Xiaohongshu Ads

Xiaohongshu’s advertising product is 聚光 (Ju Guang). Its official product page presents it as a one-stop advertising platform and lists product seeding, lead collection, app promotion, and off-platform purchase as marketing scenes. See Ju Guang.

Use ad-conversion-hub for the canonical event envelope, consent gate, identity handling, retry policy, and adapter contract. This skill records only facts supported by the first-party pages fetched for this review. Pair it with ad-experiments for one-audience tests, seed sizing, PII-export authorization, and payment-provider truth.

Account and access

There is no public self-serve developer signup documented in the first-party pages fetched here. The documented route is account qualification in the Xiaohongshu business console, followed by Ju Guang access. The official help center lists a Ju Guang API manual and separate reporting manuals. See Ju Guang Help Center.

For an advertiser account, complete the official professional-account review. The current rules describe commercial promotion as an enterprise-account use case and require an enterprise applicant to submit a business license and, for some industries, industry qualifications. The same page says enterprise certification can open an advertising account. See professional-account rules.

The official Ju Guang page also provides a contact form for a marketing consultant. Use that managed route when the account cannot see the API manual, conversion tool, or required qualification entry. See Ju Guang contact route.

Do not confuse Ju Guang access with Xiaohongshu’s general Open Platform. The Open Platform reference lists user OAuth, user information, and authorization operations. Its scope page says the currently open scope is basic_info. Those pages do not grant advertising or conversion access. See Open Platform API reference and scope.

Keep any account or partner credential in the server secret store. Do not put it in browser code, URLs, logs, screenshots, or commits. The Open Platform quick start also requires protected handling of app_secret; use the same secret boundary for any Ju Guang credential. See Open Platform quick start.

Client-side tag or app measurement

The first-party Ju Guang pages fetched here do not publish a Xiaohongshu browser pixel, JavaScript tag, public tag ID, or app conversion SDK contract. Do not create a vendor pixel ID or script from memory. See Ju Guang Help Center and the Ju Guang API documentation entry.

Measure the landing page and product action with your own consented analytics. Keep those events in the hub unless the account’s current Ju Guang console provides a documented client integration. The official Ju Guang material documents a server conversion-return tool instead. See Ju Guang conversion workflow manual.

Rule setup and event mapping

Ju Guang’s official page names marketing goals, not a public event-name enum. The fetched first-party pages therefore do not support a vendor-specific table for purchase, lead, signup, or other hub events. Keep the hub taxonomy internal and map an event only when the account’s current conversion tool gives you the exact approved action name. See Ju Guang and the conversion workflow manual.

Use this safe mapping until the account supplies the current action names:

Server-side conversions API

Ju Guang has a documented conversion-return surface, but the fetched first- party pages do not publish a current endpoint, authentication header, request body, timestamp unit, identity field, or deduplication field. Do not implement any of those from a third-party SDK or guessed URL.

The official Ju Guang manual describes 追踪转化工具 as an external-link API data-return tool. It shows this workflow: generate a test trackID, return the trackId and conversion action, then refresh the integration state. The manual says the state becomes successful after the platform receives the callback. See conversion workflow manual.

The current Help Center exposes a Ju Guang API manual, but its fetched landing page does not expose the callback schema. Treat the conversion adapter as account-gated until support or the authenticated manual supplies the exact contract. See current Ju Guang Help Center and Ju Guang API documentation entry.

Do not use the general Open Platform OAuth endpoints for ad conversions. The official reference defines those endpoints for user authorization and basic user information, not Ju Guang conversion ingestion. See Open Platform API reference.

Identity and consent

The fetched Ju Guang pages do not document a hashing rule, accepted identity fields, customer-list schema, or retention period. Do not send email, phone, IP address, or external IDs to Ju Guang until the current account contract defines the field and its consent requirement. See Ju Guang API documentation entry and the conversion workflow manual.

Apply the hub gate before any platform dispatch. Require measurement consent for ad measurement, and require ad_user_data before hashing or sending an ad-user identifier. Keep raw identifiers inside the server boundary. See hub consent and identity rules.

Click ID and first-party cookie

The official Ju Guang manual documents a 推广点击监测 tool and shows an external monitoring link supplied by a cooperating monitoring company. It does not establish a Xiaohongshu-owned click-ID parameter, cookie name, or retention window. See Ju Guang platform manual.

Do not invent a click-ID parameter, cookie name, or attribution window. If the approved monitoring link supplies a parameter, record its exact name and lifetime from the current account documentation before adding it to the adapter. Capture approved campaign values under the hub’s first-party consent rules. See hub click-ID rules.

Deduplication

No Ju Guang deduplication field is published in the first-party pages fetched here. Use the hub event ID for internal dispatch records, but do not serialize it under a guessed vendor field. Do not retry an uncertain callback until the account documentation defines idempotency or deduplication. See Ju Guang API documentation entry, the conversion workflow manual, and hub adapter and retry rules.

Ju Guang settings that override code

• Qualification and industry approval control whether an account can promote material. The official rules require industry qualification for applicable advertising accounts. See qualification rules.
• The conversion tool’s generated test trackID belongs to the account workflow. Do not hard-code it or reuse it as a production identifier. See conversion workflow manual.
• Ju Guang provides separate data-reporting surfaces. Use the account’s current report definition when reconciling metrics; do not assume a report endpoint or metric name. See Help Center.

Verification

1. Access proof: record the approved account, qualification result, API manual or partner authorization, and the redacted credential owner.
2. Conversion proof: generate the console test trackID, return the exact action required by the account, and refresh the integration state. The first- party manual says a received callback changes the state to successful. See conversion workflow manual.
3. Reporting proof: use the current Ju Guang report in the account and reconcile leads, purchases, subscriptions, and refunds with first-party or payment-provider truth. The Help Center lists Ju Guang reporting manuals. See Help Center and hub verification rules.

A successful callback test proves receipt for that test flow. It does not by itself prove campaign attribution or payment reconciliation. See hub verification rules.

Common pitfalls and security

• Do not use openaccount.xiaohongshu.com user OAuth as a Ju Guang Ads token. See Open Platform API reference.
• Do not invent a pixel, browser SDK, click ID, cookie, endpoint, header, payload field, event enum, hash rule, or attribution window.
• Do not treat the presence of the Ju Guang API manual as proof that the account has API permission. Confirm access in the account or with the consultant route. See Help Center.
• Do not send a purchase before payment-provider confirmation. Keep a missing conversion credential as a logged hub skipped result. See hub adapter contract.
• Keep credentials server-side. Redact request bodies, tokens, identifiers, and screenshots. Delete temporary normalized identifiers after dispatch. See hub security rules.

Official sources checked (2026-08-30)

• Ju Guang · Ju Guang Help Center
• Ju Guang API documentation entry · professional-account rules
• conversion workflow manual · Ju Guang platform manual
• Open Platform quick start · API reference · scope