How It Works
A plain-English explanation of why your ad platforms are missing conversions — and how Convultra gets them back.
The problem: traditional tracking is broken
When someone clicks your ad and later makes a purchase, your ad platform needs to know about that conversion. Traditionally, this works through cookies and tracking pixels — small pieces of code that run in the visitor's browser.
The problem is that browsers and privacy tools are actively blocking these:
| Blocker | What it does | Impact |
|---|---|---|
| Ad blockers | Block tracking pixels from loading entirely | Conversions never fire |
| iOS ITP (Safari) | Limits cookies to 7 days | Conversions after day 7 are lost |
| Firefox ETP | Blocks known third-party trackers | Conversion data silently dropped |
| Cookie expiration | Cookies expire after 30+ day customer journeys | Long sales cycles go untracked |
The result? Industry-standard tracking accuracy sits at roughly 70%. That means for every 10 conversions happening on your site, your ad platforms only see about 7 of them.
Why this matters: When Google Ads or Meta only sees 70% of your conversions, their Smart Bidding algorithms optimize on incomplete data. You end up with inflated CPAs, underreported ROAS, and campaigns that get paused or scaled incorrectly.
The solution: server-side tracking
Convultra takes a fundamentally different approach. Instead of relying on the visitor's browser to report conversions, Convultra captures the data server-side — where ad blockers and cookie restrictions cannot interfere.
Capture the click
When someone clicks your ad, the ad platform adds a unique click ID to the URL. Convultra's lightweight script captures these click IDs the moment someone lands on your site and stores them securely on the server.
Store it server-side
Unlike browser cookies that get blocked or expire, Convultra stores click IDs and visitor data on its own servers. This data persists regardless of what the visitor's browser does — ad blockers, cookie clearing, device switching, it does not matter.
Match the conversion
When a visitor completes a conversion (a purchase, a form submission, a signup), Convultra matches it back to the original ad click using the stored click ID.
Forward to your ad platforms
Convultra sends the matched conversion directly to your ad platforms through their official server-side APIs — Google's Conversions API, Meta's Conversions API (CAPI), and Microsoft's server-side API. The conversion shows up in your ad account just as if the pixel had fired normally.
The result
By removing the browser from the equation, Convultra achieves 95-98% tracking accuracy — up from the industry standard of ~70%. That is a 30-40% increase in reported conversions without changing anything about your ads or landing pages.
Supported click IDs
Convultra captures and stores click IDs from all major ad platforms:
| Platform | Click IDs | Description |
|---|---|---|
| Google Ads | gclid, gbraid, wbraid | Standard click ID, plus iOS-specific identifiers |
| Meta (Facebook/Instagram) | fbclid | Facebook click identifier |
| Microsoft Ads (Bing) | msclkid | Microsoft click identifier |
| TikTok Ads | ttclid | TikTok click identifier |
What are gbraid and wbraid? These are Google's privacy-safe click IDs used when standard gclid tracking is restricted (mainly on iOS). Convultra captures all three automatically.
Lightweight by design
Convultra's tracking script is approximately 10KB gzipped. For comparison:
| Script | Size (gzipped) |
|---|---|
| Convultra SDK | ~10KB |
| Google Ads tag | ~30KB |
| Meta Pixel | ~90KB |
That makes Convultra roughly 9x smaller than the Meta Pixel and 3x smaller than the Google Ads tag. Your page speed will not take a hit.
Key benefits
- Better Smart Bidding — Google and Meta see the full picture, so their algorithms make better bidding decisions
- Accurate ROAS — Your return-on-ad-spend numbers reflect reality, not a partial view
- No double-counting — Built-in deduplication ensures conversions are only counted once, even if both the pixel and server-side tracking fire
- Longer attribution windows — Server-side storage means conversions from 30, 60, or 90-day customer journeys still get attributed correctly
- Privacy compliant — Works within GDPR and CCPA requirements; no personal data is stored in the browser
Want to see the difference? Check your Recovery Tracking dashboard to see exactly how many conversions Convultra recovered that would have been missed by traditional tracking.