Send Merchant data in Purchase Events

Each purchase you send to Kevel can record a Merchant — the seller or sales channel behind that line item — via the optional merchantId parameter. Setting it enables merchant-aware attribution and performance reporting on merchants.

Recording merchantId on your purchases unlocks:

• Merchant-aware attribution in the Kevel Ad Server — the purchased Merchant can be used as
  an attribution condition, so sales are credited to the right seller. See merchant-aware attribution for details.
  • Merchant-aware attribution is configured on the Ad's attribution settings in addition to
    sending merchantId in the purchase event.
• Merchant reporting in the Kevel Ad Server — Merchant becomes a native reporting dimension. You can break attributed purchased line items and purchased GMV down by the purchased Merchant, and compare it against the promoted Merchant (the seller of the advertised product).
• Merchant & ROPO reporting in Console — a Campaign's attributed purchases broken down by Merchant ID or name. See Merchant & ROPO reporting.

The merchantId parameter

merchantId is an optional string on the Purchase Event:

GET https://e-{networkId}.adzerk.net/c/{networkId}/purchase
      ?userKey=USERKEY
      &productId={productId}
      &timestamp={ISO-8601}
      &quantity={quantity}
      &price={price}
      &merchantId={merchantId}      # optional — the Merchant for this line item

Tips:

• Send one Purchase Event per line item. Set merchantId on each so every purchased item carries the Merchant it belongs to.
• Use stable, consistent values — the same Merchant should always send the same merchantId, in order to enable grouping by both IDs and names in reporting.

If Kevel Audience emits your purchases: Audience sends one Purchase Event per line item when it detects an order. Map the order's source / channel to merchantId in your Audience purchase configuration so the in-store/online (or seller) value flows through automatically. See Attribution for Kevel Ad Server.

Example: Marketplace seller

Set merchantId to the seller or storefront that fulfilled the line item. On a marketplace, that lets Console attribute sales to individual sellers and split first-party vs. third-party inventory.

# Line item fulfilled by seller "northgoods"
GET /c/{networkId}/purchase?userKey=abc123&productId=SKU-9912
      &timestamp=2026-08-25T16:27:20Z&quantity=2&price=45.00
      &merchantId=northgoods&transactionId=ORDER-55231

Example: In-store vs. online sales

For brick-and-mortar retail, use merchantId to record where the purchase happened rather than which seller made it. Pick a small, fixed set of values — e.g. in-store and online, or your physical-store and web-store identifiers — and send the right one on each purchase.

# An in-store purchase
GET /c/{networkId}/purchase?userKey=abc123&productId=SKU-4410
      &timestamp=2026-08-25T10:02:00Z&quantity=1&price=560.96
      &merchantId=in-store&transactionId=POS-88120