Exactag
Datafly Signal sends page impressions and conversions to the Exactag S2S Tracking API (m.exactag.com/s2s/pi.ashx) for Exactag’s multi-touch attribution and marketing-mix modelling.
Prerequisites
Get your campaign code and sitegroups
Your Exactag account manager supplies the brand’s encrypted campaign code and the sitegroups configured for your account: the page-impression sitegroup, the conversion sitegroup and any lead sitegroup.
Configure in Signal
Configuration Fields
| Field | Required | Description |
|---|---|---|
campaign_code | Yes | Your 32-byte encrypted, brand-specific Exactag campaign code, provided by your Exactag account manager during onboarding. It identifies your brand on the S2S endpoint: treat it as a credential. |
pageview_sitegroup | No | Optional. The sitegroup Exactag configured for page impressions. Defaults to pageview. |
conversion_sitegroup | No | The sitegroup Exactag configured for your order conversion (ask your Exactag account manager). Defaults to conversion. |
lead_sitegroup | No | The sitegroup Exactag configured for leads (quotes, test drives, lead forms). Leads are sent only when this is set. |
conversion_level | No | Optional. The commission level Exactag configured for conversions (level). |
Management UI Setup
- Go to Integrations > Add Integration > Exactag.
- Choose a preset: Default (
default), Retail (ecommerce), Insurance (insurance), Travel (travel), Automotive (automotive). - Fill in the fields above and click Save.
Request format
A conversion:
GET https://m.exactag.com/s2s/pi.ashx?campaign=<campaign code>&version=1.0&sitegroup=Bestellbestaetigung&euk=df_anon_t2&useragent=Mozilla%2F5.0+...&ipaddress=203.0.113.9&referrer=https%3A%2F%2Fwww.example.com%2F&sessionid=1758499000000&sescount=3&host=shop.example.co.uk&site=checkout%2Fdone&search=%3Fx%3D1%26y%3D2&protocol=https&optout=0&consent_string=<TCF string>&orderid=ORD-1001&totalprice=259.99&customerid=crm-user-9Page impressions carry the same request fields with the page-view sitegroup. host, site, search and protocol are split from the page URL. sesevent (page number in the session) is not sent yet (#1513).
Event Mapping
| Signal event | Vendor event | Presets |
|---|---|---|
page | pageview | Default, Retail, Insurance, Travel, Automotive |
purchase | conversion | Default, Retail, Insurance, Travel, Automotive |
generate_lead | lead | Default, Automotive |
quote_completed | lead | Insurance |
policy_purchased | conversion | Insurance |
booking_completed | conversion | Travel |
test_drive_booked | lead | Automotive |
Leads are sent only when the Lead Sitegroup is set.
Identity
euk is the Signal anonymous ID (Exactag’s first-party user key). App events add mid, the MD5 of the advertising ID, as Exactag requires. customerid is your user ID. No email, phone or name is sent.
Consent
optout is 0 with marketing consent and 1 without (Exactag then treats the request as opted out); the IAB TCF string goes as consent_string. Exactag’s guidance is that tracking needs the user’s consent: assign a consent category to the integration where your policy requires it.
Blueprint
The Exactag blueprint version is 0.5.0. It was last reviewed against the vendor’s documentation on 2026-09-23.