Server-Side Tracking & CAPI

Server-side tracking (also known as Conversions API or CAPI) sends conversion events directly from your server to ad platforms, bypassing browser limitations introduced by iOS 14+, ad blockers, and cookie deprecation. OmniSocial's tracking system gives you a single pixel that fans out events to every destination you configure.

Why Server-Side Tracking Matters

Browser-based pixels are increasingly unreliable:

Challenge	Impact	Server-Side Solution
iOS 14+ ATT	Up to 40% of users opt out of tracking	Events fire from your server, not the browser
Ad blockers	30%+ of desktop users block scripts	Server requests are not interceptable by browser extensions
Cookie deprecation	Third-party cookies phased out	First-party data hashed and sent directly to platforms
ITP / ETP	Safari and Firefox limit cookie lifetime	Server-side events are not affected by browser storage policies

tip

Combining browser pixels with server-side CAPI gives you deduplicated, high-fidelity conversion data. Ad platforms merge the two signals when both carry the same event ID. The UniPulse SDK gives every event an ID and returns it from omni('track', ...). If you also fire the Meta Pixel yourself, pass that ID as its eventID. For purchases, the ID is purchase: followed by your store's order ID on both the website and the server, so a Purchase reported by both is counted once.

How It Works: Setup Flow

Getting started takes four steps:

Create a Tracking Pixel -- Go to Analytics > Tracking and click New Pixel. Each pixel gets a unique pixelId and API key.
Link Destinations -- Add one or more platforms (Meta, Google, TikTok, GA4, or a custom webhook) and provide the required credentials.
Install the SDK -- Add the OmniSocial tracking snippet to your website or install the npm package.
Verify Events -- Use the Real-Time Event Stream to confirm events are flowing.

Tracking Pixels

A tracking pixel is a container that groups destinations and events together under a single API key.

Creating a Pixel

Navigate to Analytics > Tracking > New Pixel and provide:

Field	Description
Name	A descriptive label (e.g., "Main Website")
Domain	The domain where the pixel will be installed

After creation you will receive a pixelId and an API key. The API key authenticates all incoming events.

Managing Pixels

Regenerate API Key -- If your key is compromised, regenerate it from the pixel settings. The old key is immediately invalidated.
Delete Pixel -- Removes the pixel, all linked destinations, and historical event data.

warning

Regenerating an API key requires updating the key in your SDK installation. Events sent with the old key will be rejected.

Destinations

Each pixel can fan out events to multiple destinations simultaneously.

Supported Destinations

Destination	Required Credentials	Events Supported
Meta CAPI	Pixel ID, Access Token	`Purchase`, `AddToCart`, `InitiateCheckout`, `ViewContent`, `Lead`, `PageView`
Google Ads	Customer ID, Conversion Action ID, Developer Token	`purchase`, `add_to_cart`, `begin_checkout`, `page_view`
TikTok Events API	Pixel Code, Access Token	`CompletePayment`, `AddToCart`, `InitiateCheckout`, `ViewContent`
GA4 (Measurement Protocol)	Measurement ID, API Secret	All standard GA4 events
Custom Webhook	Endpoint URL, optional secret header	All events forwarded as JSON

Adding a Destination

Open your pixel and click Add Destination.
Select the platform type.
Enter the required credentials.
Enable or disable specific event types to forward.
Click Save & Test to send a test event.

Event Name Mapping

OmniSocial automatically maps your event names to each platform's expected format. For example, a purchase event becomes Purchase for Meta, purchase for GA4, and CompletePayment for TikTok.

Customer Scoring

The tracking system automatically builds customer profiles and assigns quality scores based on behavior.

How Scores Work

Every tracked customer accumulates a score from 0 to 100 based on weighted signals:

Signal	Weight	Description
Purchase count	30%	Number of completed purchases
Total revenue	25%	Lifetime spend
Visit frequency	20%	Number of sessions in the scoring window
Recency	15%	Days since last activity (lower is better)
Cart behavior	10%	Add-to-cart to purchase conversion rate

Segment Definitions

Customers are automatically placed into segments based on their score and behavior:

Segment	Criteria	Typical Use
high_value	Score > 80	Lookalike audiences, VIP campaigns
repeat	Score 60--80, 2+ purchases	Upsell and cross-sell campaigns
promising	Score 40--60, recent activity	Nurture sequences
at_risk	Score 20--40, declining activity	Win-back campaigns
new	First seen < 30 days ago	Welcome sequences
churned	No activity in 90+ days	Re-engagement campaigns

Using Segments for Ad Optimization

Segments are sent alongside conversion events to ad platforms as custom parameters. This allows you to:

Build lookalike audiences from your high_value segment in Meta Ads Manager.
Set value-based bidding in Google Ads using score-weighted conversion values.
Exclude churned customers from prospecting campaigns to reduce wasted spend.

Attribution

The tracking system captures attribution data to connect conversions back to their traffic source.

UTM Parameters

The SDK automatically captures UTM parameters from the landing URL:

Parameter	Example
`utm_source`	`facebook`
`utm_medium`	`cpc`
`utm_campaign`	`summer_sale_2026`
`utm_term`	`running+shoes`
`utm_content`	`video_ad_v2`

Post Attribution

When a user arrives via a link from one of your social posts, the system matches the click to the originating publication to attribute the conversion to specific content.

Ad Attribution

For paid traffic, the SDK captures platform-specific click identifiers (fbclid, gclid, ttclid) and includes them in server-side events for accurate ad-level attribution.

Conversion Funnel

The attribution engine tracks the full funnel:

PageView --> ViewContent --> AddToCart --> InitiateCheckout --> Purchase

Each step is timestamped and attributed, giving you a clear view of where users drop off.

Real-Time Event Stream

The Event Stream tab shows events as they arrive, in real time. Use it to:

Verify SDK installation -- Confirm that page views and custom events appear within seconds of triggering them.
Debug destination delivery -- See which destinations received each event and whether they returned a success or error response.
Monitor throughput -- Watch event volume during campaign launches or sales events.

tip

Open the Event Stream in a second browser tab while browsing your site to verify tracking end-to-end.

E-Commerce Bridge

If you have connected a store (Shopify, WooCommerce, or EasyOrders), the tracking system automatically generates events from order data:

Store Event	Tracking Event	Data Included
Order created	`purchase`	Order ID, total, currency, items
Cart updated	`add_to_cart`	Product ID, name, price, quantity
Checkout started	`initiate_checkout`	Cart total, item count

This means you get server-side conversion tracking even if the customer never visits a page with your SDK installed -- the commerce bridge handles it.

Each order is counted once

Prepaid orders are reported as a Purchase when the order is placed.
Cash-on-delivery orders are reported as a Purchase only when the order is delivered, so orders refused at the door never inflate your ad results. Deliveries are picked up automatically when your store syncs, or as soon as you mark an order as delivered.
Open carts, cancelled and refunded orders are never reported as purchases.

SDK Installation

Option 1: Script Tag

Add this snippet before the closing </body> tag on every page:

Copy the exact snippet from Settings > Tracking > SDK. It already contains your pixel ID and the correct endpoint:

<script src="https://cdn.unipulse.tech/sdk/v1/unipulse-tracking.umd.js"></script>
<script>
  omni('init', {
    pixelId: 'YOUR_PIXEL_ID',
    apiKey: 'YOUR_API_KEY',
    endpoint: 'https://api.unipulse.tech/api/v1/tracking/ingest',
    autoPageView: true,
    consent: 'optional'
  });
</script>

Option 2: npm Package

npm install @omnisocial/tracking

import { omni } from '@omnisocial/tracking';

omni('init', 'YOUR_PIXEL_ID', { apiKey: 'YOUR_API_KEY' });
omni('track', 'PageView');

Common Commands

Command	Description	Example
`omni('init', options)`	Initialize the SDK	`omni('init', { pixelId: 'tp_…', apiKey: '…' })`
`omni('track', event, data)`	Track an event. Send the order's real `currency` and `order_id` for purchases.	`omni('track', 'Purchase', { value: 1500, currency: 'EGP', order_id: '1001' })`
`omni('identify', traits)`	Identify a customer	`omni('identify', { email: 'user@example.com' })`
`omni('consent', granted)`	Set GDPR consent	`omni('consent', true)`

How consent reaches the server

When Block events before consent is on, UniPulse drops a visitor's events until that visitor grants consent. Calling omni('consent', 'grant') both stores consent in the browser and records it with UniPulse, so events start flowing immediately. omni('consent', 'revoke') records the withdrawal the same way.

The tracking system includes built-in GDPR tooling:

Consent Mode -- The SDK only fires events after omni('consent', true) is called. Before consent, the SDK queues events but does not transmit them.
Data Export -- Request a full export of a customer's tracked data via Settings > Privacy > Data Export.
Data Erasure -- Request deletion of a customer's data. This removes all events, profile data, and scores, and sends deletion requests to connected platforms that support it (Meta, Google).

info

Data export and erasure requests are processed within 72 hours. You will receive a confirmation email when complete.

Dashboard -- Overview of social media performance
Customer Quality Scoring -- Deep dive into scoring algorithms and segments
Revenue Attribution -- Track social-to-sales conversions
Auto-Boost Ads -- Automatically boost high-performing content

Why Server-Side Tracking Matters​

How It Works: Setup Flow​

Tracking Pixels​

Creating a Pixel​

Managing Pixels​

Destinations​

Supported Destinations​

Adding a Destination​

Customer Scoring​

How Scores Work​

Segment Definitions​

Using Segments for Ad Optimization​

Attribution​

UTM Parameters​

Post Attribution​

Ad Attribution​

Conversion Funnel​

Real-Time Event Stream​

E-Commerce Bridge​

SDK Installation​

Option 1: Script Tag​

Option 2: npm Package​

Common Commands​

GDPR Compliance​

Related Pages​