AppLovin Ads

When you finish, DATALYR sends conversions to AppLovin’s Conversion API and runs AppLovin’s pixel. When both send one event, AppLovin keeps one copy.

Before you start

Requirement	Detail
AppLovin Ads account for websites	App and web campaigns use separate AppLovin accounts
Event Key	Account → General → Keys in the AppLovin dashboard
Conversion API key	The same Keys page. If it isn’t there, contact your AppLovin representative or open a support ticket
Report Key	Optional. The same Keys page. Conversions don’t use it
Tracking script	On every page your AppLovin ads send traffic to. See Install. With npm, use `@datalyr/web` 1.9.10 or later
Customers outside excluded regions	AppLovin takes no data about people in 30 countries, the UK included. See Regions AppLovin doesn’t get

DATALYR doesn’t import AppLovin spend or ad stats.

Connect AppLovin

Open the form

Open Sources. Select Connect on the AppLovin Ads row.

Paste the keys

Fill Event Key and Conversion API key. Add the Report Key if you have it.

Pick the account type

Choose Account type from the table below. Ask your AppLovin representative if you aren’t sure.

Answer the Shopify question

Set AppLovin Shopify app or pixel already sending events? to Yes or No.

Save

Select Connect.

Account type	What DATALYR sends
Purchase (default)	Every event in Events, from the server and the pixel
Lead generation	`page_view` and `generate_lead` only
Restricted lead generation	`page_view` and `generate_lead` from the server only. No pixel, no email or phone, and the page URL cut to your domain

Message on save	Meaning
`AppLovin rejected this Report Key`	The Report Key is wrong
`Report Key not verified`	AppLovin didn’t answer. The connection saved anyway
None for the Conversion API key	AppLovin has no test call for it. A wrong key shows on the first delivery

If the AppLovin Shopify app already sends events

Two pixels count every sale twice. While the answer is Yes, DATALYR doesn’t load its pixel.

In the AppLovin Shopify app, turn off Send data. Keep the app, so your catalog and order history still sync.
In DATALYR, open Sources. Select Manage on AppLovin Ads.
Select Edit setup. Change the answer to No. Select Save changes.

Create the rules

Open conversion setup

In Sources, find your revenue source. Select its flag button, Set up conversions.

Pick AppLovin

Tick AppLovin · Web. Event Key shows Connected AppLovin Event Key.

Create the rules

Open Preview n mappings to read the rules, where n is the rule count. Select Create rules.

To build a rule by hand, pick AppLovin as target platform in Conversions. Pick the key under AppLovin Event Key.

Tag your ads

AppLovin adds its click ID, aleid, to every website click. Keep it on the landing URL through every redirect.

Open Track. Create a link.
Under paste into your ads, find AppLovin Ads. Select copy parameters.
Paste them into the AppLovin campaign’s Tracking Parameters.

utm_source=applovin&utm_medium=paid&utm_campaign={CAMPAIGN_NAME}&utm_content={CREATIVE_SET}&campaign_id={CAMPAIGN_ID}&adset_id={CREATIVE_SET_ID}

A creative set with its own URL needs the parameters too. AppLovin has no ad-level macro for web.

Reference

Events

DATALYR trigger event	AppLovin event
`purchase`, `checkout.session.completed`, `invoice.payment_succeeded`, `subscription_started`, `trial_converted`	`purchase`
`trial_started`	`subscribe`
`subscribe`	`subscribe`
`checkout_started`	`begin_checkout`
`add_to_cart`	`add_to_cart`
`view_item`	`view_item`
`add_payment_info`	`add_payment_info`
`signup`	`sign_up`
`form_submit`, `lead`	`generate_lead`
`search`	`search`
`login`, `view_cart`, `remove_from_cart`	The same name
`pageview`	`page_view`. From the pixel, or from the server on Restricted lead generation
Anything else	Not sent. AppLovin bans custom event names

AppLovin event	Value
`purchase` from Shopify or Stripe	Subtotal after discounts, before tax and shipping
`purchase` from other sources	The rule’s value
`purchase` fields	Also sends `items`, `shipping`, and `transaction_id`. `tax` only when the source records it. A $0 purchase isn’t sent
`generate_lead`	The rule’s value. Required, because AppLovin reads 0 as a junk lead
`subscribe` from a trial	The trial’s published expected value, else 0
`subscribe`, `add_payment_info`	The rule’s value, else 0
`begin_checkout`	The rule’s value, else the sum of the items, else 0
Currency	The event’s, else the rule’s, else `USD`

Renewals stay out unless you include them in Set up conversions.

Matching fields in `user_data`

Field	Source	Normalization
`aleid`	The click ID, from the event or the visitor’s earlier visits	not hashed
`axwrt`	The AppLovin pixel’s browser ID	not hashed
`client_id`	The `distinct id`	not hashed
`user_id`	The `user_id` from `identify()`, else the source’s `customer_id`. 6 characters or more, never an email or phone	not hashed; digits only on restricted lead generation
`email`	Email in the event	trim, lowercase, Gmail dots and `+suffix` removed, SHA-256
`phone`	Phone in the event	digits with country code, no leading zeros, 8–15 digits, SHA-256
`client_ip_address`, `client_user_agent`	The browser behind the event	not hashed; required on every event
`zip`, `country_code`	The event’s address fields. Country falls back to the visitor’s IP country	US zips cut to 5 digits

AppLovin needs one of client_id, axwrt, alart, user_id, email, or phone. The page URL keeps only aleid and utm_*.

Deduplication

Both copies carry one dedupe_id: a purchase’s order ID, else the DATALYR event ID. AppLovin merges two events with one dedupe_id within five minutes and drops a later duplicate.

The AppLovin pixel

DATALYR loads AppLovin’s pixel through your tracking script as soon as AppLovin is connected.

The pixel loads only when	Detail
The visitor gave marketing consent	Never before, and never with `privacyMode: 'strict'`
The browser sends no opt-out	No Do Not Track, Global Privacy Control, or US privacy opt-out, whatever your site settings say
The visitor’s country is known and allowed	Decided from the visitor’s IP
Account type is Purchase or Lead generation
The Shopify answer is No, and no other AppLovin pixel is on the page
Filter health-related fields is off	Settings → Privacy & redaction

What the pixel sends	When
Page views	From the moment AppLovin is connected, before any rule
Events your website rules cover	Once the rules exist
Purchases	Only when no verified revenue source, such as Shopify or Stripe, is connected. Otherwise the server sends them

AppLovin pixel setting	Default	Effect	To turn it off
`autoEmailCapture`	On	Reads email addresses typed into forms on your pages	AppLovin documents no setting. Contact AppLovin support
`autoSpaPageView`	On	Sends page views in single-page apps. When it’s off, DATALYR sends them	AppLovin documents no setting. Contact AppLovin support

Content Security Policy directive	Allow
`script-src`	`https://s.axon.ai`, `https://res4.applovin.com`
`connect-src`	`https://b.applovin.com`, `https://re.applovin.com`
`img-src`	`https://cm.g.doubleclick.net`, for AppLovin’s Google cookie match

Regions AppLovin doesn’t get

Case	Result
The person is in `AX`, `AD`, `AT`, `BE`, `DK`, `FO`, `FI`, `FR`, `DE`, `GI`, `GR`, `GG`, `IS`, `IE`, `IM`, `IT`, `JE`, `LI`, `LU`, `MT`, `MC`, `NL`, `NO`, `PT`, `SM`, `ES`, `SJ`, `SE`, `CH`, or `GB`	Never sent
The event has a country value DATALYR can’t recognise	Not sent
The event has no country anywhere	Sent. Whop, Superwall, and RevenueCat purchases often carry none
Pixel, visitor’s IP country unknown	The pixel doesn’t load
Order the server reads countries in	Billing address, then customer, shipping, and profile fields, then the visitor’s IP country. The first one found decides

The Conversion API has no consent field, so DATALYR withholds the whole event.

Signal on the event	Result
Marketing consent denied, or a sale opt-out	Not sent
Do Not Track or Global Privacy Control	Not sent
`us_privacy` string with an opt-out	Not sent

Add a line to your privacy policy

Sharing with AppLovin is for advertising, and some US state laws count it as a sale or share. You can adapt this text:

We use DATALYR to share information with AppLovin for interest-based advertising and to
measure our ads: the pages you visit, the products and order value of your purchases,
your IP address and browser, and your email address and phone number in hashed form.
AppLovin's pixel can also read email addresses you type into our forms. When you decline
marketing cookies, opt out of sale or sharing, or your browser sends Do Not Track or
Global Privacy Control, we withhold these events.

This sentence is a starting point, not legal advice. Check it with your own adviser before you publish it.

Verify

Open Conversions. Select manage rules. Open your rule.
Select send test event. AppLovin has no test mode, so DATALYR checks the event and sends nothing.
Trigger one real event.
Confirm the rule’s sent count went up by 1.
Open Health. Select Delivery.
Confirm the AppLovin row reads Working.

When it does not work

Reason in Health	`error_type`	Fix
`Sent by the pixel`	`pixel_handles_page_view`	Nothing. Page views come from the pixel
`Region excluded from sharing`	`region_excluded`	Nothing. The customer is in an excluded country
`Visitor declined tracking`	`consent_blocked`	Nothing. The visitor opted out
`No AppLovin standard event for it`	`unsupported_event`	Map the trigger to an event in Events
`Event not allowed for this account type`	`event_not_allowed_for_account`	Send `generate_lead`, or correct Account type
`No match key the platform accepts`	`no_strong_identifier`	Call `identify()`, or send email or phone with the event
`Event failed the platform's checks`	`invalid_batch_member`	Read the missing field on the delivery row. A webhook sale needs a linked visit for IP and user agent
`Zero-value purchase`	`zero_value_purchase`	Point the rule’s value at the amount field
`Older than the platform's window`	`too_old`	Nothing. DATALYR stops at 28 days
`Access token expired or revoked`	`AUTH_ERROR`	Select Manage. Select Update credentials. Paste the Conversion API key again
AppLovin counts every sale twice	none	Turn off Send data in the AppLovin Shopify app

Conversion delivery: retry, dedup, and status rules for every platform.
Health: read the delivery and match-quality tabs.
Tracking links: build the link your ads point to.

Get started

Installation

Revenue

Leads

Using Datalyr

Advanced

Integrations

Account & billing

Troubleshooting

Before you start

Connect AppLovin

If the AppLovin Shopify app already sends events

Create the rules

Tag your ads

Reference

Events

Matching fields in `user_data`

Deduplication

The AppLovin pixel

Regions AppLovin doesn’t get

Add a line to your privacy policy

Verify

When it does not work

Next

​Before you start

​Connect AppLovin

​If the AppLovin Shopify app already sends events

​Create the rules

​Tag your ads

​Reference

​Events

​Matching fields in user_data

​Deduplication

​The AppLovin pixel

​Regions AppLovin doesn’t get

​Consent

​Add a line to your privacy policy

​Verify

​When it does not work

​Next

Before you start

Connect AppLovin

If the AppLovin Shopify app already sends events

Create the rules

Tag your ads

Reference

Events

Matching fields in `user_data`

Deduplication

The AppLovin pixel

Regions AppLovin doesn’t get

Consent

Add a line to your privacy policy

Verify

When it does not work

Next