Conversion APIs (server-side)

Server-side conversion sending (Conversion API, server-side tracking) is sending conversion events (lead, purchase, sign-up) directly from your server to the ad system, in addition to the usual browser pixel. Why: the browser pixel loses part of the data to ad-blockers, cookie rejection and browser limits (ITP) — server-side sending recovers part of that signal, and ads optimize better on more complete conversions. We set up server-side sending to the needed systems (Yandex Metrica/Direct, VK Ads; Google Ads and Meta if you advertise abroad), event mapping, deduplication with the pixel (so conversions are not counted twice), parameter passing and verification. Honestly about the main point: server-side recovers PART of the lost signal, not all the losses — it is not "we return 100% of conversions" and not a magic attribution fix; the ad systems still apply their own modeling. Important about the law: server-side sending means you send user data (email, phone, identifiers — usually hashed) to the ad system, i.e. you transfer personal data to a third party. This requires user consent and a correct policy (152-FZ; GDPR for a foreign audience) — the legal basis is on you, we implement the tech. Honestly about platforms and region: for advertising in the RF this is Yandex and VK; Google Ads and Meta are restricted in Russia (Meta’s activity is deemed extremist and banned in the RF), so their Conversion API only makes sense if you legally advertise to a foreign audience — we will not push them. Access to the site server/backend and careful event setup are needed; on site or code changes the sending can break, so maintenance is quoted separately. Some conversions can also be lost on the ad system’s side (API limits, errors, event rejection) even with a correct setup. And server-side sending requires that your backend can capture the conversion moment and keep logs for reconciliation — we check this before launch and will honestly say if it is not technically feasible. Our price is for the setup; the ad budget and the systems themselves are your cost. If you have little advertising or almost no signal loss, server-side sending is excessive — the pixel is enough, and we will honestly say so. Picture this: after part of your audience installed ad-blockers, the ads "did not see" half the purchases and optimized poorly, while with server-side sending they again see most of them and bring leads cheaper. The base price starts from 35,000 ₽; it depends on the number of systems, events and your platform.

• Ads under-count conversions due to ad-blockers and cookie rejection.
• Campaigns optimize poorly because they see incomplete purchase data.
• The browser pixel does not fire for everyone, and bids are set blind.
• You do not know how to send conversions server-side legally and without double-counting.

• Server-side conversion sending to Yandex/VK (Google/Meta — for foreign ads)
• Event mapping: lead, purchase, sign-up, key steps
• Deduplication with the browser pixel (no double-counting)
• Parameter passing and hashing of personal data
• Correctness verification and reconciliation with the pixel
• Highlighting the legal side: consent and PII transfer (152-FZ/GDPR)
• An honest choice of systems for your region (RF — Yandex/VK)
• An assessment of whether you need server-side sending or the pixel is enough

• Ads see most of the conversions the pixel loses
• Campaigns optimize on more complete data
• No double-counting thanks to deduplication
• It is clear where the tech ends and consent, PII transfer and your ad budget begin

• We clarify the ad systems, events and region
• We set up server-side sending, deduplication and PII hashing
• We reconcile with the pixel, verify correctness, and launch

• Will this return all the lost conversions?

  No. Server-side sending recovers part of the signal the browser pixel loses (ad-blockers, cookie rejection, ITP), but not all the losses and not "100% of conversions". The ad systems still apply their own modeling. It improves ad optimization but is not a magic restoration of the full picture — promising otherwise would be dishonest.

• Is it legal to send data to an ad system?

  Only with user consent and a correct policy. Server-side sending means sending user data (email, phone, identifiers, usually hashed) to the ad system — that is a transfer of personal data to a third party, regulated by 152-FZ (and GDPR abroad). We implement the tech, the legal basis and consent are on you — check with a lawyer.

• Will you connect Google and Meta too?

  For advertising in Russia it is Yandex and VK. Google Ads and Meta are restricted in the RF (Meta’s activity is deemed extremist and banned in Russia), so their Conversion API only makes sense if you legally advertise to a foreign audience. We will not push foreign systems — we pick for your real region and ads.