Taboola server-to-server postbacks
ROASaurus reports purchases, adds to cart and checkouts to Taboola with its server-to-server postback, keyed on the Taboola click id. No customer data is sent.
| Taboola at a glance | |
|---|---|
| Connection | Taboola S2S postback (server only) |
| Events | purchase, add_to_cart, start_checkout by default; names editable |
| Data sent | Click id, event name, revenue, currency, quantity, order id |
| Click ids | tblci (required) |
| Credentials | None |
| Spend sync | No; add spend under Profit › Manual ad spend |
How the postback works
For each event, ROASaurus calls Taboola's postback URL with the tblci click id, the event name, and for commerce events the revenue, currency, quantity and order id. There is no customer data and no authentication in the request: the click id is what ties the conversion to the ad.
By default the events are named purchase, add_to_cart and start_checkout. If you defined other names in Taboola Realize › Tracking, enter them in the pixel settings. Page views and product views are not sent to Taboola.
How to connect
- In Taboola Realize › Tracking, check the names of your conversion events.
- Make sure your Taboola ad URLs carry the click id in the
tblciparameter. The ROASaurus script stores it on the visitor when they land. - In ROASaurus, go to Tracking & platforms and click Add pixel on the Taboola card. Enter your event names, or leave them empty for the defaults.
Limits
- Postbacks only work for visitors who arrived through a Taboola click with a
tblci. Orders from anyone else are skipped, and the Event log says why. - Taboola returns no validation, so ROASaurus can only see that the request went through, not whether Taboola counted it. Check the conversions in Realize.
- No browser pixel: Taboola receives server events only.
- Taboola spend is not synced. Add it under Profit › Manual ad spend.
- A tblci alone does not create an attribution touch. Add UTM parameters to your Taboola URLs so the visits appear in attribution.
Related
Questions, answered
Why are some orders not sent to Taboola?
The postback needs the Taboola click id (tblci). Orders from visitors who did not come through a Taboola ad have none, so ROASaurus skips them and notes it in the Event log.
Can ROASaurus confirm Taboola received a conversion?
Only that the request succeeded. Taboola's postback returns no validation, so failures inside Taboola can't be detected. Compare with the conversions report in Realize.
Do I need an API key for Taboola?
No. The postback has no authentication. You only need the event names you set up in Realize, or the defaults.
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