Nimriz
Marketing teams

Ad retargeting and conversion APIs

When a short link is part of the campaign path, teams want more than a top-of-funnel click count. Nimriz helps connect the same click to ad audiences, downstream conversions, and measurement surfaces that keep paid media decisions grounded.

  • Build retargeting audiences from short-link traffic with supported pixel and interstitial flows
  • Forward qualified conversions to ad platforms server-side for stronger attribution signal
  • Keep outbound delivery privacy-aware while preserving useful campaign context
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Retargeting and attribution flow

Client-side pixel firing when needed, server-side conversion delivery when accuracy matters.

Hybrid model
Interstitial pixel
Meta Pixel
Google Ads tag
LinkedIn Insight
Conversion APIs
Meta CAPI
Google Ads
TikTok and LinkedIn
Signal chain
Click
Audience
Conversion
Optimization

Browser pixels have become unreliable signals for ad retargeting and conversion measurement. Ad blockers remove third-party scripts before they fire. Intelligent Tracking Prevention and similar browser protections strip the identifiers that allow cross-site audience matching. Cookie consent rejection means many visitors never load the pixel at all. The result: a growing share of your short-link clicks never reach the ad platform, retargeting audiences are under-populated, and the conversion data that drives ad optimization is incomplete.

Nimriz supports two distinct mechanisms for keeping ad signals connected to short-link clicks. The first is an opt-in tracking interstitial: a brief Nimriz-served page that loads your configured pixel scripts in the browser before redirecting the visitor to the destination. This covers client-side retargeting use cases where the pixel must run in the browser to add the visitor to an audience. The second mechanism is server-side Conversion API forwarding: Nimriz forwards qualified conversion events directly from its servers to the ad platform Conversion API, using each platform's own credentials. This path is unaffected by browser-side blocking and delivers the signal even where the original click came from an ad-blocked or ITP-restricted browser.

The two mechanisms serve different moments in the campaign funnel. The interstitial fires at click time to support audience building. Server-side CAPI forwarding fires at conversion time - after a lead, sale, or other outcome - to feed the ad platform's optimization algorithm. Teams running high-volume paid acquisition can use both together: the interstitial builds the retargeting pool, and CAPI forwarding closes the loop with conversion data tied to the specific clicks that drove each outcome.

Privacy handling matters throughout. Nimriz never forwards raw IP addresses or the full User-Agent string. Consent for pixel firing and data forwarding remains your responsibility; the interstitial can be positioned after your own consent handling so pixels only fire for visitors who have opted in. The ad platform, not Nimriz, builds and stores the retargeting audience. Both mechanisms are available on supported plans.

Who it is for

Paid media and performance marketers

You run retargeting and prospecting campaigns and need audience pixels to fire on clicks from your short links. You also need conversion signals to reach ad platforms accurately so the algorithm has the data it needs to optimize bids and delivery toward outcomes, not just clicks.

Ecommerce and growth teams

You use branded links in paid social, email, and SMS campaigns and want the purchase or signup conversion tied back to the ad click that started the journey. Server-side CAPI forwarding keeps that signal clean even when buyers browse across devices or in ad-blocked environments.

Marketing ops and ad engineers

You own the measurement stack and need reliable server-side event delivery to ad platforms. You want a setup that handles GCLID extraction for Google Ads offline conversion import, uses each platform's own credentials, and does not break redirect speed for the links it is applied to.

What you get

Opt-in pixel injection via tracking interstitial

When you need a browser-side pixel to fire before a visitor reaches the destination, enable the opt-in tracking interstitial for the link. Nimriz briefly serves a lightweight page that loads your configured pixel scripts - Meta Pixel, Google Ads tag, LinkedIn Insight Tag, TikTok Pixel, Microsoft UET, Twitter/X Pixel, or Pinterest Tag - then auto-redirects the visitor. The interstitial is off by default, adds roughly 1-2 seconds of delay with a visible redirecting message, and can be configured or overridden per link.

Server-side Conversion API forwarding

For higher-fidelity attribution that does not depend on the browser, Nimriz forwards qualified conversion events directly to ad platform Conversion APIs: Meta Conversions API, Google Ads offline conversion import, LinkedIn Conversions API, and TikTok Events API. These integrations run server-side using each platform's own credentials and never touch the visitor's browser, so ad blockers and ITP restrictions do not interrupt the signal. CAPI forwarding is available on supported plans.

Privacy-aware signal delivery

Nimriz does not forward raw IP addresses or the full User-Agent string to ad platforms. When a destination supports pseudonymous matching, Nimriz uses privacy-aware hashed identifiers derived from the click, so the outbound payload reaches the platform without exposing personal data that was never meant to travel that far. Consent for firing pixels and forwarding data remains your responsibility: the interstitial can be positioned after your own consent gate so pixels only fire for visitors who have opted in.

Conversion signal tied to short-link clicks

When a visitor clicks a Nimriz short link and later converts, the conversion event can be forwarded to ad platforms referencing the same click, so the platform can attribute the outcome to the correct campaign and ad. For Google Ads, Nimriz automatically extracts the GCLID captured during the redirect and includes it in the offline conversion import. For Meta, the conversion token from the Nimriz Conversion API ties the server-side event back to the originating click. Better signals feed the ad algorithm more accurate data for bidding and audience optimization.

How it works

Use the right signal path for the campaign

Some teams need browser-fired pixels for retargeting audience building. Others care most about server-side conversion delivery to close the attribution loop. Nimriz supports both so you can choose based on the campaign objective and the platform.

1
Plan

At click time: when the tracking interstitial is enabled for a link, Nimriz serves a brief page that loads configured pixel scripts in the browser so the ad platform can record a page view and add the visitor to a retargeting audience, then auto-redirects to the destination.

2
Publish

At conversion time: when a qualified conversion event is recorded via the Nimriz Conversion API, Nimriz forwards it to the configured ad platform Conversion API using server-side delivery - the visitor's browser is not involved at this step.

3
Measure

Signal matching: for Google Ads, Nimriz captures the GCLID from the click and includes it in the offline conversion import so the platform can match the outcome to the correct campaign click. For Meta, the conversion token ties the server-side event to the originating click.

  • The interstitial is opt-in and off by default. Enabling it adds roughly 1-2 seconds of delay with a visible redirecting message. You can override it per link when only specific campaigns need browser-side pixel firing.
  • CAPI destinations are configured under Settings and use each platform's own credentials (Meta System User Access Token, Google Ads Conversion ID, and so on). Delivery runs asynchronously in the background and does not add latency to the redirect.
  • The ad platform, not Nimriz, builds and stores the retargeting audience. Nimriz role is to deliver the pixel event or conversion signal accurately; audience management remains in each ad platform's own interface.
Review integrationsTrust and privacyFAQ
Example
Product launch campaign
1. Visitor clicks a branded link from paid social
2. Interstitial fires the Meta Pixel and LinkedIn Insight Tag
3. Visitor reaches the landing page; GCLID captured for Google Ads
4. Lead form completes on the destination site
5. Nimriz Conversion API receives the lead event from your server
6. Nimriz forwards the conversion to Meta CAPI and Google Ads offline conversion import
Result
Audience building and conversion attribution stay connected to the same short-link campaign, with server-side delivery for the conversion signal.

Setup

  1. 1
    Choose your signal path: interstitial, CAPI, or both
    Decide which mechanism fits the campaign. The tracking interstitial fires pixels at click time for audience building and works for any of the seven supported pixel types. Server-side CAPI forwarding delivers conversion events after the click and requires one of the four supported ad platform Conversion API destinations: Meta Conversions API, Google Ads offline conversion import, LinkedIn Conversions API, or TikTok Events API. Both can be active on the same link. CAPI destinations and the interstitial workflow are available on supported plans.
  2. 2
    Configure the ad platform credentials in Integrations
    Open Settings and go to Integrations. For the tracking interstitial, add an Ad Pixel destination, choose the platform type (Meta, Google, LinkedIn, TikTok, Microsoft, Twitter/X, or Pinterest), and enter your Pixel ID or Measurement ID. For a Conversion API destination, add the platform-specific connector - for Meta, you need the Pixel ID and a System User Access Token from Meta Events Manager. For Google Ads, enter your Conversion ID and optionally a Conversion Label. Review the integrations overview for links to platform-specific setup guides.
  3. 3
    Enable conversion tracking and capture click tokens
    For CAPI forwarding to work, Nimriz needs to tie the conversion event to the originating click. Enable conversion tracking on the link so Nimriz appends a click token (nim_ct) to the destination URL at redirect time. Your landing page should read and store this token. When a conversion occurs, your server includes it in the Conversion API request as user_data.click_id. For Google Ads, GCLID is captured automatically from the click when auto-tagging is enabled in your Google Ads account.
  4. 4
    Map conversion events and configure action triggers
    In the destination's action settings, choose which Nimriz conversion event types should be forwarded and how fields should map to the platform's expected schema. For Meta CAPI, map the event name to the correct Meta event (for example, a Nimriz lead event mapping to Meta's Lead event). For Google Ads, confirm the conversion action name matches the one configured in your Google Ads account. Apply filters if only specific campaigns or link tags should trigger forwarding.
  5. 5
    Send a test event and verify delivery
    Use the test event tool in the destination configuration to send a sample conversion payload. Verify the event appears in the platform's own event manager or test event viewer (Meta Events Manager test events tab, Google Ads conversion diagnostics). For the interstitial, click the link in a test browser session and confirm the pixel fires before the redirect completes. Resolve any credential or mapping errors before enabling the destination for live traffic.
  6. 6
    Enable the destination and monitor delivery health
    Once the test event confirms delivery, enable the destination for live traffic. Monitor delivery status and any retry or error signals from the Integrations dashboard. For the interstitial, confirm the redirecting message and delay are acceptable for the campaign context. If only specific links in a campaign should use the interstitial, override the per-link setting rather than enabling it workspace-wide.

What good looks like

Browser-pixel-only retargeting

  • Pixels blocked or stripped by ad blockers in a large share of browsers
  • ITP and cookie restrictions reduce cross-site audience matching fidelity
  • Consent rejection means many visitors never load the pixel
  • Conversion signal lost when buyer completes purchase in an ad-blocked session
  • No fallback when client-side scripts fail to execute

Server-side CAPI plus opt-in interstitial pixels

  • Server-side CAPI forwarding reaches Meta, Google Ads, LinkedIn, and TikTok even in ad-blocked browsers
  • Interstitial pixel fires for visitors who do load browser scripts, adding them to retargeting audiences
  • Conversion token ties the server-side event back to the originating short-link click
  • GCLID captured automatically for Google Ads offline conversion import
  • Privacy-aware delivery: no raw IP or full User-Agent in outbound payloads

Outcome: retargeting audiences are seeded from click-time pixel fires, and conversion signals reach ad platform algorithms via server-side delivery, reducing the gap caused by browser-side blocking.

Frequently asked questions

What is the difference between the tracking interstitial and server-side Conversion API forwarding?

They fire at different moments and serve different purposes. The tracking interstitial runs at click time: Nimriz briefly serves a page in the visitor's browser that loads your configured pixel scripts, then redirects to the destination. This is used for audience building - adding visitors to retargeting segments at the moment they click the link. Server-side CAPI forwarding runs at conversion time: when a qualified outcome (lead, sale, etc.) is recorded via the Nimriz Conversion API, Nimriz forwards the event directly from its servers to the ad platform's Conversion API. This path does not use the visitor's browser and is unaffected by ad blockers or ITP restrictions. Both mechanisms can be active on the same campaign link.

Which ad platforms are supported for server-side Conversion API forwarding?

Four platforms are supported for server-side CAPI forwarding:

  • Meta Conversions API - forwards conversion events to Meta via the Graph API using a System User Access Token. See the Meta CAPI setup guide.
  • Google Ads (offline conversion import) - uses the captured GCLID to import conversions as offline conversions in Google Ads. See the Google Ads setup guide.
  • LinkedIn Conversions API - forwards server-side conversion events to LinkedIn Campaign Manager.
  • TikTok Events API - forwards conversion events to TikTok's server-side Events API.

These destinations are available on supported plans. The tracking interstitial supports a broader set of pixel types including Meta Pixel, Google Ads tag, LinkedIn Insight Tag, TikTok Pixel, Microsoft UET, Twitter/X Pixel, and Pinterest Tag.

How does the tracking interstitial work and what delay does it add?

The tracking interstitial is opt-in and off by default. When enabled for a link, Nimriz serves a brief HTML page containing your configured pixel scripts instead of issuing an immediate redirect. The pixel scripts execute in the visitor's browser, and then the page auto-redirects to the final destination. A visible "redirecting" message is shown during the delay. The interstitial adds approximately 1-2 seconds of latency. It is best used on ad campaign links where audience-building accuracy matters more than zero-latency redirect. For links that resolve to a deep-link mobile app fallback, the interstitial is skipped to preserve deep-linking fidelity. You can override the interstitial setting per link when only specific campaigns need it.

Who is responsible for user consent when using pixels or CAPI forwarding?

Consent is your responsibility. Nimriz does not manage visitor consent, does not capture consent signals on your behalf, and does not make any compliance certification claims. For the tracking interstitial, you should position pixel firing only after your own consent gate so pixels load only for visitors who have opted in. For CAPI forwarding, the data you send to ad platform Conversion APIs through Nimriz is subject to each platform's data use policies and your own applicable data-handling obligations. Review each destination platform's consent and data handling requirements before using either mechanism in a live campaign.

Does Nimriz build or store the retargeting audience?

No. Nimriz delivers the pixel event or conversion signal to the ad platform; the ad platform builds, maintains, and stores the retargeting audience in its own systems. Nimriz does not host audiences or have access to them. Audience segmentation, match rates, and targeting controls live entirely within each ad platform's interface. Nimriz role is to make the signal delivery more durable and accurate by supporting server-side forwarding alongside the browser-side interstitial.

Are the tracking interstitial and CAPI forwarding available on all plans?

Both the tracking interstitial workflow and server-side Conversion API destinations are higher-tier features available on supported plans. The integrations overview and your workspace settings show which destinations are available for your account. Basic analytics and click tracking are available on lower-tier plans without the ad platform integrations.

How does Nimriz handle privacy when sending data to ad platforms?

Nimriz does not forward raw IP addresses or the full User-Agent string in outbound payloads to ad platforms. When a destination supports pseudonymous identity matching, Nimriz uses privacy-aware hashed identifiers derived from click context. This is consistent with the privacy-aware analytics posture used across other Nimriz event delivery. Note that whether this satisfies your specific privacy obligations depends on your data-handling practices, your applicable law, and each platform's requirements - Nimriz does not make compliance claims or manage consent on your behalf. Review analytics and privacy for more detail on data handling.

Can I use both the interstitial and CAPI forwarding on the same link?

Yes. The two mechanisms are independent and can both be active on the same short link. A common setup for paid social campaigns uses the interstitial to fire a pixel at click time for audience building, and also has CAPI forwarding configured so that when a conversion is recorded later, that event travels server-side to the same platform. The interstitial fires for all clicks; CAPI forwarding fires only when a qualifying conversion event is sent to Nimriz by your backend. Each mechanism requires its own configuration under Integrations.

Related use cases

Conversion tracking
Record downstream outcomes on the same branded links.
Campaign links
Use retargeting alongside campaign links and UTMs.
Analytics integration
Send the same signals into analytics destinations.

Deeper reading

Conversion tracking feature overviewIntegrations and destinations overviewDocs: Meta Pixel and Conversions API setupDocs: Google Ads Conversions API setupDocs: Ad pixel tracking interstitialDocs: integrations and destinations overviewGlossary: retargeting pixelGlossary: conversion APIGlossary: server-side conversion trackingGlossary: privacy-aware analyticsBlog: retargeting without cookiesBlog: server-side analytics forwardingBlog: building a complete attribution stack

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