Conversion Tracking

SerpWise's server-side conversion tracking lets you fire conversion events directly from the edge gateway to ad platforms — without any client-side JavaScript. Events are sent to Meta CAPI, TikTok Events API, Google Ads Enhanced Conversions, GA4 Measurement Protocol, Snapchat Conversions API, Pinterest Conversions API, Twitter/X Conversions API, and custom webhook endpoints on every matching request, using first-party cookies that survive Safari ITP and ad blockers. You can also proxy GTM and GA4 scripts through your first-party domain for maximum tracking resilience.

How It Works

Visitor → CDN → SerpWise Gateway → Origin Server
                     ↓
              Rule matches request
                     ↓
              Gateway extracts event data from HTML
                     ↓
              Events fire server-side to:
              • Meta Conversions API
              • TikTok Events API
              • Google Ads Enhanced Conversions
              • GA4 Measurement Protocol
              • Snapchat Conversions API
              • Pinterest Conversions API
              • Twitter/X Conversions API
              • Custom Webhook endpoints
                     ↓
              First-party cookie set on visitor
              (400-day expiry, server-side)

         ┌─────────────────────────────┐
         │   Script Proxy (optional)   │
         │                             │
         │  GTM/GA4 scripts served     │
         │  from your domain via       │
         │  gateway rewrite            │
         └─────────────────────────────┘

1. A visitor lands on a page that matches a rule with the fire_conversion_event action
2. The gateway processes the origin response and extracts event data (value, currency, order ID) from the HTML
3. Conversion events are sent server-side to all active integrations configured for the domain — or to specific targets via multi-destination routing
4. A first-party cookie is set on the visitor's browser to enable cross-session attribution
5. Bot traffic is automatically filtered using the gateway's 38+ bot detection engine

Supported Platforms

Each platform can be independently enabled, paused, or removed from the Tracking > Integrations tab in your domain settings.

Key Benefits

• Safari ITP bypass — First-party cookies are set server-side with a 400-day expiry, immune to Safari's Intelligent Tracking Prevention
• Ad blocker bypass — Events fire from the server, not the browser, so ad blockers cannot block them
• Bot filtering — The gateway's 38+ bot detection engine automatically filters non-human traffic from conversion data
• Improved match rates — Server-side events complement client-side pixels, improving attribution accuracy across all platforms
• No client JavaScript — Zero impact on page load performance or Core Web Vitals
• Script proxying — Proxy GTM and GA4 scripts through your first-party domain to bypass ad blockers and Safari ITP restrictions on third-party scripts

GTM / GA4 Script Proxy

SerpWise can proxy Google Tag Manager and GA4 tracking scripts through your own domain. The gateway rewrites script src URLs in your HTML to route through your first-party domain, then proxies the requests to Google's servers. This means ad blockers and browser privacy features that block googletagmanager.com or google-analytics.com domains won't affect your tracking.

Configure script proxying from the Tracking > Settings tab in your domain settings. See GTM / GA4 Script Proxy for full details.

Inbound Event Ingestion

SerpWise provides a POST /tracking/ingest API endpoint that accepts conversion events from external systems — CRM webhooks, server-side apps, or third-party integrations. Events sent to this endpoint are processed identically to gateway-generated events: PII is auto-hashed, bot filtering is applied, and events are forwarded to all active integrations.

See Tracking Ingest API for the full API reference.

Multi-Destination Routing

A single fire_conversion_event rule action can target multiple integrations with per-destination event name overrides. For example, a single Purchase rule can fire to Meta (as Purchase), GA4 (as purchase), and a webhook (as order_completed) — all from one rule.

Configure targets in the rule builder when adding the Fire Conversion Event action. See Tracking Events for details.

Consent Management

SerpWise supports consent-aware event forwarding for GDPR compliance. When consent management is enabled on an integration, events are only forwarded if the user has granted the required consent categories (Analytics, Marketing, or Personalization).

The gateway automatically reads consent signals from:

• OneTrust — OptanonConsent cookie (groups C0002=Analytics, C0003=Personalization, C0004=Marketing)
• Cookiebot — CookieConsent cookie (statistics, marketing, preferences fields)
• Custom — _sw_consent cookie (comma-separated categories: analytics,marketing,personalization)

Events that fail consent checks are logged with status consent_denied and visible in the Event Log and Live Debugger.

Configure consent requirements per integration from the Integrations tab.

Auto-Enrichment from Page Data

When a visitor triggers a conversion event on a product page, SerpWise can automatically populate missing event data (value, currency) from JSON-LD structured data and Open Graph meta tags on that page.

The gateway caches product data per URL (24-hour TTL) and fills missing value and currency fields on conversion events — reducing the need for complex extraction rules on e-commerce sites.

Auto-enrichment only fills missing fields. Explicitly set values from rules or the ingest API are never overwritten.

Event Quality Scoring

SerpWise tracks the match quality of your conversion events — measuring how many user identity signals (email, phone, cookies, IP, user agent) each event includes. Higher match quality means better ad platform attribution and ROAS.

View match quality scores and improvement suggestions from the Quality tab in your domain's tracking dashboard. Suggestions are generated automatically based on your event data coverage.

Event Transformation Rules

Transform conversion events before they are forwarded to platforms. Transformation rules let you:

• Rename events — Map Purchase to CompletePayment for a specific platform
• Drop events — Filter out events from specific pages or for specific platforms
• Set fields — Force a currency value or override order IDs
• Route events — Send events only to specific integrations

Rules are configured per integration and evaluated in order. See Tracking Events for details.

Live Event Debugger

The Live Debugger tab in your tracking dashboard shows a real-time stream of conversion events as they flow through the gateway. Use it during integration setup to verify events are firing correctly, inspect user data field coverage, and diagnose delivery failures.

See Live Event Debugger for the full guide.

Next Steps