Marketing

Server-side conversion tracking for Google Ads, Meta and TikTok ads

An ad platform is only as smart as the data it receives: Meta CAPI, Google Ads and TikTok Events API from your own server.

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An ad platform is only as smart as the data it receives

Why server-side

Browser or server

Browser only

blocked script
expired cookie
the conversion never arrives
the system bids blind

Server-side too

own subdomain
first-party data
the conversion arrives
ads learn from real customers

The campaign optimises for what it seesServer-side tracking does not bypass consent.

Why server-side?

A campaign optimises for what it can see. If the browser never sends the conversion, because it is blocked or the cookie has expired, the platform bids blind.

With server-side tracking, a server running on your own domain passes the event on, so the ad platform sees the real conversion, not just the click.

Consent

Consent Mode v2

ad_storageadvertising cookies

analytics_storageanalytics cookies

ad_user_datasending data for ads

ad_personalizationpersonalised ads

Default: denied

without consent no data goes to ad platforms
the signals apply on the server too

Server-side tracking does not bypass consentConsent Mode v2: four signals decide.

Consent Mode v2 in your ads

Google Ads data collection is governed by the ad_storage signal. If the consent rate is low, your remarketing audience shrinks: we flag this in the report.

Server-side tracking does not bypass consent, the signals apply on the server too.

What do we connect?

Four destinations, one server. Consent signals apply on the server too.

google ads

Conversions from a GA4 key event or directly from the server, with an enhanced conversions check.

The campaign sees the real conversion, not the click.

tiktok

Events API: pixel and API together, deduplicated by event_id.

The report shows the same number you see in your own system.

offline

Whatever does not close on the website, we send back from the CRM: a quote given by phone, a signed contract, a client who showed up.

So the campaign optimises for qualified leads.

Connection by platform

What we send and how we filter out duplicates.

Platform	Server-side connection	Deduplication
Meta	Conversions API	event_id between pixel and server
Google Ads	conversion from the server or from GA4	enhanced conversions, order ID
TikTok	Events API	event_id
GA4	Measurement Protocol, sGTM	one source per event

Verification and reality

Testing

We test every event end to end

GA4 DebugViewevent received

OK

Tag Assistanttags fired

OK

Meta event qualitymatch score

OK

Google Ads diagnosticsconversion recorded

OK

Handover report: every test documented

The tracking accounts are in your nameWe get access, the data stays yours.

Monthly check

Meta event quality, Google Ads conversion diagnostics, and reconciling tracked conversions with your real business numbers.

If tracking and reality drift apart, we fix that first, and only then the campaign.

Offline conversion

The won client is fed back

Adclick

Formlead

CRMqualification, proposal

Woncontract, placement

Back to the adsoffline conversion

the campaign learns from real clients

Ad investment instead of ad spendThe campaign optimises for qualified leads, not form submissions.

Offline conversions from the CRM

A quote given by phone, a signed contract, a patient who showed up: none of that happens on the website. If we send it back from the CRM, the campaign optimises for qualified leads.

Details on the CRM development page.

Clients whose ads and tracking we manage

How much does server-side tracking cost?

The price depends on the number of platforms and events and on the technical setup of your website. The server fee is separate and is billed to your own Google Cloud project. After an assessment we give you an exact quote.

Server-side tracking setup

sGTM on your own subdomain
Meta Conversions API
Google Ads and enhanced conversions

Custom pricing

Tracking with monthly checks

Everything in the setup
Monthly event quality check
Conversion diagnostics

Custom pricing

FAQ: server-side conversion tracking

What is the Meta Conversions API?

Meta's server-to-server connection: your website's server also sends the conversion, not just the browser.

Why do Meta and GA4 show different numbers?

Different attribution windows and different calculations. We measure both against your own business numbers.

What is an offline conversion?

A result closed outside the website, such as a contract, which we send back from the CRM to the ad platform.

Won't the conversion be counted twice?

No, the pixel and the server send with the same event_id, and the platform counts them as one.

Does it bypass consent?

No. Consent Mode v2 signals apply on the server too.

Request a quote for server-side tracking

Tell us where you advertise and what counts as a conversion for you, and we will get back to you with a quote. Work starts once we have an agreement.

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Tools we built ourselves

We built this software and use it every day ourselves.

Oloren

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Tell us how we can help and we will get back to you within one working day.

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Server-side conversion tracking for Google Ads, Meta and TikTok ads