Server-side conversion tracking

Advanced tracking.
Afternoon setup.

The server-side conversion tracking that used to need a specialist — or an agency retainer. Create a project, point your DNS, send events. FireTrack delivers them straight to Meta and Google, where ad blockers can’t reach.

Portfolio overview
Today
Conversions delivered · 24h
3,417▲ 12.4%
3,402 delivered first try · 15 retried and recovered
Delivery rate
99.4%
Avg latency
48ms
Identity match
61.4%
Meta · Conversions API
1,84242ms
Google · Enhanced Conversions
1,10661ms
TikTok · Events API
469—
Conversion delivered
Purchase · $340.00
Meta CAPI · 42ms
How it works · four stages

What happens to every event.

Every form fill, phone call and click runs the same four stages before it reaches Meta or Google.

Capture everything that happens

One script watches form submissions, click-to-call links, button clicks and any custom event you fire — running alongside your existing pixels, not instead of them.

Email address
Phone number
Captured
Purchasejust now
Form submitted4s ago
Tap to call9s ago
Button click16s ago

Attribute it to the right click

Identity stitching links the visits before a conversion to the person who converted.

Visitor · Meta adMon
Visitor · DirectWed
Visitor · SearchFri
jamie@example.com3 visits
Credited to Meta ad · Mon

Count the calls

A ringing phone becomes a first-class conversion, the same as a form fill.

Call · 3 min 42sIn progress
AI call analysis

Deliver it server-to-server

Validated, deduplicated and pushed in real time. Anything that fails queues up and retries instead of vanishing.

MetaConversions API42ms
GoogleEnhanced Conversions61ms
TikTokEvents API58ms
Why server-side · the problem

The browser never talks to Meta. That's the whole trick.

You installed the Meta Pixel and it worked — until content blockers became the default. Browser-based tracking runs on the visitor’s device, and visitors have every right to block it. Move delivery to the server and there is no request left for a blocker to intercept.

Agencies

Your clients trust you with their ad budget. When conversions go unreported, Meta's algorithm under-optimizes, ROAS drops, and you get to explain why the numbers look off. You need something you can roll out across a book of clients in an afternoon.

Developers

You built the product and you're running ads to get users. The pixel you pasted into your layout is quietly dropping conversions. You don't want to learn event deduplication, user-data hashing, and access-token rotation — you want to ship it and get back to work.

25–35%
of desktop visitors run a content blocker
industry estimates
0
browser requests to ad platforms
delivery is server-to-server
<5 min
from project created to first delivered event
basic install
On failure

Rate limits, API outages, and expired tokens send the event to a dead letter queue. It retries automatically, and you can replay it by hand from the dashboard.

Retrying
What you get

Everything you need. Nothing you don't.

Ad blockers have nothing to intercept

Delivery happens server-to-server. uBlock Origin, AdBlock Plus, Brave Shields, and Safari's ITP all operate in a browser that never makes the call.

Anonymous sessions, stitched to real users

Hashed email and phone connect the visits before the conversion to the person who converted, so attribution doesn't collapse onto last-click.

Failed events are recovered, not lost

A dead letter queue catches every delivery failure for automatic retry or manual replay. Your events get delayed, not dropped.

Sits alongside what you already have

No need to rip out the Meta or TikTok pixel — the platforms deduplicate on event ID, so you keep what works and add back what the blockers took. Or bypass JavaScript entirely with the REST API.

Served from your own domain

Point a CNAME at FireTrack and the tracker loads first-party. No third-party script in the browser, better privacy posture, better survival rate.

Every event visible in one place

Real-time event feed, per-platform delivery status, identity match rate, and error monitoring — across three of your own projects or fifty client sites.

Platforms

Goes where you already spend.

Every integration uses the platform's own official server-side API. No scraping, no workarounds, no undocumented endpoints.

Meta

Conversions API

The gold standard for server-side delivery. FireTrack maps your events onto Meta's standard events and sends the event ID Meta uses to deduplicate against your browser pixel.

Google Ads

Enhanced Conversions

Enhanced Conversions for Leads. Hashed user data goes straight to Google, so lead attribution survives without depending on browser cookies.

TikTok

Events API

Server-side event delivery on the platform where creative iterates fastest — and where losing signal hurts optimization soonest.

Roadmap

Conversions today. The rest of the stack next.

FireTrack started with server-side conversions because that's where the signal was bleeding hardest. The same pipeline — your own domain, identity stitching, server-side delivery — is what everything after it gets built on.

Conversions

Server-side delivery to Meta, Google, and TikTok.

Available

Call tracking

Phone conversions as first-class events, with per-plan credit.

Available

Video tracking

Engagement and completion as conversion signal.

Coming

Analytics

First-party reporting on the events you're already sending.

Coming

E-commerce

Purchase, cart, and catalog events end to end.

Coming
Pricing

Start free. Pay when it's carrying real traffic.

Sandbox
$0/mo

A real sandbox for kicking the tires on one project.

  • 2,500 events/mo
  • 1 site
  • 100 forwarded conversions/mo
  • 7-day data retention
  • Meta + Google connectors
  • Shared tracking domain
  • —Custom domain (CNAME)
  • —API access
  • Community support
Get started free
Starter
$49/mo

One business, done right.

  • 1 site
  • 100,000 events/mo
  • 3 team members
  • 30-day data retention
  • Meta + Google + TikTok
  • Your own tracking domain (CNAME)
  • Read-only API access
  • Call tracking (add-on)
  • Email support (48h)
Choose Starter
Builder
Most popular
$99/mo

For developers and freelancers shipping multiple sites.

  • 5 sites
  • 500,000 events/mo
  • 5 team members
  • 90-day data retention
  • Meta + Google + TikTok
  • Custom domains (CNAME)
  • Full API + webhooks
  • Advanced routing rules
  • Priority email (24h)
Choose Builder
Agency
$199/mo

Your clients, one invoice. 10 sites in, $15/site after.

  • 10 sites included, then $15/site
  • 100k events/mo per site, pooled
  • Unlimited team members
  • 365-day data retention
  • Meta + Google + TikTok
  • Full API + webhooks
  • Advanced routing rules
  • Call tracking + $10/mo credit
  • Slack Connect (4h SLA)
Choose Agency
FAQ

Common questions

Under five minutes for a basic install: create the project, add the script or an API key, and connect your ad account through the OAuth flow. Pointing a custom domain takes longer because DNS has to propagate, but you can start sending events before that lands.

Traditional tracking like the Meta Pixel runs in the visitor's browser. If they have an ad blocker, the script gets blocked and the conversion is never reported. Server-side tracking moves event delivery off the device — the browser never sends data directly to the ad platform, so ad blockers have nothing to intercept.

You can set up Meta CAPI yourself, if you want to learn event deduplication, user-data hashing, access-token rotation, and error handling. FireTrack handles all of it, with a dashboard to monitor delivery, a dead letter queue to recover failures, and Google and TikTok in the same setup. If you've already built a CAPI integration, you'll appreciate not having to maintain it.

No — and you shouldn't. Meta and Google both deduplicate, matching a browser event against the server event that carries the same ID. FireTrack sends that ID on every event, so running the pixel alongside it is the recommended setup: the pixel reports what it can reach, FireTrack reports what a blocker stopped, and the platform counts each conversion once. Keep GA4 too — it's analytics, not ad conversion tracking.

Yes. FireTrack has a REST API, so you can send events directly from your backend and skip the snippet entirely. If you're already tracking server-side — from a mobile app or a form endpoint — you can push to FireTrack with a single HTTP request.

No, but you should. The shared tracking domain works out of the box on every plan. Pointing your own CNAME makes the tracker first-party, which improves both survival rate and privacy posture — it's one DNS record and it's included from Starter up.

Failed events go to the dead letter queue and retry automatically. You can also replay them by hand from the dashboard. Events aren't lost, they're delayed — and GA4 keeps running for analytics, so there's no total blind spot.

Your events are your data. FireTrack delivers to standard platform APIs — Meta CAPI, Google Enhanced Conversions, TikTok Events API — so nothing is trapped in a proprietary format, and you can export event history from the dashboard.

All of the browser-based ones. Because delivery happens server-to-server, uBlock Origin, AdBlock Plus, Brave Shields, and Safari's Intelligent Tracking Prevention have no request to block.

Set it up this afternoon.

A project, a CNAME, and an API key. Running ads for clients or for your own product, it’s the same four steps. Free to start, no credit card.

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