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Send website conversions to ad platforms
Send tagged form, purchase, booking, and sign-up events to ad platforms from your server for automated bidding. Learn setup and how each platform works.
Author: Cascade
You can send form submissions, purchases, bookings, and sign-ups captured by the Cascade measurement tag on your site from the server to your connected ad platforms. This fills in conversions that the platform's browser tag (pixel) cannot send because of ad blockers or cookie restrictions, so the platform's automated bidding can learn from more conversions.
Open Ad Settings > Audience Management in the left menu. On the Conversion feedback tab, start from the Website results (leads, purchases, bookings & sign-ups) row under Sending results to ad platforms.
What you can do
Type | What is sent |
|---|---|
Form | Submissions from contact forms and other forms |
Purchase | Completed e-commerce purchases |
Booking | Bookings completed through booking tools |
Sign up | Completed sign-ups |
You can turn sending on or off for each type. The switches apply to all ad platforms. There are no separate settings for individual platforms.
Destination ad platforms and how they work
Destinations are determined automatically by your connected platforms. When you connect another platform, conversions are sent to it as well. Each platform sets up its conversion destination differently.
Ad platform | Destination and sending method |
|---|---|
Meta Ads | Conversions are sent to the pixel you select. Select a pixel when you start (you can change it later). If the same conversion type is already sent to Meta Ads from a server, Cascade does not send that type to prevent double counting. This is checked each time conversions are sent, so sending also stops automatically if you later start sending from a server through another system. |
TikTok Ads | Cascade automatically creates a dedicated pixel named "Cascade Web Conversions" and sends conversions to it. Form submission, purchase, and sign-up events are used for bidding when you select them as the ad group's optimization event (bookings are tracked only). |
Google Ads | Cascade automatically creates a dedicated conversion action for each type, such as "Cascade Web CV: Form submitted", and sends conversions to it. These actions are set to Secondary (observe only), so they are not used for bidding. To use them for bidding, include them in a custom goal and select that goal as the campaign's conversion goal (they can be used for bidding while remaining secondary). If you change an action to Primary (used for bidding), sending stops to keep these conversions separate from existing conversions. |
Microsoft Ads | Cascade automatically creates a dedicated conversion goal for each type, such as "Cascade Web CV: Form submitted (Account ID)", with bidding disabled, and sends conversions to it. To match by email address, you need to enable Enhanced Conversion for each goal (see Send website conversions to Microsoft Ads (set up enhanced conversions)). If you change a goal to Include in Conversions, sending stops for that type. |
Pinterest Ads | Conversions are sent directly to the ad account without creating a dedicated destination. To prevent double counting, Cascade sends conversions only when measurements from the last 7 days for each product confirm that "There is no Pinterest tag on the site" (nothing is sent if this cannot be confirmed). Conversions without an email address cannot be sent. |
Yahoo! Ads (Search, Display) | Cascade automatically creates dedicated conversion tracking for each type in each account, using imported conversions that are not used for automated bidding. Conversions are sent in a batch once a day. These conversions cannot be selected as campaign goals and are for reporting only. If you clear Do Not Use for Automated Bidding, sending stops for that type. |
Dedicated destinations are created with a "not used for bidding" setting, so these conversions do not affect your existing conversion counts by default. To use them for automated bidding, add them to your campaign's conversion goals in each platform's management interface.
Information sent
The following information is sent for each conversion. The fields sent vary by platform. You can check them for each platform under What is sent & destinations.
Conversion date and time (server receipt time)
Conversion type (the platform's standard event name)
URL of the page where the result occurred (without the query string)
Browser information (User-Agent)
Email address and phone number (hashed using the method specified by the platform)
Click ID (obtained from the ad click URL or the platform's measurement tag cookie)
Browser identifier (a value stored in the browser by the platform's measurement tag)
Anonymous identifier for each conversion
Purchase amount and currency (only for purchases verified through an e-commerce integration)
Email addresses and phone numbers are used to match conversions with user information held by the platform. The original values are never shared with the platform. Each conversion identifier is an anonymous value that contains no personal information. IP addresses are not sent.
If you select Restrict to click IDs only under Data usage policy on the Conversion feedback tab, email addresses and phone numbers are not sent. Click IDs, browser identifiers, and similar identifiers are used instead. Pinterest Ads requires an email address, so conversions are not sent to it with this setting.
Prerequisites
This feature is available on the Business plan.
Install the measurement tag on your site as described in Track inquiries, bookings, and purchases (install the tag). Conversions that occur before the tag is installed are not sent.
Connect the destination ad platforms under Settings > Integrations.
Only an Owner or Admin can change the settings.
To send conversions to Yahoo! Ads Search Ads, enable Auto-Tagging for the ad account (see Send order data to Yahoo! Ads).
Steps
1. Open the Conversion feedback tab
Open Ad Settings > Audience Management and select the Conversion feedback tab.
2. Start sending website results
Under Sending results to ad platforms, start sending Website results (leads, purchases, bookings & sign-ups). The confirmation screen shows the information to be sent and the destination platforms (Connected / Not connected).
If Meta Ads is connected, you can select the pixel that receives conversions. If you start without selecting one, Meta Ads remains Destination not set. You can select a pixel later with Set destination.
Review the details and click Agree and start to begin sending.
3. Turn sending on or off by type
All supported types are enabled when you start. However, if Shopify is connected, purchases are initially off. This prevents double counting when Shopify already sends purchases to the platform. If Shopify is not sending them, you can turn the switch on.
To change the types later, open What is sent & destinations and use the switches under Result types to send. The switches apply to all platforms. You cannot enable a type until at least 1 platform has its destinations ready.
4. Check "reasons for not sending"
Under What is sent & destinations, each platform's row shows its status. If any types are not being sent to a platform, the reasons appear in that row (in a format such as "Form, Purchase: Not sent because...").
Displayed reason | Meaning and action |
|---|---|
Cannot send because the dedicated Cascade destination has been deleted | The dedicated conversion definition has been deleted on the platform. Most platforms automatically recreate it the next time conversions are sent. |
Cannot send because the dedicated conversion action has been deleted and cannot be recreated with the same name | Google Ads does not allow a deleted definition to be recreated with the same name. Restore the deleted definition in the Google Ads management interface. |
Cannot send because the dedicated pixel "Cascade Web Conversions" was not found | The dedicated TikTok Ads pixel has been deleted. It is automatically recreated the next time conversions are sent. |
Not sent because the dedicated Cascade destination has been paused | Re-enable the dedicated definition in the platform's management interface. |
Not sent because the dedicated Cascade destination has been changed to use it for bidding, to avoid mixing these conversions with existing conversions | Sending resumes when you change the setting back to Secondary (observe only) in Google Ads, Exclude from Conversions in Microsoft Ads, or Do Not Use for Automated Bidding in Yahoo! Ads. |
Not sent because the dedicated Cascade destination settings differ from when it was created | Restore the dedicated definition's original settings. In TikTok Ads, this applies to the dedicated pixel's settings and registered events. |
Cannot send because the platform did not allow the dedicated Cascade destination to be created | The dedicated definition could not be created because of the account's status on the platform. Check the account status in the platform's management interface. |
Cannot create a dedicated destination because the Microsoft Ads "Include in Conversions" feature is not enabled or its availability cannot be verified | The destination can be created once this feature is available in your Microsoft Ads account. Contact Microsoft Ads support. |
Cannot send because account setup is required on the platform | Complete the account setup in the platform's management interface. |
Cannot send because auto-tagging is disabled for the account | Enable auto-tagging in the Yahoo! Ads management tool. |
Purchases are not sent because they are covered by order and purchase data sending | Purchase conversions are already sent through order and purchase data sending, so this prevents double counting. No action is needed. |
Not sent because the site has a Pinterest tag | The Pinterest tag already sends conversions, so this prevents double counting. No action is needed. |
Not sent because the presence of a Pinterest tag cannot be verified | There are not yet enough conversions to make this determination. It is determined automatically as more measurements are collected. |
Not sent because the same conversion type is already sent to Meta Ads from a server | Conversions are already sent from a server through another system, so this prevents double counting. No action is needed. |
Not sent because the receipt status in Meta Ads cannot be verified | The receipt status in Meta Ads is temporarily unavailable. It is checked again automatically after some time. |
Not sent because the dedicated destination could not be verified | The platform's definition was temporarily unavailable for verification. If this continues after some time, contact support. |
Cannot send until you reconnect | Reconnect the affected platform under Integrations. |
Cannot send because the selected destination was not found in the connected ad account | Select the destination again with Change destination (the Meta Ads pixel). |
What happens after you start
Conversions are held for about 10 minutes after capture before sending. This lets the platform's browser tag (pixel) send first so deduplication works correctly. Conversions are then sent in batches every 15 minutes, so sending takes about 10–25 minutes.
Yahoo! Ads is the only platform where conversions are sent in a batch once a day, so they may take 1–2 days to appear in reports.
Only conversions captured within the last 7 days are eligible to be sent.
Whether a sent conversion is counted in the platform's management interface depends on the platform's matching and deduplication against the browser pixel. Successful sending does not mean the platform counts it as a conversion.
Do not delete or change dedicated destinations in the platform's management interface. Changes stop sending for that type.
Stop sending
Stop sending website results on the same screen. This stops sending to all destinations (sending in progress also stops from the next sending unit). To stop only certain types, turn off their switches.
Troubleshooting
Symptom | Cause | Action |
|---|---|---|
Cannot start sending | You do not have permission to configure the settings. | Only an Owner or Admin can configure the settings. |
The platform's row shows Not connected | The platform is not connected. | Connect it under Settings > Integrations. It automatically becomes a destination once connected. |
The platform's row shows Destination not set | You have not selected a destination pixel for Meta Ads. | Select a pixel with Set destination. |
The platform's row shows Blocked by identifier restriction | Restrict to click IDs only is selected under Data usage policy. | The information this platform requires for matching cannot be sent. You can check the setting under Data usage policy on the Conversion feedback tab. |
Conversions are not being sent | The measurement tag is not capturing conversions. | Check that the measurement tag is installed. Conversions that occur before the tag is installed are not sent. |
Only purchases are not being sent | Purchases are off by default because Shopify is connected, or they are covered by order and purchase data sending. | If Shopify is not sending purchases, turn on the purchase switch under Result types to send. No action is needed if purchases are covered by order and purchase data. |
A reason appears in the platform's row | Sending is blocked by the status or settings of the platform's definition. | Follow the actions in the "Reasons for not sending" table above. |
