X Ads

X has two current web measurement paths: the X Pixel and the Conversion API (CAPI). Use either path, or both with the same conversion_id value. X CAPI is public, but it requires an approved developer account and Ads API access. It uses OAuth 1.0a, not a bearer token.

Account and access

Advertiser account

1. Create or use the X handle that will publish the ads.
2. Open ads.x.com while logged into that handle.
3. Select the billing country, time zone, and currency.
4. Add an active payment card in Billing.

The country, time zone, and currency cannot change after account creation. Self-serve ads and card billing are available only in supported markets. If self-serve is unavailable, contact X Ads support or an account manager. X documents signup.

Adding a card unlocks Tools and Events Manager. X may request more information to review the business or identity. Billing documents this gate.

Ads API and CAPI access

1. Create an approved X Developer Account.
2. Create an app under Projects & Apps.
3. Apply with the Ads API Access Form.
4. Wait for review. X says to allow up to three business days.
5. Grant the app access to the advertiser's X Ads account.

X recommends the official company handle for the developer account. Enable two-factor authentication. A subscription plan can provide instant developer account approval, but Ads API access still needs application approval. CAPI prerequisites and Ads API access levels define this gate.

Use these adapter environment names in the server secret store:

X_ADS_API_KEY              X_ADS_API_SECRET
X_ADS_ACCESS_TOKEN         X_ADS_ACCESS_TOKEN_SECRET
X_ADS_ACCOUNT_ID           X_ADS_PIXEL_ID
X_ADS_EVENT_ID_PAGE_VIEW   X_ADS_EVENT_ID_VIEW_CONTENT
X_ADS_EVENT_ID_LEAD        X_ADS_EVENT_ID_SIGNUP
X_ADS_EVENT_ID_BEGIN_CHECKOUT
X_ADS_EVENT_ID_PURCHASE    X_ADS_EVENT_ID_SUBSCRIPTION_START

X does not define environment-variable names. The Pixel ID and event IDs come from Events Manager. The access token must belong to a user with AD_MANAGER or ACCOUNT_ADMIN access for CAPI. The app owner can create a personal token in Developer Console. For a different advertiser handle, use three-legged OAuth. X requires OAuth 1.0a and four credentials.

X Pixel

In Ads Manager, open Tools > Events Manager. Select Add event source and create the X Pixel. Select Add events and create one event for each conversion. Use code-based events when you need dynamic values or deduplication.

Use the complete code generated by Events Manager. The current base loader is:

<script>
!function(e,t,n,s,u,a){e.twq||(s=e.twq=function(){s.exe?s.exe.apply(s,arguments):s.queue.push(arguments)},s.version='1.1',s.queue=[],u=t.createElement(n),u.async=!0,u.src='https://static.ads-twitter.com/uwt.js',a=t.getElementsByTagName(n)[0],a.parentNode.insertBefore(u,a))}(window,document,'script');
twq('config', '<X_ADS_PIXEL_ID>');
</script>

Load the base code on every page, immediately before </head>. Do not put it in an iframe or another tag. Those placements can prevent first-party-cookie use. X specifies the loader and placement.

Fire an event after the action succeeds. Use the event ID from Events Manager:

<script>
twq('event', '<X_ADS_EVENT_ID_PURCHASE>', {
  value: 25.00, currency: 'USD', conversion_id: '<canonical event_id>'
});
</script>

X automatically hashes Pixel email and phone parameters. The phone value must include the country code. X defines these event parameters.

Conversion API

Create or reuse the same conversion event in Events Manager. Reuse the Pixel event when you need Pixel and CAPI deduplication. The current endpoint is:

POST https://ads-api.x.com/12/measurement/conversions/{pixel_id}
Authorization: OAuth <OAuth 1.0a signed header>
Content-Type: application/json

X describes the path as /{version}/measurement/conversions/:pixel_id; its current example uses version 12. Recheck the version when X publishes an update. The official CAPI guide defines this endpoint.

Send from a payment webhook or durable hub dispatch:

{"conversions":[{"conversion_time":"2026-08-29T19:14:00.603Z","event_id":"<X event ID>","identifiers":[{"twclid":"<when present>"},{"hashed_email":"<sha256 email>"},{"hashed_phone_number":"<sha256 E.164 phone>"},{"ip_address":"203.0.113.10","user_agent":"<browser UA>"}],"value":"25.00","conversion_id":"<canonical event_id>","contents":[{"content_id":"plan_pro","content_price":25.00,"num_items":1}]}]}

Use these fields:

• conversion_time: ISO 8601 timestamp with milliseconds.
• event_id: the X conversion event ID from Events Manager.
• identifiers: at least one of twclid, hashed_email, or hashed_phone_number. If you send IP or user agent, send a second identifier.
• conversion_id: the event-level deduplication value.
• value, contents, and description: optional event details.

Trim email, then SHA-256 hash it without salt. Normalize phone to E.164, then SHA-256 hash it without salt. Do not hash twclid, IP, or user agent. X defines identifier formats.

The CAPI example documents value but does not show currency. Keep currency in the canonical hub event. Send it only if the current X CAPI schema accepts it. Do not assume that Pixel and CAPI schemas are identical.

X allows 60,000 events per account in each 15-minute interval. Retry timeouts and 5xx responses with bounded backoff. Honor Retry-After. Do not retry a 4xx response without changing the request or credentials. X documents the limit.

Hub event mapping

X receives an Ads Manager event ID, not the hub's event_name. Configure one X event ID for each mapping:

X's web event list includes Page View, Purchase, Custom, Lead, Add to Cart, Checkout Initiated, Content View, Added Payment Info, Search, Subscribe, and Start Trial. Analytics reports metrics such as conversion_purchases, conversion_sign_ups, conversion_checkouts_initiated, and conversion_content_views. Event types and web conversion metrics are the sources.

Deduplication

X does not deduplicate lower-funnel events by default. It uses conversion_id. Send the same canonical event_id in the Pixel payload and each CAPI conversion object. Do not use X's event_id as the hub dedup key. X's event_id selects the configured conversion event. X documents this distinction.

Create only one event of each conversion type. Several Purchase events split the signal and can weaken campaign optimization.

Click ID and tracking quirks

• X appends twclid to an ad destination URL. Capture it on first landing.
• The Pixel can copy it to the advertiser's _twclid first-party cookie.
• _twclid lasts 30 days from the first day X stores the click ID.
• Persist it with the user, checkout, or order record. Keep first-touch and most-recent values separately when the product needs both.
• Do not gate a server conversion on twclid. Email matching can work without it.
• Avoid redirects that strip twclid before the landing page receives it.
• Keep “Allow first-party cookies” enabled in Events Manager unless consent or policy requires otherwise. Disabling it weakens Click ID measurement.
• Post-engagement windows are 1, 2, 3, 5, 7, 14, or 30 days. The documented default is 30 days. Post-view supports Off, 1, 2, 3, 5, 7, 14, or 30 days; the documented default is one day.
• X reporting is estimated near real time and finalizes after 24 hours. Segmented data can be delayed one hour, or 12 hours for interest segments.
• A strict CSP must allow ads-twitter.com, ads-api.twitter.com, and analytics.twitter.com in img-src and connect-src.
• Apply the hub measurement and ad_user_data gates before loading the Pixel or hashing identifiers. X's consent guidance requires privacy choices where law requires them.
• X has Restricted Data Use, but its exact request parameter is UNVERIFIED in the public English API guide. Contact X support before using it.

The click-cookie lifetime and first-party setting are in X's tracking policy. Attribution windows and reporting delay are in the website conversions guide.

Verification

1. Log the redacted CAPI response for every dispatch.
2. Require HTTP 200 and data.conversions_processed > 0.
3. Store the returned debug_id in the hub dispatch record.
4. In Events Manager, open Recent Activity Log and confirm the event and parameters.
5. Query synchronous analytics with metric_groups=WEB_CONVERSION:

GET https://ads-api.x.com/12/stats/accounts/{account_id}?entity=CAMPAIGN&entity_ids={campaign_id}&start_time=2026-08-29T19:00:00Z&end_time=2026-08-29T20:00:00Z&granularity=HOUR&placement=ALL_ON_TWITTER&metric_groups=WEB_CONVERSION

Use conversion_purchases, conversion_sign_ups, or the metric for the configured event. The endpoint requires whole-hour ISO times. It returns near-real-time estimates. Use Ads Manager exports for final reporting. Reconcile against payment-provider truth. X analytics defines this proof path.

Common pitfalls

• A valid X handle is not an Ads API developer account.
• A developer account is not Ads API access. Submit the access form.
• CAPI requires an account administrator or ad manager user token.
• X_ADS_PIXEL_ID is not X_ADS_ACCOUNT_ID.
• OAuth 1.0a needs four credentials. A bearer token is not enough.
• X event ID and conversion_id have different meanings.
• IP and user agent alone are not enough for CAPI matching.
• Pixel email is hashed by the client. CAPI email must be hashed by the adapter.
• Multiple Purchase events split the signal.
• A 200 response with zero processed conversions is not platform proof.
• Early metrics can change. Wait for finalization before reconciliation.
• Tools may stay hidden until a payment card is present.
• Old UWT and SET snippets are legacy. Use Events Manager's current X Pixel code.

Security

Keep API key, API secret, access token, and access-token secret server-side. Never place them in browser code, URLs, logs, screenshots, or commits. Expose only the public Pixel ID and event IDs to the client bundle.

Hash email and phone only after the hub consent gate. Keep raw identity data inside the server boundary. Redact request bodies and OAuth headers. Load the Pixel only from https://static.ads-twitter.com/uwt.js after measurement consent.

Pairing

Read ad-conversion-hub/SKILL.md for canonical events, consent, identity normalization, click-ID storage, adapter contract, deduplication, retry policy, and payment-provider reconciliation. This skill supplies only X-specific facts.

Use ad-experiments for test design, audience sizing, and budget controls.