Conversion event checklist

A conversion event is a buyer-site action Adprime Zero can ingest and attribute: purchase, signup, lead, or a custom name you define.

Delivery reporting (impressions, clicks, spend) exists without this. Conversion metrics (conversions, CVR, CPA, ROAS when value is present) need an event, an install, a campaign link, and at least one test fire. Adprime Zero ingest is the buyer-facing truth. An exchange-side event mirror is optional and separate.

This checklist is the public setup path: dashboard Tracking or the MCP conversion tools. It is operator-judged procedure, not a claim that CPA bidding is live on every campaign.

Create the event first and store the ingest secret the API returns. Then link the campaign. Then fire a test. Then install the pixel or server postback on the real site. Reversing that order is how people ship a tag that posts nowhere, or a campaign that waits on an event that was never created.

Install snippets come only from GET /conversion-events/:id/install, the matching MCP tool (get_conversion_event_install), or the dashboard. Do not invent a pixel URL. Do not put an ak_... API key in browser HTML. Browser auth is the event-scoped ingest secret only.

Attribution is last-click through click tokens (clk_) or a trusted server campaign_id when the event is linked. Delivery clicks and conversion fires are different meters. Do not substitute one for the other. See how we judge display traffic.

Dashboard: Tracking section, then Performance once rollups exist
MCP:       create_conversion_event, get_conversion_event_install,
           link_conversion_event_to_campaign, send_test_conversion

After a test fire, confirm the ingest log before you trust a dashboard zero. generated_at is not proof the provider sync ran.

[ ] Event created with a clear name and kind (purchase, signup, lead, custom)
[ ] Ingest secret stored as a secret, not in the page source you will commit
[ ] Official install snippet fetched from the API / MCP / dashboard
[ ] No account API key in the browser tag
[ ] Campaign linked (cevt_ ... to camp_ ...)
[ ] Test fire succeeded; ingest log shows the event
[ ] Pixel or server postback installed on the thank-you or server path
[ ] Click path can carry click_id, adp_click, or clk when you use tokens
[ ] Performance query includes conversions only after the link and a real fire
[ ] You are not treating billed clicks as conversions
[ ] CPA or ROAS optimization is not assumed live unless that campaign type is configured

If you only need to know whether real people reached a page, that is a visit question, not a conversion event. Wire visits first, then this checklist.