Conversion Relay

Conversion Relay connects the plugins you already run to the analytics and advertising platforms you report on, without a tag manager and without pasting snippets into your theme.

Every tracked action becomes one normalized event that is routed to each platform you enable. Server-side delivery is durable and retried in the background, so a slow request never blocks checkout. Client-side pixels are fired reliably even when a conversion finishes on a later page, such as a payment-gateway return.

Nothing is sent anywhere until you enable a destination and enter its credentials.

Sources (auto-detected when the plugin is active):

• Ecommerce: WooCommerce, Easy Digital Downloads, WP Simple Pay, Download Monitor
• Forms: Gravity Forms, WPForms, Fluent Forms, Ninja Forms, Contact Form 7, Formidable, Forminator, Elementor Forms, JetFormBuilder, Kadence, SureForms, Everest Forms, HappyForms, WeForms, WS Form, Kali Forms
• Memberships and courses: MemberPress, Paid Memberships Pro, Restrict Content Pro, Ultimate Member, Simple Membership, LearnDash, LifterLMS, Tutor LMS
• Email and CRM: FluentCRM, Groundhogg, MailPoet, Mailster, Mailchimp for WordPress, The Newsletter Plugin, FunnelKit Automations
• Donations and affiliates: GiveWP, Charitable, AffiliateWP, SliceWP, Solid Affiliate, FluentAffiliate
• Builders and booking: Elementor, Divi, Bricks, Breakdance, Oxygen, Beaver Builder, LatePoint, FluentBooking
• WordPress core: site search, login, registration

Destinations:

• Analytics: Google Analytics 4 (client and Measurement Protocol), Plausible, Fathom, Umami, PostHog, Matomo, Simple Analytics, Pirsch, Swetrix, Rybbit, Beam, TinyAnalytics, GoSquared, Usermaven, UserBird, Wide Angle, Koko Analytics, Vireo Analytics
• Behaviour: Microsoft Clarity, Hotjar
• Advertising: Meta (Pixel and Conversions API), Google Ads, Microsoft Ads, TikTok Ads, Pinterest Ads, Reddit Ads, LinkedIn Ads, X (Twitter) Ads
• Google Tag Manager, and any endpoint via a generic Webhook

New sources and destinations register through simple filters, so the list grows without touching the core.

Privacy

Advertising destinations default to denied until consent is granted. The plugin honors Do Not Track and exposes a wpch_consent filter so a consent-management platform can decide per event and category. Enhanced conversions (hashing and sending first-party customer data) are opt-in and off by default.

External services

This plugin sends conversion data to third-party analytics and advertising platforms. A platform is contacted only after you enable that destination and enter its credentials on Settings → Conversion Relay. No destination is enabled by default, and disabling one stops all traffic to it.

For every enabled destination, each tracked conversion sends: the event name (for example purchase, form submission, registration), the order or entity ID used for deduplication, order value and currency, cart or line items where the platform supports them, the page URL and referrer, a timestamp, the visitor’s IP address and user agent, and any first-party click or analytics identifiers present in cookies or the URL (_ga, _fbp, _fbc, gclid, wbraid, gbraid).

If you switch on enhanced conversions (off by default), customer email, phone and name are SHA-256 hashed before sending. Plain-text customer details are never transmitted.

Google (Google Analytics 4, Google Ads, Google Tag Manager) Events are sent to the GA4 Measurement Protocol at google-analytics.com from your server, and the gtag.js or gtm.js script is loaded from googletagmanager.com in the visitor’s browser to fire client-side conversions. Terms of service: https://policies.google.com/terms Privacy policy: https://policies.google.com/privacy

Meta (Facebook and Instagram Ads) Conversions are sent to the Meta Conversions API at graph.facebook.com from your server, and the Meta Pixel is loaded from connect.facebook.net in the visitor’s browser. Terms of service: https://www.facebook.com/legal/terms Privacy policy: https://www.facebook.com/privacy/policy/

Microsoft (Microsoft Advertising and Clarity) Conversions are sent through the UET tag loaded from bat.bing.com, and Clarity events through the tag loaded from clarity.ms, both in the visitor’s browser. Microsoft Advertising agreement: https://about.ads.microsoft.com/en-us/resources/policies/microsoft-advertising-agreement Clarity terms: https://clarity.microsoft.com/terms Privacy statement: https://www.microsoft.com/en-us/privacy/privacystatement

TikTok Ads Conversions are sent to the TikTok Events API at business-api.tiktok.com from your server. Business products terms: https://ads.tiktok.com/i18n/official/policy/business-products-terms Privacy policy: https://www.tiktok.com/legal/page/global/privacy-policy/en

Pinterest Ads Conversions are sent to the Pinterest Conversions API at api.pinterest.com from your server. Terms of service: https://business.pinterest.com/business-terms-of-service/ Privacy policy: https://policy.pinterest.com/en/privacy-policy

Reddit Ads Conversions are sent to the Reddit Conversions API at ads-api.reddit.com from your server. Advertising services agreement: https://business.reddithelp.com/s/article/Reddit-Advertising-Services-Agreement Privacy policy: https://www.reddit.com/policies/privacy-policy

LinkedIn Ads Conversions are sent to the LinkedIn Conversions API at api.linkedin.com from your server. Ads agreement: https://www.linkedin.com/legal/sas-terms Privacy policy: https://www.linkedin.com/legal/privacy-policy

X (Twitter) Ads Conversions are fired through the X website tag loaded from static.ads-twitter.com in the visitor’s browser. Ads terms: https://legal.x.com/ads-terms.html Privacy policy: https://x.com/en/privacy

Hotjar Events are sent through the Hotjar script loaded from static.hotjar.com in the visitor’s browser. Terms of service: https://www.hotjar.com/legal/policies/terms-of-service/ Privacy policy: https://www.hotjar.com/legal/policies/privacy/

Plausible Analytics Events are sent from your server to plausible.io, or to the self-hosted address you enter. Terms: https://plausible.io/terms Privacy policy: https://plausible.io/privacy

PostHog Events are sent from your server to the PostHog host you enter, us.i.posthog.com by default. Terms: https://posthog.com/terms Privacy policy: https://posthog.com/privacy

Umami Events are sent from your server to the Umami host you enter, cloud.umami.is by default. Terms: https://umami.is/terms Privacy policy: https://umami.is/privacy

Matomo Events are sent from your server to the Matomo address you enter, which is your own instance or Matomo Cloud. Cloud terms: https://matomo.org/matomo-cloud-terms-of-service/ Privacy policy: https://matomo.org/privacy-policy/

Webhook If you enable the Webhook destination, the full normalized event is POSTed as JSON to the URL you enter. You control that endpoint and the terms that apply to it.

Fathom, Simple Analytics, Pirsch, Swetrix, Rybbit, Beam, TinyAnalytics, GoSquared, Usermaven, UserBird, Wide Angle and Koko Analytics are fired through the tracking script those services already install on your site. Conversion Relay calls the script that is present in the page and opens no connection of its own. Vireo Analytics is written to locally, with no external request.