Cometly's AdRoll Conversion API (CAPI) integration sends your attributed conversions back to AdRoll server-to-server. This gives AdRoll cleaner conversion signal for optimization and reporting without relying on a browser pixel, which improves match rates and helps your campaigns optimize toward the actions that actually matter to your business.
This article walks through how to turn on data sharing, add your server access token, and map your Cometly events to AdRoll events.
How it works
Cometly's AdRoll CAPI is attribution-aware. It only sends conversions that Cometly has already attributed to AdRoll, rather than firing every event for every visitor. For a conversion to qualify, the original click must carry AdRoll's click ID, the adct parameter, which AdRoll appends automatically when it serves your ad.
In short:
A user clicks your AdRoll ad and lands on your site with an
adctvalue on the URL.Cometly captures that click and ties it to the visitor.
When that visitor converts, Cometly attributes the conversion to AdRoll and sends it through the Conversion API using your server access token.
Because the integration depends on adct, only events that can be matched back to an AdRoll click are eligible to be sent.
Before you start
You will need the following:
An active AdRoll account with running campaigns.
An AdRoll server access token for server-to-server conversions. This is not the same as your standard pixel or API key. It is issued by AdRoll staff specifically for S2S conversions, so you may need to request it from your AdRoll account representative or support contact.
Your AdRoll tracking links configured so that
adctis being passed through to your landing pages. If you are already running AdRoll traffic through Cometly, this is typically handled automatically when AdRoll serves the ad.
Step 1: Open the AdRoll data sharing settings
Go to your AdRoll integration in Cometly and open the Manage Data Sharing screen. This is where you control whether Cometly sends conversions to AdRoll and how your events are mapped.
Step 2: Turn on data sharing
At the top of the screen you will see two options:
Turn off data sharing. No event data is sent to AdRoll.
Turn on data sharing. Cometly sends your mapped attributed events to AdRoll.
Select Turn on data sharing to enable the Conversion API.
Step 3: Add your AdRoll server access token
In the Configure AdRoll event mappings section, paste your token into the AdRoll Server Access Token field.
A few things to know about the token:
It is provided by AdRoll staff for server-to-server conversions.
Cometly encrypts the token before storing it, so it is never saved in plain text.
If you do not have a token yet, contact your AdRoll representative and ask for a server access token for S2S conversions.
Step 4: Map your Cometly events to AdRoll events
Mappings tell Cometly which AdRoll event to fire when a given Cometly event is attributed. Each mapping is a single pairing:
Cometly event → AdRoll event
To create a mapping:
Under Cometly Event, choose the event you want to send (for example, a purchase or a lead).
Under AdRoll Event, choose the AdRoll event it should map to.
Click Add mapping to create additional pairings as needed.
Use the trash icon next to a row to remove a mapping you no longer want.
A few rules to keep in mind:
Mapping is global for the space. The mappings you set here apply across the whole space rather than per campaign.
Multiple Cometly events can map to the same AdRoll event. For example, several different lead actions in Cometly can all map to a single AdRoll "lead" event if that is how you want to report.
Only mapped events are sent. If a Cometly event is not mapped, it will not be passed to AdRoll.
Step 5: Save
Click Save to apply your settings. Once saved, Cometly begins sending newly attributed conversions for your mapped events to AdRoll through the Conversion API.
Good to know
Only attributed events are sent. Cometly does not send unattributed or non-AdRoll conversions through this integration.
The
adctclick ID is required. Conversions that cannot be matched back to an AdRoll click are not eligible to be sent.Changes take effect going forward. Turning on data sharing or updating mappings affects conversions attributed after you save, not historical data.
Troubleshooting
No conversions are showing up in AdRoll. Confirm that data sharing is turned on, your server access token is entered correctly, and you have at least one event mapping saved. Then check that your AdRoll traffic is actually carrying adct to your landing pages. If adct is missing, Cometly cannot attribute the click to AdRoll and the conversion will not be sent.
I do not have a server access token. The token is issued by AdRoll for server-to-server conversions and is separate from your pixel. Reach out to your AdRoll account representative or AdRoll support to request one.
My token was rejected or stopped working. Tokens can expire or be rotated on AdRoll's side. Request a fresh server access token from AdRoll and paste the new value into the AdRoll Server Access Token field, then save again.
I want one AdRoll event to capture several Cometly events. Map each Cometly event to the same AdRoll event. Cometly allows multiple Cometly events to point at a single AdRoll event.
Need help?
If you run into issues connecting AdRoll CAPI or your conversions are not flowing as expected, reach out to the Cometly support team and we will help you get it sorted.