Integrations / Advertising
Equativ
Server-to-server conversion tracking for Equativ (formerly Smart AdServer). Fires a click-ID-based postback to Equativ's tracking endpoint keyed on the [sas_transactionid] click ID captured when the user clicked an Equativ-served ad, attributing conversions without a client-side pixel.
Datafly Signal delivers first-party events to Equativ server-to-server from infrastructure you control, using a pre-built blueprint that maps your event schema to the payload Equativ expects.
Why route Equativ through Datafly Signal
Conversions survive ad blockers and tracking prevention
A browser tag served from an advertising domain is blocked outright for part of your traffic, and Safari's ITP shortens the cookies it can set. Signal sends the event from your own server, so the conversions Equativ optimises against are not filtered by the browser.
Client IP and user agent are preserved
Server-to-server delivery normally loses both, which weakens matching. Signal forwards the genuine visitor values as request headers so Equativ attributes the event to the right session.
One consent decision governs every destination
Equativ is gated by the same consent state as the rest of your stack, so a withdrawal applies everywhere at once.
What ships in the blueprint
Mapped events
generate_leadpurchaseVertical presets
Default. Each preset starts from a working configuration for that vertical rather than a blank field map.
Full field mappings, configuration fields, and troubleshooting are in the Equativ documentation.
Frequently asked questions
Does Datafly Signal integrate with Equativ?
Yes. Datafly Signal delivers first-party events to Equativ server-to-server from infrastructure you control, using a pre-built blueprint that maps your event schema to the payload Equativ expects. The integration is included in every deployment at no additional cost.
How is server-side Equativ tracking different from the Equativ tag?
The Equativ tag runs in the visitor's browser, so it is subject to ad blockers, tracking prevention, and page-unload races. Signal collects the event through a first-party endpoint on your own domain and delivers it to Equativ from your server, so delivery does not depend on browser conditions.
Which events can Signal send to Equativ?
The blueprint ships with mappings for generate_lead, purchase. Any event in your schema can be mapped to Equativ through pipeline configuration without a code change.
Do I need to keep the Equativ tag on my site?
No. Server-side delivery is designed to replace the tag. Most teams run both briefly during migration, using shared event IDs so Equativ deduplicates, then remove the tag once server-side volume matches.
Other advertising integrations
Ready to move Equativ server-side?
See how Datafly Signal delivers first-party events to Equativ from infrastructure you control, with hashed identity and consent enforcement built in.