Send conversions to Meta and Google Ads
Send the events your server signs to a Meta dataset and a Google Ads conversion action, within a value limit and a daily limit.
Once your server sends signed events (Set up tracking), Adrails can pass them on to Meta's Conversions API and to Google Ads. Their bidding then learns from sales their own pixel or tag missed.
Only events signed with the server key are sent. Events from the script on your pages stay in Adrails, whatever the settings below.
Send to Meta
- In Settings > Tracking, go to Send to Meta.
- Choose the Ad account, then the Dataset (your pixel) the events go to.
- Choose Save changes.
Each signed event is sent to Meta right after it is recorded, unless a limit holds it back. Adrails sends:
- the event name, using Meta's standard name where there is one (
purchasebecomes Purchase,leadbecomes Lead,signupbecomes CompleteRegistration; the full list is in the reference), event_id, so Meta can match it with the same event from your pixel and count it once,- the time,
action_source, andlanding_urlas the event's source URL, valueandcurrency,fbcandfbp, and the IP address and user agent of the request that sent the event,- the customer's email, external id and phone, hashed with SHA-256.
Send to Google Ads
Google Ads is coming soon
- In Settings > Tracking, go to Send to Google Ads and choose the Ad account.
- Choose the Event Google counts: Purchase, Lead, Sign-up, Subscription or Trial started.
- Choose the Conversion action that receives it. To make a new one, choose Create "Adrails purchases" in Google Ads; the name follows the event you chose.
- Choose Save changes.
A conversion goes to Google only when it is signed, carries a gclid, and has the event name you chose. Adrails sends them in batches once an hour, and waits until an event is at least 6 hours old, because Google refuses a click it has not processed yet. event_id is sent as the order id.
When you set up Google after the tracker was already running, the signed conversions of the last 7 days are sent too.
A Google Ads connection made before Adrails could send conversions cannot send them. Settings > Tracking says so; connect Google Ads again from Ad accounts to allow it. Until then, conversions wait.
Limits
Two limits per tracking source protect the ad platforms against a leaked server key or a broken integration. Signed events past them are still recorded in Adrails, and held back from Meta and Google Ads.
| Limit | Default | Accepted range | Counted |
|---|---|---|---|
| Largest value per event | 100,000 | above 0, up to 1,000,000,000 | In the currency your site sends |
| Events per day, per platform | 5,000 | 1 to 100,000 | From midnight UTC, for Meta and for Google Ads each |
An event whose value is above the limit is held back whole, not lowered to the limit. A value above it most often means cents sent as units, and a lowered value would still be an amount nobody paid.
Read what was sent
Settings > Tracking shows, for each platform over the last 30 days:
- Sent, Waiting and Refused events;
- how many events from the script on your pages stayed in Adrails;
- how many signed events the limits held back;
- for Google Ads, the last problem Google reported.
Google accepts a batch at once and checks each conversion afterwards. Its verdict comes back on a later run and is shown as the last problem when it refused some.
Watch for
- Only owners and administrators can change these settings.
- Saving the Google settings sorts again what waits: signed conversions of the last 7 days that match the chosen event are queued again, and anything else waiting for the previous setup is dropped.
- Sample data cannot receive conversions: only real ad accounts are listed.
- Removing tracking does not remove what Meta and Google Ads already received.