Curated hub

Ad platforms: pixels, APIs and the handover in between.

Six destinations, one pattern: the platform only optimises on what arrives. This page maps which route leads where, and where conversions get lost on the way.

Google Ads

Pixel + API

Google Ads Tag (gtag.js) · Enhanced Conversions via sGTM / API

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Meta Ads

Pixel + API

Meta Pixel · Conversions API (CAPI)

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TikTok Ads

Pixel + API

TikTok Pixel · Events API

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LinkedIn Ads

Pixel + API

LinkedIn Insight Tag · Conversions API

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Criteo

Pixel + API

Criteo OneTag · Events API (server-to-server)

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Outbrain

Pixel + API

Outbrain Pixel · Server-to-Server (S2S) conversion tracking

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Context

Three questions before any platform setup.

When browser pixels are enough

As long as consent rates are high and the channel is not a main lever. The pixel stays on as redundancy even after the server-side rebuild.

When server-side becomes necessary

As soon as paid is a main lever: browser protection drops 10 to 25% of requests, depending on the stack, before the platform ever sees them.

Why deduplication decides

Pixel plus API without a shared event ID counts twice. The platform then optimises on conversions that happened only once.

Matching service: Measurement & Privacy Engineering

Conversion APIs with deduplication and match-quality monitoring are module 03, with EMQ ≥ 7 as the acceptance criterion.

To the service →

Signal path

Does your conversion even arrive?

The Tracking Check measures the handover to Google Ads and Meta in seconds, before you decide on platform setups.

Start the Tracking Check Request an Audit Sprint