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Implement CAPI via Mobile Measurement Partner (MMP)

Use CAPI to connect your Mobile Measurement Partner (MMP) to TAM, and use your mobile app's conversion data to measure and optimize your TAM campaign's performance.

This article only covers in-app conversion events measured via MMP.

For website event measurement, use Server-Side Google Tag Manager (sGTM) or Direct Integration (hardcoded) instead.

A mobile measurement partner (MMP) is a platform that attributes, collects, and organizes app data to measure app campaign performance metrics. The Teads Conversion API (CAPI) allows App advertisers to connect this data source to TAM, and use it to measure and optimize the performance of TAM campaigns.

Note: Currently, only Kochava is Teads-certified for CAPI server-to-server (S2S) integration, with support for more MMPs coming in the future.

Implement with Kochava

Before you start

Make sure you have read Getting Started with Conversions API, to learn more about Teads CAPI and its pre-requisites, as well as how to generate a Teads Conversions API token in TAM Events Manager.

Requirements

  • A Kochava account with the Kochava SDK (or a server-to-server feed) already live in your app, and your in-app events already configured there. In Kochava, Teads is listed as the media partner Teads.

    • The legacy names Teads.TV and Teads.TV - ESPN are deprecated and must not be used.

  • A Teads pixel created in TAM Events Manager, which gives you the Buyer Pixel ID.

  • A Teads Conversions API token generated in TAM Events Manager.

  • Your conversion event names declared in TAM Events Manager, matching exactly the event names Kochava will send (refer to Step 1 below).

  • The Kochava certified postback template for Teads is live and available to all Kochava advertisers. No custom development is required on either side.

  • The integration is post-click and post-impression, and relies on the Teads Click ID (auctid) being returned by Kochava. This is already handled by the Teads click and impression templates — do not alter the tracking URLs generated by Kochava.

How it works

  1. A user clicks (or views) a Teads ad. Teads appends its Click ID to the Kochava click/impression tracking URL.

  2. Kochava attributes the install and the subsequent in-app events to Teads.

  3. For each event you have configured a postback for, Kochava fires a server-to-server call to the Teads Conversions API, authenticated with your Teads CAPI token, and returns the original Teads Click ID in the auctid parameter.

  4. Teads matches the event back to the campaign and uses it for reporting, attribution and optimization.

  5. Events are deduplicated against the Teads Universal Pixel when both are present, using the Teads Click ID within a 5-minute window.

Implementation Steps

Step 1: Prepare the Teads side (TAM)

  1. Go to the TAM Events Manager page and locate (or create) the pixel you want to use for this advertiser.

  2. Note the Buyer Pixel ID. This is the ID you will enter in Kochava.

  3. Open Pixel code & settings and click Generate API Token. Note the token — you will enter it in Kochava. If the option is not available, contact your Teads representative

  4. Declare every conversion event you intend to receive in TAM Events Manager, by choosing a type and a name for each one. The name declared in TAM must be an exact match to the name Kochava sends as conversion_name.

Kochava sends the event name it already holds for the event, so the names are dictated by your existing Kochava implementation, not chosen freely on the Teads side:

Event sent by Kochava

Name Teads receives in conversion_name

Install

_Install — hardcoded by Kochava, identical for every advertiser

Any post-install event

Your Kochava event_name, exactly as configured in the Kochava SDK or in your server-to-server feed

Important: Nothing flows automatically between TAM Events Manager and Kochava. The alignment is manual and name-based, and it is your existing Kochava event names that set the target. List them first, then declare those exact names in TAM Events Manager. A mismatch means the event is received by Teads but not attributed to any conversion, so it will not appear in reporting or feed optimization.

For installs, declare the event in TAM as _Install. Kochava does not send a custom name for installs, so a differently-named install event in TAM Events Manager (for example MyApp_install) will never be matched.

Event names themselves are not configured in the Kochava postback screens — they come from your app's SDK integration or your server-to-server feed, which is set up long before any partner postback. If you need to check or change them, see the Developers section of support.kochava.com or ask your Kochava CSM.

Step 2: Create the campaign in Kochava

Follow the Kochava guide Create an Install Campaign. In Engagement > Campaign Manager, create a Campaign, then a Segment, then a Tracker — and on the Tracker, select Teads as the Media Partner with Tracker Type: Acquisition.

Refer to Kochava: Campaign Manager and the tracker settings where the Media Partner is selected.

This step generates the click and impression tracker URLs for the campaign. No Teads-specific value is entered at this stage.

Do not modify the click and impression URLs generated by Kochava. The Teads Click ID round-trip (click_id / impression_id in, auctid out) depends on these templates being used as-is.

Step 3: Use the Kochava tracking URLs in your TAM campaign

In the Kochava Campaign Manager, select the tracker you just created and copy the Click URL (and the Impression URL, if used). Set these as the destination / tracking URL on the corresponding TAM campaign creative.

See Kochava: where to copy the click and impression URLs — select the tracker (A), then copy and send the URL (B).

If you also use a third-party click tracker before Kochava, the Teads Click ID parameter may need to be configured to be forwarded, as described in Configure creatives for Teads Click ID forwarding.

Step 4: Create the Kochava certified postback for Teads

Follow the Kochava guide Create a Kochava Certified Postback. In the Kochava UI:

  1. Select the relevant Account and App, then go to App Configurations > Partner Configuration.

  2. Click + Add a Partner and select Teads as the Media Partner, then Next.

    1. 'The legacy names Teads.TV and Teads.TV - ESPN are deprecated and must not be used.

  3. Verify Status: Active and click Save.

  4. For the install event, expand the partner and select Install Postback Tools. For any other event, click + Add Postback and pick the desired Post-Install Event.

  5. Enter the Package Name (Android) or Bundle ID (iOS), the App Name, and your preferred Delivery Delay, Retry Attempts and Delivery Method.

  6. Fill in the Network Specific Fields section — this is where all Teads values go.

See Kochava: Partner Configuration, Add a Partner, select the Media Partner, add a post-install event postback and the Network Specific Fields panel.

Network Specific Fields is the only place where Teads values are entered — not in the campaign or tracker creation step. For each event you want to send to Teads:

Field in Kochava

Value to use

Sent to Teads as

Authorization token

Your Teads Conversions API token (from TAM Events Manager)

Authorization: Bearer header

Pixel ID

Your Teads Buyer Pixel ID (from TAM Events Manager)

buyer_pixel_id

Conversion type

The Teads conversion type matching the event (see the supported list below)

conversion_type

These three are the only values you enter. Repeat for every event you want to forward. All other CAPI parameters — including the event name — are populated automatically by the Kochava backend and require no configuration here.

Figure — field mapping between TAM Events Manager, the Kochava postback configuration and the Teads CAPI payload. The diagram is embedded in the .docx version of this document; the source image is figures/field-mapping.png in the working folder and can be dragged in here.

Supported values for conversion_type:

  • AppInstall

  • ViewContent

  • Search

  • AddToWishlist

  • AddToCart

  • InitiateCheckout

  • Lead

  • CompleteRegistration

  • Purchase

Conversion_name values:

Note that Conversion type and Conversion name are two separate values:

  • conversion_type is a Teads standard preset value. You pick it from the supported list above, in the Kochava postback configuration, and it tells Teads what kind of action this is (a purchase, a lead, an add-to-cart, etc).

  • conversion_name is a customizable value you set. It is not set in the postback configuration, as Kochava forwards the event name it already holds: the fixed string _Install for installs, and your Kochava event_name for every other event. Teads accepts any name, but only attributes the event if that exact name has been declared for the conversion in TAM Events Manager.

So the only lever you have on conversion_name is which names you declare on the Teads side. The alignment is entirely manual and runs Kochava → Teads:

  1. List the event names your Kochava implementation already sends — the SDK or server-to-server event names, plus _Install for the install event.

  2. Declare each of those names, character for character, in TAM Events Manager, with the appropriate type.

  3. In the Kochava postback configuration, map each event to the matching Teads conversion_type.

Check this first when a postback returns success but TAM shows zero conversions: the event reached Teads, but the name did not match anything declared in Events Manager.

Step 5: Validate the integration

  1. Confirm in Kochava that the postback is active and returning 2xx responses. Repeated 4xx responses usually mean the authorization token or the pixel ID is missing or incorrect.

  2. Trigger the event in your app from a session that originated from a Teads click, then check that the conversion appears in TAM against the expected conversion name.

  3. If conversions arrive but are not attributed, validate these elements in order:

    1. the event name matches TAM Events Manager exactly;

    2. the conversion type is one of the supported values;

    3. the Kochava tracking URLs on the TAM creative were not modified.

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