sync at 23:59 in your workspace timezone.

Q: Are conversions deduplicated? A: Yes. Each conversion is only sent once per platform, tracked via the event_dispatch_log.

Q: What data is sent to the platforms? A: Transaction ID, value, currency, timestamp, and the relevant click identifiers. Email and phone are hashed (SHA-256) before sending.

Q: Can I use multiple platforms simultaneously? A: Yes! Each platform receives conversions independently based on the click IDs present. You can enable all platforms at the same time.

Q: Do Taboola and Outbrain need API credentials? A: No. They use simple S2S postback URLs that don't require authentication.

Q: What is the Microsoft Ads consent mode? A: Adverfly automatically sends adStorageConsent: "G" (granted) with every Bing CAPI event. This is required by Microsoft since May 2025 for EEA/UK/Switzerland traffic. Since the Adverfly Pixel only fires after cookie consent, this value is correct by default.

Coming Soon

What You Will Learn

• Connecting your Perplexity account via API key
• How AI Visibility queries Perplexity for brand mentions
• Comparing Perplexity results with ChatGPT results
• Understanding Citation Rate differences across AI providers

Coming Soon

What You Will Learn

• Connecting your Spotify Ads account via OAuth
• Importing Spotify ad spend and performance data
• How Spotify data feeds into your attribution and MMM models
• Analyzing podcast and audio ad performance alongside other channels

Need to integrate a custom advertising channel that's not listed? We offer custom integrations for enterprise customers.

Custom integrations include

• Proprietary ad platforms
• Regional advertising networks
• Affiliate networks
• Custom data sources
• Legacy systems

Get started

Contact our team to discuss your custom integration needs:

Email: team@adverfly.com

Our team will work with you to understand your requirements and build a tailored integration for your advertising stack.