S2S Conversions

S2S Conversions sends purchase and lead events directly from your server to Google Analytics 4 via the Measurement Protocol — bypassing ad blockers, browser restrictions, and cookie limitations.

Unlike client-side tracking via Google Tag Manager, server-side events are never blocked and always arrive — even when a visitor uses an ad blocker, Safari ITP, or closes the browser before the thank-you page loads.

Key Features

• GA4 purchase tracking — sends complete purchase data including items, revenue, tax and shipping
• GA4 lead tracking — tracks form submissions as generate_lead events
• Session ID tracking — correctly attributes conversions to the right channel (Google Ads, Meta, Organic) instead of Unassigned/Direct
• Form integrations — supports Contact Form 7, WPForms, Gravity Forms, and Elementor Pro Forms
• 10 cookie consent tools — works with Cookiebot, Complianz, OneTrust, Real Cookie Banner, Borlabs, iubenda, Moove GDPR, CookieScript, WP Cookie Notice, and a custom banner
• Adblocker-proof — events are sent server-side, never blocked
• GDPR-ready — GA4 events contain no personally identifiable information; consent is respected before sending any data
• Debug log viewer — built-in log viewer in the settings page for easy troubleshooting
• WooCommerce HPOS compatible — fully supports High Performance Order Storage

How It Works

1. When a customer completes a checkout, the plugin captures the GA4 session data (client_id, session_id) before the payment redirect
2. After payment, the plugin sends the purchase event server-side via the GA4 Measurement Protocol
3. Because the session data was captured before the redirect, the conversion is correctly attributed to the original traffic source

Pro Version

The free version tracks GA4 only. Upgrade to S2S Conversions Pro at s2s-plugin.tj-da.com for:

• Google Ads — server-side click conversion upload + enhanced conversions
• Meta CAPI — Facebook/Instagram Conversions API with email and phone hashing
• LinkedIn CAPI — LinkedIn Conversions API
• Data Manager API — dual-write to Google’s Data Manager API
• Lead conversion slots — map specific forms to specific Google Ads conversion actions
• License management — secure per-domain licensing

Supported Consent Tools

• Cookiebot
• Complianz
• OneTrust
• Real Cookie Banner v3
• Borlabs Cookie
• iubenda
• Moove GDPR
• CookieScript
• WP Cookie Notice
• Custom banner (cookieConsent cookie)

External Services

This plugin sends data to the following external services:

• Google Analytics (analytics.google.com) — to send purchase and lead events via the Measurement Protocol. Google Privacy Policy
• s2s-plugin.tj-da.com — to verify DPA (Data Processing Agreement) acceptance. No personal data is sent; only a domain verification request is made. Privacy Policy

Additional Information

S2S Conversions was built out of frustration with the growing gap between what web analytics reports and what actually happens. Ad blockers, iOS tracking prevention, and payment redirects cause a significant portion of conversions to go unrecorded — meaning marketers make decisions based on incomplete data.

The solution is straightforward: send conversion events from the server instead of the browser. The server always fires. It doesn’t get blocked. It doesn’t lose session data during a payment redirect. And because it captures the GA4 session ID before any redirect happens, conversions are attributed to the right channel — Google Ads, Meta, Organic — instead of showing up as Unassigned or Direct.

This free version focuses entirely on GA4 and handles the most common scenarios: WooCommerce purchases and form submissions. It works alongside your existing Google Tag Manager setup, not instead of it.

If you need server-side tracking for Google Ads, Meta CAPI or LinkedIn CAPI, the Pro version at s2s-plugin.tj-da.com covers those platforms with the same approach.

Built by Thijs Joosten Digital Acquisition — a digital marketing specialist focused on measurement, attribution and conversion optimisation.