November – 12 New Server-Side Destinations

12 New Server-Side Destinations or Conversion APIs in Platform X as of November 2024

Platform X now includes 12 new server-side destinations, bringing the total to 145 CAPIs or server-side connectors—the largest on the market. This strengthens seamless integration with popular advertising and data platforms, helping businesses track conversions, optimize ads, and broaden their digital reach with higher data fidelity.

Below, we look at each of these newly introduced destinations, which join the previous 133. We’ll highlight their features and potential synergies.

This destination allows for accurate lead conversion tracking on Google platforms. Enhanced Conversions for Leads leverages first-party data to improve attribution accuracy by linking conversion data to Google Ads, enabling advertisers to better understand lead journeys. Server-side integration benefits companies seeking to optimize lead generation campaigns with high-quality data capture.

Similar to Enhanced Conversions for Leads, this integration is specifically for advertisers using Google’s Search Ads 360 platform. By incorporating server-side conversion data, this destination enhances attribution in paid search campaigns. Combining it with other Google solutions enables a cohesive advertising strategy, supporting deeper insights into conversions generated by search.

Facebook’s Conversions API (CAPI) Advanced provides a direct server-to-server connection for tracking events on Facebook. Unlike traditional pixel-based tracking, this server-side API improves data accuracy and reduces data loss, particularly under privacy restrictions. This advanced version likely includes additional customization options, enhancing tracking for both standard and custom conversions on Facebook.

Facebook Lead Ads allows marketers to capture user information directly from Facebook without users leaving the site. Through server-to-server integration with Platform X, this destination enables real-time lead data storage and management. Combined with Facebook’s Advanced Conversion API, this streamlines data collection, enhancing lead data quality and quantity.

Microsoft’s Universal Event Tracking (UET) is a powerful tool for tracking user actions across Bing and other Microsoft environments. This server-side integration enables more accurate conversion tracking by reducing cookie reliance, enhancing ad performance analysis, especially for users within Microsoft’s ecosystem. Synergies with other search-based conversions, like Google Enhanced Conversions for search ads, can provide advertisers with comprehensive cross-platform insights.

Developed by Branch, Branch Events CAPI facilitates server-to-server event tracking on mobile and web platforms. This API enables tracking across apps, the web, and deep linking, especially valuable for brands aiming to unify user experiences across digital touchpoints. Branch Events CAPI works well with other server-side integrations, supporting a seamless journey between channels, making it ideal for mobile-first companies seeking comprehensive user data.

Developed by Branch, Branch Events CAPI facilitates server-to-server event tracking on mobile and web platforms. This API enables tracking across apps, the web, and deep linking, especially valuable for brands aiming to unify user experiences across digital touchpoints. Branch Events CAPI works well with other server-side integrations, supporting a seamless journey between channels, making it ideal for mobile-first companies seeking comprehensive user data.

Nextdoor’s Conversion API focuses on tracking engagement and conversion events in community-focused advertising. This API is ideal for businesses targeting local markets, such as real estate, small business services, or community-centered offerings. Integrating Nextdoor data with other major advertising platforms could provide comprehensive insights into how local advertising complements broader digital campaigns.

The X/Twitter Conversion API enables server-side tracking of conversions occurring on X (formerly Twitter). This destination offers advertisers a way to track and analyze user behavior on Twitter, complementing social media ecosystem strategies. Combining Twitter insights with those from Facebook or Quora CAPI could improve social media strategies, especially for understanding cross-platform audience engagement.

Dynamic Yield, a platform known for personalization, uses its server-side destination to track and adapt customer experiences in real-time. By integrating Dynamic Yield with Platform X, companies can leverage personalized recommendations and behavior-based adjustments to optimize user engagement. This destination could work well with any advertising destination to deliver highly targeted ads based on individualized data.

Kelkoo, a price comparison and shopping platform, enables precise tracking of user interactions with products. Through this server-side integration, companies can collect behavioral data during e-commerce conversions, particularly useful for brands with high transaction volumes. Kelkoo could complement other advertising platforms, such as Google Enhanced Conversions, to provide a more comprehensive view of the e-commerce journey.

The server-side integration of Affilae is designed for marketers using affiliate strategies, allowing real-time tracking of conversions generated by affiliates. This integration enables brands to manage and more accurately monitor the performance of their affiliate networks. Given the performance-driven nature of affiliate marketing, Affilae could complement broader strategies on Google or Facebook to track the full impact of affiliate partnerships within a larger campaign.

Potential Synergies Among These Server-Side Destination

Cross-Platform Attribution:
The integration of Google Enhanced Conversions, Microsoft UET, and X/Twitter CAPI offers brands a comprehensive view of search and social network performance, useful for maximizing ROI across major platforms.

Social Media Strategy:
A combination of Facebook Advanced CAPI, X/Twitter CAPI, and Quora Ads CAPI can provide advertisers with a unified approach to social media tracking. This synergy enhances understanding of engagement across different social platforms, revealing cross-platform engagement trends.

Local Geographic Advertising:
Nextdoor CAPI’s local focus is ideal for advertisers targeting specific communities. It works well alongside Facebook Lead Ads to capture both broad and localized audiences, offering a balanced view of reach.

E-commerce and Personalization:
Shopping data from Kelkoo, combined with Dynamic Yield’s personalization capabilities, can help brands improve the e-commerce customer experience from browsing to purchasing, with insights based on user behavior and purchase intent.

Omnichannel Experience:
Branch Events CAPI, when integrated with platforms like Dynamic Yield or Kelkoo, allows brands to create a seamless user experience across channels. This is ideal for brands prioritizing an omnichannel presence and seeking to unify data across web, app, and mobile.

These new server-side destinations on Platform X significantly improve the accuracy and versatility of tracking across various digital channels. Each integration supports specific business objectives, enabling customized strategies tailored to the complexities of today’s digital landscape. As privacy standards evolve, these server-side solutions offer a powerful and compliant alternative to third-party cookie-based strategies, paving the way for more reliable and privacy-conscious data collection.