Conversion Tracking for Lead and Sale Objectives

MailAdx supports server-side conversion tracking via signed webhooks — no browser pixels required, fully compatible with privacy-first email environments.

How server-side conversion tracking works

When a conversion occurs on the advertiser's website (a purchase, form submission, or qualified lead), the advertiser's backend server sends a signed webhook to the MailAdx Conversion API. MailAdx matches the conversion against subscribers who received the ad creative in the prior attribution window (default 30 days) and attributes the conversion.

Because this is server-to-server, it works regardless of ad blockers, iOS App Tracking Transparency restrictions, or cookie consent choices. It is also not affected by Apple Mail Privacy Protection.

Setting up the conversion webhook

  1. Navigate to Dashboard → Advertisers → [your advertiser] → Conversion Events → Create Event.
  2. Name the event (e.g. "Purchase", "Trial Signup") and select the event type (Lead, Sale, Custom).
  3. Copy the webhook URL and signing secret. The signing secret is used to generate an HMAC-SHA256 signature on each webhook payload, which MailAdx verifies to prevent spoofed events.
  4. Implement the webhook in your backend. On each conversion, POST the event payload to the webhook URL with the HMAC signature in the X-MailAdx-Signature header.

Attribution window configuration

The default attribution window is 30 days — a conversion is attributed to an ad impression if it occurred within 30 days of the ad decision. This can be configured per conversion event (1, 7, 14, 30, or 90 days).

View-through vs click-through attribution

MailAdx attributes conversions to both click-through (subscriber clicked the ad and then converted) and view-through (subscriber received the ad but did not click, and converted within the attribution window). Both are reported separately so you can evaluate the incremental impact of view-through attribution for your campaigns.