Dan Slay
Founder of Convultra
Dan Slay is the founder of Convultra and of Further Forward Innovation Ltd, the UK company that builds Convultra and ClickGuardian. He previously co-founded and ran a PPC agency and has spent years working with the Google Ads API, ad platform conversion APIs and server-side tracking.
Articles by Dan Slay · 45
Platform Integrations|Oct 7, 2026
WordPress Conversion Tracking: Why the Thank-You Page Method Keeps Failing WordPress conversion tracking breaks when the thank-you tag never fires. Where form, order and call conversions go missing, and the server setup that holds. Platform Integrations|Oct 2, 2026
Event Match Quality: What the Score Measures and What Is Worth Fixing Event match quality is Meta's per-event score for how well your server events match accounts. What it measures, what a good score is, and which fixes pay. AI Attribution|Sep 29, 2026
LLM SEO: How to Get Cited by AI Assistants (and How to Tell If It Worked) LLM SEO is making your content easy for ChatGPT, Perplexity and AI Overviews to cite. What changes from classic SEO, and how to tell if any of it worked. Server-Side Tracking|Sep 22, 2026
Attribution Software: Why the Model Matters Less Than the Data Feeding It Every attribution tool runs the same four models. What separates useful reporting from confident nonsense is how completely it collects conversions first. Platform Integrations|Sep 18, 2026
GBRAID and WBRAID Explained: What Google's iOS Click IDs Actually Cost You GBRAID and WBRAID carry Google Ads attribution for iOS clicks with no GCLID. They are not smaller GCLIDs, and treating them as one quietly costs you data. Server-Side Tracking|Sep 17, 2026
Server-Side Tagging: Why a Tagging Server Alone Does Not Fix Your Conversion Data Server-side tagging improves page speed and data control, but it cannot recover conversions lost in the browser, upstream of your tagging server. Agencies|Sep 14, 2026
Best Conversion Tracking Tools for Agencies in 2026 Seven conversion tracking tools for agencies compared for 2026: per-client pricing, client switching, reporting and what you maintain per client. Platform Integrations|Sep 14, 2026
Best Meta Conversions API Tools in 2026: 8 Ways to Send Purchases Server-Side Eight ways to send purchases to Meta Conversions API in 2026, from hosted CAPI Gateway and managed platforms to Zapier relays. Prices and limits compared. E-Commerce|Sep 14, 2026
Best Shopify Conversion Tracking Apps in 2026 Compared Seven Shopify conversion tracking apps compared for 2026: Elevar, WeTracked.io, Littledata, Analyzify, Triple Whale, Stape and Convultra, prices and limits. Server-Side Tracking|Sep 14, 2026
7 Best Stape Alternatives in 2026 (Managed and Self-Hosted) The 7 best Stape alternatives in 2026, compared on price, setup effort and what you actually have to maintain. Managed platforms and sGTM hosts side by side. Platform Integrations|Sep 8, 2026
BigCommerce Conversion Tracking: The Platform Thinks You Mean Affiliates BigCommerce conversion tracking means capturing every order on your storefront and delivering it accurately to Google Ads, Meta, and Microsoft. AI Attribution|Sep 1, 2026
LLM Traffic Attribution: One Name, Three Different Tracking Problems LLM traffic attribution is really three problems: AI crawlers ingesting your content, humans clicking citations, and paid ChatGPT ad clicks carrying the oppref click ID. Mix them in one bucket and each corrupts the others. Platform Integrations|Aug 18, 2026
Conversion API Explained: What It Is, How It Works, and Whether You Need One A conversion API sends conversion events server-to-server instead of through a browser pixel. Here is what each ad platform's version actually does, how deduplication works, and how to decide if you need one. Data Quality|Aug 15, 2026
Conversion Tracking Accuracy: How to Measure Yours Instead of Quoting Someone Else's Every accuracy percentage you've read was measured on someone else's traffic. Here is the hour-long reconciliation that tells you your own capture rate, match rate, and what they're costing you. Platform Integrations|Aug 4, 2026
Microsoft Ads Server-Side Tracking: The Conversions API Guide Nobody Wrote Microsoft Advertising has a Conversions API now, and almost nobody has written about it. How to send UET events from your server, capture and keep msclkid, deduplicate against the browser tag, and route conversions older than seven days through the offline path. E-Commerce|Jul 28, 2026
WooCommerce Conversion Tracking: Why Your Purchase Events Go Missing WooCommerce purchase events fire on the order-received page, and buyers paying through PayPal, Klarna, or 3D Secure often never load it. Here is where your conversions go missing and how to fire them server-side from WooCommerce order hooks. Server-Side Tracking|Jul 24, 2026
Ad Blockers and Conversion Tracking: What Actually Gets Blocked (and How to Get the Data Back) Ad blockers hide a quarter to a third of your conversions from Google Ads, Meta, and TikTok. Here is what they actually block, how to test your own site in five minutes, and how server-side tracking gets the data back. Server-Side Tracking|Jul 17, 2026
GA4 Server Side Tagging: How It Works, How to Set It Up, and When It Is Overkill GA4 server side tagging explained: what it fixes, the real setup steps, what it costs to run, and a decision framework for whether you need it at all. Server-Side Tracking|Jun 2, 2026
Cookieless Tracking in 2026: What It Actually Means and How to Future-Proof Your Conversion Data Cookieless tracking does not mean removing all cookies. It means killing your dependency on third-party cookies and shifting to first-party plus server-side. Here is how it works in 2026. Server-Side Tracking|May 12, 2026
Cookieless Tracking Solutions Compared: Honest 2026 Buyer's Guide A practical comparison of cookieless tracking solutions in 2026, from server-side platforms like Stape and Convultra to privacy-first analytics like Fathom and Matomo. What each one actually does, where each one falls short. Platform Integrations|Apr 23, 2026
TikTok Events API: How to Set Up Server-Side Tracking for TikTok Ads The TikTok Events API sends conversions from your server instead of a pixel ad blockers drop. How it works, why ttclid matters, and how to set it up without inflating counts. Platform Integrations|Apr 20, 2026
Google Ads Offline Conversion Tracking: Send Real Revenue Back to Google Offline conversion tracking ties closed deals and phone sales back to the Google ad that drove them. Capture the GCLID, carry it through your CRM, import real revenue. E-Commerce|Apr 16, 2026
Shopify Server-Side Tracking: The Complete Setup Guide Shopify stores lose 30 to 40 percent of conversion data to ad blockers and pixel failures. Set up server-side tracking for Google Ads today, with Meta and TikTok next. Data Strategy|Apr 13, 2026
First-Party Data Strategy: A Playbook for Marketers Who Run Real Ad Budgets A practical first-party data strategy playbook: audit your assets, fix identity and match rates, send data server-side, and activate it for ad targeting that actually performs. Platform Integrations|Apr 9, 2026
Google Ads Conversion Tracking: The Complete 2026 Setup Guide Set up Google Ads conversion tracking that survives ad blockers and iOS in 2026. Standard tags, enhanced conversions, and server-side tracking explained, with code. Platform Integrations|Apr 6, 2026
Meta CAPI Setup: How to Configure the Facebook Conversions API in 2026 A practical guide to Meta CAPI (Facebook Conversions API) setup: how it works, the four install methods, deduplication, match quality, and testing. Recover the 25 to 40 percent of conversions the pixel loses. Data Strategy|Apr 2, 2026
First-Party Data: What It Is, Why It Matters, and How to Collect It A practical guide to first-party data for marketers running paid budgets: what it is, how it differs from third-party and zero-party data, and how to collect and activate it with server-side tracking. Agency Operations|Mar 31, 2026
How to Scale an Agency to 50+ Clients Without Drowning in Reporting Automated reporting gives agencies back most of the time they spend on manual reports. Learn the operational playbook for scaling to 50+ clients with agency-native tooling. Agency Operations|Mar 17, 2026
The Agency Martech Stack Is Broken: Why 2026 Demands Consolidation Agencies average 125 SaaS tools at $1,040/employee/year. Learn why 2026 is the year of martech consolidation and how to reduce tool fatigue. Data Quality|Mar 3, 2026
The $100B Bot Problem: How Fake Clicks Poison Your Conversion Data Ad fraud costs $100B annually and 24% of clicks are bots. Learn how fake clicks poison conversion data and what bot detection looks like in 2026. Server-Side Tracking|Feb 17, 2026
Server-Side Tracking for Agencies: The 2026 Guide The definitive agency guide to server-side tracking. Learn how cookie-independent conversion tracking works and how to implement it for clients. AI Attribution|Feb 8, 2026
AI Ads Are Here, and They Were Born Server-Side Why the advertising model that powers ChatGPT, Gemini, and Perplexity was never designed for pixels in the first place. Server-Side Tracking|Feb 3, 2026
The Best Server Side Tracking Tools in 2026 (And How to Actually Choose One) Compare the best server side tracking tools of 2026. We break down managed platforms vs self-hosted tagging servers, real costs, and which type fits your team. Analytics|Feb 3, 2026
Why Agencies Are Ditching GA4 in 2026 (And What to Use Instead) Many agencies report frustration with GA4. Discover the best Google Analytics alternatives for agencies in 2026 and how to migrate. Server-Side Tracking|Feb 1, 2026
What Is Server-Side Tracking? A Straight Answer for Marketers Who Run Real Budgets Server-side tracking sends conversion data to ad platforms from your own server instead of the visitor's browser. AI Attribution|Jan 28, 2026
AI Referral Traffic: How to Track It, and Why Your Numbers Are Wrong AI referral traffic mostly arrives with no referrer and lands in Direct, so GA4 shows you a third of it. How to build the AI channel group, why the published conversion multiples are ceilings, and how server-side first-touch capture keeps AI revenue attributed. Server-Side Tracking|Jan 25, 2026
Client Side vs Server Side Tracking: What Actually Changes When You Switch Client side vs server side tracking, explained for ad buyers. How each works, what client-side pixels miss, what server-side fixes, and when you need both. Server-Side Tracking|Jan 22, 2026
Why You're Losing 30% of Your Conversion Data (And How to Fix It) Most businesses are making marketing decisions based on incomplete data. Here's where your conversions are disappearing and what to do about it. Server-Side Tracking|Jan 18, 2026
How to Set Up Server-Side Tracking Without Developers (2026 Guide) Step-by-step instructions for implementing server-side tracking on your website in about five minutes, no coding required. Privacy & Compliance|Jan 15, 2026
iOS 14 Tracking: How to Recover Your Conversion Data in 2026 iOS 14 named the problem, but the 2026 damage is Safari: ITP caps JavaScript cookies at 7 days and iOS 26 strips gclid and fbclid from every session. Which Apple system you are actually losing to, and what recovers each one. Server-Side Tracking|Jan 15, 2026
The Complete Guide to Server-Side Tracking in 2026 Learn how server-side tracking works, why it's essential for accurate conversion data, and how to implement it for your business. Integrations|Jan 11, 2026
Meta Conversions API (Facebook CAPI) Setup Guide 2026 Everything you need to know about implementing Meta's server-side tracking for Facebook and Instagram ads. AI Attribution|Jan 8, 2026
AI Attribution: How to Track Revenue from Claude, Perplexity & ChatGPT Your next customers might be asking AI for recommendations right now. Here's how to measure and optimize the revenue coming from AI assistants. Integrations|Jan 4, 2026
Google Ads Enhanced Conversions: Setup Guide and the Limits Google Won't Mention How Google Ads enhanced conversions work, the three ways to set them up, and the one limitation that means they cannot fix your tracking on their own. AI Attribution|Dec 28, 2025
How to Track AI Traffic: ChatGPT, Claude, and Perplexity Referrals (and the Revenue Behind Them) How to track AI traffic from ChatGPT, Claude, Perplexity, and Gemini: referrer domains, GA4's new AI Assistant channel, the dark traffic problem, and how to tie AI visits to revenue.