InPost Pay - Analytics

Instructions for direct integration (custom backend)

The complete setup guide for the platforms (GA4, Google Ads, Meta, TikTok, Synerise), including the implementation process, verification, and maintenance, is described in the document:InPost Pay – Marketing Conversions Integration.

Initial requirements – direct integration

For direct integration, the data listed below should be sent in accordance with the API documentation available at:

For analytics purposes, the following parameters must be passed in the order_additional_parameters structure:

"order_additional_parameters": [
  { "key": "client_id", "value": "..." },
  { "key": "fbclid",    "value": "..." },
  { "key": "gclid",     "value": "..." },
  { "key": "ttclid",    "value": "..." }
]

Key	Description	Source

Key	Description	Source
`client_id`	GA4 Client ID — required for GA4	`_ga` cookie or `gtag('get', ...)`
`gclid`	Google Click ID — required for Google Ads	URL parameter `?gclid=...`
`fbclid`	Facebook Click ID — for Meta CAPI	URL parameter `?fbclid=...`
`ttclid`	TikTok Click ID — for TikTok Events API	URL parameter `?ttclid=...`

These parameters must be supplied by the frontend and associated with the user placing the order.

The values are optional — if a given identifier is not available, simply omit the corresponding key.

Additional Requirements — client_id for Adding and Updating the Cart

For direct integration, it is required that the client_id from the Google Analytics 4 cookie is also sent when:

Adding a product to the cart,
Updating the cart (e.g., changing the quantity, removal).

This data should be transmitted to the InPost Pay API as part of the order_additional_parameters:

"order_additional_parameters": [
  {
    "key": "client_id",
    "value": "GA1.2.1234567890.1234567890"
  }
]

Recommended source: reading the client_id from the _ga cookie or using gtag('get', ..., 'client_id', callback) on the frontend side.

Failure to pass the client_id at this stage may prevent proper session and conversion attribution in GA4 analytics and Google Ads.

On this page:

1 Initial requirements – direct integration
2 Additional Requirements — client_id for Adding and Updating the Cart