Exactag

Datafly Signal delivers events to Exactag server-to-server using the Exactag S2S Tracking API. Page impressions and onsite conversions are sent directly from your Signal deployment to Exactag’s tracking endpoint, feeding Exactag’s multi-touch attribution (MTA), marketing-mix modelling, and customer-lifetime-value analysis without relying on a browser pixel.

Why route Exactag through Datafly Signal

Conversions survive ad blockers and tracking prevention. A browser tag served from an advertising domain is blocked outright for part of your traffic, and Safari’s ITP shortens the cookies it can set. Signal sends the event from your own server, so the conversions Exactag optimises against are not filtered by the browser.
Client IP and user agent are carried in the payload. Both are taken from the original visitor request rather than your server, which is what Exactag needs to attribute the event to the right session.
One consent decision governs every destination. Exactag is gated by the same consent state as the rest of your stack, so a withdrawal applies everywhere at once.
No vendor tag on the page. Removing it removes its page weight and its independent access to your visitors.

Prerequisites

Before configuring Exactag in Signal you need an active Exactag account and your brand-specific campaign code.

Get your Exactag campaign code

Exactag issues a 32-byte encrypted, brand-specific campaign code during onboarding. It identifies your brand to the S2S endpoint and authorises tracking.

Contact your Exactag account manager or technical contact.
Request the S2S Tracking campaign code for the brand you want to track.
Confirm with Exactag which sitegroup values map to page impressions versus conversions for your account — these are configured per brand on the Exactag side.

Confirm your tracking model

Exactag attributes conversions across the full customer journey. Make sure you can supply a stable first-party identifier (Signal provides this automatically as anonymous_id) and, for conversions, an order ID and basket value.

Configuration

Field	Required	Description
`campaign_code`	Yes	Your 32-byte encrypted, brand-specific Exactag campaign code. Provided by Exactag during onboarding. Treat it as a credential.

Configure in Signal

In the Management UI, go to Integrations > Add Integration > Exactag.
Choose the Default preset (page impressions plus onsite conversions).
Enter your campaign_code.
Select the consent categories that gate this integration (typically marketing or advertising).
Click Save.

API Endpoint

GET https://m.exactag.com/s2s/pi.ashx?campaign={campaign_code}&sitegroup={event}&...

All fields are sent as URL query-string parameters. The campaign parameter carries your campaign code, and the sitegroup parameter distinguishes the event type (page impression vs conversion). Signal forwards the original visitor’s IP and User-Agent as request headers so Exactag’s server-side resolution attributes the real user rather than the Signal worker.

Identity Signals

Exactag matches events to a customer journey using a first-party user key plus request context.

Signal	Exactag field	Description
`anonymous_id`	`euk`	First-party user key. Sent automatically by Signal as a stable cross-session identifier.
IP address	`ipaddress`	Visitor’s IP, forwarded from the original request.
User-Agent	`useragent`	Visitor’s User-Agent, forwarded from the original request.
Session ID	`sessionid`	Identifies a single user session.
Session number	`sescount`	`1` for a new visitor, greater than `1` for a returning visitor.
First-in-session flag	`sesevent`	`1` for the first impression in a session.
Customer ID	`customerid`	The identified user ID (sent on conversions for cross-device attribution).

No raw PII is sent to Exactag by this blueprint. Identity is carried by Signal’s first-party anonymous_id (euk) and, on conversion, your own customerid. If your Exactag account expects a hashed Exactag User ID (uk) instead of a first-party key, adjust the field mapping in the Management UI.

Marketing consent from your CMP is mapped to Exactag’s privacy fields:

Signal source	Exactag field	Behaviour
`context.consent.canonical.marketing`	`optout`	`0` when marketing consent is granted, `1` (opt-out) otherwise.
`context.consent.tcf_string`	`consent_string`	The IAB TCF v2 consent string, when present.

Event Mapping

The Default preset maps Signal’s GA4-style events to Exactag sitegroups:

Signal event	Exactag sitegroup
`page`	`pageview`
`Products Searched`	`pageview` (with `search`)
`Product Viewed`	`pageview`
`Order Completed`	`conversion`

⚠️

The pageview and conversion sitegroup values are defaults. Exactag configures the exact sitegroup codes per brand — confirm yours with Exactag and update the event mappings in the Management UI to match.

Example: Conversion Event

Datafly.js call:

datafly.track("Order Completed", {
  order_id: "ORD-001",
  revenue: 129.99,
  affiliation: "web"
});

Exactag request sent by Signal:

GET https://m.exactag.com/s2s/pi.ashx
  ?campaign=YOUR_CAMPAIGN_CODE
  &version=1.0
  &sitegroup=conversion
  &euk=a1b2c3d4e5f6...
  &sessionid=sess_789
  &sescount=2
  &sesevent=0
  &referrer=https%3A%2F%2Fexample.com%2Fcheckout
  &orderid=ORD-001
  &totalprice=129.99
  &customerid=user-123
  &level=web
  &optout=0

(ipaddress and useragent are forwarded as the X-Forwarded-For and User-Agent request headers rather than query parameters.)

Exactag’s S2S endpoint does not document a separate currency parameter — totalprice is the basket value in your account’s configured currency. If you need to send currency explicitly, add it inside the params JSON field via a Management UI mapping and confirm the shape with Exactag.

Testing

Trigger a page and an Order Completed event on your site (or via Signal’s event debugger).
In Signal’s Event Debugger, confirm the outbound request targets m.exactag.com/s2s/pi.ashx and that sitegroup, euk, and (for conversions) orderid / totalprice are populated.
A 2xx response from Exactag indicates the impression/conversion was accepted.
Ask your Exactag contact to confirm the events are appearing against the correct sitegroup in the Exactag UI — there may be a short processing delay.

Troubleshooting

Problem	Solution
`401` / `403` responses	The campaign code is wrong or not active. Re-check `campaign_code` with Exactag.
Events accepted but not visible in Exactag	The `sitegroup` value does not match a configured event/sitegroup for your brand. Confirm the correct codes with Exactag and update the event mappings.
Conversions missing revenue	Ensure your `Order Completed` event sends `revenue` (mapped to `totalprice`) and `order_id` (mapped to `orderid`).
Wrong visitor geo / device in Exactag	Confirm Signal is forwarding the original `X-Forwarded-For` and `User-Agent` headers (default behaviour).
Returning visitors counted as new	Check that `context.session.number` is populated so `sescount` is greater than `1` on repeat sessions.

TUNE Index