Server-side conversion tracking with Conversions API sync

Pixel-based conversion tracking sits in the browser, where iOS 14 App Tracking Transparency, Safari ITP, ad blockers, and cookieless visitors all cut into what gets reported. Most teams lose 30-50% of conversions before the ad platform ever sees them. SourceLoop captures every conversion first-party, then pushes it server-side to your ad accounts so the numbers actually reconcile with your CRM.

The Conversions API is a server-to-server channel for sending conversion events to ad platforms (Meta CAPI, LinkedIn CAPI, Google's Enhanced Conversions, etc.) instead of relying on the browser pixel. It's resistant to iOS 14, Safari ITP, and ad blockers, and the platforms reward CAPI events with higher event-match-quality scores, which makes Smart Bidding more accurate.

Yes. Because SourceLoop already tracks first-touch, last-touch, and the full multi-touch journey, you decide what credit each platform learns from. Train Google Ads on first-touch, Meta on last-touch, and LinkedIn on a U-shaped multi-touch model on the same dataset, per-event if you want.

iOS 14's App Tracking Transparency, Safari's Intelligent Tracking Prevention, and consumer ad blockers all restrict third-party cookies and pixel calls in the browser. SourceLoop's snippet runs as first-party JavaScript on your own domain, then delivers conversions server-to-server via Conversions API, so none of these restrictions break attribution.

DIY CAPI means writing a server endpoint, hashing identifiers (email, phone) per platform spec, deduping browser pixel and server events, retrying failures, and updating schemas every time a platform changes. SourceLoop ships all of that. Map a conversion action once, we handle delivery, retries, identifier hashing, and per-platform dedupe.

Yes. Smart Bidding strategies need a steady, complete conversion signal to learn from. Server-side first-party events are exactly that signal. Send revenue value alongside the conversion and Maximize Conversion Value / tROAS bidders learn what actually pays, not what the form-fill volume looks like.

Google Ads (with Enhanced Conversions and the Google Ads API), Meta (Conversions API), LinkedIn (Conversions API), Microsoft Ads, TikTok Ads, Pinterest Ads, and Reddit Ads. The same SourceLoop snippet captures the click identifier; we handle the per-platform schema, hashing, and delivery.

Client-side tracking fires from the visitor's browser, so an ad blocker, a privacy browser, or a failed script means the conversion never leaves the page. Server-side tracking sends the event from a server you control, after the conversion is confirmed. The browser can no longer drop it, and you can attach information the browser never had, such as the deal value your CRM assigned it later.

The pixel is browser-side and reports the moment something happens on the page. The Conversions API is server-side and reports the same event from your infrastructure, including events that never touched a browser. Meta recommends running both and deduplicates them by event ID, which SourceLoop sends automatically so the same purchase is not counted twice.

Offline conversions are the ones that happen after the click and away from your site: a deal marked closed-won in your CRM, a sale taken over the phone, a subscription that finally converted. SourceLoop keeps the original GCLID or fbclid attached to that person, so when the deal closes we upload it as an offline conversion with its real value, and the ad platform learns to bid for buyers rather than form fills.

No. Both exist to give you a server you control between the browser and the ad platforms, which means provisioning cloud infrastructure and maintaining it. SourceLoop already is that server, so the events, the identity matching, and the delivery to each platform are handled without a Gateway instance or a server-side GTM container to run.