Server-side tracking

A conversion-tracking rebuild that survived iOS

US performance-marketing platform, 100+ people

9.3Event match quality (EMQ)
+12%ROAS improvement
100%of channels on server-side signal

The problem

Paid spend was optimizing on a browser pixel that iOS and ad blockers had quietly gutted. Event match quality was mediocre, conversions were double-counted or missing, and nobody fully trusted the numbers the bids were based on.

The fix could not be a plugin. Lead data moved through forms, calls and a CRM, and the conversion signal had to be assembled server-side, without shipping raw PII to the ad platforms.

What we built

  • Hybrid Conversions API: server-to-server plus browser, across all ad channels
  • Event deduplication with shared event IDs, so pixel and CAPI never double-count
  • Redaction-first payloads: hash the allowed identifiers, strip everything else
  • Server-side GTM as the routing layer, owned in-house instead of a black box
Meta CAPIServer-side GTMn8nCRM webhooks
Meta Events Manager: browser and server events tracking together (4,087 vs 4,031), 9.3/10 event match quality, coverage and deduplication meeting best practices. Client event name redacted.
Meta Events Manager: browser and server events tracking together (4,087 vs 4,031), 9.3/10 event match quality, coverage and deduplication meeting best practices. Client event name redacted.

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