Conversion Tracking
Conversion tracking is the setup — a pixel, tag, or server-side event — that records when someone completes a valued action after seeing or clicking an ad. It's the foundation of optimization and ROAS measurement.
Also called: Pixel trackingFormula
Conversion tracking = pixel/tag/API events → attributed conversionsExample
A Meta Pixel or Google tag fires on a purchase-confirmation page, sending the event (and value) back to the ad platform to attribute the sale.
Why it matters
Without conversion tracking, automated bidding is flying blind and you can't measure CPA or ROAS. First-party and server-side tracking are increasingly important as browsers restrict third-party cookies.
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FAQ
What is a conversion pixel?
A small piece of tracking code (or a server event) that fires when a conversion happens, telling the ad platform which click or impression to credit.
Why is server-side tracking recommended?
Browser privacy changes and ad blockers drop many client-side pixel events. Server-side tracking (e.g. Conversions API) recovers that data for more accurate optimization.