Why server-side tracking
The failure the browser can't fix
The pixel lives in the browser, and the browser is now designed to stop it: blocking by default, privacy settings, tracking-prevention tooling, and cookie restrictions. The result is that part of your real sales never reaches the ad platform at all. That isn't only a measurement error: the algorithm learns from what reaches it, optimizes against a sample, and your targeting cost rises with every campaign after that.
What server-side actually changes
The event is captured where it happens — in the store, on the server — not in the presentation layer. It's then delivered server-to-server through each platform's conversions API, after enrichment, hashing, and format normalization. An ad blocker never stands in that path.
Store events
Capture at source
In the store, on the server
Enrich & hash
Before anything is sent
Rules & filters
Which events leave, and where
Server-to-server delivery
Each platform's conversions API
Event match quality — the number that matters
An event arriving isn't enough; it has to be matchable to a user on the platform side. Match quality shows that per platform and per signal — email, phone, IP, click ID — so you know which signal is weakening your measurement instead of guessing.
Recovery
When the pixel fails at checkout specifically — the worst possible moment for it to fail — confirmed purchases are recovered from the store's own database. The sale that actually happened arrives, even if its path was delayed.
Proving it
A before/after report on return on ad spend, a channel comparison, and a recovered-conversions table per channel. We put no figure here because we have no published study to stand on — and a number without a source is worse than no number.
Product — Raasid, on Zid.
Channels — Meta, TikTok, Snap.
Specific technical questions?
Talk to the people who built these systems, not to a sales script.