What is Conversion Tracking?
Meta conversion tracking is the process of sending clear event signals back to Meta so that Meta can attribute a conversion that happened outside of its ecosystem to your ads. It also feeds Meta’s algorithm, allowing it to learn from the events that matter most to your business.
Server-side Tracking for CRMs
Conversion tracking is primarily divided into browser-side tracking and server-side tracking. The main differences between each tracking category are listed in the table below.
| Browser-side Tracking | Server-side Tracking |
|---|---|
| Easy and fast to integrate | Time-consuming integration |
| Data collection through first-party and third-party cookies | Data collection through APIs and first-party cookies |
| Utilizes the Meta pixel | Utilizes both the Meta Pixel and Conversions API |
| Simple setup procedure provided by Meta | Some degree of technical knowledge required |
In the context of CRMs, server-side tracking provides a more reliable way of sending first-party data back from your CRM to Meta. CRMs have the advantage of built-in workflows that can integrate with Meta through the Conversions API. Alternatively, you can re-route the Meta CAPI workflow to Zapier, which offers more robust workflow steps, such as opting out of delivery optimization, as well as the addition of custom fields for lead ID mapping and de-deduplication.
If you are interested in learning more about CRM to Meta tracking, check out this official Meta documentation on CRM tracking, or read more about how I successfully rolled out a conversion tracking project to improve downstream event signalling in Meta.