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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.

\n

This integration is a server-side output only. For client-side Pixel setup, see the Twitter event integration page for more information.

\n

\n \n \n \n \n \n \n \n Prerequisites

\n

To set up the X event integration, you need:

\n\n

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.

\n

\n \n \n \n \n \n \n \n Setup

\n

\n \n \n \n \n \n \n \n 1. Create X conversion events

\n

Create an X conversion event for each conversion you want to forward from mParticle:

\n
    \n
  1. Log in to X Ads Manager.
    2. \n
  2. Open Tools > Events Manager.
    3. \n
  3. If you do not already have an X Pixel event source, click Add event source and create one. The event source ID is your Pixel ID.
    4. \n
  4. Open the X Pixel event source and click Add events.
    5. \n
  5. Select Install with Conversion API.
    6. \n
  6. Create and save the event, then copy its Event ID.
    7. \n
\n

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.

\n

\n \n \n \n \n \n \n \n 2. Create an X output configuration

\n
    \n
  1. In mParticle, navigate to Data Platform > Setup > Outputs.
    2. \n
  2. On the Event tab, click Add Output and select X.
    3. \n
  3. Enter a descriptive Configuration Name.
    4. \n
  4. Complete the X OAuth login using a user with AD_MANAGER or ACCOUNT_ADMIN access. mParticle generates and securely stores the access token and access token secret.
    5. \n
  5. Select the Ads Account ID you want to use. The list contains only the accounts the authenticated user is authorized to manage.
    6. \n
  6. Click Save.
    7. \n
\n

\n \n \n \n \n \n \n \n 3. Connect a web input to X

\n

A connection links a Web input to the X output configuration. Each connection has its own Pixel ID, Event ID mappings, and identity selections.

\n
    \n
  1. In mParticle, navigate to Connections > Connect Outputs.
    2. \n
  2. Select the Web input you want to connect.
    3. \n
  3. Find X in the output list and click Connect Output.
    4. \n
  4. Enter the Pixel ID from X Events Manager.
    5. \n
  5. Use Event ID Mapping to map each mParticle event you want to forward to its corresponding X Event ID.
    6. \n
  6. (Optional) Change the Email Identity Type or Phone Identity Type selections.
    7. \n
  7. Click Add Connection.
    8. \n
\n

\n \n \n \n \n \n \n \n Supported platforms

\n\n

\n \n \n \n \n \n \n \n Supported identities

\n

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.

\n

\n \n \n \n \n \n \n \n User identities

\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n
X Identity TypeDefault mParticle Identity TypeProcessing
Emailuser_identities.emailLowercased, trimmed, and SHA-256 hashed before forwarding.
Mobile Numberuser_identities.mobile_numberMust be sent in E.164 format; if ”+” is missing, mParticle will append it. Mobile number is SHA256-hashed before forwarding.
\n

This integration does not forward device identities.

\n

\n \n \n \n \n \n \n \n Other matching data

\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n
X FieldmParticle SourceNotes
X Click ID (twclid)XConversions.Twclid custom flagPresent only when a user reaches your site by clicking an X ad. Recommended when available.
IP addressEvent batchForwarded if included in the event batch along with a qualifying identifier.
User agentEvent batchForwarded if included in the event batch along with a qualifying identifier.
\n\n

\n \n \n \n \n \n \n \n Supported event types

\n

mParticle supports forwarding the following event types to X:

\n\n

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.

\n

\n \n \n \n \n \n \n \n Event data mapping

\n

\n \n \n \n \n \n \n \n Event attributes

\n

mParticle maps the following fields to the X Conversions API when forwarding an event:

\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n
mParticle FieldX Conversions API FieldRequiredDescription
timestamp_unixtime_msconversion_timeYesThe time the conversion occurred, in ISO 8601 UTC (ex. 2022-02-18T01:14:00.603Z).
product_action.total_amountvalueNoThe monetary value of the conversion. Applies to Commerce Events only.
sum of product_action.products[].quantitynumber_itemsNoThe total number of items in the conversion. Applies to Commerce Events only.
\n

\n \n \n \n \n \n \n \n Commerce events

\n

For commerce events, each product or item is mapped into the X contents array:

\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n
mParticle Product FieldX contents Field
product_action.products[].idcontent_id
product_action.products[].namecontent_name
product_action.products[].categorycontent_type
product_action.products[].pricecontent_price
product_action.products[].quantitynum_items
product_action.products[].attributes.content_group_idcontent_group_id
\n

\n \n \n \n \n \n \n \n Custom flags

\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n
Custom FlagX FieldNotes
XConversions.Twclididentifiers[].twclidX click ID from the landing URL. Recommended when available.
XConversions.ConversionIdconversion_idRecommended. 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.
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\n \n \n \n \n \n \n \n Custom mappings

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Custom Mappings are optional. Use Custom Mappings to reshape event and product attributes onto the X conversion payload. For general instructions, see Custom Mappings.

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\n \n \n \n \n \n \n \n Data processing notes

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\n \n \n \n \n \n \n \n Configuration settings

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Configuration settings authenticate mParticle with the X Ads API and are set at the output level.

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Setting NameData TypeRequiredDefault ValueDescription
Ads Account IDstringYesSelect your X Ads account after authenticating to X. This dropdown lists all Ads accounts the authenticated user is authorized to manage.
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\n \n \n \n \n \n \n \n Connection settings

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Connection settings are configured per connection and map incoming data to the correct X Pixel and event definitions.

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Setting NameData TypeRequiredDefault ValueDescription
Pixel IDstringYesThe X Pixel (event source) ID from X Ads Manager. Included in the conversion request.
Event ID MappingstringYesMaps mParticle Web events to the X Event IDs created in X Ads Manager. Events without a mapping are not forwarded.
Email Identity TypestringNoEmailThe mParticle identity type to forward as the email. Normalized and SHA-256 hashed before forwarding.
Phone Identity TypestringNoMobile NumberThe mParticle identity type to forward as the phone number. Must be E.164 and is SHA-256 hashed before forwarding.
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