Why Conversions API Matters
Ad platform algorithms need accurate conversion data to optimize your campaigns. When pixel-based tracking misses 30-40% of conversions due to ad blockers and privacy changes, the algorithms are optimizing on incomplete data - leading to higher CPAs and worse targeting.
Conversions API (CAPI) sends conversion events directly from your server to the ad platform’s servers, bypassing the browser entirely. This means higher match rates, better signal quality, and more efficient ad spend. CAPI is a critical component of any modern marketing attribution platform that aims to recover lost conversion data.
Supported Platforms
Facebook / Meta Conversions API
Send purchase, lead, and custom events directly to Meta’s servers. ONClix deduplicates events automatically so you never double-count conversions when running both pixel and CAPI.
Setup requires: Pixel ID and Access Token from your Meta Business Manager.
Google Ads Enhanced Conversions
Improve your Google Ads conversion tracking accuracy by sending hashed first-party customer data (email, phone, address) alongside your conversion events. Google uses this data to match conversions to ad clicks, even when cookies fail.
Setup requires: Google Ads Conversion ID and Conversion Label.
TikTok Events API
Send server-side events to TikTok to improve campaign optimization. Particularly important for TikTok where in-app browser behavior can break traditional pixel tracking.
Setup requires: TikTok Pixel Code and Events API Access Token.
Snapchat Conversions API
Recover lost Snapchat conversion signals with server-side event delivery. Especially valuable given Snapchat’s younger demographic who are more likely to use ad blockers.
Setup requires: Snap Pixel ID and Conversions API Access Token.
Pinterest Conversions API
Send conversion events to Pinterest for improved campaign optimization and reporting accuracy.
Setup requires: Pinterest Ad Account ID and API Token.
How Match Rates Improve
| Tracking Method | Typical Match Rate |
|---|---|
| Pixel only (no CAPI) | 55-65% |
| Pixel + CAPI | 80-90% |
| ONClix Server-Side + CAPI | 90-98% |
The difference between 65% and 95% match rate is significant. It means the ad platform’s AI has 46% more data to work with - leading to better audience targeting, lower CPAs, and higher ROAS. ONClix achieves these higher match rates because CAPI works hand-in-hand with server-side tracking to capture data that browsers would otherwise block.
Event Deduplication
Running both pixel and CAPI creates a risk of double-counting conversions. ONClix handles this automatically by assigning unique event IDs to each conversion and passing them through both channels. The ad platform deduplicates based on these IDs.
Getting Started
- Connect your ad platforms via OAuth or API credentials through ad platform integrations
- ONClix automatically starts sending server-side events
- Monitor match rates in your ONClix dashboard
- Watch your campaign performance improve within 1-2 weeks