X Ads Postbacks

X Ads postbacks connect your Immutable game to the X Ads Conversions API. When a player clicks your X Ads campaign and completes a Conversion Goal, Immutable sends a server-to-server postback to X automatically.

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What You Need

• The Immutable Tracking Pixel or Web SDK installed on your marketing site, so X click IDs (twclid) are captured. Without a click ID, X requires a hashed email address to match conversions to users (see Identifier Requirements).
• The Unity SDK, Web SDK, or REST API sending events from your game
• At least one active Conversion Goal for the game
• An X Ads account with a pixel and at least one Single Event Tag created in X Ads Events Manager (see Event Mapping)
• Admin access to the game in Audience Hub

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Connect X Ads

1. In Audience Hub, navigate to Settings then Integrations then X Ads.
2. In the Conversion Postbacks section, click Connect.
3. An X authorization popup opens. Sign in to your X Ads account and grant the requested permissions.
4. After authorizing, Hub asks for your X Pixel ID. X has no pixel discovery API, so paste the Pixel ID (the Universal Website Tag ID) from your X Ads Events Manager.
5. Click Connect. Hub creates the postback configuration and the popup closes.

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Event Mapping

X has no API to discover conversions, so you create a Single Event Tag (SET) for each conversion in your X Ads Events Manager, then map each active Conversion Goal to its SET tag ID in Hub:

1. On the X Ads integration page, scroll to the Event Tag Mapping section.
2. For each active Goal, paste the SET tag ID (it looks like tw-o5h34-o9p5x).
3. Click Save.

Goals left unmapped are not forwarded to X. The conversion type (such as Purchase, Add To Wishlist, or Lead) is set on the SET tag when you create it in X Ads Events Manager, so Immutable sends only the tag ID and X resolves the conversion against the tag’s settings. Because the mapping is per-Goal, two Goals that share the same event can report to different SET tags. For purchase conversions, Immutable forwards value and currency when both are present, so X can optimise for revenue (ROAS) rather than conversion count alone.

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Identifier Requirements

X requires at least one of the following to match a conversion to a user:

• Click ID (twclid): captured by the Tracking Pixel from an X Ads campaign click
• Hashed email: collected by your game via the Unity SDK, Web SDK, or REST API and forwarded by Immutable (SHA-256 hashed)

If neither is present on an attributed event, Immutable will not forward the conversion to X. Make sure your Tracking Pixel is correctly installed on any pages you’re running X Ads campaigns against, and that your game collects player email where you need email-based matching. When a player is at full consent, Immutable also forwards IP address and user agent to improve match quality. These are match-quality boosters only and cannot satisfy the minimum identifier requirement on their own.

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Token Behavior

Unlike other networks, X access tokens do not expire. Once you connect, the authorization remains valid until you or the studio explicitly revoke it in your X account. There is no background token refresh and no periodic reconnect, so the connection keeps working indefinitely.

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Verify Delivery

Once a real attributed conversion arrives (a player who clicked your X Ads campaign and then matched an active Goal), it appears in the Delivery logs section on the X Ads integration page. You can also check X Ads Events Manager for activity on your pixel. For a description of log columns and status values, see Monitoring Postback Delivery.

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Reconnecting

If your X authorization is revoked, Hub shows a credential warning on the postback config. Open the config menu and click Reconnect to re-authorize without losing your existing configuration.

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FAQ

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Next Steps