# Conversion and event tracking

To remedy this, in this section we explain how to configure server-to-server event tracking.

You will learn how to implement feeds for Adform, Criteo Events, Microsoft UET, as well as Pinterest and Reddit conversion APIs for comprehensive measurement.

#### **Benefits:**

* **Comprehensive Measurement**: With server-side tracking, you capture 100% of your conversion events, even for users with ad blockers or restrictive browsers.
* **Multi-Touch Reconciliation**: You can make your sales attribution more reliable by transmitting persistent signals that third-party cookies can no longer guarantee.
* **Retargeting Optimisation**: By feeding partners such as Criteo or Pinterest with complete event data, you can improve the accuracy of your retargeting audiences and reduce your repetition costs.