When the browser misses it,the server sends it.
Events go from your site to our server, then to Meta, Google and TikTok in parallel. Setup health and match quality sit on the same screen.
Rather hand the job over? In our Google Ads Management service we run this tool for you; scope and monthly price are published.
PPC management servicesThe path a conversion event takes
The script sends a page view on every load by itself. You send events such as purchases or form fills with an AFTrack call. Each event lands on our server first, then goes to every platform you connected at the same time.
| Script event | Meta | GA4 | TikTok |
|---|---|---|---|
| Purchase | Purchase | purchase | CompletePayment |
| Lead | Lead | generate_lead | SubmitForm |
| AddToCart | AddToCart | add_to_cart | AddToCart |
| InitiateCheckout | InitiateCheckout | begin_checkout | InitiateCheckout |
| ViewContent | ViewContent | view_item | ViewContent |
| PageView | PageView | page_view | Pageview |
For non-standard events you can set your own name per platform in the event map.
Setup: script, domain and account connection
- 1Copy the script
Paste the script from the screen into your site's head.
- 2Add your domain
Put your own site on the allowed domains list.
- 3Connect accounts
Meta pixels, GA4 streams and TikTok pixels are listed from your account.
- 4Pick a destination
Choose the pixel or GA4 stream that receives the events.
- 5Watch the stream
The live event stream shows whether each event went out.
If you'd rather not connect accounts, enter the pixel ID and access token by hand under advanced settings. On the Meta side you can also add an optional test event code for debugging.
How the setup health score is calculated
Weights come from the same source as the panel's health check and add up to 100. A complete item earns full points, a warning earns half.
- 80 and above counts as good, 55 to 79 as fair and anything lower as weak.
- If fewer than 80% of deliveries to a platform succeed, that item drops to a warning.
- Every missing item says what to do next; no warning is left bare.
- If no events have arrived yet, you're asked to check that the script is installed.
Four measures of event quality
| Measure | How it's calculated | Why it matters |
|---|---|---|
| Match quality (0-10) | Email, phone and click ID weigh 3 each, external ID 2, name, location, IP and browser 1 each | How well the platform can match the event to the person who saw the ad |
| Delivery success | Share of attempted deliveries that came back successful | A wrong key or pixel ID shows up here |
| Duplicate rate | The same person sending the same event again within 60 seconds | A script that fires twice inflates your conversion count |
| Events with a click ID | Events carrying a click ID but no external user ID | These events are tied to the ad through the click ID |
When the pixel and the server send the same event
When Meta gets the same event from the browser and the server, it counts it once if the event ID and event name match. Meta's deduplication guide explains the rule.
- Click IDs are kept for the browser session; if the visitor returns in a new session, the ID isn't captured again.
- The conversions an ad platform reports depend on the attribution window (7-day versus 1-day windows).
- Send value and currency with a purchase and Meta and GA4 see the revenue too.
How Google Ads and reports draw on this stream
Events reach Google through the GA4 Measurement Protocol. To count one as a Google Ads conversion, mark it as a key event in GA4 and import it into Google Ads. Google's guide to conversions based on Analytics key events walks through it.
- The conversion row in the weekly and monthly unified report comes from the key event count in Analytics.
- The readiness score on the automated ads screen reads its measurement check from this screen's last 24 hours of events.
- If you plan to pick the purchase metric in an ad variant test, finish this setup first.
Frequently asked questions
What is server-side conversion tracking?
Sending a conversion event to an ad platform from a server, not only from the browser. Here the event reaches our server first and is then forwarded to Meta, Google and TikTok.
Which platforms receive the events?
Meta through the Conversions API, Google through the GA4 Measurement Protocol and TikTok through the Events API. Platforms you haven't connected receive nothing.
What do I add to my site?
A one-line script. It sends page views by itself; you send purchases, form fills and similar events with an AFTrack call.
How is personal data sent?
Email, phone, first and last name, city, country and external ID go to Meta hashed with SHA-256. Email and phone are also hashed before they go to TikTok.
What does the setup health score show?
The state of the server endpoint, allowed domains, the three platform connections and the event stream, out of 100. 80 and above is good; below 55 is weak.
If I also run the pixel, are conversions counted twice?
They can be. Meta deduplicates on a shared event ID, and the script creates its ID on the server, so your browser pixel doesn't know it. Check this if you send the same event both ways.
Do my Google Ads conversions come from this stream?
Indirectly. Events go to GA4; once you mark one as a key event and import it into Google Ads, it counts as a Google Ads conversion.
Can another site send events in my name?
Yes, if the allowed domains list is empty. Once you add your site, browser events are accepted only from that domain and its subdomains.
Can I enter credentials by hand?
Yes. Without connecting accounts, you can enter the pixel ID, access token and GA4 measurement ID under advanced settings.
Sources
The official documentation behind the technical points on this page:
- [1]Meta for Developers: Conversions API
How events are sent from a server to Meta.
- [2]Meta for Developers: Deduplicate pixel and server events
The event ID rule that stops one event being counted twice.
- [3]Google Analytics: Measurement Protocol (GA4)
How events are sent from a server to GA4.
- [4]TikTok For Business: About Events API
TikTok's official description of server-side events.
- [5]Google Ads Help: Create conversions based on Analytics key events
How a GA4 event becomes a Google Ads conversion.
Related pages
- ReportingWeekly and monthly unified report, conversion row included.
- A/B testingRuns two ad variants head to head on a purchase or click metric.
- Automated adsStrategy suggestions with a readiness score that checks your measurement.
- Google Ads management serviceConversion actions and campaign decisions handled by our team.
- How to Advertise on GoogleTo advertise on Google you first open a Google Ads account: business details, billing details and, optionally, conversion measurement are entered at this stage.
- Growth IntelligenceGrowth intelligence reads Google Analytics 4, Search Console, Tag Manager and Google Ads data on one screen and reduces it to a single growth score.
- AI TrafficAI Traffic scores your site visitors from 1 to 100 based on the last 30 days of behaviour and splits them into seven groups.
Don't leave conversion data to the browser.
Use conversion tracking on a paid plan. The full panel is free with no time limit: brand, accounts, reports. Allowance: 10 captions a month, 2 images a month, 1 videos a month, 1 brand, 1 user.