Bypass Ad Blockers & iOS restrictions using server-side conversion tracking in Shopify

 

Insights

While working on our brand new Conversion Tracking App for Shopify we collected valuable data & feebback onto server-side conversion tracking pros & cons and in this article, I'm going to share some of our insights. 

 

What is Server-Side Conversion Tracking

Most of the Ad Networks such as Google Ads, Meta, TikTok, Pinterest, SnapChat, Reddit and others provide a Conversion API (CAPI) capabilities. An API is short for
Application Programming Interface which allows an app to send a conversion event form the server. Usually 90% of tracking is handled client-side which means that the browser is sending event directly to the Ad Network. With CAPI, the browser no longer plays a role. Whenever event occurs, the app itself is sending the event to the ad networking using a remote server-to-server request. 

 

Why Server-Side Tracking in the first place?

Modern browsers are actively working towards implementing native tracking protection for their users. In the case when the browser sends the conversion, a native tracking protection may and will stop the browser itself from sending the conversion event. Browsers recognize installed tracking pixels, they can also identify known network requests sending data to known endpoings and block these requests entirely. 

This means that if you rely on client-only conversion tracking you might be missing huge amount of markerting data which affects ad performance reports. In effect you could be burning money in ads without any feedback on how they perform.

With iSO things are even worse. iOS tracking protection is Apple’s set of privacy features that limit how apps and websites can track users across different apps and websites, particularly through advertising identifiers, cookies, and other tracking technologies. For example, iOS can require an app to ask permission before tracking a user across other companies’ apps and websites, while Safari limits certain cross-site tracking and cookie techniques. The result is that advertising platforms may receive less information from browser/app tracking, making it harder to reliably connect an ad click with a later purchase or conversion.

 

Pros of Server-Side Conversion tracking

Since server-side conversion tracking works on server level e.g. server communicates to server, the browser has no role here nor knows that a conversion event is send. This bypasses every browser protection and can ensure almost 100% accuracy in conversion tracking. Most Ad Networks offer CAPI (Conversion API) capabilities that can handle conversion & event tracking. 

  1. Better data reliability
    Sending server-to-server data is almost 100% accurate. API can validate request, requests can be retried and so on until accepted. This ensures that you have control over request lifecycle.
     
  2. More control over data
    You can decide what data is being sent to the Ad Network. This is especially valid with First-Party & Customer data
     
  3. Data Enrichment
    Server-side tracking allows sending data data that isn't generally available for client-side pixels. For example, you can send hashed customer data to improve matching rates. It can also tie requests to any active browser session by reading session cookies and other data.
     
  4. Track EVERY purchase
    One of hte most important events is the 'purchase' event e.g. when order is actually placed. This is where server-side tracking excels because you can alsmost gurantee that every purchase event is tracked. Purchase data is one of the strongest signals an ad platform receives because it identifies the users who actually converted. When purchases aren't tracked reliably, the platform has less data to learn from and optimize campaigns, audiences, and bidding potentially resulting in less effective targeting and higher cost per purchase.
     
  5. Work alongside client-side browser tracking
    Server-side tracking can be implemented in a way that doesn't replace browser pixles but complements them by the so called event decoupling. Most of the Ad Networks provide a mechanism to avoid duplicate events by providing a unified event_id for each request. This means that if a client-side pixels tracks a purchase, it can generate an event_id with the requests. Then a server-side requests will send/use the same event_id. From then on when the Ad Network such as Meta or TikTok will automatically deduplicate the event on their side because of the same event_id used in the both requests. Some advertising platforms can also combine or reconcile information from the browser and server-side events when they identify them as the same conversion. This can allow additional information available in the server-side event to complement information received from the client-side event. However, the exact matching, merging, and parameter precedence rules vary by advertising network, so this should not be described as a universal CAPI behavior.

 

Cons of Server-Side tracking

  1. First and foremost is the technical complexity 
    Implementing a client-side tracking is usually very simple and down to placing a pre-defined Javascript snippet on your site. This can be done easily by a non-tecnical store owner. Server-side tracking on other hand requires a developer or a third party app to handle requests. That includes authentication, event procesessing, quota management and more.
     
  2. Platform-specific requirements
    In our Anowave Conversion Tracking app for Shopify we implemented 9+ different server-side conversion APIs, and each one has its own event specifications, parameters, authentication and validation requirements. This means that if you want to send server-to-server events to multiple ad networks, you need to build and maintain a separate integration for each network: including event mapping, request validation, authentication, error handling and API changes. As the number of supported ad networks grows, so does the complexity and maintenance effort.
     
  3. Server-side does not guarantee attribution
    Attribution means determining which advertisement, campaign, or marketing source gets credit for a conversion. Simply sending an event via a server-side request is not enough to attribute that conversion to a particular ad click. The event needs sufficient matching and attribution information, such as appropriate click identifiers, browser identifiers, customer information where permitted, timestamps, and other relevant signals.

 

The importance of sever-side tracking especially for Shopify Stores.

While Shopify provides mechanism to install and activate client-side browser tracking, the platform is heavily restricted in Checkout & Thank you pages - the places most important in terms of conversion tracking and ad perfomance. These are the places where most important event such as purchase, begin_checkout, add_payment_info & add_shipping_info occur.

 

A Shopify store ultimately exists to generate revenue and acquire customers. Unlike a news site, blog, or content-driven website, its primary objective is to turn traffic into sales. Organic traffic can be an important acquisition channel, but sooner or later, relying on organic traffic alone may not be enough to sustain growth. At that point, investing in paid advertising becomes a natural next step.

 

Key reasons why CAPI is critical for Shopify stores

  1. Overcome Signal Loss
    Huge portion of customers use Ad-Blockers or aggressive browsers such as Brave. While nothing stops these customers from clicking on your Ad on Google or Meta, you will know nothing about potential conversion from this click. High opt-out rates on iOS can also mean browser pixels fail to capture or attribute a massive portion of this traffic as well. 
     
  2. Without correct tracking, an ad plaform will:

    1. Not receive a feedback signal which is used for campaign optimization
    2. Report incorrect RoaS (Return of Ad Spend): 
     
    For example if the ads generated $1,000 in actual sales, but the platform only receives/attributes $300 in conversions, and you spent $200 on ads:
     
    Actual ROAS     would be: $1,000 ÷ $200 = 5.0 ROAS while Reported ROAS would be: $300 ÷ $200 = 1.5 ROAS
     
  3. Campaign Optimization
    Advertising platforms use conversion signals to learn what kinds of users are more likely to convert and optimize targeting, bidding, and delivery accordingly.

 

Stop losing sales. Track everything in one place instead of juggling multiple apps.

To implement cost-effective server-side tracking for Shopify checkout - Anowave Conversion Tracking app for Shopify

Quick Start Guide & How to

Please find below a useful tips & how-tos

How to implement Meta CAPI for Shopify using Anowave Conversion Tracking
Step 1: Activate Meta CAPI from app dashboard

Using Anowave Conversion Tracking app for Shopify is the fastest and most secure way to add any CAPI conversion tracking to your Shopify Store. We support 9+ Ad networks. From the app dashboard, locate Meta Conversions API (MCAPI) - Server-Side event tracking and click CONFIGURE

Step 2: Enable toggle

Turn on - Enable Meta Conversion API (CAPI) Server-Side event tracking toggle

Step 3: Insert Meta Conversions API Pixel Id

How to Find Your Meta Pixel ID

The Meta Pixel ID is a unique identifier used to track visitor activity on your website. Since 2024, Meta has transitioned Pixels into "Data Sets," but the ID functions exactly the same.

  1. ​Sign in to Meta Events Manager.
  2. Select your Business Account from the dropdown menu in the top right.
  3. In the left-hand sidebar, click on Data Sources (the icon looks like a triangle/circle).
  4. Click on the name of your Pixel or Data Set.
  5. Your ID will be displayed in the Overview tab, right under the name of the data source.
Step 4: Insert Meta Conversions API Access token

How to Generate a Meta CAPI Access Token The Access Token allows your server (or a tool like GTM Server-Side) to communicate securely with Meta’s servers. You must have Admin permissions for the Business Manager account to generate this.

  1. ​Open Events Manager: Log in to Meta Events Manager.
  2. Select Your Data Source: * Ensure the correct Business Account is selected in the top right.
  3. Click the Data Sources icon (triangle/circle) on the left.
  4. Select the Pixel or Data Set you want to use for CAPI.
  5. Go to Settings: Click on the Settings tab in the top navigation bar.
  6. Find the Conversions API Section: Scroll down until you see the header Conversions API.
  7. Generate the Token:
  8. Look for the "Set up manually" subsection.
  9. Click the blue Generate access token link.
  10. Save Securely: * A long string of characters will appear.
  11. Copy it immediately. Meta may not show this specific string again once you refresh the page.
  12. Store it in a secure location (like a password manager or as an environment variable).
Step 5: Click SAVE

Click Save to connect the pixel. From now on the Meta CAPI is automatically connected and you will start seeing events in your Meta Event Manager.

How to implement TikTok Pixel Conversions API in Shopify
Step 1: Activate TikTok Pixel Conversions API from app dashboard

Using Anowave Conversion Tracking app for Shopify is the fastest and most secure way to add any CAPI conversion tracking to your Shopify Store. We support 9+ Ad networks. From the app dashboard, locate TikTok Pixel Conversions API​ and click CONFIGURE

Step 2: Enable toggle

To show pixel options activate Enable TikTok Pixel Conversions API toggle

Step 3: Insert TikTok Pixel ID

To find your TikTok Pixel ID, locate it within your TikTok Ads Manager account under the Event Manager section.

  1. Log in to your TikTok Ads Manager account.
  2. In the top navigation menu, go to Tools (or Assets) and select Events.
  3. Under the Web Events section, click Manage.
  4. You will see a list of your created pixels. Look for the ID displayed directly under or next to your Pixel Name (it is an alphanumeric string, e.g., C1234567890ABCDEFG).
  5. Click Copy ID to copy it to your clipboard.
Step 4: Insert TikTok Conversions API Access Token

To generate or retrieve your TikTok Events API (Conversions API) Access Token, follow these steps inside TikTok Ads Manager:

  1. Log in to TikTok Ads Manager.
  2. Go to Tools in the top navigation bar and select Events (or Events Manager).
  3. Under the Web Events section, click Manage.
  4. Click on the specific Pixel name you want to set up with the Events API.
  5. Switch to the Settings tab at the top of the page.
  6. Scroll down to the Events API section and click Generate Access Token.
  7. Copy the generated string and save it immediately (this token acts as your secret key for sending server-side events).
Step 5: Click Save

Click Save to save settings and activate pixel. 

How to implement OpenAI Ads Conversions API for Shopify
Step 1: Activate OpenAI Ads Conversions API from app dashboard

Using Anowave Conversion Tracking app for Shopify is the fastest and most secure way to add any CAPI conversion tracking to your Shopify Store. We support 9+ Ad networks. From the app dashboard, locate OpenAI Ads Conversions API and click CONFIGURE

Step 2: Enable toggle

To show pixel options activate OpenAI Ads Conversions API toggle

Step 3: Insert Pixel ID

To find your OpenAI Pixel ID, retrieve it directly from your OpenAI Ads Manager dashboard:

  1. Log in to your OpenAI Ads Manager account.
  2. Navigate to the Conversions tab.
  3. Locate your web data source configuration. Your Pixel ID will be displayed in the data source setup area.
  4. Copy the identifier string to use in your tracking tags or server-side integration.
Step 4: Insert OpenAI Conversions API Key

To generate or retrieve your OpenAI Conversions API (CAPI) Key, follow these steps inside the OpenAI Ads portal:

  1. Log in to your OpenAI Ads Manager account.
  2. Navigate to the Conversions tab.
  3. Locate the Conversions API section.
  4. Click Generate API Key.
  5. Copy the key immediately and save it in a safe place.
Step 5: Click Save

Click Save to save settings and activate pixel

Author: Angel Kostadinov

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