Criteo

Import your Criteo Marketing Solutions campaigns, ad sets and daily spend into AxiTrace and see them next to the visits and orders AxiTrace recorded on your store. You sign in with Criteo once, approve read-only access and pick the advertiser: AxiTrace never changes anything in your Criteo account and sends nothing to Criteo.

On this page

• 1. What this integration does
• 2. Connect Criteo
• 3. Choose the advertiser
• 4. Add the tracking parameters to your ads
• 5. View-through conversions are not counted
• 6. From which day Criteo is counted
• 7. Campaigns, ad sets and Untracked
• 8. Data latency and refresh
• 9. Reconnecting
• 10. Where Criteo appears in AxiTrace
• 11. API and AI assistants
• 12. Troubleshooting

Official Criteo references used in this guide:

• Authorization code (Criteo developer portal)
• Marketing Solutions analytics
• Criteo help center

AxiTrace imports, per day:

• Your Criteo campaigns and ad sets, with their names.
• Spend, impressions and clicks per campaign and per ad set, in the currency of your workspace and on the days of your workspace's reporting time zone.

AxiTrace imports no conversions and no revenue from Criteo. The orders and revenue you see next to a Criteo campaign are AxiTrace's own attribution of your store's orders, with the attribution model of your workspace, like every other ad platform. Criteo spend counts in the Paid figures of the Overview, in Campaigns and in Profit, and Criteo clicks belong to the Paid display / retargeting channel group.

The access is read only: AxiTrace reads the advertiser, its campaigns and its statistics and never creates, edits or pauses a campaign, an ad set or a budget.

1. In AxiTrace open your workspace and go to Connections → Ad accounts.
2. On the Criteo card click Connect Criteo.
3. Criteo opens its consent page. Sign in with a Criteo user that can read your advertiser and approve the access AxiTrace asks for (analytics and campaigns, read only).
4. Criteo sends you back to AxiTrace, which shows the advertisers your user can read (see the next step).

The card then shows Importing campaigns and spend, the advertiser name and ID, the currency and time zone of the import and the last sync. Campaigns and spend appear after the first sync, usually within the hour.

A workspace holds one Criteo advertiser. When your Criteo user can read several advertisers, AxiTrace lists them: pick the one whose campaigns drive traffic to this store and click Connect this advertiser. When the user can read only one advertiser, AxiTrace connects it directly and skips the list. To switch to another advertiser later, disconnect Criteo on the card and connect again.

Criteo adds no click identifier of its own to the landing URL, so AxiTrace ties a visit to a Criteo campaign and ad set through URL parameters. Add these tracking parameters to the landing URLs of your Criteo ads (in the tracking or URL parameter settings of the campaign, or ask your Criteo account manager to set them):

utm_source=criteo&utm_medium=display&utm_campaign={{campaignname}}&utm_id={{criteo_campaign_id}}&criteo_adset_id={{adsetid}}

Criteo replaces the macros in double braces with the campaign name, the campaign ID and the ad set ID of the ad that was clicked. AxiTrace matches the campaign on utm_id (the Criteo campaign ID) or, when it is missing, on the exact utm_campaign name, and the ad set on criteo_adset_id. A click with these parameters lands like this:

https://your-store.com/product?utm_source=criteo&utm_medium=display&utm_campaign=Retargeting%20PL&utm_id=512345&criteo_adset_id=678901

Keep your own utm_content for creatives if you use it: AxiTrace reads the ad set from criteo_adset_id, never from utm_content. The same parameters are described in the tracking URL parameters guide.

Criteo spend, impressions and clicks come from Criteo. Criteo orders and revenue in AxiTrace are AxiTrace's own click attribution: an order is credited to Criteo only when a Criteo click led to it under your attribution model. Criteo's own reporting also credits view-through conversions (a shopper saw a banner, never clicked it and bought later), so Criteo's view-through conversions are not counted in AxiTrace and the ROAS Criteo shows will read higher than the one AxiTrace shows for the same campaign. That gap is expected; it is the share of sales Criteo claims from ad views alone. The Criteo rows in the panel carry the same note.

Criteo traffic is classified and its spend imported from November 11, 2026, the day Criteo support was released. From that day:

• A visit tagged utm_source=criteo, or an untagged visit referred by a Criteo domain (criteo.com, criteo.net and their subdomains), is a Criteo ad visit.
• A visit of another ad network tagged utm_medium=display, retargeting, remarketing or banner also joins the Paid display / retargeting channel group, under its own source name. Google, Bing and Microsoft clicks stay in paid search.

Visits and spend before that day are not reclassified or imported, even when you connect Criteo later: your reports for earlier days stay exactly as they were.

• Campaigns carry spend, impressions, clicks and the orders and revenue AxiTrace attributed to them.
• Ad sets carry spend, impressions and clicks, but no orders: orders attach to Criteo at campaign level. Read an ad set's efficiency from its spend and clicks, and its sales from its campaign.
• Untracked Criteo Traffic holds Criteo clicks that name no imported campaign: a click without the tracking parameters, or with a utm_campaign that is neither a Criteo campaign ID nor the exact name of one. Add the tracking parameters to move those clicks onto their campaigns. Clicks that already happened are not re-matched.

• Campaign-level spend refreshes every hour.
• Ad set-level spend refreshes every 6 hours.
• Every refresh re-checks the last 7 days, so a recent day's spend can still change while Criteo finalizes it. Judge a new connection after the first full day rather than hour by hour.

Criteo's authorization does not last forever. It ends when it has not been renewed for about 6 months, when the Criteo user who connected loses access to the advertiser or has their role changed, or when the consent is revoked in Criteo. AxiTrace then marks the card Reconnect required, e-mails the workspace owner and pauses the import; your website tracking is unaffected. Click Reconnect on the card and approve the consent again with a user that can read the advertiser. The 7-day re-check fills the days missed while the connection was paused, and spend already imported is kept.

The Criteo card on the Connections page and the Criteo tab in Campaigns appear only in a workspace where Criteo is seen: Criteo traffic in the last 90 days, or a Criteo connection. The Criteo tab in Overview and the Criteo scope appear once Criteo is connected. A store that does not run Criteo sees none of it. If you are about to start Criteo and do not see the card yet, the first Criteo clicks make it appear within the hour; or contact support.

The public API and AI assistants connected through AxiTrace's MCP server read Criteo as criteo_ads wherever they take an ad platform: the scope of the overview, the platform of campaigns, the product channel filters, the integrations health list and the tracking check. The channel group is paid_display. Criteo cannot be queried live: answers come from the imported data. See the API reference and the changelog.