Pick a topic. Each one tells the full story — what the problem is, why it happens, and how it gets fixed.
Something is silently stealing your conversion data. Your dashboard shows you half the real number — and you’ve been making budget decisions based on it.
When someone clicks your ad, a piece of code called a pixel tries to tell Facebook and Google. This is how the algorithm learns who your customers are and finds more like them.
Except this chain breaks for a large chunk of your visitors.
These three overlap — but combined, you can be missing 40 to 60% of your actual conversions from your dashboard.
The campaign you paused because “it wasn’t working”? It might have been your best performer. You just couldn’t see it.
The pixel runs inside the visitor’s browser — where ad blockers and iOS can reach it. Server-side tracking runs on your own server. Nothing can stop it.
Find out exactly how much data you’re currently missing.
When someone uses an ad blocker, your pixel is completely blocked. Facebook and Google receive zero data — even if they click your ad and buy your product.
Good campaigns look unprofitable. You might be cutting your best campaigns based on incomplete numbers.
Ad blockers only work inside browsers. Server-side tracking sends conversion data from your server — before it touches the browser. Ad blockers can’t reach it.
See how much data your ad blockers are hiding right now.
Someone clicks your ad on iPhone Monday. Thinks about it. Buys Tuesday. Safari already deleted the tracking link. That conversion — gone. Facebook gets nothing.
Safari alone is used by ~30% of all web users. This is not a minor edge case.
Instead of relying on cookies that browsers delete, server-side tracking matches conversions using hashed customer data — a one-way encrypted version of their email or phone. No cookies needed, so browser restrictions don’t apply.
Book Your Free Tracking Audit →Find out how much browser restrictions are costing you.
Two ways to send conversion data to Facebook and Google. The old way breaks for nearly half your visitors. The new way works every time.
You keep your pixel too. Both run together. The pixel catches what it can, the server fills in what the pixel missed. No double counting — the ad platform handles deduplication automatically.
These weren’t new conversions. They were always happening. Server-side tracking makes them visible for the first time.
See your real numbers for the first time.
In 2021, Apple changed the rules. Facebook lost visibility into a huge portion of iPhone conversions. CAPI — the Conversions API — is Facebook’s official solution to get that data back.
Starting iOS 14.5, Apple required every app — including Facebook — to ask users for permission to track. Most people said no. Facebook became blind to iPhone purchases.
73% of iPhone users opted out. Facebook lost visibility into nearly three quarters of iPhone conversions overnight.
CAPI doesn’t replace your pixel. Both run together. CAPI covers everything iOS blocked. Meta deduplicates automatically — no double counting.
Higher score = better targeting = lower cost per result. CAPI is the most reliable way to raise it.
Find out your current Event Match Quality score.
In B2B, the sale happens weeks after the click — in a call, a proposal, a meeting. Your ad platform has no idea. It thinks a form fill is a win. It isn’t.
Steps 3, 4, 5 — where the actual money is — are completely invisible to your ad platform.
When a deal closes in your CRM, that event is sent back to Google and Meta — matched to the original ad click that started the journey, even if it was 3 months ago.
See how much your ad platforms are missing about your actual clients.
Your ads see two completely separate anonymous visitors. They have no idea it was the same person. That sale gets marked as “direct” or “organic” — your ad gets zero credit.
To your ad platform, this is three different anonymous users. The conversion gets attributed to “direct” because the cookie from the phone ad doesn’t exist on the desktop browser.
Your mobile ad campaigns look like they have terrible ROI — because the purchase happened on desktop and your ads lost the connection.
Instead of relying on browser cookies (which don’t cross devices), server-side tracking uses first-party customer data — like a hashed email — to link the mobile click to the desktop purchase.
Find out how many cross-device journeys your ads are missing.
If you run Google Ads and haven’t set up Enhanced Conversions, your Smart Bidding is making decisions with incomplete data — and costing you more than it should.
Target CPA, Target ROAS, Maximize Conversions — these strategies use machine learning to decide how much to bid for each person. The model is only as good as the conversion data you feed it.
This only works if Google actually sees your conversions. Safari ITP, ad blockers, and cross-device journeys mean it’s missing 30–50% of them.
When a customer converts and gives you their email, Enhanced Conversions hashes it (SHA-256 one-way encryption) and sends it to Google. Google matches it against signed-in Google accounts to confirm who converted, even across devices and browsers.
It’s a Google Ads feature, not a third-party tool. There’s no extra cost. But setup requires correct technical implementation — which is where most accounts go wrong. An incorrect setup can actually send bad data and hurt Smart Bidding performance.
Most agencies never mention it. But it’s one of the highest-ROI setup tasks for any Google Ads account right now.
Find out if your Enhanced Conversions is set up — or set up wrong.
Smart Bidding, Advantage+, and Performance Max all learn from your conversion data. If that data is 40–60% incomplete, the AI optimizes for the wrong audience — and you pay for it every single day.
Every time someone converts, the AI logs hundreds of signals: device, time of day, location, what they searched, what they browsed. It builds a model: “people who look like this tend to buy.” Then it bids more for people who match that model.
The AI is only as good as the conversions it learns from.
When the AI finally sees all your conversions, it starts finding better audiences. Better audiences convert more. More conversions = more learning. The AI gets smarter faster. This is why fixing your tracking data is the single highest-ROI action for most advertisers.
See what your AI bidding is actually working with.
Same day. Same campaigns. Three completely different numbers. You’re not going crazy — and none of them are lying. They’re each measuring a slightly different thing.
None of them is “wrong” — they just have different counting rules. The problem is making budget decisions without understanding which number means what.
The goal isn’t to make the numbers match. It’s to understand what each number is telling you so you don’t accidentally scale a bad campaign because Meta made it look good.
The discrepancy gets worse when your pixel is missing data. With server-side tracking, each platform receives more complete data — so the numbers are still different (they always will be), but the gap shrinks from 30–40% to 10–15%, which is manageable.
Get a clear picture of which numbers to trust and which to act on.
The TikTok Pixel fires in the browser — exactly like the Meta Pixel did before CAPI. Ad blockers, iOS restrictions, and slow connections silently kill your conversion data. The fix exists: it’s called the Events API.
When someone watches your TikTok ad and buys in-app or on mobile Safari, the TikTok Pixel often never fires. Your ROAS looks lower than it is.
TikTok recommends running both Pixel and Events API together with deduplication enabled. The pixel catches what it can, the Events API fills in what the pixel missed.
Find out how much your TikTok is missing right now.
Remarketing only works if the pixel saw the visitor. When the pixel gets blocked by ad blockers, iOS, or browser restrictions, that visitor is invisible — and you can never show them another ad.
Remarketing to your most valuable audience — people who already visited — is one of the highest-ROI activities in advertising. But only if the pixel saw them first.
Server-side tracking sees every visitor, regardless of ad blockers or browser settings. Every visit is recorded and can be used to build remarketing audiences — including the 42% your pixel was missing.
Find out how large your true remarketing audience should be.
Multiple tracking apps each install their own version of the pixel. When a customer buys, all three fire at once. Facebook sees three purchase events. Your ROAS looks amazing. Your data is completely wrong.
Customer buys once. Three pixels all fire on the same purchase. Facebook receives 3 purchase events, counts 3 conversions, inflates your ROAS by 3x.
The AI is now trying to find more people who “look like” the 100 phantom buyers. It’s optimising for people who don’t exist.
A proper server-side setup sends each conversion event with a unique ID. If the browser pixel and the server both fire for the same purchase, the ad platform compares the IDs and counts it once. Clean data. Accurate ROAS.
Cleaning up duplicate tracking reveals your real performance and lets the algorithm start learning from actual buyers — not phantom ones.
Find out if your Shopify store has duplicate tracking conflicts.
Shopify Apps, Google Tag Manager, and full Server-Side tracking each offer different accuracy levels, complexity, and cost. The right choice depends on how much you spend on ads and how much data loss you can afford.
Best for: stores spending under $3,000/month on ads
Best for: stores with a developer or technical agency, $3K–$10K/month ad spend
Events are sent from Shopify’s backend via webhooks to your server, then forwarded to Meta, Google, TikTok, and GA4. No browser involved. Nothing to block.
Best for: anyone spending $5,000+/month on ads — this is where it pays for itself quickly
The more you spend on ads, the more a 30% data loss costs you every month. At $10,000/month ad spend, fixing your tracking often pays for itself in the first week of better optimisation.
Find out which option your store actually needs.
Shopify moved from checkout.liquid to Checkout Extensibility. Any tracking that relied on custom JavaScript inside the old checkout stopped working — silently, with no error, no warning.
This didn’t break immediately for everyone. Some stores only noticed when purchase events stopped appearing in GA4 or their Meta ROAS suddenly dropped.
Shopify built an official replacement: the Web Pixel API — a sandboxed tracking layer that works inside Checkout Extensibility. Combined with server-side webhooks, it gives 99%+ purchase tracking accuracy.
The webhook captures the purchase directly from Shopify’s backend — completely independent of what happens in the browser. Even if the thank-you page never loads, the purchase is tracked.
Find out if your Shopify checkout tracking broke — and by how much.