How Convultra works
Why ad platforms miss conversions, and how server-side tracking with persisted click IDs gets them back.
On this page · 6 sections
Browser pixels miss 30 to 40% of the conversions that happen on your site. Convultra records those conversions on the server, matches them to the original ad click, and forwards them to your ad platforms through their official APIs. This page explains the problem and the mechanism in plain English.
The problem: browser tracking is being blocked
When someone clicks your ad and later buys, your ad platform needs to hear about it. Traditionally that happens through cookies and tracking pixels, small pieces of code that run in the visitor’s browser. Browsers and privacy tools now block or limit them:
| Blocker | What it does | Effect |
|---|---|---|
| Ad blockers | Stop tracking pixels from loading at all | The conversion never fires |
| Safari ITP | Limits cookies to 7 days | Conversions after day 7 are lost |
| Firefox ETP | Blocks known third-party trackers | Conversion data is silently dropped |
| Cookie expiry | Cookies expire during long customer journeys | Long sales cycles go untracked |
When Google Ads only sees part of your conversions, Smart Bidding optimizes on incomplete data. You get inflated CPAs, under-reported ROAS, and campaigns paused or scaled for the wrong reasons.
The solution: server-side tracking
Convultra takes the browser out of the equation.
1. Capture the click
When someone clicks your ad, the platform adds a click ID to the landing URL. Convultra’s script captures it the moment the visitor lands and sends it to the server.
2. Store it server-side
Convultra stores click IDs and visitor data on its own servers, not in browser cookies. The data survives ad blockers, cookie clearing and device restrictions. See Click ID persistence.
3. Match the conversion
When the visitor converts, whether that is a purchase, a form submission or a signup, Convultra matches the conversion back to the stored click ID.
4. Forward to your ad platforms
Convultra sends the matched conversion to the platform’s server-side API. Google Ads forwarding (with enhanced conversions) and OpenAI Ads forwarding are live today. Forwarding to Meta, Microsoft Ads and TikTok is coming soon. The conversion appears in your ad account as if the pixel had fired.
The result
Server-side matching reaches about 98%, compared with the 30 to 40% that pixels lose. That is more reported conversions without changing your ads or landing pages, and it is deduplicated against any pixel you keep running using shared event IDs, so nothing is counted twice.
Supported click IDs
| Platform | Click IDs |
|---|---|
| Google Ads | gclid, gbraid, wbraid |
| Meta | fbclid |
| Microsoft Ads | msclkid |
| TikTok | ttclid |
| OpenAI Ads | oppref |
gbraid and wbraid are Google’s privacy-safe click IDs, used mainly on iOS when standard gclid tracking is restricted. Convultra captures every one of these automatically.
Light by design
The tracking script is about 10KB gzipped and loads asynchronously, so it does not block rendering or shift your layout.
What you gain
- Better Smart Bidding. Google sees the full picture, so its algorithms bid on real data.
- Accurate ROAS. Return on ad spend reflects reality, not a partial view.
- No double counting. Deduplication with shared event IDs means a conversion is counted once even if both the pixel and Convultra fire.
- Longer attribution windows. Server-side storage keeps 30, 60 and 90 day journeys attributable.
- Privacy by default. Personal data is SHA-256 hashed before it is sent to any ad platform, and when a visitor has declined tracking through your consent banner, a
cookies_declinedcookie or Do Not Track, the script does not run at all.
Want to see the difference on your own account? Open Recovery tracking in your dashboard.