What is the Reddit Conversions API?
How does it work?
Your shop or server sends an event, such as a purchase, straight to Reddit. Nothing has to run in the visitor's browser. The Reddit Pixel does the same job from the browser. Many setups run both.
Running both creates a counting problem. The same purchase can arrive twice. Reddit's setup guide for Google Tag Manager says a consistent conversion ID across the Pixel and the Conversions API is needed for deduplication2. Event deduplication is the general idea: one purchase, counted once. The page linked is about Meta's version, but the logic is the same.
Reddit also says events must be sent within seven days after they occur1. Do not treat it as a backup that can be filled in weeks later.
Reddit lists three ways to connect it: a direct integration built by your developers, Google Tag Manager server-side tagging, or a supported partner1. For the general idea behind this approach, see server-side tracking. Meta has its own version, the Conversions API. It is a different product with different rules.
Why does it matter for a shop?
A platform can only learn from the sales it hears about. If purchases go missing, the numbers in Reddit Ads Manager look worse than reality. If they are doubled, they look better. Neither helps you decide where the next euro goes.
This is one of the checks in an ecommerce tracking audit. For the setup side, read Reddit Pixel and Conversions API setup.
Easily confused with
Reddit Conversions API vs Reddit Pixel
Code in the browser. The Conversions API works from the server.
Reddit Conversions API vs Conversions API (Meta)
Same idea, different platform.
Reddit Conversions API vs Server-side tracking
The wider practice of collecting data on a server you control. The Reddit Conversions API is one use of it, not the whole thing.
FAQ
Do I need both the Pixel and the Conversions API?
Reddit recommends using them together, deduplicated1. Whether that is worth the effort for your shop is a tracking decision, not a rule.
Does it get round consent choices?
It should not be used that way. Treat it as a second route for events you are already allowed to send. What you may send is a question for your own legal adviser.
What happens if the same purchase arrives twice?
Without a shared ID, Reddit can count it twice. Reddit's GTM guide refers to a consistent conversion ID for deduplication2.
Sources
- Knowledge: About the Conversions API (Reddit Ads Help)Primary source
- Set Up the Reddit Conversions API and Pixel with GTMPrimary source
Let’s find what’s actually working.
Next step. Not sure your tracking counts each sale once? Start with our measurement and tracking audit.