Addressable is the leading Web3 growth platform dedicated to revolutionizing digital marketing by bridging the gap between Web2 and Web3 and empowering Web3 companies with data-driven insights and user friendly marketing solutions to optimize strategies, enhance user acquisition, and drive sustainable growth.

Our solution suite provides advanced tooling for user aquisition, deep funnel attribution and optimized ad spend. By collecting and processing data from all user touch points, Addressable empowers marketers with actionable insights to drive growth, increase revenue, and lower customer acquisition costs (CAC).

Our platform's innovative approach allows our clients to plan and execute their growth strategies and measure success with unparalleled accuracy and ease.

Discover Addressable

Addressable allows you to run campaigns across multiple channels such as social and programmatic display networks. All campaigns are created & managed under a single screen - Campaign management page.

Campaign Creation

Regardless of where you will be running your campaign, Addressable has streamlined the campaign creation process into three main steps; network selection, campaign setup and content upload. There are, however, slight variations for each channel:

Twitter (X) Ads campaign creation

Display campaign creation

An audience is a group of users who share common attributes (behavior, location, interest, balance and so on). Audiences are based on user activities and characteristics, as opposed to targeting parameters which define when and where to deliver a promoted post or a banner.

You can create audiences in order to:

• Explore the characteristics and behaviors of an interest group.

• Target audiences across social platforms & display campaigns.

• Analyze campaign results based on audience groups (for example, see which audiences your converted users fall under).

The Audience feature is composed of three parts:

1. - An aggregated view of all your audiences in a single table.

2. - A user segment builder where you create an audience by defining various rules and conditions.

3. - This is where you explore the on/off-chain characteristics of your audience.

This page provides a detailed overview of the key metrics tracked and analyzed within the Addressable platform. These metrics offer insights into user behavior, marketing performance, and technical attributes related to your campaigns and traffic.

Categories of metrics

Our metrics are divided into six categories:

1. Marketing: Metrics focused on campaign performance and marketing channel attribution (e.g. "Conversion Rate", "Marketing Channel").

2. User Attributes: Metrics related to user demographics and engagement (e.g. "Is Engaged Session", "Country").

3. Technical Attributes: Metrics capturing technical details of user sessions (e.g. "Platform", "Browser Type").

4. Web3: Metrics specific to blockchain interactions (e.g. "Wallet Address", "Blockchain Name").

5. Attribution Fields: Metrics from the mid-attribution engine that identify traffic sources and campaign parameters (e.g. "First Session Source", "Session Referrer").

6. Addressable Pixel Custom Properties: Metrics defined by you as properties for custom events in Google Tag Manager using our pixel. (See for further details)

Note: Trends are calculated by comparing your selected timeframe to the preceding timeframe.

Addressable's dashboard templates provide ready-to-use, customizable tools to quickly access the insights needed to enhance marketing strategies and drive results.

The template gallery provides a selection of out-of-the box dashboards. Simply click on 'Request a Dashboard', and we will customize the selected template to your business and particular points of interest.

User Radar

User Radar gives you a single place to understand who your users are and how they’re interacting with your product. It combines high-level trends with a detailed list of individual users so you can move smoothly from “what’s happening?” to “who is driving this?”

Use User Radar when you want to answer questions like:

• How is my user base changing over time?

• Which types of users are most active or most valuable?

• Who are the users behind a specific trend, spike, or issue?

User Radar is made up of two main sections: User Overview and User Profiles.

The User Overview shows an aggregated view of your users.

It gives you a clear, high-level picture of:

• How many users you have and how that’s changing over time

• Key behavior and engagement metrics (for example, activity, conversions, or feature usage)

• How different user groups compare to each other, based on the filters you choose

This is the best place to start when you want to spot patterns, monitor trends, or quickly check the health of your user base before drilling into specific users.

The User Profiles section is a table of individual users.

Each row represents a single user and typically includes:

• Core identifiers (such as user ID, wallet, or email)

• Key attributes (for example, country, device, or plan)

• Activity summaries (such as first seen, last seen, and basic engagement)

You can search, sort, and filter this table to find specific users or groups of users that match your criteria. This is useful when you want to:

• Investigate the users behind a spike or drop seen in the User Overview

• Look up a specific user to understand their history and behavior

• Build or refine segments based on real user patterns

On top of the Summary and Profile tab, you'll see a button called "Save As Audience", this button unlocks retargeting and prospecting for your users. When you save an audience, you have created a list of wallets that are ready for ads and insights.

To create an audience, apply some filters and have at least 100 total wallets and saving will be enabled.

A new audience can take up to 60 seconds to create, but once created, you can use this Audience in a new campaign to target these users and their lookalikes. You can also click the Audience name from the Audience page to see everything about this segment of users. Additional stats, what topics they're actively engaging on Twitter about, what holding they have, and what communities they're in.

Addressable ingests and processes data across all user touch points to include:

1. Engagement data from your sites and apps. Addressable supports a variety of methods to collect, process and present engagement data to best suite your business needs and set up (website, mobile and server to server APIs).

2. Performance data from your social and programatic campaigns. Connect your Ad networks to allow Addressable to generate paid campaigns, track their performance over time and automatically optimize them to drive your goals.

3. Full on-chain data of 7 EVM compatible blockchains; Avalanche, Arbitrum, Optimism, Polygon, Etherium, Base, Binance Smart Chain.

Together, these sources of data are the basis for user behaviour analysis & insights, market share, opportunities and trends, campaign optimization and impactful targeting.

When you integrate your Twitter (X) Ads account with Addressable, you can leverage Addressable audiences, optimization engine, insights and analytics to maximize the impact of your Twitter (X) paid ads. This integration enables you to:

1. Target your Addressable audiences on Twitter (X).

2. Configure and manage Twitter (X)-Ads campaigns directly from your Addressable account.

3. Leverage Addressable's optimization engine to auto-optimize your campaign in accordance to your objective.

4. Gain insights and advanced analytics about your audience and their user journeys.

Your X-ads account needs to be authorised by Twitter (X) to run paid ads campaigns. If your X account is halted, or you are experiencing difficulties in getting your account authorised and/or getting approved for particular geo-locations, contact our account team for assistance.

1. Log in to your Twitter (X) Ads account

2. Select 'Edit access to account' from the drop-down menu located at the top right corner of the screen

3. Click 'Add access'

4. Enter @addressableid in the left hand input field, select 'Ad Manager' in the right hand drop-down menu, select the "can compose promotable tweets" box and save changes

1. Log into your Twitter (X) Ads account

2. Click your Handle name › Business settings

3. Go to Collaborator tab > People

4. Click 'Invite people'

When you integrate your AppsFlyer account, you can report Install events as well as other significant in-app events, to Addressable and leverage our campaign optimization, retargeting and advanced analytics.

Crypto businesses stand to gain significantly from Reddit's paid ads due to the platform's depth, community framework, and user engagement. There are approximately 20k highly engaged communities with 35M Redditors seeking and sharing crypto information and participating in various crypto discussions - offering an ideal environment for interactive and effective advertising. When advertising on Reddit, crypto businesses can tap into a passionate user base, ensuring their messaging resonates with a highly relevant and interested audience, fostering engagement and growth.

Leveraging Addressable on Reddit

When you integrate your Reddit advertising account with Addressable, you can leverage Addressable audiences, optimization, insights and analytics to maximize the impact of your Reddit paid ads.

Reddit Integration Guide

1. Log into your Reddit Ads account

2. Select 'Account › Members' from the Dashboard drop down menu

3. Enter adrsbl@addressable.io in the invite email field

4. Assign Addressable the 'Creator' permission level and click 'Invite'

Enabled with the Addressable Pixel

Once set up, the following features become available:

• User Insights — Insights into each of your users

• Clear Reporting — In-Depth marketing & funnel reports

• Campaign Details — Detailed attribution for paid campaigns

The following steps will walk you through setting up the base pixel on your website or platform. This will enable attribution and additional insights for each of your users. If you need any help, please let us know.

This is only helpful if you're tech-savvy and running into issues.

• You can see a live feed of events logged by the Pixel every ~60 seconds.

• This is also where you can access the as well.

  NOTE: There is a 24 hour delay for the tool to show data in our system as completed.

• You can log back into Addressable, click on Data Sources

After setting up the base pixel, we recommend setting up additional events to better understand how users interact with your website or platform. Events enable more of your Addressable dashboard by helping you measure meaningful user actions, identify drop-off points, and track conversions more precisely across your funnel.

Understanding Event Types

Beyond the base PageView, there are three types of events you can set up. Think of them as three buckets:

Use this when you want to explicitly track wallet connections from your own UI — for example, when a user connects via your app's wallet connect flow.

Custom events let you track any action that matters to your funnel using a name you define. These are great for tracking specific steps or milestones that don't fit the suggested events.

Revenue events let you track financial transactions — purchases, deposits, swaps — and tie them back to campaigns, users, and attribution. This enables ROI tracking, user-level revenue, ROAS for campaigns, and more in your Addressable dashboard.

The template includes three pre-built revenue event types:

For other revenue events (swaps, withdrawals, custom transactions), select (Custom Revenue Tracking) and define your own event name.

Each revenue event requires a Transaction Type, which determines what additional fields are needed:

For proper funnel configuration, we recommend configuring at least:

1. A PageView tag (the base pixel, firing on All Pages)

2. At least one Event Tracking tag marked as a conversion

You can validate events are coming in through our dashboard, by selecting Data Sources then then click on View Events then click Raw Events.

User Properties let you attach additional data to a user's profile — such as their internal User ID, wallet address, email, or social handles. This enriches the identity data in your Addressable dashboard beyond what the pixel automatically detects.

The template includes pre-built property types that Addressable automatically recognizes:

If you need to send properties not included in the suggested list, select Custom under User Property Name and define your own key-value pairs in the table.

The steps are the same as above, except you'll type in your own Property Name (e.g. "membership_tier", "signup_source") instead of selecting from a dropdown.

In this guide, you'll learn how to set up the Addressable Pixel using the Google Tag Manager or JavaScript SDK.

The Addressable Pixel lets you track key actions on your website—like page views, signups, and wallet connections—and connect them to blockchain activity such as on-chain conversions.

By setting up the Addressable Pixel and Custom Events, the following features become available depending your plan:

• Campaign Manager – Understand visitor behavior, calculate ROAS, revenue tracking, and attribute conversions to your Paid Campaigns.

Once set up, the following features become available:

• User Insights — Insights into each of your users

• Clear Reporting — In-Depth marketing & funnel reports

This guide covers how to upgrade from the previous Addressable Pixel template (v1) to the new version in Google Tag Manager. The process typically takes 10–15 minutes.

The template was released and updated on Apr 15th, 2026. If you installed the template prior, you will need to do this migration, otherwise you can skip to the .

The new template replaces the old Standard/Custom event selector with three Tracking Modes:

• PageView — Same as before, tracks page views and automatic wallet connects

This can apply to websites built with frameworks like React, Next.js, Vue, Nuxt, and Angular — specifically when the site uses client-side routing where the URL changes without a full page reload.

Why This Happens

The Addressable Pixel tracks a PageView when the page loads. On SPAs, most navigations happen without a full reload, so only the first pageview is captured automatically.

To track subsequent page changes, you need to trigger a PageView on each route change.

Google Tag Manager (GTM)

Use this section if your Addressable Pixel is installed through Google Tag Manager.

The standard All Pages trigger only fires on full page loads. You need an additional trigger for soft navigations.

1. Log into

2. Select the correct Account/Container

3. Go to your existing Addressable Pixel tag configured for PageView

Use this section if your Addressable Pixel is installed using the JavaScript SDK.

After each client-side route change, fire:

Note: Make sure the URL has already updated before calling this. For example:

If your website uses a Content Security Policy (CSP), you’ll need to allow Addressable’s scripts and images to load properly.

Required CSP Directives

To support Addressable and Adform tracking, update your CSP to include the following domains:

For scripts:

script-src
  https://*.adrsbl.io
  
script-src-elem
  https://*.adrsbl.io
  
connect-src
  https://*.adrsbl.io

For images:

img-src
  https://*.adrsbl.io
  https://*.adform.net;

These rules ensure the Addressable Pixel and Adform integrations function correctly without CSP-related errors.

In this guide, you'll learn how to set up the Addressable Pixel using the Javascript SDK.

Once set up, the following features become available:

• User Insights — Insights into each of your users

• Clear Reporting — In-Depth marketing & funnel reports

In this guide, you'll learn how to set up the Event Tracking or Postback using the Events API.

The Addressable Event API lets you track key actions on your platform—like page views, signups, and first time deposit—and set up proper attribution with or without the Addressable Pixel.

By setting up the Addressable Events API, the following features become available depending your plan:

• Campaign Manager – Understand visitor behavior, calculate ROAS, revenue tracking, and attribute conversions to your Paid Campaigns.

In complex use cases, where the user journey includes 3rd party platforms/applications (e.g. Telegram chatbot, Mobile Sandboxed WebApp, Discord, Telegram games), the best way to report on user engagement and conversion events is directly from your server to your Addressable account using a secure API.

The Addressable API has a request structured with the following fields:

• An endpoint url:

Overview

The Programmatic Display campaign creation process is streamlined on the Addressable platform, and includes 2 simple steps:

1. Configuring the campaign parameters and targeting features (audience, objective, budget, schedule, location)

2. Uploading creatives to the Media Library, and attaching them to the campaign.

Once launched, your creatives are distributed across our global DSP partners' inventory and the campaign is dynamically optimized by the Addressable+ engine.

Display Campaign Creation Process

1. Select your target group. Pick one of your pre-defined audience groups.

2. Select your campaign objective. Addressable campaigns are objective based, meaning they are optimized towards a particular goal. When you set 'Website Traffic and Actions' as your objective, you can select a particular event as your campaign's goal and optimization metric.

3. Set your budget. Cap the max spend for the campaign. Make sure you have enough funds in your Programmatic Display credit line.

4. Schedule the campaign duration.

5. Select geolocations.

6. Name your Ad.

7. Select the media type you would like to upload (only Banner Ads are supported at this time).

8. Upload the campaign's media (Creatives). You can upload multiple creatives, types & sizes to cover all platforms and real-estates.

1. Provide the banner's destination URL.

2. Launch campaign. Once your campaign goes live, you can to track the .

All campaigns are created and managed on a single screen. You can search and filter your campaigns by type, status, objective, and all other relevant campaign attributes. Custom columns can be added by clicking the Columns dropdown. Your last column layout is always saved for future sessions.

Click on a campaign to drill down to its performance report. Learn more about Campaign Performance.

Click on the additional actions iconto quickly take the following actions directly from your campaign management table:

• Open this campaign on Twitter (X) in new tab.

• Pause campaign - this will stop the corresponding network from serving your campaign.

• Start campaign - this will re-initiate a paused campaign.

• Duplicate - allows you to copy the configuration of an existing campaign onto a new one. This however does not duplicate the campaign's optimization history.

• Delete - you can completely delete a draft campaign or campaigns that have been served by the Ads network. Deleting a campaign on the Addressable platform will deleted it from the integrated Ads network's dashboards as well.

The following is a list of the campaign table attributes and their description:

The Campaign Performance Dashboard offers a detailed overview of each Addressable campaign. This dashboard is designed to simplify your campaign analysis process, providing a clear, aggregated view of all crucial performance metrics. The Dashboard is composed of different analytic representations to cover high level, in depth and over-time views of your campaign results:

1. - A visualization of your significant conversion metrics and KPIs over time, providing you with trend analysis in a comparative view.

2. - A deep dive into the performance of each targeting parameter (geolocation, gender, creative, etc.) across your conversion metrics, identifying high performing segments to keep and low performing ones to exclude.

In order to have proper attribution after setting up the Events API, you need to do additional steps. There's a start-to-finish walkthrough that can be , otherwise continue to understand only the steps required to set up attribution after the Event API has been configured.

• Use this if you can install the Addressable Pixel on your site.

• This is the recommended setup for campaign attribution and is the easiest to maintain.

The Audience Dashboard is where you explore the characteristics of any audience. These include on-chain attributes such as wallet balance distribution, last on-chain activity and assets held by this group of users. The dashboard also includes off-chain characteristics, such as Twitter (X) influencers the users in this group are following, and fields of interest they exhibit on social networks.

The Audience dashboard is generated for each saved Audience and updates every time you reload the dashboard page.

Dashboard Chart Breakdown

You can upload any audience group created on Addressable as a Custom Audiences to your Twitter (X) ads account. This allows you to create specific user groups that can be used for retargeting, exclusion, and/or expansion of paid-ads campaigns.

When you upload a Custom Audience, there's an initial processing period (that can take up to 48 hours), where Twitter (X) validate internal parameters for every user in this group (such as when they were last active on Twitter (X) and wether or not they opted in/out of ads on the platform). This allows Twitter (X) to then serve your ads to the validated accounts.

It is possible that not all of the users in your Custom Audience will pass the internal validation process. That is why you may notice that the final Custom Audience size is smaller than your originally uploaded list. If there are less than 100 users that pass the validation process, the audience will receive an "Audience too small" status. In these cases, Twitter (X) makes the Custom Audience unavailable for targeting to align with the user privacy policy.

To target or exclude the users in your Custom Audience, navigate to the Audiences module within the Targeting section of the campaign form on Twitter (X). After selecting include/exclude, search or browse the List dropdown to find the specific audience that you need. As a reminder, only audiences with the 'Ready' status in the Audiences Manager will be available here.

Once you’ve done adding your Custom Audiences, complete the remaining campaign setup steps and launch!

To review your audience configuration or check the status of an audience upload to Twitter (X), switch over the the Summary tab. Here you will find your selected categories, smart contracts and/or any filter conditions that were set for this segment. You will also see the history and status of this audience upload to Twitter (X).

The Audience builder provides the tools and context to identify a group of users sharing common on-chain and off-chain attributes. The builder is composed of two parts:

The audience definition widget - Allowing you to create a segment group by selecting a set of conditions:

• Smart contracts they interacted with, and/or

• Out-of-the-box proprietary categories they belong to, and/or

The Twitter (X) campaign creation process is divided between Addressable and Twitter (X); On Addressable, you configure the campaign and save it as a 'Draft'. You are then redirected to your Twitter (X) Ads account, where you select/build the creative ad content within the draft campaign, and launch.

1. Select your target group. Pick one of your pre-defined audience groups.

2. Select your campaign objective. Addressable campaigns are objective based, meaning they are optimized towards a particular goal. You can set a general goal such as maximizing your Ads reach or getting people to engage with your post. You can also select a particular event, such as website signup or app install, as your campaign goal and optimization metric. The list of available metrics for optimization depends on the data integrations you have set up with Addressable and the corresponding Ads networks. Learn more about our

The Addressable Attribution Engine is designed to determine the most relevant marketing channel for each tracked user interaction. It processes data from multiple sources, resolves identities across platforms, and classifies traffic into predefined channels using structured rules and prioritization.

This document outlines the logic of the engine and explain how it works.

Identity Resolution

Addressable employs various tracking methods to monitor user sessions and the events they perform on your website. If individual user tracking is not permitted due to cookie policies or similar restrictions, Addressable calculates a user fingerprint using technical attributes and assigns it to an individual user or group.

The engine resolves user identities across multiple platforms and sessions by using unique identifiers and clustering them to create an AddressableID for the user or group. This process ensures accurate attribution of user interactions, even when they span multiple sessions or devices.

Identity data is carefully mapped to maintain consistent tracking of users. Parameters such as session duration and bounce rate are constructed, enabling the interface to display all events at a distinct user level.

Note: In case tracking is prohibited by your organization policy, please contact your account manager for adjusting the above behavior.

The engine classifies each interaction into one of the predefined marketing channels based on UTM parameters, referrer information, and campaign data ()

• Direct Traffic: Identified when no UTM parameters or referrer data is present.

• Display Advertising: Recognized through specific UTM parameters or using internal mapping in case Addressable Display campaign was used.

• Paid Social: Includes traffic from social platforms like X and Reddit, identified via UTM parameters and platform-specific identifiers.

Custom logic ensures that traffic misclassified initially (e.g., due to missing UTM parameters) is reassigned to appropriate channels based on referrer data and context.

Note: Customers are responsible for ensuring the correct setup of UTM parameters for accurate tracking and channel mapping. Misclassifications may occur if UTM parameters are used incorrectly.

Note: To accurately map X campaigns created through the system to the Paid Social category, customers must use the correct UTM parameters as recommended by the system during campaign generation.

The engine applies a first-touch attribution model with prioritization rules to determine the most impactful channel for each interaction:

• Channels are ranked by relevance (e.g., Paid Social, Display, Paid Search prior to Direct Traffic).

• For each user session, the first interaction from a high-priority channel is selected as the attributed channel.

• If multiple channels are eligible in a single session, the first channel in selected resolve ties.

In a typical scenario, a user will have multiple sessions, with each session potentially attributed to a different channel. For example, the user journey begins with encountering the brand's landing page during an Organic Social campaign or Organic Search. This often prompts the user to visit the website to learn more about the brand.

However, purchases rarely occur during the first session. Instead, users are likely to return directly to the website in a subsequent session or through another interaction, such as a Display brand awareness campaign or an affiliate referral, before completing their purchase.

Multiple touch-points play a critical role in guiding users down the funnel, and our attribution engine accounts for this behavior. The engine uses a first-touch attribution approach within a 30-day window, classifying the channel through which Addressable first tracked the user.

For example, if a user views a Display Ad as part of a brand awareness campaign, visits the website Directly without taking any action, and then re-engages a week later by clicking on an Organic Social tweet on X, connecting their wallet, and completing a purchase, our attribution engine attributes the conversion to the Display channel.

This approach ensures that the initial point of contact, which plays a crucial role in driving user awareness and engagement, is recognized in the attribution model.

The final output of the engine includes detailed attribution metrics for each user interaction:

• Attributed Channel: The primary marketing channel responsible for driving the interaction.

• UTM Parameters: Campaign, source, medium, and term details associated with the session.

• Referrer: The external site or platform that directed the user to the interaction.

These outputs enable marketers to analyze performance and optimize their campaigns effectively.

Addressable’s Events API is a modern server-to-server postback: your backend reports key funnel events (page_views, signups, wallet connects, purchases, etc.) so they can be attributed to campaigns and used for optimization.

Choose Setup Path

Path A (Recommended): Addressable Pixel + Postback API

• Use this if you can install the Addressable Pixel on your site.

• This is the recommended setup for campaign attribution and is the easiest to maintain.

Path B (No Pixel At All): Postback API only

• Only use this if you do not have a pixel set up on your Addressable account.

• Some organizations have compliance policies that restrict tracking pixels.

• If you have a true “no pixel” policy, follow the S2S-only setup.

Important: Only use Path B if the Pixel is not installed at all and cannot be installed.

If you’re using both the Pixel and the Events API, follow this path.

Process Overview

1. Install the Addressable Pixel (Page View is automatic)

2. Capture the browser id ___adrsbl_nonce and store it with your user record

3. Send Events API postbacks with properties.user_id = ___adrsbl_nonce for attribution

Install the Addressable Pixel

First you must install the Pixel (via GTM or JS) on your website or platform, using . Once installed, the Pixel manages sessions and user IDs on-site.

Capture Addressable's ID for Users

The Addressable Pixel creates a browser-side identifier stored in local storage:

• Key: ___adrsbl_nonce

Read it on page load (or early in the session):

Debug: If adrsblNonce is null, confirm the Pixel is loading and firing on that page.

Store the nonce with your user record (backend)

When you know who the user is (login, signup, wallet connect, etc.), persist:

• your internal identifier (user id / wallet / etc.)

• the latest adrsblNonce you saw for them

Example flow: (frontend → backend)

Send postbacks via the Events API (Server-to-Server)

• Endpoint: https://tag.adrsbl.io/events/prod_standard_stage/p.png

• Query params:

  • is_conversion=true|false

In your data JSON, include:

This “join key” allows Addressable to attribute server-side events to the same user sessions the Pixel observed. ()

Include these headers:

• Content-Type: application/json (mandatory) ()

• X-Forwarded-For: <user original IP> (mandatory) ()

• Accept-Language / User-Agent

The Events API docs include a ready-to-use code example showing the correct encoding and request format. The only “Pixel + API” requirement is that your properties includes user_id with the stored nonce value.

While this is optional, it is recommended. Include revenue parameters for ROAS and deduplication.

If you want ROAS + deduplication support, include revenue-related parameters such as:

• transaction_amount_usd

• transaction_unique_id

Next Step: .

This is for organizations with a true “no pixel” policy.

Process Overview

1. Generate/choose a persistent unique user identifier (user_id)

2. Send a server-side page_view event that includes UTMs and ViewID

3. Send funnel + conversion events using the same user_id

Overview Callout

In this setup, you must provide what the Pixel would normally provide:

• a persistent user_id

• a page_view (site visit) event

• tracking parameters (UTMs + ViewID) so Addressable can attribute post-click and post-view

Use a persistent unique user id

Each user must have a unique identifier that persists for at least ~30 days so Addressable can correlate multiple events to the same user.

Examples:

• internal user id

• wallet address

• anonymous user id stored in your system

In Path B, user_id is your identifier. (In Path A, user_id is reserved for the nonce join.)

Send page_view via S2S and include tracking parameters

When a user clicks an ad, UTMs like utm_campaign, utm_source, utm_medium, utm_content, and clickID should be captured from the page URL and reported with the page_view event. ()

When a user views (but doesn’t click) an ad, a unique ViewID is provided. When the user later visits/acts, include:

• user_id

• the original ViewID ()

The Events API provides a properties array for key/value parameters. () In “no pixel” mode, include your tracking params in properties (examples):

You don’t need every field every time — but whatever tracking params exist for that session should be included on the page_view. ()

Send funnel events + conversions via S2S

Report funnel events via the S2S API (examples include): page_view, button_click, sign_up, wallet_connect, conversion.

Use:

• is_conversion=true for conversion events

• is_conversion=false for everything else

While this is optional, it is recommended. Include revenue parameters for ROAS and deduplication

If you want ROAS + deduplication support, include revenue-related parameters such as:

• transaction_amount_usd

• transaction_unique_id

Next Step: .

Enabling Revenue Reporting unlocks ROI tracking, user-level revenue, ROAS for campaigns, and more in your Addressable dashboard. Revenue reporting applies to both Path A and Path B. Regardless of your setup, include revenue properties on any conversion event where a financial transaction occurs.

Revenue must be reported using one of the four transaction types below. Choose the one that matches your transaction model — USD is recommended for most use cases.

These properties are included in the data JSON payload alongside your other event fields — no separate request needed.

• Path A: confirm properties includes { "name":"user_id", "value":"<___adrsbl_nonce>" } exactly.

• Path B: confirm your page_view includes user_id + UTMs and/or ViewID when present.

• If the Pixel is installed and you can read ___adrsbl_nonce, you’re on Path A.

• If Pixel cannot be installed due to policy, you’re on Path B.