Conversions API (X)

The X Conversions API sends conversion events to X from your server instead of from the browser.

Your server posts events like purchases and signups directly to X, so they arrive even when the browser pixel is blocked or the cookie is gone. You usually run it alongside the pixel rather than instead of it, and X deduplicates the two so a single action is not counted twice.

Say a customer buys on your site. Your server sends the purchase to X with the customer's hashed email and the click ID, and X credits the ad even though an ad blocker stopped the pixel from firing. The stronger the identifiers you send, the more of these X can match.

Server events are only as good as the data you send. Weak or missing identifiers mean X cannot tie the event to a user, so the conversion is recorded but credited to nobody. Send strong identifiers and deduplicate against the pixel.

Server-side only counts if X can match it.