Skip to main content

​
Overview

The Taboola integration enables S2S (server-to-server) conversion tracking to Taboola’s native advertising platform. When conversions occur in ElasticFunnels, postbacks are automatically sent to Taboola with conversion data, enabling accurate campaign attribution and optimization.

​
What This Integration Provides

Conversion Postbacks

Automatically send conversion data to Taboola when purchases occur

Campaign Optimization

Help Taboola optimize your campaigns based on actual conversions

Multiple Accounts

Support for multiple Taboola accounts with different settings

Flexible Parameters

Configurable parameter builder with all Taboola-supported variables

​
How It Works

​
The Flow

  1. User clicks Taboola ad → Taboola generates click ID
  2. Taboola redirects to your page → Appends click ID to URL (e.g., ?click_id=ABC123)
  3. ElasticFunnels captures click ID → Stored in click tracking data
  4. Customer makes purchase → Via any payment gateway
  5. Postback automatically sent → Conversion data sent to Taboola with click ID for attribution

​
What Makes This Unique

Taboola postbacks help optimize your native advertising campaigns by sending conversion data back to Taboola, similar to how conversion pixels work for Facebook or Google Ads.
This integration is perfect for native advertising campaigns where you want Taboola’s algorithm to optimize based on actual conversions, not just clicks.

​
Setup Guide

​
Step 1: Get Your Account ID

  1. Log into your Taboola account
  2. Navigate to Account Settings
  3. Find your Account ID (format: networkname-advertiser)
  4. Copy this ID - you’ll need it in the next step
The Account ID identifies your Taboola advertiser account. It’s typically in the format networkname-advertiser.

​
Step 2: Configure Event in Taboola Realize

Before setting up the integration, configure your conversion event in Taboola:
  1. Go to Taboola Realize (Taboola’s tracking platform)
  2. Navigate to Conversion Settings
  3. Create or note your Event Name (e.g., purchase)
  4. This must match exactly (case-sensitive)
The Event Name must match exactly what you configure in ElasticFunnels, or conversions won’t be tracked. It’s case-sensitive!

​
Step 3: Create Taboola Integration

  1. Navigate to Settings → Integrations → Advertising
  2. Find Taboola and click “Activate”
  3. Enter your Account ID
  4. Enter your Event Name (must match Taboola Realize)
  5. The postback URL will be automatically generated

​
Step 4: Configure Click ID Parameter

Select which parameter Taboola uses to pass the click ID to your pages:
Taboola passes the click ID as click_id or click-id in the URL.Example: yoursite.com/page?click_id=ABC123Use when: Your Taboola campaign uses standard tracking parameters.
Some Taboola campaigns use a prefixed parameter name.Example: yoursite.com/page?taboola_click_id=ABC123Use when: Your Taboola tracking links use this parameter name.
How to check: Look at a sample Taboola tracking link. The parameter that contains the long unique ID is your click ID parameter.

​
Step 5: Customize Parameters (Optional)

Use the parameter builder to customize what data is sent to Taboola:
  1. Default parameters are pre-configured (click-id, name, revenue, currency, orderid)
  2. Add custom parameters by clicking ”+ Add Parameter”
  3. Select variables from the dropdown for each parameter
  4. Remove optional parameters by clicking the X button
Available Variables:
  • Required: click_id, event_name
  • Conversion: order_id, revenue, currency, quantity
  • Customer: email, phone
click-id and name are required and cannot be removed. Taboola needs these to attribute conversions correctly.

​
Step 6: Configure Merchant Filtering (Optional)

Choose which merchants should send postbacks to Taboola: All Merchants (Default):
  • Postbacks sent for conversions from any payment gateway
Specific Merchants:
  • Click “Specific merchants” radio button
  • Select which merchants to track
  • Only selected merchants will send postbacks

​
Step 7: Configure Affiliate Filtering (Optional)

Control which affiliates’ conversions are sent to Taboola: All Affiliates (Default):
  • Postbacks sent for all affiliate conversions
Whitelist (Only These):
  • Click ”+ Add Affiliate ID” to add allowed affiliate IDs
  • Only conversions from these affiliate IDs will send postbacks
  • Useful for tracking only your top-performing affiliates
Blacklist (Exclude These):
  • Click ”+ Add Affiliate ID” to add blocked affiliate IDs
  • Conversions from these affiliate IDs will NOT send postbacks
  • Useful for excluding fraudulent or low-quality affiliates
Affiliate IDs come from your payment gateway (BuyGoods, ClickBank, etc.). They identify which affiliate generated the sale.

​
Step 8: Save and Test

  1. Click “Save Integration”
  2. Test by clicking a Taboola ad and making a purchase
  3. Verify conversion appears in Taboola dashboard

​
Configuration Options

​
Postback URL

The postback URL is automatically generated from your Account ID and parameters: Format: 
https://trc.taboola.com/actions-handler/log/{ACCOUNT_ID}/s2s-action?click-id={click_id}&name={event_name}&revenue={revenue}&currency={currency}&orderid={order_id}
When a conversion happens, macros are replaced: 
https://trc.taboola.com/actions-handler/log/mynetwork-advertiser/s2s-action?click-id=ABC123&name=purchase&revenue=99.99&currency=USD&orderid=ORD456

​
Account ID

Your Taboola advertiser account identifier. Typically in format networkname-advertiser.

​
Event Name

The event name must match what’s configured in Taboola Realize. Common values:
  • purchase - For completed purchases
  • lead - For lead submissions
  • signup - For registrations
  • Custom names as configured in your Taboola account
Event Name is case-sensitive. purchase ≠ Purchase ≠ PURCHASE

​
Click ID Parameter

Tells ElasticFunnels which URL parameter contains Taboola’s click ID. Options:
  • click_id (common)
  • click-id (Taboola standard)
  • taboola_click_id (alternative)

​
Parameter Builder

​
How to Use

1

Add Parameter

Click ”+ Add Parameter” to add a new field
2

Enter Parameter Name

Type the parameter name (must match Taboola’s requirements)
3

Select Variable

Choose from the dropdown which data to send
4

View Generated URL

The URL field updates automatically

​
Two-Way Sync

The URL and parameter builder stay in sync:
  • Edit URL directly → Parameters automatically parse and display
  • Change parameters → URL automatically updates
  • Change Account ID or Event Name → URL updates to match

​
Available Variables

​
Required Variables

​
click-id
string
required
Taboola click ID captured from the tracking URL. Required for attribution. Must be exactly click-id (with hyphen).
​
name
string
required
Event name as configured in Taboola Realize. Case-sensitive. Must match exactly.

​
Conversion Data

​
revenue
number
Conversion amount (formatted as decimal, e.g., 99.99)
​
currency
string
Currency code (e.g., USD, GBP, EUR). Supports 19 currencies.
​
orderid
string
Your order/conversion ID from ElasticFunnels
​
quantity
integer
Item quantity in the order

​
Customer Information

​
email
string
Customer email address (optional)
​
phone
string
Customer phone number (optional)

​
Supported Currencies

Taboola supports the following currencies: AUD, BRL, CAD, CNY, EUR, GBP, HKD, ILS, INR, JPY, KRW, MXN, NZD, RUB, SGD, THB, TRY, USD, ZAR
If currency is omitted, Taboola uses your account’s default currency.

​
Use Cases

​
For Advertisers

Track your native advertising performance:
  • Optimize campaigns based on conversions
  • Track ROI and ROAS accurately
  • Multiple campaign tracking with different account IDs
  • Event-based conversion tracking

​
For Agencies

Manage multiple client accounts:
  • Separate integration per client
  • Different event names per campaign type
  • Merchant-specific tracking
  • Campaign performance isolation

​
Troubleshooting

Possible Causes:
  • Click ID not found in click data
  • Event Name doesn’t match Taboola Realize
  • Integration not enabled
Solution:
  1. Verify customer clicked a Taboola ad before purchasing
  2. Check Event Name matches Taboola Realize exactly (case-sensitive)
  3. Verify integration is enabled
  4. Check ElasticFunnels logs for postback attempts
Issue: Taboola reports “Event not found” or similar errorSolution:
  1. Log into Taboola Realize
  2. Check the exact Event Name (case-sensitive)
  3. Update ElasticFunnels integration to match exactly
  4. Event Name must be configured in Taboola first
Issue: Postbacks not sending because click ID isn’t detectedSolution:
  1. Check which parameter Taboola uses in tracking URLs
  2. Update “Click ID Parameter” dropdown to match
  3. Common options: click_id, click-id, taboola_click_id
  4. System automatically checks fallbacks
Explanation: This is normal! Taboola returns HTTP 204 (No Content) for successful postbacks.What it means: Your postback was received and processed successfully by Taboola.

​
Best Practices

1

Configure Event in Taboola First

Always set up your conversion event in Taboola Realize before configuring ElasticFunnels.
2

Match Event Name Exactly

Event Name is case-sensitive. purchase ≠ Purchase. Double-check spelling and capitalization.
3

Test with Small Campaign

Test the integration with a small Taboola campaign first to verify tracking works.
4

Monitor Taboola Dashboard

Check your Taboola dashboard to confirm conversions are being received.
5

Use Standard Parameter Names

Stick to Taboola’s standard parameter names (click-id, revenue, orderid) for compatibility.

​
Technical Details

​
Postback Method

Postbacks are sent via HTTP GET requests, which is the standard for Taboola S2S integration.

​
Response Codes

  • 204 No Content - Success (standard Taboola response)
  • 200 OK - Also considered success
  • 4xx/5xx - Error (logged for debugging)

​
Error Handling

The integration includes comprehensive error handling:
  • Failed postbacks are logged but don’t break conversion creation
  • Network timeouts handled gracefully
  • Invalid URLs caught and logged
  • System continues working even if Taboola is temporarily unavailable

​
Queue Processing

Postbacks are processed asynchronously via the conversions queue:
  • Doesn’t slow down conversion creation
  • Automatic retry on temporary failures
  • Can be monitored via queue logs

​
Compatibility

​
Works With Any Payment Gateway

The Taboola integration works regardless of which payment gateway you use. Taboola tracks attribution (which ad generated the conversion), independent of how payment is processed.

​
Works With Multiple Campaigns

Compatible with running multiple Taboola campaigns:
  • Different Account IDs per campaign
  • Different Event Names per conversion type
  • Merchant-specific tracking per campaign

​
Integration Architecture

Important: Taboola is an outbound integration - we send conversion data TO Taboola, we don’t receive data FROM Taboola. This is the same pattern as Google Ads and Meta Ads conversion tracking.

​
What This Means

  • No incoming postbacks - Taboola doesn’t send data to us
  • Triggered by conversions - Postbacks fire when purchases occur
  • Attribution only - Used to tell Taboola which ads generated conversions
  • Works with any merchant - Compatible with any payment processor

​
Frequently Asked Questions

Answer: Look at a sample Taboola tracking link. The parameter containing the unique ID is your click ID parameter.
  • Most campaigns use click_id or click-id
  • Some use taboola_click_id
  • The system automatically checks fallbacks
Answer:
  • Event Name - Technical identifier used in postbacks (e.g., purchase)
  • Conversion Name - Display name in Taboola dashboard (e.g., “Product Purchase”)
Use the Event Name from Taboola Realize, not the Conversion Name.
Answer: Yes! Create separate integrations for each conversion type:
  • Integration 1: Event Name = purchase (completed purchases)
  • Integration 2: Event Name = lead (lead submissions)
  • Integration 3: Event Name = signup (registrations)
Each integration can have different merchant filtering and settings.
Answer: This is normal and expected. HTTP 204 means “success with no response body.” It’s Taboola’s standard way of acknowledging receipt of your postback.
Answer: Postbacks are sent immediately when conversions are created (within seconds). Taboola should show the conversion in real-time or within a few minutes.
Answer: Yes!
  1. Set up the integration
  2. Click a Taboola test ad
  3. Make a small test purchase
  4. Check Taboola dashboard to verify conversion was received
  5. Review ElasticFunnels Logs → External Postbacks to confirm sending
Answer:
  • Whitelist - Only send postbacks for specific affiliate IDs (e.g., only your top performers)
  • Blacklist - Block specific affiliate IDs from sending postbacks (e.g., exclude fraud)
  • All affiliates - Send postbacks for everyone (default)
Affiliate IDs come from your payment gateway and identify which affiliate generated the sale.
Answer: Yes! Filters can be combined:
  • Merchant filter: Only specific payment gateways
  • Affiliate whitelist: Only specific affiliate IDs
  • Result: Highly targeted tracking

​
URL Parameter Format

​
Standard Taboola Format

Taboola requires the click-id parameter to use a hyphen (not underscore): 
✅ Correct: ?click-id=ABC123
❌ Wrong:   ?click_id=ABC123  (underscore)
The parameter name must be exactly click-id in the URL sent to Taboola, or conversions won’t be recorded.

​
How We Handle This

Our integration automatically:
  • Uses click-id (with hyphen) in the postback URL to Taboola
  • But can detect click_id, click-id, or taboola_click_id from incoming URLs
  • You don’t need to worry about the hyphen/underscore difference

​
Multiple Integrations

You can create multiple Taboola integrations for different use cases:

​
When to Create Multiple Integrations

  • Different campaigns - Separate account IDs
  • Different conversion types - Different event names (purchase, lead, signup)
  • Different merchants - Track specific payment gateways
  • Client separation - Agencies managing multiple clients

​
How It Works

Each integration is independent:
  • Has its own Account ID
  • Has its own Event Name
  • Has its own merchant filtering
  • Sends separately to Taboola
Name each integration clearly (e.g., “Taboola - Purchase Events”, “Taboola - Lead Events”) to keep them organized.

​
Logging & Monitoring

​
View Postback Logs

  1. Navigate to Logs → External Postbacks
  2. Filter to see Taboola postbacks
  3. View success/failure status
  4. See request/response details
  5. Debug any issues

​
What Gets Logged

  • Postback URL sent
  • All parameters and values
  • Response code (204 = success)
  • Response body
  • Timing information

​
Security & Privacy

​
Data Handling

  • Click ID - Unique identifier from Taboola (not sensitive)
  • Customer Data - Only sent if configured (email, phone are optional)
  • HTTPS Only - All postbacks use secure connections
  • URL Encoding - All data properly encoded

​
Privacy Considerations

You can exclude customer information:
  • Disable email parameter if needed
  • Disable phone parameter
  • Still track conversions with just revenue and order ID

​
External Resources

Taboola S2S Integration Docs

Official Taboola server-to-server integration guide

Taboola Postback URL Reference

Complete postback URL parameter reference

Taboola Realize

Configure conversion events and tracking

Taboola Help Center

Taboola’s support documentation

​
Next Steps

Google Ads Integration

Set up Google Ads for additional conversion tracking

Meta Ads Integration

Connect Meta Ads for Facebook conversion tracking

Analytics Dashboard

View your conversion and performance data

External Postbacks Log

Monitor your Taboola postback attempts