Partner event mapping

Partner event mapping lives in the Marketing area of the dashboard, under Attribution.

At a glance#

What it does#

Partner event mapping decides which of your events are forwarded to which network, and under what name. You create a mapping per network — Meta, Google Ads, TikTok, Snap, Apple Search Ads — translating your event name into the one that network expects.

Delivery of those mapped events is visible on Postbacks.

When to use it#

Immediately after connecting a network, and this is the step most often skipped. An ad platform optimises against the conversions it receives. Send it installs only, and it will find you people who install — which is not the same population as people who buy.

Mapping your purchase or activation event is what turns a volume campaign into a value campaign.

Workflow#

1. 1

   Map your one most valuable event first

   Purchase, if you have it. Activation if you do not. One well-chosen event beats ten noisy ones — platform optimisation degrades when the signal is diluted.

2. 2

   Use the name the network expects

   Each platform has its own standard event vocabulary. A mapping to a name it does not recognise delivers successfully and optimises nothing.

3. 3

   Do not map high-frequency events

   An event that fires on every screen view teaches the platform nothing and costs volume.

4. 4

   Confirm delivery, then confirm receipt

   Postbacks shows what you sent. The network's own dashboard shows what it accepted. Check both.

Permissions and prerequisites#

Requires a connected network. Only accepted events are eligible for forwarding — an event rejected at ingestion never reaches a mapping.

Limits and edge cases#

• Forwarding is forward-only. A new mapping does not backfill historical conversions.

• Only attributed installs generate postbacks, so a mapped event from an unattributed user goes nowhere.

• Mapping to the wrong name fails silently — the delivery succeeds, the optimisation does not.

• Web uses a different path — see Server conversions.

Troubleshooting#

Mapped an event and nothing is delivered. Either the event is not arriving as accepted, or the installs are not attributed to that network.

Delivering but the network shows no conversions. Name mismatch. Check the platform's expected event names.

Optimisation got worse after mapping several events. Too many signals. Reduce to the one that matters.

Where the data comes from#

A mapping is the point at which conversion data starts flowing to an advertising platform — event properties travel with it.

Served by

• Tracking

Related#

• Postbacks

• Attribution overview

• Campaign landing perf.

• Click fraud

• Self-attributing networks

• Server-side conversions

• Marketing overview