Integrations
X Conversions API
Send X Ads conversions from the server through the X Conversions API, so they arrive even when the browser blocks the X Pixel. Every event is assembled from the whole DataCops platform, so X receives clean, verified conversions, counted once. No code.
What it is
The X Conversions API is the server-to-server way to report X (formerly Twitter) ad conversions, instead of relying only on the X Pixel in the browser. DataCops sends each conversion from the server to your X pixel, with the twclid and the hashed email and phone X uses to match it to the person who saw or clicked your ad.X is one of eight ad platforms DataCops sends to: Meta, Google Ads, TikTok, LinkedIn, Microsoft Ads, Reddit, Pinterest and X. It sits with Microsoft, Reddit and Pinterest as one of the newer connections, next to the one-click sign-ins for Meta, Google Ads, TikTok and LinkedIn.
Sending from the server is only half of it. DataCops builds each X event from every part of the platform: first-party capture, the 400-day identity, email verification, the fraud check and the consent check. X receives a checked record of a real conversion, not just a pixel firing.
Why the X Pixel loses sales
The X Pixel runs in the browser, which is where tracking is weakest:
- It gets blocked. Ad blockers, Safari limits and rejected consent all stop it, so the conversion never reaches X.
- It arrives thin. When it fires, it often carries little X can tie to a real account.
- It counts bots. A browser pixel fires for any visitor, so X can learn from conversions that were never real.
These are data problems. DataCops fixes the data before X ever sees the event.
How DataCops builds each event
A DataCops X event is assembled as the visitor moves through your site. Each part of the platform adds what it knows, so the event is complete and checked by the time a conversion happens.Here is what each part adds, in order:
- First-party capture keeps the ad click. X adds a twclid to the link when someone clicks your ad. DataCops reads it from the landing page and stores it with the visit, so it is there when the conversion happens later.
- The 400-day durable identity attaches the person. If someone converts anonymously today but identified themselves earlier, DataCops attaches their email and phone.
- Email verification checks the match key. The email is checked before it becomes a hashed match key, so you are not matching against a fake inbox.
- Real people only can gate out fakes. Turn it on for X and bot and datacenter traffic is held back before it is sent. It is set per platform and is off by default. Blocking VPN, proxy and Tor traffic is an extra option.
- The consent check decides if it can go. The server checks consent again before every send. If consent was rejected, the event is skipped for X and the skip is logged.
The match signals sent to X
X matches a conversion using the identifiers attached to it. DataCops sends every one it has. Email and phone are normalised and hashed with SHA-256 on the server before they leave, so X never receives them raw.
| Signal | What it does for matching | Where DataCops gets it |
|---|---|---|
| twclid | The X click ID. The most direct link between a conversion and the ad click behind it. | Read from the ?twclid= link on the landing page |
| Email (hashed) | Matches the buyer to their X account when there is no click ID. | Verified real, then lowercased, trimmed and hashed on the server |
| Phone (hashed) | A second match key, in the exact format X asks for. | Turned into E.164 format with the leading plus, then hashed on the server |
The phone format matters. X wants the number in E.164 format, with the country code and the leading plus, before it is hashed. A number hashed without the plus will not match, so DataCops adds it for you.
Each event also carries the conversion itself: the event name mapped to an X conversion type such as PURCHASE, LEAD, SIGN_UP, ADD_TO_CART or CHECKOUT_INITIATED, the time it happened, and the order value and currency. X expects the value in the smallest currency unit, such as cents, and DataCops converts it. X needs at least one of twclid, email or phone, so an event with none of them is skipped and logged instead of being sent empty.
Counted once, never twice
Every DataCops event carries one steady event ID, shared across all the platforms it goes to. X uses that ID to spot a repeat, so if your X Pixel and DataCops report the same conversion with the same ID, it is counted once.
That means you can turn on server-side delivery without removing anything. Keep the X Pixel, check the server events in your delivery log, and decide later what to keep. DataCops also catches a repeat of the same order before it goes out.
Connect your X account
No code, no container, no developer.
Connect X
Approve DataCops on X from the X card in DataCops. That is the only permission step.
Pick your pixel
Choose the X pixel (your website tag) you want conversions sent to.
Map your events
In Event Manager, map each conversion to an X conversion type, one time.
Good to know before you start
- The X connection does not expire, so there is nothing to reconnect.
- The twclid is read from the landing page link.
- Phone numbers are sent in E.164 format, the way X asks.
- Your X Pixel can keep running next to DataCops.
An honest delivery log
A browser pixel fires and forgets. DataCops records every send: one row per event, marked sent, skipped or failed, with the reason shown, like rejected consent, a missing pixel or an event with nothing to match on. The order value shows in the log too. So you can see, per conversion, exactly what reached X and why.
X is one of the newer connections in DataCops. Check your first sends in the delivery log and in X Ads Manager, then let it run.