Tilsim product
Server-side conversion attribution for e-commerce.
ValueMetrics delivers your store’s conversions to Meta and Google from the server, so the purchases browser tracking never manages to report are counted again.
Meta Conversions API, Google Enhanced Conversions and Google’s Data Manager API, fed from the store’s server. Every send is logged — orders in, events out, failures and retries — and the results land in your own ad accounts, not only in our panel.
Online stores lose 30–60% of their conversion signal to Safari ITP, ad blockers and cookie lifetime limits — a range, not a fixed number, and where your store sits inside it depends on your traffic. ValueMetrics takes the purchase where the browser cannot be interfered with — on the server — enriches it with the identifiers the platforms actually match on, and sends it to Meta and Google on one path.
Purchases go to Meta Conversions API and Google Enhanced Conversions from our server, not from the visitor’s browser. Meta switched off its old Offline Conversions API on 14 May 2025, which leaves the Conversions API as the only server-side route into Meta.
The share of purchases that never reach the ad platform is the thing being fixed. We measure your starting point in the audit first, then show delivery and match rate per day — so the 30–60% gap becomes a number for your store rather than a slogan.
EMQ is Meta’s own public score from 0 to 10 for how well your events match to real people. Below 6, Meta can zero out pixel attribution within 48 hours. ValueMetrics is built to reach 8+: complete match keys, strict normalisation, and _fbp / _fbc passed unhashed as Meta requires.
Visitors are linked to purchases by exact email and phone, with multi-device joining through the email. Click identifiers are kept from the first touch rather than the last, so a retargeting click cannot quietly steal credit from the campaign that actually found the customer.
The browser pixel and the server send carry the same event_id, so Meta collapses the pair into one purchase. Your pixel is not replaced, not disabled and not duplicated — Meta has been penalising double-counted purchases with lower data quality since 2025.
A built-in consent banner in EN / RO / RU, or your existing consent platform through a single call. Google Consent Mode V2 signals default to denied before any tag fires. Every decision is written to an append-only audit trail, and withdrawal is one line in your footer.
Tracking runs on a subdomain of your own domain pointed by CNAME at our own infrastructure — the condition Safari requires before a cookie may live 400 days instead of 7. A DNS audit at onboarding confirms the setup is genuinely first-party rather than a redirect wearing your domain.
The tracker picks up the store’s existing GA4 data layer — product listings, product views, cart changes, checkout start, purchase and callback requests — so the same server path can carry the whole funnel, not only the final purchase.
Part of the product, not extra scope: we review the whole stack — GTM, gtag, Meta Pixel, CAPI, the GA4 ↔ Ads link, conversion actions and value mapping — name what is broken and hand you a precise fix list. The decision to apply it stays with you.
You add one CNAME record — something like track.yourshop.md — pointing at our infrastructure. This is what makes the cookie first-party in Safari’s eyes, and what keeps it alive for 400 days instead of the seven a third-party script gets.
No theme edits. The tracker wraps dataLayer.push instead of replacing it, so your Google Tag Manager, GA4, Meta Pixel and any other tag keep receiving every event exactly as before.
Before any tag fires, Consent Mode V2 signals are set to denied. Tracking starts only on acceptance — or on the signal from the consent platform you already use. If consent is refused, no personal identifiers leave the store, and the decision itself is recorded for the audit trail.
The purchase does not depend on a browser call surviving. The store platform delivers the order to us over a webhook, with API polling as the fallback — ad blockers and tracking prevention have nothing to intercept.
Email and phone are normalised per platform and hashed with SHA-256; click identifiers, device data and the store’s own customer id are gathered into one envelope built once and sent identically to both destinations. Nothing probabilistic is smuggled in as if it were an exact match.
Sends are queued, rate-limited per destination and protected by a circuit breaker, so a Meta or Google outage delays delivery instead of losing it. Access tokens are refreshed and monitored automatically before they expire.
In Meta Events Manager and Google Ads — the platforms’ own numbers, not ours. The ValueMetrics dashboard sits alongside them for integration health, delivery status and the honest match-rate breakdown.
The dashboard is deliberately unflattering: connection state per destination, how many orders came in, how many events went out, how many failed and how many are retrying.
Most tools show one blended match-rate figure. We show three: exact match by email, exact match by phone, and probabilistic match by cookie. You see where the data genuinely exists and where it does not.
Event Match Quality is published by Meta inside your own Events Manager. It is a diagnostic we monitor and work to improve — and one you can read yourself, in an account we do not control.
Recovered conversions appear in Meta and Google reporting, not only in our panel. If our dashboard and your Ads Manager disagree, your Ads Manager is the one that counts. Send-level logging — orders in, events out, failures and retries — is described in the Tilsim methodology alongside how the other two products are verified.
We would rather name the boundary than sell a connector that does not exist.
ValueMetrics does not create sales. It improves the accuracy with which sales that already happened are attributed — which is what lets the platforms’ bidding optimise on reality instead of on a fraction of it.
The pixel stays. The server path runs beside it and deduplicates by event_id. Nothing in your existing tag setup is switched off to make room for us.
We work with your store’s own purchase and funnel events under consent, for measurement. We do not build cross-site profiles and do not resell anyone’s data.
No. The pixel keeps running exactly as it does now. ValueMetrics sends the same conversions from the server with the same event_id, so Meta deduplicates the pair and counts one purchase, not two. The point is to fill the gap the browser cannot cover, not to swap one method for another.
One script line in the <head> and one DNS record for the tracking subdomain. There are no theme edits. The tracker wraps dataLayer.push rather than replacing it, so an existing Google Tag Manager, GA4, Meta Pixel or TikTok Pixel keeps receiving every event as before.
30–60% is the range of conversion signal online stores lose to Safari ITP, ad blockers and cookie limits — a description of the problem, not a guaranteed result. How much of it comes back depends on how much of your traffic is Safari and iOS, and on how many identifiers your checkout actually captures. The audit measures your starting point before anyone quotes a number.
Consent is handled from the first visit: either with the built-in banner in English, Romanian and Russian, or through the consent platform you already run. Consent Mode V2 signals are set to denied before any tag fires and updated only on acceptance. Every decision is written to an append-only audit trail with timestamp, IP, user agent and banner version, and withdrawal is a single line in the store footer. Where consent is refused, personal identifiers are never sent.
Cartum and Horoshop stores are what is connected today, including order webhooks and the platform’s GA4 data layer. For a different store platform, a CRM, or another advertising or analytics system, we adapt to your system on request rather than list connectors we have not built.
The arithmetic behind the product, explained step by step.
A demo starts with your own numbers: what the audit finds in your tracking stack, and how much of your purchase signal is reaching Meta and Google today.
