Definition
A conversion API sends events from your server to ad platforms (for example purchases, leads) to improve measurement when browser tracking is limited.
Example
A purchase event is sent from your server with value, currency, and event ID for deduplication.
How to use it
- Use a stable event ID for deduplication between pixel and server events.
- Send value and currency consistently to support bidding and reporting.
- Validate event volume and match quality after each release.
Common mistakes
- Sending duplicate events without deduplication IDs.
- Omitting consent checks or sending data without legal basis.
Measured as
Measure Conversion API (Server Events) with a fixed attribution window, conversion event, and spend basis before comparing campaigns or creative tests.
Misused when
- Sending duplicate events without deduplication IDs.
- Omitting consent checks or sending data without legal basis.
Operator takeaway
- Use a stable event ID for deduplication between pixel and server events.
- Send value and currency consistently to support bidding and reporting.
- Validate event volume and match quality after each release.
- Use Conversion API (Server Events) only inside a stable attribution rule, conversion definition, and time window so campaign comparisons stay honest.
- If performance changes, check whether the metric moved for a real business reason or because the measurement setup changed underneath you.
Next decision
- Read UTM + GA4 attribution: practical tracking for paid ads (without lying to yourself) if the decision depends on interpretation, policy, or trade-offs beyond the raw formula.
- Decide which report owns Conversion API (Server Events) before comparing campaigns, channels, or creative tests.
Where to use this on MetricKit
Guides
- UTM + GA4 attribution: practical tracking for paid ads (without lying to yourself): A practical guide to UTMs and GA4: consistent source/medium/campaign tagging, conversion deduplication, and common attribution traps.