AppLovin Pixel Tag Setup Guide

AppLovin Pixel loads the AppLovin web pixel on your site and sends page view, ecommerce, and lead events to AppLovin to measure and optimize your web campaigns.

Tag tips

• The tag loads https://s.axon.ai/pixel.js on the first tag fire and sends events only on subsequent fires. The page supports only one Event Key, which must be exactly 36 characters, otherwise the tag does not fire.
• Map variables to the 13 AppLovin catalog events on the Events tab. Custom events are not supported. Auto Page View sends page_view on every view and never fires twice.
• The tag filters fields per event and does not send empty values. Use Event-specific Parameters to override a field for a single event. The tag logs missing required fields in debug mode and still fires the event.
• The user_data field holds email, phone, and user ID. Each item in add_to_cart, remove_from_cart, and purchase requires a quantity. Fields per event (required / optional):
  • page_view, login: user_data
  • view_item, view_cart, add_to_cart, remove_from_cart: items / currency, value, user_data
  • begin_checkout: currency, value, items / user_data
  • add_payment_info: currency, value, items, payment_type, user_data
  • purchase: transaction_id, currency, value, shipping, tax, items, user_data / is_new_customer
  • search: search_term / results, user_data
  • generate_lead: currency, value / user_data
  • sign_up: user_data / method
  • subscribe: currency, value, user_data
• The tag supports E-Commerce Extension variables: _ccurrency, _csubtotal, _corder, _cship, _ctax, _cprod, _cprodname, _cprice, _cquan, _ccat, _csku, _cbrand, and _cpdisc.
• The tag accepts email and phone values as plaintext or pre-hashed SHA256. The pixel hashes plaintext values automatically.
• Generate Event ID sends a unique dedupe_id per event and stores it in utag.globals as applovin_event_id_<event>. A mapped dedupe_id takes precedence.
• The tag suppresses events when consent is denied via utag.gdpr.

Tag configuration

Go to the tag marketplace to add a new tag. For more information, see About tags.

When adding the tag, configure the following settings:

• Event Key: Your 36-character AppLovin Event Key. Find it in the AppLovin dashboard under Account > General > Keys.
• Auto Page View: Sends page_view on every tag view event. Set to False to control page view firing from the Events tab instead. Default: True.
• Generate Event ID: Generates a unique ID for each event and passes it as dedupe_id for browser/server deduplication. The ID is also stored in utag.globals as applovin_event_id_<event>. Default: False.

Load rules

Load the tag on all pages or set conditions for when your tag loads. For more information, see About load rules.

Data mappings

Mapping is the process of sending data from a data layer variable to the corresponding destination variable of the vendor tag. For more information, see About data mappings.

The available categories are:

Configuration

Use the Configuration category to override the tag-level Event Key for a specific tag fire.

General

Values mapped in the General category apply to every event. To override a value for a specific event, use the Event-specific Parameters category.

E-Commerce

Values mapped in the E-Commerce category override the corresponding E-Commerce Extension variables.

Events

To map events, see Create an event mapping.

Only the following 13 catalog events are supported. Custom event names are silently skipped.

Event-specific Parameters

Use the Event-specific Parameters category to override any General or E-Commerce mapping for a single event. Values set here take precedence over the General and E-Commerce categories for the selected event.