Conversion APIs Explained: Why Ad Platforms Accept Server Events
A conversion API lets a business or integration send conversion events to an advertising platform through a server-side interface rather than relying only on browser code.
Why APIs are used
Server events can improve control over event payloads and provide another delivery path when browser-side signals are limited.
They still require event quality
A perfectly delivered bad event is still bad data. Definitions, values, timestamps, identifiers, and deduplication matter.
Matching affects usefulness
Advertising platforms use supported identifiers to match events to users or ad interactions. Match quality depends on available data and platform rules.
Privacy and consent still matter
Server delivery does not remove legal or platform-policy obligations around personal data and user choice.