Digital advertising is facing a quiet crisis. As privacy regulations tighten and browser restrictions become the norm, traditional client-side tracking may no longer be enough to support high-performing ad campaigns. Marketers are seeing data gaps widen and costs rise, but new solutions address these issues and support getting your marketing strategy future-ready.
Usercentrics is launching Meta Signals Gateway. It’s a simple, hosted server-side tracking solution designed to help businesses:
- Recover lost conversion data
- Improve signal quality
- Reduce cost per action (CPA)
All without the high technical overhead traditionally required for server-side setups.
At a glance
- Usercentrics’ Meta Signals Gateway is a simple, hosted server-side tracking solution to recover conversions, improve signal quality, and reduce CPA.
- Recover lost conversions caused by ad blockers, iOS updates, and browser restrictions.
- Achieve up to a 33 percent reduction in CPA and a 27 percent increase in conversion rates based on Meta’s measurement.
- Launch in minutes with a simple, low-maintenance setup that requires zero infrastructure management.
- Support privacy-led growth by only sharing consented first-party data with Meta and other destinations when used with a consent management platform.
The growing problem with client-side tracking
For years, marketers relied solely on the pixel, that small piece of code on websites that tracked user behavior. However, this client-side method is increasingly fragile. Between ad blockers and increasingly restrictive browser tools and settings, a significant portion of user data never reaches ad platforms.
For Meta advertisers, this translates to incomplete conversion data, smaller remarketing audiences, and rising CPAs. When ad algorithms lack a full picture of who is converting, they can’t optimize effectively, leading to wasted spend and lower return on ad spend (ROAS).
For small companies, even modest waste and sub-par ROAS can have a big impact on the bottom line.
What is Meta Signals Gateway?
Meta Signals Gateway is Meta’s answer to the complexities of server-side tracking, and Usercentrics lets marketers host it with a couple of clicks. Built for businesses that need high performance without a high technical overhead, Meta Signals Gateway offers some of the capabilities of server-side solutions, and some additional ones — with a simple, guided experience.
With Meta Signals Gateway marketers easily create a first-party pixel delivered to a website through their gateway, using their domain instead of Meta’s. This new pixel is more resilient to browser restrictions and sends high-quality data directly from Usercentrics’ hosted server to Meta and other destinations.
The gateway connects multiple data sources — including your website, CRM and other sources — to provide a robust, reliable stream of high-quality, consented first-party data to tools like Meta’s Conversions API. You can gain more accurate audience building and optimized campaigns.
How Meta Signals Gateway benefits your business
Meta Signals Gateway focuses on four key value drivers, meeting the challenges of smaller organizations that need strong marketing performance and privacy compliance, but are working with more limited resources.
1. Performance and cost reduction
By providing Meta with better signal quality, Meta Signals Gateway helps ad algorithms find your customers more accurately. Users have seen up to 33 percent lower CPA and an increase of up to 27 percent in reported conversion rates, per Meta’s measurement.
2. Ease and speed
You don’t need to be a measurement specialist to get started. Meta Signals Gateway is designed for low technical effort, enabling you to launch your server-side setup in minutes, not weeks.
3. Low maintenance requirements
Usercentrics handles the hosting, security updates, and monitoring for you. It’s designed for minimal upkeep while it helps future-proof your measurement strategy.
4. Compliance-first data sharing
Continue to use Usercentrics Consent Management Platform (CMP) for seamless control of this new pixel. This supports your compliance with relevant privacy regulations and frameworks because, depending on your setup, only consented data is shared with Meta and other destinations if configured to do so.
| Pain points | Companies’ experience | Meta Signals Gateway benefits |
| Budget pressure and declining performance | – Rising CPAs and declining ROAS – Difficulty justifying spend with unreliable data | – Accurate attribution- Recovered signals up to 33%- CPA reduction- Conversion lift |
| Loss of visibility and signal quality | – Missing or duplicated conversion events- Incomplete data for optimization | – Complete, high-quality server-side data- Better algorithm optimization and performance |
| Privacy and regulatory uncertainty | – Compliance concerns with the GDPR, CCPA, DMA, etc.- Fear of penalties and future tracking loss | – Only consented first-party data shared when used with the CMP and configured to do so |
| Technical barriers to server-side tracking | – High implementation effort – Lack of technical resources | – Launch in minutes with low effort- Usercentrics handles server management- Automatic updates |
Who is Meta Signals Gateway for?
Meta Signals Gateway is designed for small to mid-sized businesses that rely heavily on Meta ads but have limited technical resources. Whether you’re in e-commerce or focused on B2B lead generation, Meta Signals Gateway helps you level the playing field with larger competitors who have dedicated measurement teams.
The solution is ideal for:
- SMB owners: Who need better results from their ad spend without hiring a full-time developer
- Performance marketers: Looking to recover lost conversions and improve ROAS
- Measurement specialists: Seeking a reliable, low-maintenance hosting environment for server-side tags
Next steps with Meta Signals Gateway
At Usercentrics, we believe that privacy is not a blocker to growth, but a driver of it. Smaller organizations are not exempt from privacy compliance requirements. They just tend to lack the resources that larger enterprises have to address these challenges across the marketing ecosystem.
By adopting a privacy-led strategy and implementing Meta Signals Gateway, you can improve attribution accuracy, reduce CPA, lift conversion rates, obtain more complete and high-quality server-side data, and more. Get started with a privacy-first, future-ready tracking foundation for your growing business today.
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