Uploading Web/App Response Files

Description: This article describes creating, formatting, and uploading a web/app response file. 

If you need to manually upload a web or app response file, you can upload the data in a flat CSV, XLS, XLSX, ZIP, TAR, or GZ file.

Note: The TCF is designed to help all parties in the digital advertising chain ensure that they comply with the EU’s General Data Protection Regulation (GDPR) and ePrivacy Directive. Our web response tracker is available in a TCF-compliant version. Refer to the IAB TCF support materials for more details.

Formatting guidelines

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Important information before uploading the file

The size of the file must not exceed 100 MB. If the file is more significant than this, you must split the file into smaller files. Do not split the data across days; all data for one date must be included in the same file,  or it will get overwritten.

Required data

  • The datetime/datadatetime column must be included for any attribution to happen.
  • The datetime format should be as shown YYYY-MM-DDThh:mm:ss as this is the most acceptable for our platform. Note that the date and time are separated by a T. Make sure you include the T in the datetime format.
  • Include sessions, which shows the total number of sessions or actions measured.
  • If you want to include product types, we recommend less than 10 – any more than this, and they will not load properly in the pivot tables.
  • If your spot file uses a TV promocode, you can include the same code in the Promocode column in the response file, achieving even higher attribution.
  • If you are a client in the US using regional attribution, you must include the IP address or the zip code.
  • If you are a client in Australia using regional attribution, you must include the postcode.

InnovidXP can accept the file in the following groupings:

  • Session is the preferred format and consists of a session-by-session breakdown of traffic, including user reference, promo code, session ID, user IP address, and other information that can increase attribution accuracy or enable certain features such as the lag model.
  • Minute consists of a minute-by-minute count of the sessions and actions on your site or app.

Measuring KPIs/actions

To measure any actions other than web visits, for example, sales, registrations, etc, you must include these actions within the file. Each action can have several fields:

  • Action occurred (required)
  • Total spent by the customer
  • Product type related to action: we recommend including less than 10 product types. Otherwise, they won't load in the Pivot tables
  • Promocode used: promocodes are matched against the spot data, and including them will result in much higher attribution

For each action, replace <ENTER ACTION> with the name of the action to be recorded. This name will be shown on the platform.

action_<ENTER ACTION> becomes action_sale with a value of 0 for no sale and 1 to indicate a sale has occurred.

The following tables list the required and optional column formats for actions:

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Session Format

The session's date and time are required, but any additional information you can provide will add more value to the attribution.

It is important to note that the DateTime format doesn't have to match the file exactly, but the format of YYYY-MM-DDThh:mm:ss is the most acceptable for our platform, with the date and time separated by a T.

For example, 2023-01-01T13:45:30 for January 1st, 2023, at 1:45:30PM.

Make sure you include the in the DateTime format.

The following tables list the required, conditional (recommended), and optional column formats for session groupings:



Additional Information
  • useripaddress or usercountry is used to filter out non-national traffic.
  • userid can be used for our lag setting.
  • sourcetype is a critical column that filters out 'out of scope' traffic. It can contain 'direct,' 'orgsearch,' 'paysearch,' 'campaign,' 'banner,' 'affiliate', or 'out of scope.' The attribution only focuses on direct, orgsearch, and paysearch traffic.


Minute Format

The other format we accept is a minute-by-minute count of the sessions and actions on your site or in your app. The only action metadata that can accompany this is 'revenue_<ACTION NAME>,' which corresponds to the total revenue for the actions taking place that minute.

The following table lists the required column formats for minute groupings:




How to upload your web/app response file

Complete the following steps, which apply to all file formats:

  1. Select Data > Responses > Upload File to display the Upload Response File screen.
  2. Select the type of grouping for Web, Phone, App, or SMS. A dropdown for each format lets you select how your file is grouped: by Session or Minutes, or Individual or Summary.

    Screenshot 2023-11-28 at 11.29.00.png
  3. Select Continue to Select File.
  4. In the Upload page, drag and drop your file into the upload bar or use the Select File button to search for a file to upload. Screenshot 2023-11-28 at 11.40.09.png
  5. Select Upload File to start the upload and select Finished when complete.

Need help?

If you have received an email advising that your Web/App sessions response file upload has failed, read the guidelines above to ensure your file is formatted correctly and includes all the required information, and try again. Use the example file below as a reference, and we have created a downloadable template to get you started.

Example file


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