Conversions & ad platforms

Conversion tracking for ad platforms

Your ad platforms only optimise as well as the conversions you feed them. These guides cover setting up and fixing conversion tracking across every major ad platform, server-side APIs, and the attribution quirks that make the numbers disagree.

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27 guides in this topic

Every conversions & ad platforms guide

Browse all 27. Each one is a single, specific answer, in plain English.

Enhanced conversions for Google Ads, explained

Enhanced conversions recover conversions that cookies miss by matching hashed first-party data. Here’s what they are, how they work, and how to set them up safely.

How iOS privacy quietly broke half your ad tracking

If your ad results fell off a cliff and never fully recovered, and nobody changed anything, this is probably why.

Meta Conversions API (CAPI) explained

The Meta Conversions API sends conversions server-to-server to recover what the browser pixel misses. Here’s what it is, why deduplication matters, and how to set it up right.

Modelled conversions explained (Consent Mode)

Modelled conversions are Google's estimate of the sales you can't measure directly because of consent or privacy limits. Here is how modelling works and how far to trust it.

Offline conversion imports: connecting your CRM to Google and Meta

For lead-gen and considered purchases, the real conversion happens in your CRM, not on the website. Offline conversion imports feed that back to Google and Meta. Here’s how.

Server-side GTM vs client-side GTM: what’s the difference?

Client-side and server-side GTM containers do different jobs. Here’s how each one works, how they fit together, and what a server-side container actually needs to run.

Why you get duplicate events between your pixel and CAPI

You added the Conversions API to recover lost conversions, and now Meta shows roughly double the events.

Why your enhanced conversions aren't working

Enhanced conversions are one of the best ways to claw back conversions that iOS, consent and cookie limits take away, but they fail quietly.

Why your Facebook pixel is undercounting conversions

If Meta reports fewer sales than you know you made, you are not imagining it.

Why your Google Ads conversions are "unverified" or not recording

Google Ads shows your conversion action as "unverified", "inactive" or "no recent conversions", even though sales are happening.

Why your pixel fires but Events Manager shows nothing

The Meta Pixel Helper lights up green, so the pixel is clearly firing, yet Events Manager shows no events arriving.

TikTok Pixel not firing? How to diagnose and fix it

Your TikTok Pixel is installed but events are not showing in Events Manager. Here is how to diagnose why the pixel is not firing, and the fixes that actually work.

TikTok Events API (server-side) explained

The TikTok Events API sends conversions server-to-server so blocked browsers and iOS still report. Here is what it is, why you need it alongside the pixel, and how deduplication works.

LinkedIn Insight Tag not recording conversions

The LinkedIn Insight Tag loads but conversions are not showing in Campaign Manager. Here is why, how LinkedIn conversion tracking really works, and how to fix it.

Microsoft (Bing) UET tag not tracking conversions

Your Microsoft Advertising UET tag is live but conversion goals stay empty. Here is how the UET tag and conversion goals work, and how to fix tracking that is not recording.

Pinterest Tag not firing or undercounting conversions

Your Pinterest Tag is installed but conversions are missing or too low. Here is how to diagnose a Pinterest Tag that is not firing, and how the Conversions API fills the gap.

Snapchat Pixel setup, and the errors that break it

Setting up the Snapchat Pixel the right way, plus the common errors that stop it recording purchases. Includes when to add the Conversions API for reliable tracking.

How to connect GA4 to Google Ads for conversion import

Importing GA4 key events into Google Ads lets you bid on real conversions. Here is how to link the accounts, import the right conversions, and avoid double counting.

Google Ads conversion tracking through GTM, set up properly

How to set up Google Ads conversion tracking in Google Tag Manager the right way, with the conversion linker, dynamic values and no duplicate conversions.

How to track a conversion on a third-party checkout or booking page

When the sale completes on a different domain, the conversion lands off-site and goes uncounted. Here is how to track conversions that finish on a third-party page.

Why your Google Ads conversions are limited by consent

Google Ads can under-report conversions in the EU when Consent Mode is missing or misconfigured. Here is what triggers it and how to recover the conversions with modelling.

Primary vs secondary conversions in Google Ads

Google Ads splits conversions into primary (used for bidding) and secondary (reporting only). Here is what each does and why misusing them wrecks your campaigns.

What is a conversion action in Google Ads?

A conversion action is a single goal you tell Google Ads to track, like a purchase or a lead. Here is what it is, how it is counted, and the settings that change your numbers.

Why your Performance Max conversions look inflated

Performance Max often reports more conversions than feel real, thanks to brand traffic, view-through and overlap. Here is why PMax looks inflated and how to see its true value.

How to exclude existing customers from retargeting

Showing ads to people who already bought wastes budget and annoys customers. Here is how to build an exclusion audience and keep your retargeting pointed at the right people.

How to deduplicate conversions across platforms

When one sale is counted by GA4, Google Ads and Meta at once, your totals balloon. Here is how conversion deduplication works and how to stop multi-platform double counting.

How to set up the Google Ads remarketing tag

The Google Ads remarketing tag builds audiences of your visitors so you can advertise to them again. Here is how to set it up, build audiences, and the consent rules that gate it.