Skip to main content
Share call and call conversion data with StackAdapt to power your programmatic advertising efforts.

​
Step 1: Get your Pixel ID and create custom conversions or audiences

Decide whether to send events to the StackAdapt Pixel API (a Universal Pixel using IP address and User Agent for attribution) or the Server-side Postback Endpoint (a Standalone Pixel using the StackAdapt impression ID passed via the landing page URL). For the Pixel API, note your Universal Pixel ID, then create a Custom Conversion or Custom Audience in StackAdapt for each call or Signal you want to share:
  1. Log in to StackAdapt and click Pixels in the left navigation.
  2. Click Create New to build your conversion or audience rule.
  3. Select the install location matching your Universal Pixel implementation, and set the Activation Method to Page Load.
  4. For conversions, select attribution rules, pixel purpose, and revenue passback — choosing dynamic revenue passes whatever value is in the Invoca Revenue field for that transaction.
  5. In the rules step, set the identifying key. Invoca reports events with "action": "{EVENT NAME}" — for example, if the Action is configured to fire on All Calls with event name InvocaCall, your rule should match on that value. Note the event value for each transaction type — you’ll need it in Invoca.

​
Step 2: Set up the integration in Invoca

  1. In the sidebar, click Integrations, then Manage Integrations, then the StackAdapt tile. If it shows “Learn More,” contact your Invoca CSM to enable it.
  2. Enter a friendly name and your StackAdapt Pixel ID.

​
Create an Action

  1. Choose the Action type matching Step 1 (Pixel API supports view-through attribution via IP/User Agent; Server-side Postback Endpoint supports click-through only).
  2. Enter a friendly name (include “Call” or the Signal name).
  3. Optionally filter by Profile or Campaign.
  4. Under Triggered By, choose All Calls or Signal.
  5. For a Pixel API Action, enter the Event Action — the same event value you set in StackAdapt’s rule builder.
  6. Click Save. Repeat for each transaction type you want to report.

​
Step 3: Configure your Invoca Tag(s) to capture attribution data

The Pixel API requires capturing IP Address, User Agent, and Calling Page. The Server-side Postback Endpoint requires the StackAdapt Postback ID (ad impression ID). IP Address is considered PII — review your company’s policies before enabling it.
  1. Click the gear icon, then Invoca Tags, and find your Tag.
  2. Open the Revision History tab and create a new draft, or continue an existing one.
  3. For the Pixel API: enable the Capture IP Address and Capture User Agent toggles.
  4. For the Server-side Postback Endpoint: confirm the sa_postback_id field’s Data Source Type is set to URL Param and it’s enabled.
  5. If Calling Page isn’t already configured, add it as a Marketing Data field with Data Layer as the source and location.hostname + location.pathname as the value.
  6. Test your changes, then click Save & Go Live. Publish to all Invoca Tags if you have more than one.

​
Validate that events are reaching StackAdapt

  1. In Invoca, click Integrations, then Manage Integrations, then the StackAdapt tile, then the name of your Action.
  2. Review the Delivery Details chart, showing successes (green) and errors (red) by day for the last 30 days. Click Delivery History for individual requests and responses.

​
FAQs

What fields does Invoca pass to StackAdapt? For the Pixel API: IP Address, User Agent, Marketing Source (utm_source), Calling Page, and Revenue (Sale Amount). For the Server-side Postback Endpoint: the StackAdapt postback ID. How can I see the data Invoca sends to StackAdapt? Open an Action’s Delivery History tab and expand a row to see exactly what was sent for that call or Signal. How does Invoca send data to StackAdapt? Invoca uses a server-to-server request to the StackAdapt Pixel API.

​
Where to go next

Last modified on September 25, 2026