Format of image conversion tracking tags

For information about when to use image tags versus JavaScript tags, see the FAQs on tracking tags.
  • Non-secure tags for sites with HTTP:

    <img src="<ef-userid>?px_evt=s&s=<segmentid>&px_evt=t&ev_propertyname=<propertyname>&ev_transid=<transid>" width="1" height="1"/>

  • Secure tags for sites with HTTPS:

    <img src="<ef-userid>?px_evt=s&s=<segmentid>&px_evt=t&ev_propertyname=<propertyname>&ev_transid=<transid>" width="1" height="1"/>


  • <ef-userid> is a unique, numeric user ID that Search, Social, & Commerce assigns to the advertiser.

  • <propertyname> is the conversion to track. For example, if you’re tracking a conversion called “registration,” then the tag would include the parameter ev_registration=<registration>, and you would need to pass the actual revenue for each transaction (such as ev_registration=1). When multiple properties are tracked, they’re joined by an ampersand (&), such as ev_registration=<registration>&ev_sale=<sale> (for example, ev_registration=1&ev_sale=12.99). Note: The property name may not include special characters.

  • <transid> is a unique transaction ID (such as an actual order ID) that the advertiser generates and passes to identify a transaction. It’s included only when the “Include unique transaction IDs” option is selected.

    Search, Social, & Commerce uses the transaction ID to eliminate duplicate transactions with the same transaction ID and property value. The transaction ID is included in the Transaction Report, which you can use to validate data within Adobe Advertising with the advertiser’s data. Note: If the advertiser’s data doesn’t include a unique ID per transaction, then Search, Social, & Commerce still generates one based on transaction time.