New ways to improve conversion rate

In 2024, only about 13.8% of iOS users allowed app tracking, and 67% of U.S. adults said they block cookies or limit tracking altogether. These changes leave marketers with incomplete data, confusing reports, and ad algorithms that learn from only part of the customer journey.

This article explains how to fix this issue through smarter tracking and cleaner data. You'll learn what conversion rate optimisation (CRO) means in practice, how it works for Facebook and Google Ads, and why server-side tracking has quietly become the most effective way to improve CRO in 2025.

CRO means getting more people who visit your site or see your ad to actually take action, buy, sign up, or leave their details. It's about understanding what makes users act and focusing more on the moments that bring real value.

A strong CRO setup helps you to see which pages or ads move people closer to conversion and which ones only waste budget. It also connects your analytics, ad data, and customer insights in one flow so that you can make decisions based on evidence.

Good ad CRO starts with clarity. Each part of your campaign, from the image to the landing page, should lead users naturally to act.

Start with the creative, because that's where people feel your message before they understand it. The image shall catch attention, the headline holds it, and the CTA moves people just enough to take action. Let your ads sound like a real invitation, not a command: "Sign up today," "See how it works." When the message, tone, and design work together, the ad feels effortless, and that's when people respond.

Then choose who sees your ads. Every platform lets you target based on age, interests, and behavior. On Facebook, you can build lookalike audiences from people who already bought from you. On Google, use keywords that show real intent, like "buy" or "compare." The goal is to reach people ready to act, not just anyone scrolling.

When someone clicks, keep the same feeling they had when they saw your ad. The landing page should welcome them and give the necessary information. Make sure it loads fast, says the same thing the ad promised, and shows one clear action to take.

Thanks to testing, you learn what really works and don't have to be guided by hypotheses. Change one small thing at a time, maybe the image or the tone of a line, and see how people react.

If someone doesn't act right away, let them come back on their own time. Retargeting helps you stay visible and return users' attention. It reminds people of what they liked before and makes it easy to continue where they left off.

Also, make sure to keep your data clean. When tracking is set up right, you see what actually happens after someone clicks. Server-side tracking by Stape helps record those actions even when browsers block cookies or pixels fail to load. It gives you real numbers to work with, so every decision is based on what users truly do.

Facebook and Instagram ads can turn people who are simply curious into real customers when set up right. Here's what you can do to increase your conversion rates without needing a bigger marketing budget:

Choose the right campaign objective. Use Conversions or Lead Generation. This helps the Facebook system understand your goal and show your ads to people most likely to act. For example, if you want people to buy something, choose the Conversion objective and link it to the Purchase event in your Pixel. This tells Facebook to show your ad to users who usually complete a purchase.

Focus on creatives and message. Good Facebook ads start with visuals. Use clear, high-quality images or videos that stand out in the feed. Keep your text short, show the value fast, and make the next step obvious with a clear call to action. 

Also, test formats such as Carousel or Collection ads to display several products or benefits and increase clicks.

Target precisely. Group people who have already interacted with you, like site visitors or past buyers, and create similar audiences to reach new users with similar profiles. Add interest or behavior filters to make your targeting tighter. The more relevant the audience, the better the conversions.

Use Facebook Lead Ads. They let people send their contact info directly in the app without leaving Facebook or Instagram. Forms are pre-filled and mobile-friendly, which reduces bounce rate and increases sign-ups. Lead Ads work especially well for quick lead generation campaigns.

Test ad variations. Run several versions at the same time with different visuals, headlines, or calls to action. Compare results and see which one brings more conversions. Even small changes, like switching image type or CTA text, can shift performance.

Choose your bidding strategy based on what you want Facebook to focus on.

If you're new, start with spend-based bidding. It helps you use your full budget and get the most results possible. You can pick Highest Volume to reach as many people as possible, or Highest Value to focus on users who are likely to make higher-value purchases.

As you collect data, move to goal-based bidding. Here, you set a target for cost or return. Choose Cost per Result Goal if you want to keep each purchase or lead within a certain cost range. Or go with ROAS Goal (Return on Ad Spend) to keep your campaign's revenue consistent with your desired return percentage.

If you want full control, use manual bidding. With Bid Cap, you decide the maximum amount you're ready to bid in auctions. It's best for advertisers who already understand their conversion rates and want to manage spending tightly.

Google Ads helps you reach people when they search, watch videos, or read online content. It works best when you understand what users want and guide them toward action. Here's how to set up your Google Ads for higher conversions:

Track conversions clearly. Good tracking helps Google Ads learn what works. Set what you count as a conversion, for example, a purchase or a sign-up, and add the Google Ads tag on your confirmation page. You can also link it with Google Analytics 4 (GA4) to import conversions. This helps Google see which ad clicks lead to real actions and improves bidding accuracy.

To make tracking even more reliable and complete, use server-side setups with tools like Stape. With server-to-server tracking, you send data through a cloud server before it reaches Google or Analytics, reducing loss from ad blockers or browser limits.

Use Smart Bidding wisely. Google has several automatic bidding options. Target CPA keeps the cost for each action close to your goal. Target ROAS focuses on the return from your ad spend. Maximize Conversions helps to get as many results as possible within your budget. When your data is complete, these options help Google focus on people who are more likely to convert.

Match intent with the right keywords and message. Choose high-intent search terms like "buy," "get," or "book" instead of vague ones. Keep your ad copy closely aligned with what users type. If the keyword is "buy running shoes online," the ad should promise exactly that, and the landing page should open to the product with a visible "Add to cart" button. This improves both your Quality Score and your conversion rate.

Add extensions to build trust. Use callouts, sitelinks, or lead forms to give people more ways to act. A lead form lets them contact you right from the ad without leaving Google.

Show reviews or seller ratings to build trust fast. When users see real feedback, they feel safer to click and buy.

Retarget and refine your audiences. Use lists from GA4 or the Google Ads tag to reach visitors who didn't convert. Show simple reminders like "Enjoy 10% off your first order." You can also use Customer Match to reach past buyers or exclude them from new offers. In-Market audiences help you find people who are already comparing products like yours.

Keep landing pages fast and relevant. Your landing page should load quickly, match the ad promise, and guide users to the next step. Check PageSpeed Insights to see how fast your page loads, especially on mobile. If bounce rates are high, either the ad message or the page content needs adjustment.

Many marketers improve conversion rates by changing how their tracking works. Browser tracking through Google Analytics or Facebook Pixel often loses events because of privacy limits and blocked scripts.

Server-side tracking fixes this by adding an extra layer between your website and ad platforms. When someone takes an action, the data first goes to your cloud server instead of being sent from the browser. This is how Facebook Conversions API setup ensures no events get lost.

This extra step keeps tracking stable and ensures conversions are recorded even when browsers block cookies or scripts. It also gives you more control over what data is shared and how long cookies stay active. As a result, you get cleaner, more consistent reports and algorithms learned from complete data. 

Server-side tracking also keeps cookies active for longer periods. Safari may cut cookie life to seven days, but a server setup can extend it to several months, giving more time to credit late conversions. This means you see the real customer journey and measure performance more precisely.

Marketers using Stape often find that their data accuracy improves once server-side tracking is in place. Reports reflect real user actions more consistently, and ad systems can adjust bidding and targeting based on complete information. This leads to more stable performance insights and fewer gaps between platforms.

Server-side tracking helps marketers get more complete data and use it to improve conversions. Here's how it impacts CRO in practice:

Browser tracking often misses part of your conversions because scripts get blocked or cookies expire too soon. With server-side tracking, events go through a cloud server, so fewer conversions disappear along the way. This means your reports reflect what truly happens on your site. Ad systems like Google Ads and Meta then receive more complete data, allowing them to learn faster and optimize campaigns more accurately.

Client-side cookies often expire after just a few days, especially on Safari, which can cause late conversions to disappear from reports. Server setups use first-party cookies that stay active for much longer, sometimes up to several months. For example, Cookie Keeper can extend cookie life to six months, so even conversions that happen weeks later are still tracked. This is especially useful for products with longer decision cycles, keeping your attribution realible and your performance data complete.

Server-side tracking lets you connect data from all your sources, not just your website. You can include in-store purchases, phone orders, and send them to Google or Meta through an API. Everything gets unified in one report, giving you a complete view of how each channel contributes to results. This helps avoid turning off campaigns that perform well offline but wouldn’t show up in browser-only tracking.

When conversions are tracked server-side, you can add details like user IDs or transaction IDs. This helps analytics tools match each conversion to the right channel. With clearer attribution, you can adjust budgets and focus on what brings results.

Server-side tracking gives you one place to manage how data is collected and shared. You can apply consent settings, remove sensitive information, and stay aligned with privacy rules like GDPR or CCPA. This central control keeps your tracking stable over time and helps maintain user trust. When people feel their data is handled properly, they’re also more likely to complete a purchase.

Note: Those benefits can easily help agencies and marketing specialists show how server-side tracking improves both data quality and campaign results, making it easier to explain advanced setups and secure long-term adoption. 

​​Server-side tracking helps businesses turn more visitors into customers. It sends complete and clean data to ad platforms, so they can learn faster and target people who are ready to buy. It also makes websites work smoother, which helps more users finish their actions. Here are the main ways it can raise your conversion rates, based on real results from Stape users.

Recapturing lost conversions

When server-side tracking is added, the first thing you notice is more conversions in your reports. It catches events that browsers used to block or lose, so the numbers show what really happens on your site. Stape users who connected the Meta Conversions API Gateway saw around 30% more conversions on average. These conversions were always there, but now they are finally counted. Once ad platforms see this complete data, they can optimize better, which brings even more real conversions over time.

Lower cost per conversion

Better data helps ads work smarter. Stape reports an average 13% improvement in cost per action after using the Meta Conversions API Gateway. This means advertisers get more conversions for the same spend. 

Better ad campaign performance

Server-side tracking gives ad platforms the complete data they need to learn faster. When every conversion is counted, algorithms can target people who are more likely to act, and budgets are used more efficiently. 

Improved conversion rate through personalization and timing

You can expect marketing tools to work smarter when they receive the full data. They start showing ads to people who are most likely to act: those who viewed a product, added it to the cart, or interacted with your site recently. Platforms can also time messages better, for example, by showing reminders within a few hours after a visit instead of days later. With a complete event history, algorithms learn who converts and when, so your ads appear to users who are still interested and ready to decide. 

Higher trust and completion rates

Server-side tracking also improves how users perceive your website. With fewer tracking scripts in the browser, pages load faster. This helps people finish checkout or sign-up without delays or errors. 

It also gives you full data about the user journey. You can see where people stop and fix weak spots in the funnel. 

To improve conversion data, you need a clear setup that connects every platform through one reliable path. Server-side tracking makes this possible by linking user actions, tags, and platforms in one consistent flow. Here's how to do it in practice:

List your main conversions: purchases, sign-ups, or leads. Note the platforms where you'll send these events: Meta, Google Ads, TikTok, or others. 

Server-side tracking runs inside a server container that processes events before sending them to ad and analytics platforms. This container needs hosting that can handle steady data flow and stay online 24/7. Stape provides that hosting for GTM server containers, taking care of the technical part from server maintenance to scaling, so your tracking stays stable without extra effort.

Send test events to confirm that conversions appear correctly in Meta or Google, and use GTM Preview and Stape Logs to verify that the data flows properly and each event is counted once.

Watch conversion metrics during the first weeks. A small rise is normal; you're now recording actions that browsers used to block. If you see inconsistent numbers, check for internal traffic or duplicate event IDs.

Tell your team or client that the rise in conversions reflects more complete data, not artificial growth, and adjust your benchmarks so comparisons stay fair. From there, make server-side tracking part of your CRO routine. It improves every test, ad, and report with cleaner data, giving you a solid base for marketing decisions.

The examples below document how companies improved tracking accuracy after moving to server setups on Stape. Each case includes verified metrics and short notes on the setup used, so you can see what changed and under which conditions.

Herzlack, an eCommerce brand managed by ZweiDigital, replaced its default Shopify–Meta integration with a server setup on Stape. After the switch, Meta reported 20% more tracked purchases, a 37% increase in ROAS, and a 20% drop in CPA.

For Atasun Optik, the agency Forward Media rebuilt Meta tracking using Stape hosting. The result was 93% more conversions compared to the previous pixel-only setup.

Using server hosting by Stape for WoodUpp, the agency ASENTO implemented tracking across several ad platforms and measured 62% more revenue and 56% more conversions after rollout.

These results show that once tracking runs through a server setup, conversions match sales, ad costs become easier to evaluate, and campaign changes rely on verified data.