Conversions API
Server-side events through Meta's Conversions API, TikTok's Events API, and the LinkedIn, Snapchat, Reddit and X Conversions APIs, deduplicated against the browser pixel so every sale is counted once.
Paid media · Social
The right data, or none at all.
Paid and organic social on Meta, LinkedIn, TikTok, Snapchat, Reddit and X. The platforms decide who sees your ads based on the conversion data you send them, so we make sure what they receive is accurate, consented and worth learning from.
Why the data decides the result
Social advertising no longer runs on the targeting you pick. Advantage+ on Meta and the equivalent automation on TikTok and Snapchat find the audience themselves, by looking at who converted and finding more people like them. Feed them a purchase that fired twice, a lead form that counts every page refresh, or a sale that never got reported back, and they go looking for more of the wrong people with complete confidence.
Wrong data is dangerous. Missing data is not relied on. A platform with no signal spends cautiously and broadly. A platform with a bad signal spends precisely on the wrong thing.
What we set up
Consent first
Pixels and server events gated by the visitor's consent choice. No consent, no event, on the browser and on the server alike. See our Consent Kit.
Audiences you own
Custom and lookalike audiences built from your consented customer and site data, so prospecting starts from people who resemble your actual buyers.
Real conversion values
Purchases and leads sent with their value, so the platform optimises toward revenue rather than toward the cheapest click it can find.
Organic can run alone, paid should not
Organic social works on its own. A feed that posts useful things on a steady schedule builds an audience slowly, and for plenty of businesses that is enough. Paid social is different. It buys attention, and the first thing many people do with that attention is open your profile. A carefully polished campaign that leads to an empty profile makes a bad impression.
So paid always comes with an organic plan, and organic can come without a paid one. Either way, the work is the same set of jobs, and we do all of them:
The marketing plan
Which channels, which messages, which months. Campaign peaks, product launches and the quiet weeks between them, written down before anything is posted.
The posts
Written in your voice, for each channel separately, because a caption that works on Facebook reads strangely on TikTok.
The creatives
Images, carousels and short video in the formats and sizes each platform actually wants, built from your brand assets.
The schedule
Everything queued and published on time, so the feed keeps moving as intended, even on Sunday evening.
Campaign tracking that names the source
A platform's own report tells you what it thinks it did. To see what actually brought people to your site, every link in every post and ad carries UTM parameters from one plan, so GA4 can tell the organic post from the paid one, Instagram from TikTok, and this month's campaign from last month's. Without a plan the tags drift, half the traffic lands as "referral" or "direct", and nobody knows what works and what does not.
The channels:
Meta
Facebook and Instagram. The broadest reach and the most mature measurement, and still the first channel for most consumer businesses.
Decision-makers, job titles and industries. Invaluable for B2B, even with its high click prices. Its own Insight Tag and Conversions API.
TikTok
Short video for a younger audience that is hard to reach anywhere else. Creative wears out fast here, so the plan has to budget for it.
Snapchat
A mixed audience that leans younger, with its own Conversions API and dynamic product ads.
Communities organised around specific interests. Small, precise, and allergic to anything that reads like an ad.
X
Fast, public and topical. Worth it when your buyers follow the conversation there, with its own pixel and Conversions API.
One campaign, several channels
Social is one tool in our belt. The people you reach on Instagram also search on Google, read news sites and land on your pages, so we run the channels as one managed campaign: Google Ads catches the people already searching, programmatic keeps you in view across the open web, social builds the audience, and SEO makes sure the landing page is worth arriving at. One tracking plan underneath, so each channel is judged on what it actually added.
Do we need the Conversions API if the pixel already works?
Usually yes. Browsers, ad blockers and consent choices drop a share of pixel events, and the Conversions API recovers the consented ones from your server. Without it the platform optimises on a partial picture.
Is server-side tracking a way around cookie consent?
No. Sending an event from the server instead of the browser changes how it travels, not whether you are allowed to send it. We gate both on the same consent choice, which means the platform sees fewer conversions than you actually sold. That gap is the price of doing it lawfully, and no setup of ours closes it.
Which platform should we start with?
For a consumer business usually Meta, because it has the widest reach and the most mature measurement. For B2B, LinkedIn. TikTok, Snapchat, Reddit or X come first only when your buyers are clearly there.
