Table of Contents
Server-Side Trackers Only See DTC Data. What About the Other 80%?
- Server-side tracking tools recover online conversion events lost to browser restrictions, but only for purchases made on your own website.
- Most omnichannel brands generate the majority of their revenue through retail, Amazon, and other marketplaces, where server-side tracking has no visibility.
- Brij Signal turns verified retail and marketplace purchases into deterministic conversion events for Meta, Google, TikTok, your CRM, and lifecycle marketing platforms.
- Server-side tracking and Brij Signal are complementary. One recovers the online signal you're losing. The other creates the offline signal you never had.
What Is Server-Side Tracking?
Server-side tracking solves a real problem. Browser restrictions, ad blockers, Safari's Intelligent Tracking Prevention (ITP) & IOS, and cookie limitations prevent legitimate website conversions from reaching advertising platforms.
Server-side tracking routes those events directly from your servers to Meta, Google, TikTok, and other destinations through Conversions APIs.
For brands with a DTC business, that's incredibly valuable. But it only applies to purchases that happen on your own website. A purchase at Walmart, Target, REI, Best Buy, or Amazon never touches your Shopify checkout. There is no browser event to recover because the transaction never happened on your site.
Your Ad Platforms Only See a Fraction of Your Customers
Meta, Google, and TikTok optimize campaigns based on the conversion data brands send back to them.
For many omnichannel brands, that's only a small fraction of their business. If 20% of your revenue comes through your site and the remaining 80% comes from retailers, Amazon, distributors, or wholesale partners, your ad platforms are learning almost exclusively from that DTC slice. There isn't a Meta Pixel on a Target shelf or an Amazon product page, so those purchases never become optimization signals.
As platforms like Meta Advantage+, Google Performance Max, and TikTok increasingly rely on AI to make bidding and targeting decisions, the quality of those signals matters more than ever.
Creating New Signal Instead of Recovering Existing Signal
Server-side tracking tools optimize the ~20% of sales that happen through your DTC website. Brij Signal addresses the structural blind spot beneath them: the 80% of purchases happening in retail stores and marketplaces.
When a shopper buys your product at retail or on Amazon, they engage with a Brij experience (a rebate, warranty registration, sweepstakes, receipt upload, product registration, etc.) to verify their purchase.
That verified purchase becomes a deterministic conversion event that Brij sends directly to Meta, Google, and TikTok through each platform's Conversions API.
The same customer is also added to your CRM, email, SMS, and analytics platforms, giving you the ability to build audiences, trigger lifecycle campaigns, and continue the customer relationship long after the initial purchase.
Comparison at a Glance
Server-side tracking tools recover the online signal you're losing. Brij Signal creates the offline signal you never had.
Brij Signal Compounding Value
Brij Signal creates value in two distinct ways:
- Immediate: Better Attribution
Verified retail and marketplace purchases that previously couldn't be tied back to advertising become measurable conversions. That means more accurate ROAS reporting and a more complete picture of campaign performance.
- Long-Term: Better Optimization
Meta, Google, and TikTok don't just report on conversions, they learn from them. By feeding verified offline purchases back into those algorithms, brands help ad platforms optimize against their entire customer base instead of just the small percentage that purchased on their own website.
Real Results
Better Advertising Performance
After implementing Brij Signal, Skullcandy saw:
- 32% increase in attributed Meta conversions
- 9.87/10 Event Match Quality on offline events
- 50% increase in tracked Google conversions
- 40% increase in tracked TikTok conversions
These gains came from adding verified offline purchases that ad platforms previously couldn't see.
Better Lifecycle Marketing
The same deterministic purchase signal also improves customer retention.
At Quip, Brij:
- Drove 50% of all new Klaviyo subscribers in 2025
- Powered flows that converted 6.4× higher than Quip's average Klaviyo flow
The same verified purchase event that improves advertising also creates richer owned audiences for email and SMS.
Complementary, Not Competitive
Many of the brands using Brij already use Elevar, Triple Whale, Littledata, Stape, Blotout, or another server-side tracking platform.
Server-side tracking ensures your DTC website sends the cleanest possible conversion data.
Brij extends that same visibility to the retail stores, marketplaces, distributors, and wholesale channels where most omnichannel brands generate the majority of their revenue.
Together, they give Meta, Google, TikTok, your CRM, and your lifecycle marketing platforms a complete view of your customer.
