# Criteo - Events ## Description of the connector The **Criteo - Events** connector allows web events and conversions to be sent directly to Criteo via a server-to-server (S2S) integration. By sending data directly from our server-side solution, this connector provides a more complete and accurate view of the customer journey, while using cookies to improve ad measurement and targeting. ## Benefits of the connector * **Increased accuracy**: By sending server-side data and using cookies, you get more accurate and reliable conversion information. * **Campaign optimisation**: Use accurate conversion data to adjust your campaigns and maximise conversions while reducing the cost per action (CPA). * **Respect for confidentiality**: The API complies with data protection regulations, using cookies in a compliant manner. * **Data consolidation**: Send events from different channels (web, applications, physical shops) to a single API for smoother, more efficient implementation. * **Granular data control**: Customise the information shared with Criteo to meet your marketing objectives. ## Examples of use * **Bid optimization**: Use conversion data to adjust your bids in real time and improve the performance of your ad campaigns. * **Advanced segmentation**: Create audience segments based on user actions and target them with personalised messages. * **Offline conversion tracking**: Measure user actions in-store or at events after an online interaction for a complete view of the customer journey. * **Ad personalisation**: Use conversion data to personalise ads and increase their relevance to each user. ## Conclusion The **Criteo - Events** connector is a powerful tool for optimising your advertising campaigns using accurate and reliable conversion data. By integrating this connector with our server-side solution, you can maximise the effectiveness of your campaigns while complying with data privacy regulations and using cookies to improve measurement and targeting. ## Connector integration guide {% embed url="" %}