Recovery tracking
See how many conversions the platform pixel would have missed, why each one was lost, and the revenue behind them.
On this page · 6 sections
Recovery tracking shows how many conversions the ad platform’s own pixel would have missed, and how much revenue those conversions represent. It is the clearest way to see what server-side tracking is doing for you.
What a recovered conversion is
A recovered conversion is one that Convultra captured and forwarded, but that the platform’s own pixel or tag would not have seen. Without Convultra, it would be invisible to your ad account and to Smart Bidding.
Pixels typically miss 30 to 40% of conversions. If your account was optimizing while blind to a third of its results, recovery tracking shows you the size of that gap.
Why conversions get lost
Convultra records the reason each conversion was recovered.
iOS ITP, Safari’s 7-day cookie limit
Apple’s Intelligent Tracking Prevention caps first-party cookies at 7 days in Safari. Someone who clicks your ad on Monday and converts eight days later has already lost the cookie, and the pixel cannot connect the conversion to the click.
Ad blockers
Extensions such as uBlock Origin and AdBlock Plus, and browsers like Brave, stop tracking pixels loading. The conversion happens; the pixel never fires.
Cookie expiry in long sales cycles
B2B, real estate, education and high-ticket e-commerce often have sales cycles longer than 30 days. Standard cookies expire before the customer converts.
Firefox Enhanced Tracking Protection
Firefox blocks known third-party trackers by default, so conversions from Firefox users are silently dropped by platform pixels.
Where recovery data appears
| Location | What you see |
|---|---|
| Conversion detail | Open any conversion on the Conversions page. The drawer says whether it was recovered and which reason applied. |
| Email reports | The recovered conversions and the revenue behind them for the reporting period, so the number lands in front of the client or team on a schedule. See Email reports in the sidebar. |
| API and MCP | get_recovery returns recovered conversions and revenue by reason, by platform and by day; list_conversions with recovered=true returns the individual rows. |
Every recovered conversion carries its revenue value where your conversions track revenue, so the return on Convultra itself is straightforward to calculate. Meta click IDs (fbclid) tend to be blocked more aggressively by browsers than Google’s, so recovery rates often differ by platform.
Reading the rate correctly
Recovery is measured against attributed conversions, those with a captured click ID. The recovery rate is the recovered share of attributable conversions, not of every conversion on the site, so it will differ from anything you compute against the overview total. Organic and direct conversions have no pixel to lose, so they are neither recovered nor counted in the denominator.
Recovery also needs a platform baseline. If monitoring mode is on, nothing is forwarded, and recovery metrics are unavailable or misleading. After you first connect an integration, allow a few days for the figures to settle.
Proving the value to your team
Schedule an email report that includes recovery, or pull get_recovery through the API for a monthly deck. Agencies can include recovery in the client detail reports sent from the agency dashboard.
FAQ
Does recovery tracking add conversions that did not happen?
No. Convultra only reports conversions that occurred on your site. Recovery identifies the ones the platform pixel would have missed. It fills the gap; it does not inflate the total.
Can I see recovery per campaign?
Not as a dashboard filter today. Through the API, list_conversions with recovered=true returns each recovered conversion with its source and click ID, which you can group however you like.
What recovery rate should I expect?
It depends on your audience (iOS share, ad blocker use) and your sales cycle. Businesses with longer cycles usually see higher rates. The industry-wide figure is that pixels miss 30 to 40% of conversions; your own dashboard shows your number.