Conversion Strategy
Konektor offers flexibility in how you send conversion data to ad platforms (Meta, Google, TikTok, LinkedIn). The Conversion Strategy feature allows you to balance betweeen internal data cleanliness (ROI) and ad algorithm performance.
Strategy Options
You can configure this in Settings > Conversion.
1. Strict Mode (Default)
This is the default setting. In this mode, the system will ONLY send conversion events to ad platforms when the minimum platform-specific data is available.
- How it works: If a lead comes from organic traffic (no ad click) and makes a purchase, the event is NOT sent to Facebook/Google.
- Google note: On the GA4 path,
ga_client_idmust exist when the event is sent. On the Google Ads API path, the system can usegclid,wbraid,gbraid, or sufficient hashed identifiers. - Pros: Your ad dashboard ROI reports will be conservative and "clean". You only pay for/attribute results that are directly linked to an ad click (Direct Attribution).
- Cons: Reported conversions in ad dashboards will be lower. Ad algorithms may learn slower due to limited data signals.
2. Send All Events
In this mode, the system sends all qualifying conversion events, regardless of whether the lead has a Click ID or not.
- How it works: If an organic lead makes a purchase, Konektor still sends a "Purchase" event to Facebook/Google, including hashed user data (Email, Phone).
- Pros: Provides maximum data signals to the ad platform's AI. Platforms can use Advanced Matching to recognize users even without Click IDs (e.g., user viewed ad on Mobile, bought on Desktop). This is the Best Practice recommended by platforms.
- Cons: Conversion data in ad dashboards might be higher than your internal attribution data (due to View-Through Attribution, etc.).
Official References
Ad platforms generally recommend the "Send All" approach to maximize their Machine Learning (AI) performance. Read more here:
- Meta (Facebook): About Advanced Matching
- Google Ads: About Enhanced Conversions
- TikTok: Events API Best Practices
Which One Should I Choose?
| Choose Strict Mode If... | Choose Send All If... |
|---|---|
| Your priority is conservative and definite Cost Per Result (CPA) reporting. | Your priority is maximizing revenue and letting Ad AI optimize fully. |
| You have a limited budget and strict attribution rules. | You want to leverage Cross-Device Tracking features from platforms. |
| You want ad dashboard data to match 100% with "Ads Source" in your internal CRM. | You are okay with ad dashboard conversions being slightly higher due to broader attribution models. |
Need More Help?
Our team is ready to help you maximize ad tracking and business attribution.
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