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About the Conversions API

The Conversions API (CAPI) is a secure server-to-server data connection tool that shares conversion event data with Reddit Ads without needing website code. Server-side connections are more resilient to signal loss and strengthen campaign performance with improved measurement, targeting, and optimization.

Considerations before you integrate​

Before you begin, you should be familiar with the CAPI requirements and product functionality:

  • CAPI supports a variety of sources, including desktop, mobile, app, and offline events.
  • We recommend sending conversions via CAPI as close to real-time as possible, but events must be sent within seven days after they occur.
  • We require event deduplication if you use the Reddit Pixel and Conversions API together (which we recommend for best performance). The event with more event metadata and match keys will be prioritized. Deduplication is not required when the event is only sent through one integration type. Learn more about event deduplication.
  • Some match keys (unique event and user identifiers) are required for each conversion event to ensure accurate matching and attribution. We recommend sending as many identifiers as possible to help improve attribution accuracy and fuel performance.
  • Your use of CAPI is subject to the agreements in the Ads API and Reddit Business Tool terms.

Before you start​

  • Create a Reddit Ads account. Set up your business on Reddit Ads or join your team's account as a creator or administrator. Don't have an account? Here's a great place to start.
  • Find your Reddit Pixel ID. Specify which business account should receive your conversions. You can find your Pixel ID in the Events Manager, and it should match the business account's Pixel ID found in Accounts.
  • Generate an access token. We recommend generating a conversion token so you don't have to worry about it expiring.

Integrate CAPI​

There are several ways you can set up CAPI:

  • Direct integration. If you want more flexibility and control of your data, we recommend a direct integration with the Conversions API. This method requires some in-house developer resources to set up.
  • Google Tag Manager (GTM). You can set up the CAPI using server-side tagging with your GTM account. We recommend using GTM if you already use it to track your conversions.
  • Supported partner integrations. Implement the Conversions API using one of our trusted partners to simplify setup, avoid errors, and save development resources.

Need help choosing the best solution for you? Reach out to your Reddit representative or contact us for support. 

Verify your integration​

There are two ways you can verify CAPI:

  • Events Manager: Trigger conversion events in real-time to see if your events are being captured. Third-party cookies must be enabled in your browser settings for event testing. This method is recommended for quick and simple testing.
  • GET Last Fired At: Retrieve the latest time conversion events were sent, in ISO 8601 format. We recommend this method if you’d like an in-depth analysis.

Best practices​

  • Use the Conversions API and Reddit Pixel together. This will improve conversion coverage, maximize campaign performance, and power better targeting and optimization tools. Your measurement will be more resilient and adaptable to the shifting advertising landscape. 

    Event deduplication is required for advertisers using both the Reddit Pixel and Conversions API.

  • Share as many match keys as possible. Match keys are crucial to help attribute conversions to a Reddit ad engagement. These signals can be shared unhashed or pre-hashed. We strongly recommend sharing the IP address and click ID and suggest including the email address and user agent. If you're integrating CAPI with the pixel, we recommend sharing UUID.
  • Set up CAPI with a conversion access token. We recommend using this token over a developer access token because it’s non-expiring and simple to generate.
  • Set an accurate action source. The action source defines the channel where the conversion event occurred. Provide the correct source and its match keys for accurate attribution and metric breakdowns. For example, PHYSICAL_STORE events should not send device matching identifiers, click ID, UUID, or MAIDs.

    Event deduplication applies only for events in the same channel.

  • Pass external ID when available. External ID helps improve attribution accuracy for events from all action sources. We recommend passing an external ID that is unique to a single user.
  • Include the click ID in the URL. When sending WEBSITE events, set up event_source_URL to parse the domain. Include the click ID to improve match rate and attribution.

See our CAPI direct integration best practices.

Measure impact across channels​

action_source can be used to define the omnichannel attribution. This is used for source-level conversion metrics in reporting.

The following avenues are supported:

Event deduplication applies to events in the same channel. For example, Pixel events are only deduplicated against WEBSITE events.

  • WEBSITE
  • APP
  • PHYSICAL_STORE
  • OTHER

Opt out users​

We offer the data_processing_options parameter to help you meet your compliance needs, including opting out users if they have not consented to behavioral targeting. Learn more about Limited Data Use (LDU).

Set up domain detection​

event_source_url accepts the page location and parses it for the domain, helping you to better understand the source of your WEBSITE events.

When the click ID is appended, that identifier is extracted to improve coverage when the click_id parameter isn’t provided.

This feature is only available in CAPI v3. Learn how to migrate from v2.