In practice
It recovers events lost to blockers, cookie limits and slow devices, and it lets you enrich the event with data the browser never had — deal value, lead grade, refund status.
It is an engineering project with a consent layer, not a tag you paste. Scope it as such.
Why it matters
Bidding quality depends on event quality. When the platform sees fewer conversions than really happened, it bids as if the campaign were worse.
Related terms