What is AnyTrack?
Learn what AnyTrack is and how it works. AnyTrack tracks conversions where they happen, attributes each one to the ad click that produced it, and on paid plans sends it to your ad platforms through the Conversion API.
AnyTrack is a conversion tracking and attribution platform. It tracks the conversions that happen in your store, funnel, CRM, or affiliate network. It matches each conversion to the ad click that produced it, and shows the result per campaign, ad set, and ad. On the Starter plan and above, AnyTrack also sends those conversions to your ad platforms through the Conversion API, so their algorithms optimize on real results.
The Problem AnyTrack Solves
Section titled “The Problem AnyTrack Solves”Ad platforms learn from the conversions they receive. Most advertisers report those conversions with a browser pixel, and a browser pixel misses many of them:
- Ad blockers and privacy settings stop the pixel before it loads.
- iOS and browser cookie limits cut the link between the ad click and a later purchase.
- Cross-domain checkouts move the visitor to a cart or payment domain where the pixel has no session.
- Off-site conversions happen where no pixel runs: in a CRM, on an affiliate network, or on a phone call.
The result is two sets of numbers that do not agree. Your store or network shows one number of sales, and your ad platform shows fewer. The ad platform then optimizes on the smaller, incomplete set.
AnyTrack closes that gap. It records the conversion where it happens and connects it back to the ad click.
How AnyTrack Works
Section titled “How AnyTrack Works”AnyTrack follows one chain for every conversion: collect the click, track the conversion, attribute it, then send it. The shorthand is tracking in, tagging out.
1. Collect the Click
Section titled “1. Collect the Click”The Tracking Tag is a JavaScript snippet on every page of your website or funnel. When a visitor arrives, the Tracking Tag:
- Collects the UTM parameters and the ad platform click ID, such as
gclid,fbclid,ttclid, ormsclkid. - Generates a unique
click_idvalue for the session. - Adds the
click_idvalue to your outbound links and forms with AutoTag. The default parameter isatclid. On a recognized affiliate network, AutoTag uses the parameter of that network. - Tracks form submissions and outbound clicks with AutoTrack, plus
AddToCartandViewContenton integrated platforms such as Shopify.
2. Track the Conversion Server-Side
Section titled “2. Track the Conversion Server-Side”The platform where the conversion happens sends it to AnyTrack server to server. AnyTrack calls these platforms conversion sources. A conversion source sends the conversion through:
- A native integration, such as Shopify, WooCommerce, ClickFunnels, HighLevel, or HubSpot.
- A Postback URL, the standard method for affiliate networks such as ClickBank, Impact, and CJ Affiliate.
- An incoming webhook or the API, through a Custom Integration.
Each conversion carries the click_id value back to AnyTrack. AnyTrack stores every event in its Data Store.
3. Attribute the Conversion
Section titled “3. Attribute the Conversion”AnyTrack matches the click_id value of the conversion to the stored session. The session holds the UTM values and the ad click ID, so AnyTrack knows which campaign, ad set, and ad produced the conversion.
AnyTrack uses two click-based attribution models: First Ad Click and Last Ad Click. You switch between them in the Campaign Report. See AnyTrack Attribution Explained.
4. Send the Conversion to Your Ad Platforms
Section titled “4. Send the Conversion to Your Ad Platforms”On the Starter plan and above, AnyTrack sends each attributed conversion to your connected ad platforms through the Conversion API. Before it sends a conversion, AnyTrack:
- Removes duplicates, so the ad platform counts one conversion once. See Deduplication.
- Adds hashed customer data, such as email and phone, and the click ID of the platform.
- Maps the AnyTrack event name to the event name that each platform expects.
AnyTrack also loads the pixel of each connected ad platform from the Tracking Tag, so you manage every pixel in one place.
5. Report the Results
Section titled “5. Report the Results”AnyTrack shows the results in two reports:
- The Campaign Report combines your AnyTrack conversions with spend and results synced from Facebook Ads, Google Ads, TikTok Ads, ChatGPT Ads, and Microsoft Ads. Taboola and Outbrain do not sync campaign metrics.
- The Conversions Report lists every event in near real time, with its attribution touchpoints and customer data.
The Three Building Blocks
Section titled “The Three Building Blocks”Every AnyTrack setup has the same three parts.
| Building block | What it is | Examples |
|---|---|---|
| Property | The website or funnel you track. Each Property has its own Tracking Tag, integrations, and reports. | One Property per website, store, or funnel |
| Conversion sources | The platforms where conversions happen. They send conversions into AnyTrack. | Shopify, WooCommerce, ClickFunnels, HighLevel, HubSpot, ClickBank, Impact |
| Ad platforms | The platforms that drive your traffic. They receive conversions from AnyTrack. | Facebook Ads, Google Ads, TikTok Ads, ChatGPT Ads, Microsoft Ads, Taboola, Outbrain |
Browse every conversion source and ad platform in the Integration Catalog.
Why AnyTrack Tracks Conversions Server-Side
Section titled “Why AnyTrack Tracks Conversions Server-Side”A thank-you page pixel reports a conversion only when the browser cooperates. It misses conversions when the visitor blocks scripts or closes the tab. It counts one conversion twice when the visitor reloads the page. It credits the wrong source when the visitor pays on a third-party checkout.
The conversion source has the real record: the order, the commission, or the closed deal. AnyTrack takes the conversion from that record, so the count does not depend on the browser.
AnyTrack also keeps every event in its Data Store before it sends anything. Stored events let AnyTrack connect a later conversion to the original click, remove duplicates, and add customer data to the event. A stateless pass-through tool forwards each event as it arrives and cannot do this.
What Each Plan Includes
Section titled “What Each Plan Includes”- Free: one Property, one conversion source, one ad platform for campaign data, and 5,000 sessions per month. AnyTrack tracks and attributes conversions and shows them in your reports. It does not send conversions to ad platforms.
- Starter and above: everything in Free, plus the Conversion API, which sends your conversions to your ad platforms. Higher plans add more sessions, Properties, and integrations.
See the plan comparison for the full list.
Who Uses AnyTrack
Section titled “Who Uses AnyTrack”- eCommerce stores track every order from Shopify or WooCommerce and send it to their ad platforms.
- Affiliate marketers attribute each commission from their affiliate networks to the ad that produced it.
- Lead generation teams send qualified leads and closed deals from their CRM back to their ad platforms.
- Sales funnel operators track front-end sales, order bumps, and upsells across checkout domains.
- Agencies track each client in a separate Property.
See Why Choose AnyTrack for each use case.
Common Misconceptions
Section titled “Common Misconceptions”- “AnyTrack numbers must match my ad platform.” They do not match, and that is expected. Ad platforms count post-view conversions and use their own attribution windows. AnyTrack counts click-based conversions only.
- “AnyTrack replaces Google Analytics.” Google Analytics shows how visitors behave on your site. AnyTrack tracks conversions, attributes them to ad clicks, and sends them to ad platforms. You can use both, and the GA4 integration sends AnyTrack events to GA4.
- “I must remove my ad platform pixels when I install AnyTrack.” Keep them until AnyTrack delivers conversions to that platform. On the Free plan, keep them: AnyTrack does not send conversions on Free.
What is AnyTrack? FAQ
FAQ was last reviewed on 2026-09-27