Why you lose conversions to iOS and blockers (and how to get them back)
If you measure your campaigns with the browser pixel alone, there's a hole in your numbers: a share of your sales never reaches Meta or Google. It's not your fault —it's how the web works today— and it's fixable.
What the browser hides
Since iOS 14.5 and Safari's Intelligent Tracking Prevention (ITP), the browser limits third-party cookies and shortens the life of first-party ones. Add ad blockers, which stop the pixel from even loading. The result: a fraction of your conversions vanishes from the report, even though the sale happened.
When that happens, your ad algorithm optimizes on incomplete data. It thinks certain audiences convert worse than they really do, and your cost per acquisition climbs without you knowing why.
Why server-side fixes it
Server-side measurement doesn't depend on the user's browser. When a conversion happens, your server tells Meta (CAPI), GA4 (Measurement Protocol) or Google Ads directly, with the data you do have. Neither iOS nor a blocker can intercept that.
- You recover the sales the pixel loses.
- The algorithm optimizes on real data → your CPA drops.
- And you do it respecting user consent (GDPR).
How Wirefunnels does it
Wirefunnels sits on top of your page and measures every conversion from the browser and the server at once, with deduplication so nothing is counted twice. You touch no code: connect your ad accounts once and every sale is logged where it belongs.
The lead is yours too: captured first-party and kept in your panel. Start here or try it free.