Ad events are the fundamental building blocks of campaign measurement. They capture each stage of how a customer interacts with an advertisement, from first seeing it, to clicking, and ultimately converting.

By standardizing these events, retailers and advertisers can link impressions, clicks, and conversions together—providing the data needed for closed-loop reporting and performance insights.

Types of Ad Events

Impression Records when an ad is displayed to a customer. Used to measure reach and visibility.
Click Tracks when a customer interacts with an ad (e.g., clicks a banner or sponsored product). Helps assess engagement and ad effectiveness.
Conversion Captures when a customer completes a defined action such as a sale, sign-up, or add-to-cart. Conversions link back to impressions and clicks using customer identifiers.

Why Ad Events Matter

Attribution: Connects customer identifiers across sessions to show which ads influenced sales.
Optimization: Provides the feedback loop to adjust campaigns in real time.
Reporting: Enables consistent measurement across channels and formats.

In short, ad events make it possible to prove retail media performance and maximize ROI.