Overview
Conversion forwarding sends your conversions to Google Ads, Meta, TikTok and ChatGPT from Otus's servers instead of from pixels in your visitors' browsers. Your campaigns keep optimising, and nothing from those platforms loads on your site.
How it works
- Connect a platform in Site settings. For Google you sign in with your Google account; for Meta, TikTok and ChatGPT you paste in an access key from their ad manager.
- Choose what to send. Every event is off until you switch it on, per platform.
- Otus does the rest. Standard events are translated into each platform's own format, and anything else is sent as a custom event under the name you already use.
Only for visitors who agreed to marketing
Conversions are only forwarded for visitors who gave marketing consent. Everyone else is still counted in your own analytics, but nothing about them goes to an ad platform. Your site therefore needs a consent banner that asks for marketing consent and passes the answer to Otus. See consent.
How long an ad click can be matched to a later conversion depends on the site's tracking mode. See Attribution and tracking modes.
Matching without personal details
Otus doesn't support "enhanced conversions": it never hashes and sends your customers' email addresses or phone numbers. Conversions are matched on the click ID the ad platform adds to your ad links:
| Platform | Click ID |
|---|---|
| Google Ads | gclid, gbraid or wbraid |
| Meta | fbclid |
| TikTok | ttclid |
| ChatGPT (OpenAI Ads) | oppref |
Existing pixels
Otus and an ad pixel don't share an event ID, so if both send the same conversion, the platform counts it twice. For each event, either remove the pixel or switch the event off in Otus. Your site only becomes fully pixel-free once the pixels are gone.