Server-side conversion tracking (Meta Conversions API)

Growform sends each conversion to the Meta Conversions API and to Google from the server when a lead is submitted. A blocked pixel no longer means a conversion your ad account never sees.

Start free trial

What is server-side conversion tracking?

Server-side conversion tracking sends a conversion event to the ad platform from a server, not from the browser of the person who filled in the form. A browser pixel depends on a script loading and a cookie being readable on that person's device. A server-side event depends on neither of them.

For Meta, the receiving end is the Meta Conversions API. It is often shortened to CAPI, and many advertisers know it as the Facebook Conversions API.

Why do browser pixels miss conversions?

Browser pixels miss conversions because the browser can stop them. An ad blocker prevents the pixel script from loading. Private browsing and strict privacy settings restrict the cookies the pixel relies on.

Your ad account then reports fewer conversions than you have leads, and with browser tracking a gap of 10 to 15% is normal. The platform cannot learn from a lead it cannot see, and your reported cost per lead is higher than the real one.

What does server-side tracking do in Growform?

Server-side tracking in Growform sends the conversion event to the Meta Conversions API and to Google when the lead is submitted. The event does not pass through the lead's browser, so an ad blocker on their device cannot stop it.

Browser and server events are meant to run together. Keep your Meta Pixel and conversion tracking settings in place.

How are pixel and server events deduplicated?

They are deduplicated with a shared event ID. When the same conversion arrives from the pixel and from the server with the same ID, the platform counts it once.

Growform has a hidden field preset for this purpose. The “Unique ID” preset generates an identifier when the form loads and saves it with the submission, so the same value can act as the event ID for both events. The other presets are listed on the UTM tracking page.

How to prepare your form before launch

Save Meta's identifiers

Add two hidden fields and give them the presets “Facebook pixel (fbp)” and “Facebook click ID (fbc)”. These are the values Meta uses to match an event to a person.

Save Google's identifiers

Add hidden fields with the presets “Google click ID (gclid)” and “Google Analytics client ID”.

Add a unique ID

Add one more hidden field with the “Unique ID” preset. Every lead then carries a value that can serve as an event ID.

Capture system details

On the Professional plan and above, turn on “Capture system details (IP address, user-agent)” in your form settings. IP address and user agent help an ad platform match a server event.

What server-side events change for your reporting

More of your leads are counted as conversions.
Events that a browser would have blocked still reach the ad platform from the server.
Bidding works from a fuller picture.
The platform can optimize on leads it previously could not see.
Reported cost per lead moves closer to the real figure.
The conversions in your ad account and the leads in your CRM become easier to reconcile.