Cookieless and API conversion tracking, explained

Ad platforms have historically relied on browser pixels to attribute conversions. That model is breaking: third-party cookies are restricted, Safari's ITP caps cookie lifetimes, and ad-blockers stop pixels from firing at all. The result is under-reported conversions — and bidding algorithms that optimise on incomplete data.

How API conversion tracking works

Conversions APIs (Meta CAPI, Google's enhanced conversions, the TikTok Events API) send conversion events server-to-server instead of from the browser. You rebuild conversions around a durable, first-party identifier — one that isn't blocked — and forward them, with user consent, to each platform. Events that pixels miss are recovered.

What you gain

• —More accurate conversion counts and conversion rates, so campaign performance reflects reality.
• —Better attribution and signal for the platforms' optimisation, which improves reach and reduces wasted spend.
• —Resilience to Safari, iOS and ad-blocker data loss.

Privacy first, by design

Cookieless tracking is not a loophole around consent — done correctly it's more privacy-respecting, because data is collected with consent and sent through a server you control rather than scattered across third-party scripts. Regional rules can be enforced centrally before anything is forwarded.

A typical implementation takes about a week and routes every conversion to the destinations that need it. If your reported conversions look lower than your actual sales, that gap is exactly what API tracking closes.