Conversion Sending
Pruuv automatically sends matched conversions back to your ad platforms — Meta CAPI, Google Conversion Upload API, and TikTok Events API. This closes the attribution loop, so the platforms have accurate revenue data to optimise your campaigns against.
How it works
Conversion sending is fully automatic. Once a funnel event is received (via the Pixel SDK or webhook), Pruuv:
- Identifies which platform the lead came from based on the click ID present in the event
- Matches the event to the corresponding ad account connection for that client
- Sends the conversion to the platform's API with all available matching signals
- Records the send result (success or failure) in the conversion audit log
Conversion sends run on a scheduled basis (daily at 03:00 UTC) and automatically retry on failure. You can monitor individual conversion send statuses from the Pruuv dashboard.
Platform setup
Meta (Facebook) CAPI
Meta uses the Conversions API (CAPI) to receive server-side conversion events. This complements the Meta browser pixel and is required for accurate attribution in a world with browser tracking limitations.
| Required | Where to configure |
|---|---|
| Pixel ID | Connections > [Meta account] > Conversion settings > Pixel ID |
| System User Access Token | Connected automatically via Meta OAuth — stored securely in Vault |
| fbc cookie | Captured automatically by the Pruuv Pixel on landing page |
| fbp cookie | Generated automatically by the Pruuv Pixel on first visit |
The Pixel ID links the server-side event to your Meta dataset. Find it in your Meta Events Manager under the dataset connected to your ad account.
fbc and fbp are automatically captured and included in conversion events. Include email or phone in Pruuv.track() for additional user-level matching signals.Google Ads — Conversion Upload
Google uses the Ads API Conversion Upload endpoint to receive click-matched conversions offline. This is the server-side equivalent of the Google Ads tag and is required for offline conversion tracking (e.g. leads that convert in a CRM after the initial form fill).
| Required | Where to configure |
|---|---|
| Conversion Action ID | Connections > [Google account] > Conversion settings > Conversion Action ID |
| OAuth token | Connected automatically via Google OAuth — stored securely in Vault |
| gclid / wbraid / gbraid | Captured automatically by the Pruuv Pixel on landing page |
| click_timestamp | Included when available — required for the Google Conversion Upload API |
The Conversion Action ID identifies which conversion action in your Google Ads account the event maps to. Create a conversion action of type "Import" in Google Ads and copy the ID from the action settings.
TikTok — Events API
TikTok's Events API allows server-side conversion events to be sent to your TikTok Pixel for attribution and campaign optimisation.
| Required | Where to configure |
|---|---|
| Pixel Code | Connections > [TikTok account] > Conversion settings > Pixel Code |
| Access Token | Connected automatically via TikTok OAuth — stored securely in Vault |
| ttclid | Captured automatically by the Pruuv Pixel on landing page |
The Pixel Code identifies your TikTok Pixel. Find it in TikTok Ads Manager under Assets > Events > Web Events.
Click ID requirements by platform
A conversion send is only attempted for a platform if the required click ID is present in the funnel event. Events without the relevant click ID are skipped for that platform.
| Platform | Required click ID | Fallback matching signals |
|---|---|---|
| Meta | fbc (from fbclid) | email (hashed), phone (hashed), fbp |
| gclid or wbraid or gbraid | None — click ID is mandatory for Google conversion upload | |
| TikTok | ttclid | email (hashed), phone (hashed) |
Deduplication
Conversion sends use the funnel event UUID as the deduplication key when calling platform APIs. If you also run a Meta browser pixel, ensure the event ID on both sides matches to prevent double-counting in Meta's reporting. Pruuv handles this automatically if you are using only the Pruuv Pixel (not a separate Meta browser pixel).
Audit log
Every outbound conversion send — whether successful or failed — is recorded in Pruuv's conversion audit log. Each record includes the platform, status, error message (if any), timestamp, and retry count. This log is available to agency staff in the Pruuv dashboard and can be used to diagnose attribution issues.