Creative identifier

The code that identifies one of your creatives — TikTok calls it sku_id and Meta calls it retailer_id. It travels from the ad click to checkout, and it is how a sale knows which piece produced it.

You already know it by another name

It is the same value PassKey publishes in each platform catalog. To check it there, look for:

Platform	Appears as
TikTok	`sku_id`
Meta	`retailer_id`

In the conversion sent to the platforms it travels as content_id, which is what ties the purchase to the catalog product.

In this API

Field	Endpoint
`contentId`	`GET /v1/sales`
`contentId`	`GET /v1/creatives/ranking`

It is the same field, with the same value, on both endpoints: the key to join a sale with the creative that produced it.

When it comes back null

A null contentId means the sale arrived without the identifier, or with one that matches none of your creatives. The sale exists and the amount is real — what is missing is the attribution.

A sale without the identifier enters no creative ranking, because there is nobody to credit. It still counts toward revenue.

The two common causes are the tracking script not being installed on the landing page, and traffic that did not come from an ad launched through PassKey.