How tracking works
MarketingIT / TechnicalPreb helps your ad platforms optimize on real outcomes — new leads, booked calls, and actual revenue — not just clicks. It does that in two layers, and this page is the map: what each layer is, what every platform needs, and which guide to open next.
Two layers: browser and server
- Server-side (the backbone). The moment something happens — a lead, a booking, a sale — Preb reports it to Meta and Google from its own servers. Ad blockers and browser tracking protection can't touch it, and it captures events that happen long after the visit (a sale that closes next week, a renewal next month). This is where your real conversions come from.
- In-browser (the second signal). For visitors who accept marketing cookies, Preb also loads the Meta Pixel, GA4, and/or your Tag Manager container on the booking page. These add browser-side signals and funnel step events (viewed → form started → day → time) that power retargeting and lookalike audiences.
Because the server layer is more reliable, you'll normally see more server events than browser events — that's expected, not a bug.
What each platform needs
| You want… | Set up | Guide |
|---|---|---|
| Meta ad optimization + audiences | Pixel ID + Conversions API token | Meta Pixel & Conversions API |
| Google Ads conversion bidding | Connect Google + map conversion actions | Google Ads |
| Google Analytics 4 reporting | Paste a GA4 Measurement ID | Google Analytics 4 |
| Your own tags, managed centrally | GTM container ID | Google Tag Manager |
| Campaign attribution (which ad?) | UTM tags / click IDs (automatic) | Attribution & UTM tracking |
| Revenue matched to bookings | Connect Stripe | Stripe payments & revenue |
| Analytics on an embedded widget | Listen for Preb events on your page | Tracking inside embeds |
Consent comes first
None of this runs until a visitor accepts marketing cookies. That single choice switches both layers on or off for that person, and it's what keeps your tracking lawful in the EU. Read Consent & cookie banner before you go live.
Three states on every tracking card
Each tracking card in Integrations shows one of three states: Not connected, Set up (your IDs are saved, but Preb has not yet seen them work) and Verified (Preb saw the tag load on a booking page after a visitor accepted cookies, or a conversion was delivered). To move a card to Verified, open your booking page, accept the cookies and reload it — the card also shows when the connection was last confirmed.
Who can set it up
Each tracking product has its own card under Integrations — Meta, Google Ads, Google Analytics and Google Tag Manager. They are independent: set up only the ones you need, in any combination. Only workspace admins can change them.
Start small
Most teams begin with two things: connect the one ad platform they spend on, and connect Stripe so revenue flows back. Add GA4, GTM, and the extra funnel events once the basics are confirmed working.