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Overview
Advertiser Level Events in Everflow let you track key actions, such as signups, purchases and retention, across multiple Offers from the same Advertiser. Instead of setting up separate events for each Offer, you create one global event and apply it everywhere it belongs. That keeps your tracking consistent and saves a lot of repeated setup.
You can apply a global event to your Base Conversion Event as well, not only to the extra events that happen after it. This is the setting that makes Postback Controls worth using at scale: tie the Base Conversion on every Offer to one Advertiser Level Event, and a single rule can then govern all of those Offers instead of you rebuilding the same rule on each one.
A few terms come up throughout this guide. Open the box below if any of them are new to you.
➔ Base Conversion Event: The main action you want someone to take, like downloading an app or making a first purchase
➔ Event Postback: URL that fires event data back to Everflow (uses the
adv_event_id parameter)➔ Event ID: Event ID from Everflow to pass in Partner Postback
➔ Attribution: Determines which Partner should get credit for a conversion
➔ Tie With Global Advertiser Event: The switch on the Offer form that links a Base Conversion Event to an Advertiser Level Event
Why Use Advertiser Level Events?
The Challenge
Imagine you're managing a ride-sharing app's marketing campaigns. You have:
- 10 different Offers
- 5 different cities (you might consider creating Offer for each city)
- 3 different promotion types
But you need to track the same events for all of them:
- App Install
- First Ride
- Payment Setup
- Repeat Rides
Without Advertiser Level Events, you'd need to create these events 10 or even 50 different times! Even for 10 Offers, it would mean manually adding 40 events.
The Solution
With Advertiser Level Events, you:
- Create each event once
- Apply it across all Offers
- Maintain consistent tracking
- Save significant setup time
Setting Up Advertiser Level Events
Once the tie is saved, that Offer's base conversion is recognised as the Advertiser Level Event too. Anything scoped to that event now applies to it, which is the whole point of the setting.
Two things that trip people up
The switch is missing. If the Advertiser has no events yet, the row does not appear at all. Create the Advertiser Level Event first, in Step 1 above, then come back to the Offer.
You cannot use the same event twice on one Offer. If an Advertiser Level Event is already assigned to one of that Offer's additional events, you will be blocked from also tying it to the base conversion. Use a separate event for each real-world action, which is how you would want them named anyway.
You can create a single event postback URL for multiple Offers from the same Advertiser.
Find the URL on your Offer page:
adv_event_id parameter, which holds the Advertiser Level Event ID, not the Offer-level Event ID. Mixing those two up is the single most common way this gets misconfigured.
Why Tie The Base Conversion Event?
The base conversion is usually the one that matters most. It is the sale, the funded account, the qualified lead. It is also the one you are most likely to want a rule on, and until now it was the one you could not manage centrally.
Here is where that hurt. Say you run lead generation for one Advertiser across 40 Offers, one per city. Their CRM passes a status back in adv1, and you only want to pay a Partner once that status reads paid. That is a single Postback Control: if adv1 does not equal paid, reject the conversion.
Before this change, that rule had to point at each Offer's own base conversion, so you built the same rule 40 times. Every new city meant building it again, and a single Offer you forgot would quietly keep paying out on leads that never converted.
- One Postback Control per Offer, so 40 copies of the same rule
- Every new Offer needs the rule rebuilt by hand
- One Offer you missed keeps paying on unqualified leads
- Changing the threshold means editing all 40
- One Advertiser Level Event, one Postback Control
- A new Offer is covered the moment you tie it
- Nothing to forget, because there is only one rule
- Change it once and every tied Offer follows
There is a reporting benefit too. A tied base conversion reports under the Advertiser Level Event as well as its own Offer, so the same real-world action stays recognisable across every Offer that fires it, rather than being 40 separately named things that happen to mean the same thing.
Worth knowing before you build the rule
Tying the event is only half of it. The rule itself lives in Postback Controls, where you choose what to check and whether to approve, reject or hold. If you have not set one up before, start with Postback Controls To Reject, Approve, Or Hold Conversions.
Best Practices
When setting up Advertiser Level Events, focus on creating clear and consistent naming conventions that make sense across your entire marketing ecosystem. Start by keeping event names simple and straightforward, using present tense and avoiding special characters. Think about how you'll use these events across different offers and try to use common, easily understood terms.
Before implementing widely, take the time to identify your most common events, document their specific IDs, and thoroughly test them across multiple offers. This approach helps ensure smooth tracking and reduces confusion down the line. Once implemented, regularly monitor your events for consistency, keep an eye on postback success rates, review attribution accuracy, and continuously verify that your data collection is working as expected.
By taking a thoughtful and systematic approach, you'll create a robust event tracking system that provides meaningful insights into your marketing performance.
Common Events by Industry
Example Event Flow:
E-commerce Flow:
Sign Up → Email Submit → Purchase → Repeat Purchase
Gaming Flow:
Install → Tutorial Done → First Purchase → Daily Quest
SaaS Flow:
Trial Start → Onboarding Complete → Payment Add → Monthly Active
