Tracking Integrations
Connect Meta CAPI, TikTok Events API, Google Ads, GA4, Snapchat, and custom webhooks to your domain.
Tracking integrations connect your domain to ad platforms so the gateway can forward conversion events server-side. Each integration stores the credentials needed to authenticate with the platform's API.
Adding an Integration
- Navigate to your domain in the dashboard
- Open the Tracking tab
- Click the Integrations sub-tab
- Click Add Integration
- Select a platform (Meta CAPI, TikTok Events API, Google Ads, Custom Webhook, Google Analytics 4, or Snapchat)
- Enter the required credentials
- Click Save
The integration starts in an Active state and will receive events from any rule with a fire_conversion_event action.
Platform Credentials
Meta Conversions API (CAPI)
| Field | Description |
|---|---|
| Access Token | A long-lived system user access token from Meta Business Manager. Required scopes: ads_management and business_management. |
| Pixel ID | Your Meta Pixel ID — found in Events Manager under your pixel's settings. |
| Test Event Code | Optional. When set, events are sent to the Test Events tab in Events Manager instead of production. Remove before going live. |
Generate a system user access token in Meta Business Manager > Business Settings > System Users. System user tokens do not expire, unlike user tokens.
TikTok Events API
| Field | Description |
|---|---|
| Access Token | Generated in TikTok Events Manager under Settings > Generate Access Token. |
| Pixel Code | Your TikTok Pixel Code — found in Events Manager under your pixel's details. |
Google Ads Enhanced Conversions
| Field | Description |
|---|---|
| Customer ID | Your Google Ads account Customer ID (format: 123-456-7890). |
| Conversion Action ID | The ID of the conversion action to attribute events to — found in Tools > Conversions in Google Ads. |
| Refresh Token | OAuth refresh token for authenticating API requests. Generated via the Google OAuth consent flow. |
| Client ID | OAuth client ID from your Google Cloud project credentials. |
| Client Secret | OAuth client secret from your Google Cloud project credentials. |
Google Ads uses OAuth for authentication. Create OAuth credentials in the Google Cloud Console > APIs & Services > Credentials, then use the OAuth consent flow to generate a refresh token.
Custom Webhook
| Field | Description |
|---|---|
| Endpoint URL | The target URL for the HTTP request (e.g., https://your-api.com/conversions). |
| HTTP Method | POST (default), PUT, or PATCH. |
| Headers | Optional key-value pairs sent with each request (e.g., Authorization: Bearer token). |
| Body Template | JSON template with {{variable}} interpolation. Available variables include {{event_type}}, {{value}}, {{currency}}, {{order_id}}, and user data fields. |
Webhooks are ideal for forwarding conversion events to internal analytics systems, data warehouses, or any HTTP-compatible endpoint. Use body templates to match the exact schema your endpoint expects.
Google Analytics 4 (Measurement Protocol)
| Field | Description |
|---|---|
| Measurement ID | Your GA4 stream ID (format: G-XXXXXXX). Found in GA4 Admin > Data Streams > Web. |
| API Secret | Created in GA4 Admin > Data Streams > Measurement Protocol API secrets. |
The GA4 Measurement Protocol sends events server-side, bypassing ad blockers entirely. Create an API secret in your GA4 property's data stream settings.
Snapchat Conversions API
| Field | Description |
|---|---|
| Access Token | Generated in Snapchat Business Manager > Business Settings > API Tokens. |
| Snap Pixel ID | Your Snapchat Pixel ID — found in Events Manager > Manage > Pixel ID. |
Snapchat Conversions API supports batch event sending for efficient delivery. Events are automatically batched by the gateway.
Pinterest Conversions API
| Field | Description |
|---|---|
| Access Token | Generated in Pinterest Business > My Apps > Your App > Generate Token. Requires ads:write scope. |
| Ad Account ID | Your Pinterest Ad Account ID — found in Ads Manager > Ad Account Settings. |
Pinterest uses lowercase event names internally. SerpWise automatically maps standard event names (e.g., Purchase → checkout, AddToCart → add_to_cart).
Twitter/X Conversions API
| Field | Description |
|---|---|
| Access Token | Bearer token from Twitter Ads API > Authentication. Requires Ads API access. |
| Pixel ID | Your Twitter/X Pixel ID — found in Events Manager > Event Sources. |
Twitter/X Conversions API uses ISO 8601 timestamps and supports hashed email and phone identifiers for attribution matching.
Consent Management
Each integration can optionally require user consent before events are forwarded. When enabled, the gateway checks for consent signals from supported CMPs (OneTrust, Cookiebot, or a custom _sw_consent cookie) and only forwards events when the required consent categories are granted.
| Consent Category | Recommended For |
|---|---|
| Analytics | GA4, custom analytics webhooks |
| Marketing | Meta, TikTok, Google Ads, Pinterest, Twitter/X, Snapchat |
| Personalization | Webhooks with user-specific data |
Configure consent requirements when creating or editing an integration. Events that fail consent checks are logged with status consent_denied in the Event Log.
Testing Connections
After adding an integration, create a test rule with the fire_conversion_event action matching a known URL. Visit the URL and check the Tracking > Event Log sub-tab to verify:
- The event was sent successfully (green status)
- The platform accepted the event (no error details)
For Meta, use the Test Event Code field to send events to the Test Events tab without affecting production data.
Enable, Pause, and Delete
- Pause an integration to temporarily stop sending events without removing credentials. Paused integrations show a muted badge and are skipped during event delivery.
- Enable a paused integration to resume event delivery.
- Delete an integration to permanently remove it and its credentials. This cannot be undone.