X

Server-side conversions to the X Conversions API, resolved to a person and deduplicated against the browser pixel.

DestinationAd platforms

About X

What X is, and why identity matters to it.

X is a real-time channel: campaigns react to the news cycle, and the window between seeing a post and acting on it is short.

Short windows are unforgiving of lost events, because there is no long tail to recover credit from.

How it works

How X works.

X measures conversions through its pixel and a Conversions API, deduplicating on an event ID when both are present. When only the browser side fires, whatever the browser lost is simply absent, and the platform optimises on the remainder.

With Upstack Data

Get more out of X with Upstack Data.

Upstack sends the server-side half with identifiers already resolved, so the deduplicated pair is complete rather than partial. The click ID is recovered from the graph when the browser drops it, which on a channel this fast is often the difference between a campaign that looks flat and one that is working.

What you can do with it

Three jobs this connector does inside X.

Send complete conversions
Conversions reach X through its server-side API with restored click IDs and hashed identifiers attached, so more of what you send is matched on arrival — and the conversions you never saw stop being invisible.
Optimise on the customer you want
Map any order attribute to the conversion X receives — profit rather than revenue, new customers rather than repeat buyers, high-value orders rather than every checkout — so the platform learns from the buyers worth acquiring.
Complete data while the campaign is live
Conversions arrive server-side inside the window the campaign is actually running, so decisions are made on the full picture rather than on what the browser managed to report.