Server-to-server delivery via Google's newest API: Google Ads conversions, profit instead of revenue, and CRM orders back into Google Ads and Google Analytics. One pipeline, three functions.
Three completely different use cases that share the same API: online conversions (Conversion Replay), profit data (POAS) and offline events (CRM Conversions). One pipeline, server-to-server.
Events that happen on your website — purchase, lead, signup — go server-to-server into Google Ads. Ad blockers block your browser pixel; our server call always arrives. Includes SHA-256 user-data hashing for Enhanced Conversions.
Send the profit per order to Google Ads instead of revenue. We calculate server-side: ex-VAT × margin − fixed costs − transaction fees. Smart Bidding optimises on real margin. Learn more →
Conversions that happen away from your website — phone sales, in-store orders, CRM leads that close later. Straight from your CRM with SHA-256 user data (email/phone) back into Google Ads and Google Analytics. Runs outside server-side GTM — no browser, no container, no tag needed. This way Smart Bidding also sees events that never run through your site.
The Google Data Manager API (GDMA) is Google's newer REST API for server-to-server delivery of conversion data into Google Ads. We use it specifically for server-side conversion uploads, with SHA-256 hashed user data for Enhanced Conversions.
Purchase, lead or signup — via your own sst.your-shop.com domain.
SHA-256 hashing of email/phone, click-ID restore, geo + UA headers, consent filter.
One server-to-server call to Google. No browser, no ad blocker.
Exactly what we do between "customer on your site" and "conversion in Google Ads". No black box — all documentable.
Email and phone number are hashed server-side (SHA-256, lowercased, trimmed) and sent along as user_data. Meets Google's Enhanced Conversions format.
Our Click ID Restorer (_sst_cid + _gcl_aw) keeps gclid and msclkid even when Safari or Brave tracking prevention wipes the cookies. The click ID travels along in the payload.
Country, Region, City from DB-IP Lite (server-side) plus Browser/OS/Device as HTTP headers. Enriches your payload without extra client-side scripts.
Our gcd parser reads Consent Mode v2 signals before the payload leaves the server. On ad_storage: denied PII is stripped; on ad_user_data: granted hashed data is included.
One server-to-server HTTPS call to Google per conversion. Bypasses ad blockers and ITP — the call comes from our server, not the browser.
The server container runs on UpCloud nl-ams1. Data never passes servers outside the EU before delivery to Google.
✓ Conversion Replay and POAS tracking are included by default — no separate add-ons, no per-feature fees, from €20/mo Starter.
Offline CRM Conversions is custom per client (CRM integration on request) — get in touch.
Server-to-server tracking solves concrete problems we see in practice with client-side Google Ads conversions.
Safari ITP and iOS Private Relay block third-party cookies and cap first-party cookies at 7 days. Server-side conversions via your own domain aren't affected.
uBlock, AdBlock Plus and browsers with built-in blockers recognise googletagmanager.com and block the pixel. A call from your own server does reach Google.
Server-side hashed PII has a more reliable format than client-side JS hashing (where developers often make mistakes with trimming/lowercasing).
Actual recovery depends on your traffic mix (iOS share, adblock percentage, mobile vs desktop). In practice we see an incremental effect of up to roughly 35% on sites with Safari/Brave-heavy traffic — closer to 5-10% on mostly Chrome traffic. We'd rather report what you see in your own GA4 Sources report over the first 14 days after activation than promise a uniform number.
No separate module licences. Conversion Replay is built into every SST plan as standard.
The Google Data Manager API (GDMA) is Google's newer REST API for server-to-server delivery of conversion data into Google Ads. We use it for conversion uploads, with SHA-256 hashed user data for Enhanced Conversions.
Conversion Replay is our branded term for our server-side Google Ads conversion pipeline: events from your site are enriched in our server container (hashing, click-ID restore, geo headers, consent filtering) and then sent server-to-server into Google Ads via the Google Data Manager API.
Right now Conversion Replay specifically targets Google Ads via the Data Manager API. For Meta Conversions API we support the standard server-side connection through your GTM server container (manual tag configuration). The TikTok Events API and Pinterest CAPI are on the roadmap but not available yet.
Client-side pixels are blocked by ad blockers, iOS Intelligent Tracking Prevention and private relay. Server-to-server calls from your own domain always get through — no lost attribution, stronger Smart Bidding signals for Performance Max.
No. We authenticate via an MCC link with your existing Google Ads account (read+write for conversion uploads). No separate subscriptions, no extra Google accounts. Setup via OAuth in a few minutes.
Yes. When your site passes email or phone in the dataLayer (e.g. via checkout), we hash it SHA-256 server-side and include it as user data in the Data Manager API payload. Match rates are usually higher than client-side Enhanced Conversions because no pixel has to fire and the hashing format meets Google's spec exactly.
Not if you send a shared event identifier. We generate a transaction_id or order_id per conversion that Google Ads uses to deduplicate automatically. You can even run both for a while to compare before you switch client-side off.
For ecommerce: purchase, view_item, add_to_cart, begin_checkout, add_payment_info, add_shipping_info. For lead generation: generate_lead, sign_up, contact. Custom Google Ads conversions (your own Conversion Label) can be added on request.
Conversion Replay respects Consent Mode v2 signals. If a user sets ad_storage: denied, the conversion is only passed on in aggregate (without PII). Hashed email/phone are only included when ad_user_data: granted. Server in Amsterdam, GDPR-compliant.
Not at the moment. We focus on conversion uploads via the Google Data Manager API. Customer Match is not in the current scope. If this matters for your use case, let us know.