Troubleshoot Tracking Points

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Check If the Tracking Point is Working

After you implement the tracking point to your website, you can check if the implementation was done correctly and tracking point is firing:

  • Click chrome.png to download the Adform Site Tracking extension for Chromium-based browsers (Chrome, Edge) to test and troubleshoot your current site tracking implementation. This extension helps to ensure that the right tracking points are firing from the right pages, buttons and events. For more details about implementing and using this extension, see Use the Adform Site Tracking Helper (Chrome Extension).

  • Check the Top Content report under Traffic Evaluation, to see the most popular and the most visited pages of your website. If you see that the information, such as page views, average visit duration, is being updated, you can be sure that the tracking points were implemented correctly and are gathering the information. See Traffic Evaluation for more details.

  • Click export.png to download the .xlsx file with the overview of the tracking points under this advertiser that are firing at this moment. This option doesn't provide the exact information, just an estimation, so you can get an idea about the performance of your tracking points.

  • Generate an HTTP Archive (HAR) that records all web browser requests, including the request and response headers, the body content, and the page load time. It's a highly effective tool for troubleshooting, and when you need to replicate certain issues and/or network conditions. Read more about generating a HAR file from different browsers. You should send the HAR file to the Adform support ( if you need help solving any tracking-related issues, which will give the support specialist more information about the problem.

  • Open Developer Tools, click the Network tab. If the tracking point was implemented successfully, you will see the tracking point library, and the tracking point request that contains the tracking setup ID, tracking point name, and other information sent. This signifies that the network requests are firing, and the tracking points are working.

Tracking Point Is Not Firing on the Page

If the tracking point is implemented on the page, but you can't see it firing, check the browser Console for errors:

  1. Click F12 on your keyboard, which opens the Console tab.

  2. Reload the page and look for the error coming from Adform. This information is useful for the website administrator to adjust the implementation.

    For example, the Content Security Policy error means that Adform domains are blocked from the client’s side. For them to load, the website administrator must add Ad Server Region to the Allow list.

  3. If there is no error, find the tracking point implementation on the website, and click Ctrl + Shift + F (while having the Console tab open) it will open a search of the whole website.

  4. Enter Adform and look for the script or the tracking point name in this list. If you see the sign “No Matches”, it means that the website administrator has not implemented the tracking code.

Tracking Point Gets Canceled

Usually, this happens when the user is redirected to another page too fast after clicking the button. The tracking doesn't have enough time to load, so the request is canceled in the process.

The solutions for the website administrator:

  • Add a delay time between button click and redirect.

  • Implement the tracking point on the page the user is redirected to.

Conversions Are Not Attributed to the Campaign

  • The tracking point name is not set as a Conversion Rule – this often happens when using the Display Performance report, which only shows the conversions' data. If the tracking point isn't set as a Conversion Rule, the system doesn't know which data to show, so it returns 0. Thus, the first step is always to check the rule. For more information on setting up conversions, see Define Conversions.

  • The Conversion Rule is created, but there are no campaign page views. To see all page views, use the Top Content report, and choose the campaign filter All. This includes non-campaign page views as well. Non-campaign data confirms that the tracking point is working, which means that the campaign banners didn't bring any conversions yet. If there is no data at all, see the information under the first bullet point in this section.

Additionally, you can check the Display Performance report to see the Campaign clicks. If there are thousands of clicks but still no conversions, go to the Banner section on the platform. Preview the banner and click on it to check if the tracking points are firing.

Mobile Tracking Points Are Not Attributed to the Campaign

Go to the Tags page and check the Landing Page URL to see if Adform macros are included in the SDK Partner tracker (which is the URL that is set on the tags of your campaigns so that Adform can pass the information to the SDK partner and the user is redirected to the app store):

Tracking ID: %%ADFTRID%%

Request ID: %%ADFRID%%

App Download Tracking: %%ADFAPPDATA%%

If the macros are not in the tracker, the campaign data for attribution will not be passed to the partner's side. If the macros are missing, contact your SDK provider support about tracking link configuration.

Remember that the banner link has to redirect to the App Store/Play store; otherwise, the attribution will not work. If the link is redirecting incorrectly, contact your SDK provider support.

Server-to-Server Tracking Points Are Not Attributed to the Campaign

If the server-to-server tracking points (those that are fired server-side) are showing activity but there is no campaign attribution, you can generate the Tracking Points Data Export and check if the Adform cookie IDs (UIDs that are passed in the post-back URL from the server-to-server integration) are there (not 0 values).

With server-to-server tracking, you are responsible for passing the cookie value. Without the cookie ID, page views are counted as non-campaign. So, if the cookies have a value of 0, you need to check how the cookie is being retrieved and passed to Adform. It must be passed to the cid parameter on the post-back URL.

Server-to-Server Tracking Points Don't Show Any Statistics

In some cases, the advertiser server IP address can be included in the data center's deny list (Adform can include certain IPs in the deny list due to suspicious behavior). When the IP is blocked, the page views are considered to be fraudulent. For this reason, they aren't displayed in the reports.

The easiest way to find this is to compare the Last Time Active day with the Top Content report.

If you see that the tracking point was active today, but there are no statistics for the past few days, it means that the page views were blocked. Usually, we advise passing the users’ IP addresses instead of a server IP and the standard browser user-agent.

If you see that the data is not coming in from the server-to-server setup, reach out to Site Tracking Support ( to check if Adform is not blocking your website.

Third-Party Tag Doesn't Fire From a Tag Container

The reasons for this issue:

  • The pixel was piggybacked without the library and wrapped within the <script> tags. Script tags create an iframe that works as a separate document. Therefore, you must place a full pixel code with a library.

  • There are many different pixels piggybacked on the same tracking point. If one of them is causing an error, the next one can't load. You should check the Console tab for the error to find the pixel ID that is causing an issue.

    Then enter the pixel ID to the Adform Container Tags search to find the pixel.

  • The tracking point that holds the piggybacked pixel isn't firing on the page. If that's the case, check the stats on the platform. If the container has a media rule, check if the tracking point was firing for that media (use the media filter on the report). For more details, see Use Tracking Filters.

  • Image type tracking points don't support container Tags functionality . Make sure that the tracking point is implemented as a JavaScript or an Iframe type. To do that, go to the page, open Console > Elements, and search for Adform. Look for the tracking point name; once found, check if you see <img> tag (Image type).

Variable's Value Is Not Passed to the Tracking Point

If the generated Web Variables Data Export shows no data, it's either not passed or passed incorrectly by the website administrator. Contact the website administrator to verify:

  • If the passed value exists on the page.

  • If the parameter used for retrieving the value isn't empty when the tracking point fires.

  • If the tracking point fires after the value is defined (available) on the page, not before.

You Reached the Tracking Point Limit

You can check the percentage of used tracking points compared to available tracking points at the top-right of the Site Tracking > Tracking Settings page.

In most cases, you can reach the limit very fast if the URL Path code is implemented on the whole website.

  1. Download the tracking points list from the platform by clicking export.png on the Tracking Settings tab.

  2. Sort the Path and Name column in the Excel file from A to Z.

  3. Check the names to identify the pattern of which names appear on the list the most (look for ID values, campaign appends, development environment, search pages, or any names that should not be included in the tracking name).

  4. Send the found information to the website administrator and request to exclude these pages/sections from the tracking. This could be all product, conversion pages. Instead, place a Unique Naming template for optimizing the setup. See Generate Tracking Points to learn how to set up this template.

  5. After the website administrator's fixes, wait 7 days and delete inactive tracking points from the list. See Manage Tracking Points to learn about archiving and deleting tracking points.


If you need help solving your issue, you can reach out to Site Tracking Support:

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