Full Answer

Ad platforms optimize delivery based on the conversion data they receive. When tracking gaps cause 30-40% of conversions to go unreported, algorithms target the wrong audiences and waste budget on low-intent users. Fixing tracking closes these gaps—Meta reports 33% more purchase events detected and up to 386% ROAS uplift when advertisers implement quality server-side data. The improvement compounds because better data trains better models, which find better customers, generating more accurate conversion data in a virtuous cycle.