Server-side tracking
A Conversions API sends conversions to an ad platform from your server instead of the browser. Here is what that means, why it matters, and how Trakt runs it for Meta, Google, TikTok, and Microsoft at once.
Every ad platform started with a browser pixel: a snippet that fires in the shopper browser and reports the sale. Ad blockers, tracking prevention, and cookie limits now drop a large share of those events before they arrive. A Conversions API is the server-side alternative, where your backend reports the conversion directly to the platform, with the click id attached, from a place the browser cannot block.
The catch
Meta has the Conversions API, Google has offline conversion import and enhanced conversions, TikTok and Microsoft have their own. Each needs server code, correct event ids, and careful deduplication against the existing pixel, or you either lose the data or count it twice. Trakt runs all of them from one integration.
Done safely
Trakt builds the exact payload for each platform and logs it without sending, so you can verify every conversion and match rate before a single event reaches your ad account. Nothing is written until you switch to live.
Connect a store, run it in shadow mode, and see what your pixels are missing before you go live.