Conversions API
A connection that sends conversion events from the server directly to the ad platform, instead of or together with the browser pixel.
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Why it matters
It is normal for a pixel to miss some conversions because of ad blockers, browser restrictions and pages being closed. Events sent from the server reduce this loss and help campaigns learn more accurately. Pixel and server events should be sent with the same ID so they are not counted twice.
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Example
When an order is completed, a shop also sends a purchase event from its server to the ad platform. Part of the orders that could not be measured before start appearing in reports, and the campaign's bidding works better.
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Common mistake
Sending server events regardless of cookie consent. Data from visitors who did not consent must not be shared without permission from the server either; the same rules apply.
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Related terms
Related services and guides
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