Format of JavaScript conversion tracking tags version 2

The following format is for sites that use HTTPS. For sites that use HTTP, the URLs should begin with “http.”

For information about when to use Version 2 versus Version 3, see the FAQs on tracking tags.
<script language="javascript" src=""></script>
<script language="javascript">
var ef_event_type="transaction";
var ef_transaction_properties = "ev_property name=<property name>&ev_transid=<transid>";
 * Do not modify below this line
var ef_segment = "";
var ef_search_segment = "";
var ef_userid="ef-userid";
var ef_pixel_host="";
var ef_fb_is_app = 0;
var ef_allow_3rd_party_pixels = 1;
<noscript><img src="<ef-userid>/t?ev_property name=<property name>&ev_transid=<transid>" width="1" height="1"/></noscript>


  • <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.