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X Ads Conversion API (Twitter ads)

X Ads Features

The Ours X Ads feature enables you to track conversions and other key events through a HIPAA-compliant, server-to-server Conversion API, ensuring that sensitive client data remains private. By routing all events through our servers, Ours prevents X from directly accessing clients' browsers, IP addresses, or other PII and PHI.

This setup gives you the ability to optimize your X Ads campaigns with accurate, privacy-safe data, while remaining compliant with strict healthcare and privacy regulations. With Ours, you can confidently use X Ads without compromising on data protection or client confidentiality.

Setting Up X Ads

To add a destination, click on Destinations from your Ours platform. Click the Add destination button and select X Ads as the destination type to add.

Authentication Requirements

The X Ads API requires authentication with an X account that has access to the X Ads account. The authenticating user must have either Ad Manager or Ad Admin permissions to successfully configure and use the integration.

Required Configuration

You'll need to provide the following information to configure your X Ads destination:

  1. X Ads Pixel ID: A short 5-digit string that identifies your X Ads account

    • Example: x0o1v
    • This can be found in your X Ads account settings under Tools > Events

  2. Event Mappings: For each event you want to track, you'll need to create a mapping in Ours that corresponds to a conversion event in your X Ads account. You will need to copy/paste in the Conversion ID from X Ads to Ours Privacy for each event you want to track.

Finding Your X Ads Pixel ID

  1. Log into your X Ads account
  2. Navigate to Tools > Events
  3. Look for your Pixel ID in the Events Manager
  4. Copy the 5-digit Pixel ID (e.g., x0o1v)

Finding A Conversion ID From X Ads

To find a conversion ID for an event in X Ads:

  1. Go to your Events Manager in X Ads
  2. Find your event in the list of events - the ID will be displayed in the "ID" column
  3. Alternatively:
    • Click "Edit" on the event
    • Scroll to the Conversion API (CAPI) installation instructions at the bottom
    • Copy the Conversion ID shown there

Once you have the ID, paste it into the corresponding event mapping field in the Ours Privacy App.

Setting Up Event Mappings

Before you can send events to X Ads, you must:

  1. Create conversion events in X Ads: Set up all your desired conversion events directly in your X Ads account
  2. Create mappings in Ours: For each event you want to send, create a mapping that specifies the corresponding X Ads Conversion ID
  3. Configure event properties: Map the available data fields to your X Ads conversion events

See the X Ads documentation on how to get the conversion ID for an event

Available Mapping Fields

You can map the following data fields to your X Ads conversion events:

  • Email: User's email address
  • Phone: User's phone number
  • Click ID: Automatically captured by Ours from X Ads URLs
  • IP Address: User's IP address
  • User Agent: Browser/device information
  • Description: Custom description field
  • Value: Conversion value/amount
  • Number of Items: Quantity of items in the conversion
  • Distinct ID: Unique identifier for the user

Required Identifiers

Important: You must send at least one identifier for each event, otherwise the event will not be sent to X Ads. Valid identifier combinations include:

  • Email address
  • Phone number
  • Click ID
  • User Agent + IP Address (sent together)

Ours automatically collects the X Click ID and other available information to enhance your conversion tracking.

Tracking Events

To start tracking events through Ours, you'll first need to create allowed events you want to track. Common events include conversions such as form submissions, sign-ups, and purchases.

After you enable your allowed events and configure the mappings to your X Ads conversion events, you can track them using:

ours('track', 'EventName', { 
  value: 100, 
});

This will send an event named "EventName" to the Ours platform, which will then be forwarded to X Ads using your configured mappings.

Common X Ads Events

X Ads supports standard and custom conversion event names that you can track. Simply, track events with the Web SDK, Google Tag Manager, or the Ours Privacy API. Then, allow these event names for your X Ads destination and configure their mapper.

Possible Example Events

  • Purchase: Track completed purchases
  • Lead: Track form submissions and lead generation
  • Sign Up: Track account creations
  • Page View: Track important page visits
  • Custom Events: Any custom conversion events you create in X Ads

Best Practices

  1. Create events in X Ads first: Always set up your conversion events in X Ads before creating mappings in Ours
  2. Use consistent naming: Keep event names consistent between your Ours allowed events and X Ads conversion events
  3. Include required identifiers: Always provide at least one identifier (email, phone, or user agent + IP) for each event
  4. Test your setup: Verify that events are being received in your X Ads account after configuration
  5. Monitor conversion tracking: Regularly check your X Ads conversion data to ensure optimal campaign performance

Troubleshooting

Events not appearing in X Ads

  • Verify that your X Ads Pixel ID is correct
  • Ensure you have the proper permissions (Ad Manager or Ad Admin)
  • Check that you're sending at least one required identifier
  • Confirm that your event mappings are correctly configured with valid X Ads Conversion IDs
  • Verify that your conversion events are properly set up in X Ads

Authentication issues

  • Make sure you're using an X account with access to the X Ads account
  • Verify that your account has the necessary permissions
  • Try re-authenticating if you encounter persistent issues

Mapping issues

  • Double-check that Conversion IDs are correctly copied from X Ads
  • Ensure event names match between Ours and X Ads
  • Verify that all required fields are properly configured in your mappings

Updated about 22 hours ago