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Event
X (formerly Twitter) is a social media and digital advertising platform. The X Conversions API is a server-to-server integration that lets you send web conversion events directly to X, without relying solely on the client-side X Pixel. Forwarding conversions server-side improves signal fidelity and attribution accuracy as browser tracking restrictions, cookie deprecation, and ad blockers continue to limit pixel-based measurement.
This integration is a server-side output only. For client-side Pixel setup, see the Twitter event integration page for more information.
To set up the X event integration, you need:
You do not need to create your own X developer app. mParticle owns and hosts the app used to connect to the X Ads API and generates your credentials automatically during the OAuth login. When you authenticate, mParticle only lists the Ads accounts on which the signed-in user has one of the required access levels.
Create an X conversion event for each conversion you want to forward from mParticle:
Repeat these steps for each conversion you want to track, such as Add to Cart or Purchase. The same Pixel ID applies to all events created under the event source, while every event has its own Event ID.
A connection links a Web input to the X output configuration. Each connection has its own Pixel ID, Event ID mappings, and identity selections.
Every conversion forwarded to X must include at least one of the following identifiers: X Click ID, Email, or Mobile Number. If none of these are present, mParticle drops the event.
| X Identity Type | Default mParticle Identity Type | Processing |
|---|---|---|
user_identities.email |
Lowercased, trimmed, and SHA-256 hashed before forwarding. | |
| Mobile Number | user_identities.mobile_number |
Must be sent in E.164 format; if ”+” is missing, mParticle will append it. Mobile number is SHA256-hashed before forwarding. |
This integration does not forward device identities.
| X Field | mParticle Source | Notes |
|---|---|---|
X Click ID (twclid) |
XConversions.Twclid custom flag |
Present only when a user reaches your site by clicking an X ad. Recommended when available. |
| IP address | Event batch | Forwarded if included in the event batch along with a qualifying identifier. |
| User agent | Event batch | Forwarded if included in the event batch along with a qualifying identifier. |
mParticle supports forwarding the following event types to X:
X labels conversions by Event ID rather than event name. To forward an event, map it to its corresponding X Event ID using the Event ID Mapping connection setting. Events without an Event ID mapping are not forwarded.
mParticle maps the following fields to the X Conversions API when forwarding an event:
| mParticle Field | X Conversions API Field | Required | Description |
|---|---|---|---|
timestamp_unixtime_ms |
conversion_time |
Yes | The time the conversion occurred, in ISO 8601 UTC (ex. 2022-02-18T01:14:00.603Z). |
product_action.total_amount |
value |
No | The monetary value of the conversion. Applies to Commerce Events only. |
sum of product_action.products[].quantity |
number_items |
No | The total number of items in the conversion. Applies to Commerce Events only. |
For commerce events, each product or item is mapped into the X contents array:
| mParticle Product Field | X contents Field |
|---|---|
product_action.products[].id |
content_id |
product_action.products[].name |
content_name |
product_action.products[].category |
content_type |
product_action.products[].price |
content_price |
product_action.products[].quantity |
num_items |
product_action.products[].attributes.content_group_id |
content_group_id |
| Custom Flag | X Field | Notes |
|---|---|---|
XConversions.Twclid |
identifiers[].twclid |
X click ID from the landing URL. Recommended when available. |
XConversions.ConversionId |
conversion_id |
Recommended. Stable deduplication key. If this custom flag is not set, mParticle falls back in order to a Conversion ID mapped through Custom Mappings, then the event’s SourceMessageId, and finally a randomly generated ID. |
Custom Mappings are optional. Use Custom Mappings to reshape event and product attributes onto the X conversion payload. For general instructions, see Custom Mappings.
conversion_id field to deduplicate events between the X Pixel and the Conversions API. Send a consistent conversion_id from both sources to avoid double-counting.Configuration settings authenticate mParticle with the X Ads API and are set at the output level.
| Setting Name | Data Type | Required | Default Value | Description |
|---|---|---|---|---|
| Ads Account ID | string |
Yes | Select your X Ads account after authenticating to X. This dropdown lists all Ads accounts the authenticated user is authorized to manage. |
Connection settings are configured per connection and map incoming data to the correct X Pixel and event definitions.
| Setting Name | Data Type | Required | Default Value | Description |
|---|---|---|---|---|
| Pixel ID | string |
Yes | The X Pixel (event source) ID from X Ads Manager. Included in the conversion request. | |
| Event ID Mapping | string |
Yes | Maps mParticle Web events to the X Event IDs created in X Ads Manager. Events without a mapping are not forwarded. | |
| Email Identity Type | string |
No | The mParticle identity type to forward as the email. Normalized and SHA-256 hashed before forwarding. | |
| Phone Identity Type | string |
No | Mobile Number | The mParticle identity type to forward as the phone number. Must be E.164 and is SHA-256 hashed before forwarding. |