Ad platforms optimise for conversions they could match, not the conversions you got
Pixels & browser tracking miss conversions every day. Partial data does not just impact the reporting — it changes who sees your ad. Ad platforms can optimise only towards the signals they get.
Server-side tracking and Conversion API close that gap.
Single record, routed back to all ad platforms
RedTrack sits between your conversions and your ad accounts as two things: a data layer that records every click and conversion once, and a routing layer that returns each conversion to all platform in their own event format, giving them more data to learn from.
Where conversions happen
Website / landing page
Page views, add to cart, checkout start
Store or checkout
Purchases with order value and currency
CRM or call centre
Qualified leads, appointments, closed deals
Affiliate network postback
Conversions and payouts you do not host
Data Layer
Every click gets one ID and it passed to conversion. Every conversions matched to click and enriched with click, RedTrack and ad platform data.
Routing Layer
The event is then sent server-side across all connected ad platforms in the format it expects and with the data points it needs.
Back into optimisation
Meta
Google Ads
TikTok
Snapchat
AppLovin
Bing
ChatGPT Ads
Server-side tracking will not turn an unprofitable campaign into a profitable one. The offer, the creative, the product and the page still matter far more. What a properly built Conversion API does is improve event coverage, matching and attribution, so the platform optimises against a more reliable signal and learns from a broader data set.
Platform conversions vs your own count
Take one campaign, one week. Compare conversions reported in Ads Manager against the conversions in your CRM, cart or tracker. A gap over 20% is worth looking at.
Event match quality
In Events Manager, open your purchase or lead event and read the match quality score and which parameters are actually arriving. Missing email, phone or fb IDs on most events leads to a weak score.
Browser-only event share
Check how many events arrive from the browser only, with no server copy. Also check your deduplication rate — if it reads 0%, the two sources are not being matched at all.
Attribution discrepancy by device and browser
Split your conversions by browser and device. If iOS Safari converts at a fraction of Android Chrome on the same offer, you are looking at a measurement gap, not buyer behaviour.
Pick your side
The mechanism is the same. The setup, the events and the numbers you report on are not.
Affiliate and lead-gen buyers
Traffic across several sources, offers you do not own
Sending conversions back from network payouts and lead events, per source, without a pixel on the advertiser’s page.
Ecom and DTC
Paid traffic into a store you control
Store-side events with values and identifiers, deduplicated against the pixel, so platform numbers line up with what the store recorded.
Frequently Asked Questions
Find answers to popular questions right here. Contact us if you have additional questions.
Will this make my campaigns profitable?
No. It improves the signal the platform optimises against and the numbers you make decisions from. The offer, creative, product and page still decide whether a campaign works.
Does it replace the pixel?
No. It runs alongside it. Server events are deduplicated against pixel events so the same conversion is not counted twice, and coverage improves where the browser drops out.
What does setup actually involve?
Connect the ad account, point your conversion source at RedTrack, map the events and values you care about, then confirm events are arriving with the identifiers each platform expects. Most accounts are sending within a day.
Is it included on the entry plan?
Yes. Conversion API integrations are included on every plan, including entry. There is no separate server-side add-on.
Which platforms are supported?
Meta, Google Ads, TikTok, Snapchat, Pinterest, AppLovin, Bing and ChatGPT Ads, each with a dedicated integration in that platform’s own event format.
I run offers I do not own. Can I still send conversions?
Yes. Conversions come from your tracker — network postback data, lead events or payouts recorded against a click — so you do not need code on the advertiser’s page. The affiliate page covers the setup in detail.