Server-side tracking
The browser pixel loses a third or more of your conversions to ad blockers, cookie limits, and privacy settings. Server-side tracking reports the sale from a place none of that can reach: your own backend. Trakt does it for Google, Meta, Microsoft, and TikTok in one place.
Because the conversion is sent from your server with the click id already attached, it does not depend on the shopper's browser cooperating. The ad platform receives the sale it would otherwise never have seen, matched to the exact click that drove it. That is the difference between Smart Bidding optimising on a fraction of your revenue and optimising on all of it.
Read the full mechanism on the how it works page.
Every destination
Trakt sends purchases and leads to Meta server-side with the fbc and fbp identifiers and a hashed customer match set. Events are deduplicated against your existing Meta pixel on event id, so nothing is counted twice.
Recovered conversions upload to Google Ads with the gclid attached, on a delay so the click has registered. Smart Bidding then optimises against the real conversion set instead of the browser-visible slice.
One Shopify app or one WooCommerce plugin. The order arrives on our servers with authoritative revenue, and Trakt matches it to the browsing session that earned it before pushing it onward.
New to server-side tracking? Start with the plain-English explainer: what a Conversions API is, why the browser pixel undercounts, and how the platforms differ.
Trakt builds the exact payload it would send to each platform and logs it, so you can verify every conversion before a single one reaches your ad account.