Server-side conversions: send purchases to Meta, TikTok and Klaviyo
When Admaxxer records a purchase, it can also send it from our servers to the ad and email platforms you enable. The request doesn't depend on the shopper's browser, so it can reach the platform when browser tags are stopped by tracking prevention, ad blockers or a page that closed too early. Each purchase carries its order ID as the event ID, so platforms can recognise repeats.
Purchases · Meta · TikTok · Klaviyo · Included in every plan
What server-side forwarding does
Admaxxer records a purchase when your site sends the pixel's payment event, or when a connected revenue source such as Shopify, Stripe or WooCommerce reports an order. With forwarding switched on for a platform, Admaxxer then sends that purchase to the platform's server API.
- Purchases only. Meta receives a
Purchaseevent, TikTok aCompletePaymentevent and Klaviyo aPlaced Orderevent, each with the order value and currency. Page views, add-to-cart and checkout-started events are not forwarded. - From the moment you switch it on. Purchases recorded before you enable a platform aren't sent retroactively.
- Only orders that could have come from a visit. Orders with no sign of a website visit or ad click, such as subscription renewals, point-of-sale, draft and Amazon orders, aren't forwarded, so platforms aren't credited for sales they couldn't have driven.
The Admaxxer pixel reports only to Admaxxer
The pixel doesn't fire Meta, TikTok or Google tags in the browser. Server-side forwarding is how Admaxxer itself sends conversions to those platforms. Any platform tags already on your site keep working as before.
Supported platforms
| Platform | What Admaxxer sends | What you choose | Status |
|---|---|---|---|
| Meta | Purchase through the Conversions API | Your Meta Pixel ID | Available |
| TikTok | CompletePayment through the Events API | Your TikTok Pixel ID | Available |
| Klaviyo | A Placed Order event on the customer's profile | Nothing: it uses the key from your Klaviyo connection | Available (the key must be allowed to write events) |
| Google Ads | Enhanced conversions for web | A conversion action | Not available yet |
| — | — | Not available: Pinterest Ads can't be connected yet |
You may see a Google Ads panel in the connection drawer, but purchases aren't forwarded to Google yet. This page will be updated when they are.
Turn it on
- Connect the platform on Integrations if you haven't already: Meta with Connect with Facebook or a pasted token (Meta connection guide), TikTok with an access token (TikTok guide), Klaviyo with a private API key (Klaviyo guide).
- On Integrations, find Server-side conversions and click the platform, or open the connected platform's card. Only the workspace owner can change these settings.
- Meta and TikTok: under Meta Pixel ID or TikTok Pixel ID, click Auto-detect and pick the pixel your store fires. If nothing is listed, type the ID; the help text under the field says where to find it. Klaviyo has nothing to pick.
- Switch on Enable Meta Conversions API, Enable TikTok Events API or Enable Klaviyo Server-Side Track Events.
- Click Send test event to Meta (or TikTok, or Klaviyo). The panel shows whether the platform accepted it, the test code to look for, and a link to the platform's test view.
- Once it's switched on, the panel shows Recovering conversions. As purchases are forwarded it adds Forwarded · 24h and Errored · 24h counts and when the last purchase was forwarded.
| Platform | Where to look |
|---|---|
| Meta | Meta Events Manager → your pixel → Test Events tab. Test events don't count toward your conversion stats. |
| TikTok | TikTok Events Manager → your pixel → Test Event tab. |
| Klaviyo | Klaviyo → Profiles → the test profile's activity feed. The test is a $1.00 event under a metric named like Admaxxer-Test-…; the panel shows the exact name. |
Deduplication: how the event ID works
Every forwarded purchase uses the order or payment ID as its event ID: Meta's and TikTok's event_id, and Klaviyo's unique_id. When the same order reaches Admaxxer twice with the same ID, for example a Shopify order reported by both the Custom Pixel and Shopify's order notification, both forwarded copies carry that ID, so the platform can tell it's one purchase.
Also running the platform's own pixel in the browser?
Meta and TikTok merge a browser purchase with Admaxxer's server purchase only when both use the same event name and the same event ID. Admaxxer always uses the order ID. If your browser tag sends purchases with a different ID, the platform may count each sale twice. Set the browser tag's purchase event ID to the order ID, or send purchases from one side only.
What's sent and how it's protected
- Hashed before sending: email, phone, name and address details are normalised and SHA-256 hashed before they're sent to Meta and TikTok.
- Sent as-is because the platforms require it: the shopper's IP address and browser user agent, plus Meta's
_fbpand_fbcbrowser values and TikTok's click ID when Admaxxer has them. - Klaviyo gets the email address itself. Klaviyo uses it to find the customer's profile, so purchases without an email aren't sent to Klaviyo.
- Your responsibility: make sure your privacy policy and consent setup cover sending purchase data to the platforms you enable.
Troubleshooting
The test event is rejected
The panel shows Test event rejected with the platform's HTTP status. A permissions error means the access token on your connection isn't allowed to send events to the pixel you picked: check that the pixel belongs to the connected ad account or business, or reconnect using the Meta connection guide or the TikTok guide. For Klaviyo, sending events needs a private key that is allowed to write events (the events:write scope in Klaviyo's key settings). If the test is rejected, create a private key that includes it and connect Klaviyo with that key.
Nothing is being forwarded
- No purchases have been recorded since you switched forwarding on. Check that your pixel
paymentevent or revenue connection is reporting orders. - Meta and TikTok need a pixel ID selected. Klaviyo needs an email address on the purchase.
- Orders with no sign of a visit (renewals, point-of-sale, draft and Amazon orders) are intentionally not forwarded.
- If Errored · 24h keeps climbing, the platform is rejecting events, for example because the connection's token expired or lost access. Send a test event to see the platform's response, then reconnect if needed.
Temporary platform problems, such as rate limits or server errors, are retried automatically. Events the platform rejects outright, such as for an invalid token, aren't retried and are counted as errors.
The platform shows more purchases than you had
Read the deduplication note above first: a browser tag that uses a different event ID is the usual cause. If Admaxxer's own revenue numbers also look doubled, see Duplicate payments.
Pair it with a first-party tracking domain
Server-side forwarding covers purchases. To get more of your browsing data through as well, serve the pixel from your own subdomain with a first-party tracking domain.
Frequently asked questions
Q: Does this replace the platform's own pixel?
No. Admaxxer forwards purchases only. Keep the platform's own tag for anything else you rely on it for, such as page-view or add-to-cart events, and make sure its purchase event uses the order ID as its event ID.
Q: Which events are forwarded?
Purchases only: Purchase to Meta, CompletePayment to TikTok and Placed Order to Klaviyo, each with the order value and currency.
Q: Is server-side forwarding a paid add-on?
No. It's included in every plan.
Q: Who can turn it on?
The workspace owner. Other team members can't change server-side settings.
Q: Can I forward purchases to Google Ads or Pinterest?
Not yet. Forwarding to Google Ads isn't available yet, and Pinterest Ads can't be connected yet. This page will be updated when either becomes available.
Related guides
- First-party tracking domain — Serve the pixel from your own subdomain.
- Connect Meta — Connect with Facebook, or paste a long-lived token.
- Connect TikTok — Connect TikTok Ads with an access token.
- Connect Klaviyo — Create and connect a private API key.
- Duplicate payments — Why a sale can be counted twice, and how to fix it.
- Tracking health — Keep an eye on your tracking setup.