Track leads and sales back to the ad
Why your ad platforms need your sales data
Offline Conversion Tracking
Track phone calls, in-store purchases and other offline sales back to the campaign that produced them.
AI Algorithm Optimisation
Feed real conversion data to ad platforms so their AI can find more high-value customers automatically.
E-commerce Integration
Product-level sales tracking for online stores, from the first visit to the checkout.
Cross-Platform Attribution
See which ads, searches and emails played a part in each sale, then move budget to what works.
How we set it up
Step 1: Map your conversions
We list the events that matter to your business: form leads, calls, bookings, qualified leads, and sales made online, by phone or in store.
Step 2: Connect your sales records
We link your website and CRM or sales records, so each lead keeps the campaign details it arrived with, within the consent rules that apply.
Step 3: Send conversions back
Qualified leads and closed sales go back to each ad platform through its own server-side or offline import route.
Step 4: Report and adjust
One report shows what each platform's spend returned, so budget can move to the campaigns that sell.
Sale closed
Phone call, store or website
- Meta Ads
- Google Ads
- LinkedIn Ads
- TikTok Ads
The platforms we connect
Meta Conversions API
Server-side events from your website and CRM to Meta, alongside the pixel, so Meta also sees the leads and sales that browsers block or that happen offline.
Google Ads offline conversions
Qualified leads and closed sales from your CRM uploaded against the Google click that started them, with enhanced conversions where your setup allows it.
LinkedIn Ads conversion tracking
Insight Tag and Conversions API events for B2B leads, with the deals your CRM records added to the same campaigns.
TikTok Events API
Server-side web and offline events sent to TikTok, so its algorithm optimises for buyers rather than clicks.
Google Analytics 4
The same conversion events set up in GA4, so your own reports use the definitions your ad platforms optimise on.
What you get
We run your campaigns on Meta, Google, LinkedIn and TikTok from one tracking setup, and report on it in dashboards built from your own data.
- Connect campaigns to qualified leads and commercial outcomes
- Improve attribution using available first-party and offline data
- Support better optimisation decisions across advertising platforms
What changes
No. 5105- Real sales
- Sent back to each platform
- One definition
- Of a lead and a sale, everywhere
- Clear attribution
- Wherever the platforms allow it
Conversion Tracking FAQ
Common questions about offline and server-side conversion tracking.
Offline conversion tracking records the sales and qualified leads that happen away from your website, such as phone calls, in-store purchases or deals closed in your CRM, and sends them back to the ad platform that produced the original click or lead. The platform can then optimise for buyers instead of form fills.
We set up conversion tracking for Meta (including the Conversions API), Google Ads (including offline conversion imports), LinkedIn Ads and TikTok Ads, and use the same conversion events in Google Analytics 4. What each platform accepts depends on its policies, your account access and the data you hold.
You need a reliable record of which leads became sales. That can be a CRM, a booking system or a sales register. If you do not have one, CRM implementation can be part of the engagement.
We send only the data a platform needs to match a conversion, hashed where the platform requires it, and work within the consent settings and privacy laws that apply to your business, including POPIA for South African data subjects. Our Privacy Policy explains how GraceRock handles personal information.
Timing depends on the number of platforms, your website and CRM, data quality and platform approvals. We agree a delivery plan in the written proposal.
Better data gives the ad platforms a better signal to optimise on, but the effect depends on your data quality, conversion volume, offer and the platforms involved. We do not promise a figure; we report what changes.
Explore our other AI solutions
Find out what your ads really return
Book a free audit and we will look at how your leads and sales are tracked today, and what each platform is missing.