CallRail Phone Call Tracking vs LayerSync – Conversion Tracking, Pixel Manager, and Server-Side API

CallRail is here to bring complete visibility to the marketers who rely on quality inbound leads to measure success. Our customers live in a results-driven world, and giving them a clear view into their digital marketing efforts is a first priority for CallRail. We see the opportunities in surfacing and connecting data from calls, forms, chat and beyond — helping our customers get to better outcomes. Our WordPress plugin allows you to learn detailed information about the source and web session of every caller from your website using a process called Dynamic Number Insertion. It also powers our form tracking tool, which gives you the power to attribute form submissions back to their source and learn about what the user did on your site before submitting the form. Learn more about CallRail. Check out our WP plugin support documentation.

Overview LayerSync is server-side conversion tracking for WooCommerce. It captures ecommerce events and forwards them through the LayerSync SaaS to ten ad and analytics platforms via their server-side APIs — Meta (Conversions API), Google Analytics 4 (Measurement Protocol), Google Ads (Enhanced Conversions), TikTok (Events API), Pinterest, Snapchat, LinkedIn, Reddit, X (Twitter), and Microsoft Ads (Bing UET). Configuration lives in the LayerSync dashboard, so there’s no Google Tag Manager server container, no custom tracking subdomain, no external hosting to manage. The plugin handles WooCommerce; LayerSync handles per-platform delivery. Why Server-Side Tracking Browser pixels are increasingly blocked by ad-blockers and degraded by Safari/iOS tracking-prevention. Sending the same events server-to-server restores conversion data your ad platforms use to optimize. LayerSync ships WooCommerce events over HMAC-signed HTTPS to the LayerSync hub, which calls each platform’s CAPI with a shared event_id so browser and server halves are deduplicated automatically. What’s Included Ten ad platforms, one plugin — Meta CAPI, GA4 MP, Google Ads Enhanced Conversions, TikTok Events API, Pinterest CAPI, Snapchat CAPI, LinkedIn CAPI, Reddit CAPI, X CAPI, Microsoft Ads (Bing UET). Browser pixels + server-side CAPI for all of them, with automatic deduplication. WooCommerce funnel coverage — view item, add to cart, view cart, begin checkout, add payment info, purchase, refund. HPOS-compatible. Triple-fallback purchase capture (payment_complete + checkout_order_processed + woocommerce_thankyou) so custom checkouts still fire. Lead-form auto-detect — eight form libraries: Contact Form 7, WPForms, Ninja Forms, Formidable Forms, Gravity Forms, Fluent Forms, Elementor Pro Forms, Forminator — plus WooCommerce checkout forms. Consent & CMP auto-detect — bridges WP Consent API and auto-detects eight CMPs: Complianz, Cookiebot, CookieYes, Borlabs Cookie, iubenda, OneTrust, GDPR Cookie Compliance (Moove), Termly. Strips PII automatically when ad_user_data is denied. Action Scheduler-backed queue — per-row dispatch via Action Scheduler with WP-Cron fallback. Configurable retention (default 30 days), priority lanes (purchases never evicted), dead-letter UI with operator Replay. Historical backfill — replay up to 365 days of WooCommerce orders to LayerSync after install or after an outage. Dry-run mode shows what will be queued before any event ships. Bot & proxy intelligence — multi-signal scoring (datacenter IPs, Apple Private Relay, UA heuristics, velocity, repeated event IDs). Daily-refreshed CIDR list for fresh detection between releases. Operator safe-list overrides. International phone normalization — 50+ country codes with E.164 canonicalization, dummy-number rejection, and platform-specific hash forms (digits-only for Meta, E.164 for TikTok/Snapchat/Pinterest). 508+ automated tests — PHPUnit coverage on identity, queue retry, encryption, bot scoring, CMP detection, and form adapters. Audit the suite at tests/Unit/. Browser-side recovery engine — save-first localStorage queue, priority-aware overflow (purchases never dropped), cross-tab serialization, exponential backoff with jitter, multi-day retention (up to 30 days for purchases), sendBeacon on page exit. Privacy & compliance — per-event consent snapshot, default-denied mode, CMP integration via window.LayerSync.setConsent(), SHA-256 PII hashing, IP anonymization, GDPR / UK ICO / CCPA-aware (Meta Limited Data Use, Do-Not-Sell drop mode). Operational visibility (via the LayerSync hub) — real-time event status, per-platform delivery success rates, anomaly detection, Slack/PagerDuty/email digest alerts (paid plans). Free vs Paid Plans Free includes browser pixels for all 10 platforms, server-side CAPI to one platform of your choice, 1 site, 1 team seat, 10,000 events/month, WooCommerce + lead-form auto-tracking, event quality scoring, real-time event log. Paid plans add: server-side CAPI to all 10 platforms, higher event quotas, multiple sites, team seats, Slack/PagerDuty alerts, anomaly detection, audience builder, ROI dashboard, user journeys, customer profiles, automatic conversion recovery, custom event definitions, white-label (enterprise), custom ingest domain (enterprise). Compare Plans For Developers LayerSync exposes a JavaScript API, a same-origin REST endpoint, and WordPress hooks for custom event tracking. JavaScript API: window.LayerSync.track('lead', {email: '[email protected]', value: 25.00, currency: 'USD'}); window.LayerSync.setConsent({ad_storage: 'granted', ad_user_data: 'granted'}); REST endpoint (same-origin, nonce-protected, survives ad-blockers and corporate firewalls): POST /wp-json/layersync/v1/events WordPress filter hooks: layersync_event_payload, layersync_event_before_enqueue, layersync_event_after_delivery, layersync_consent. Full API documentation: layersynchub.com/docs. Compatibility Works alongside Cookiebot, CookieYes, OneTrust, Borlabs Cookie, Complianz, and any CMP that supports a JS consent callback. Compatible with WP Rocket, LiteSpeed Cache, W3 Total Cache, Cloudflare, and other major caching/CDN solutions. Getting Started Sign up at layersynchub.com and create your first site. Install and activate LayerSync from the WordPress plugin directory. Visit LayerSync → Settings in wp-admin and paste your API key, API secret, and Site ID. Click Test connection — once green, configure your platforms (Meta Pixel ID, GA4 Measurement ID, etc.) in the LayerSync dashboard. Events start firing within seconds; check the Live Events tab to confirm. External services This plugin connects to external third-party services to provide its functionality. Below is a complete list of all external services, when they are called, what data is transmitted, and links to their terms of service and privacy policies. LayerSync SaaS Hub (Always Active): Service: LayerSync (https://layersynchub.com) Purpose: Receives every WooCommerce / form / page event from your site and dispatches matching Conversions API calls to each connected ad platform. Stores the order ledger for conversion recovery, the queue table for outage survivability, and provides the configuration dashboard for your platforms. What data is sent: Event name, timestamp, hashed user data (email, phone, name SHA-256), product/order data (SKU, value, currency, quantity), browser-side context (page URL, referrer, user agent, IP — IP can be anonymized in settings), event_id for deduplication, consent snapshot When it’s sent: When a tracked event occurs (page view, product view, add to cart, purchase, refund, lead, etc.). Browser-side: sent via the same-origin REST proxy. Server-side: sent from PHP via WordPress HTTP API. Service provider: LayerSync Terms of Service: https://layersynchub.com/terms Privacy Policy: https://layersynchub.com/privacy When You Enable Meta Pixel / Conversions API: Service: Meta (Facebook) Graph API Purpose: Send conversion events to Meta for ad optimization What data is sent: Event name, timestamp, hashed user email/phone, click ID (fbclid / fbp / fbc), product SKU, revenue, IP, user agent, Pixel ID When it’s sent: Automatically when a tracked event occurs and Meta is enabled in your LayerSync dashboard Service provider: Meta Platforms, Inc. Terms of Service: https://www.facebook.com/legal/terms Privacy Policy: https://www.facebook.com/privacy/policy When Loading Meta Pixel Script (If Enabled): Service: Facebook Connect CDN Purpose: Load fbevents.js for browser-side Meta Pixel What data is sent: Standard HTTP request data (IP, user agent, referrer) When it’s sent: On every page load when Meta browser tracking is enabled Script URL: https://connect.facebook.net/en_US/fbevents.js When You Enable Google Analytics 4 / Google Ads: Service: Google Analytics 4 Measurement Protocol + Google Ads API Purpose: Send analytics + conversion events to Google for reporting and ad optimization What data is sent: Event name, page URL, referrer, session ID, client ID, IP, user agent, device info, hashed user data for Enhanced Conversions Service provider: Google LLC Terms of Service: https://marketingplatform.google.com/about/analytics/terms/us/ Privacy Policy: https://policies.google.com/privacy When Loading Google Tag Script (If Enabled): Service: Google Tag Manager CDN Purpose: Load gtag.js for browser-side GA4 + Google Ads tracking Script URL: https://www.googletagmanager.com/gtag/js When You Enable TikTok Events API: Service: TikTok Business API Purpose: Send conversion events to TikTok for ad optimization Script URL (if browser pixel enabled): https://analytics.tiktok.com/i18n/pixel/events.js Privacy Policy: https://www.tiktok.com/legal/privacy-policy When You Enable Pinterest Conversions API: Service: Pinterest Tag + Conversions API Purpose: Send conversion events to Pinterest for ad optimization Script URL (if browser pixel enabled): https://s.pinimg.com/ct/core.js Privacy Policy: https://policy.pinterest.com/en/privacy-policy When You Enable Snapchat Conversions API: Service: Snap Pixel + Conversions API Purpose: Send conversion events to Snapchat for ad optimization Script URL (if browser pixel enabled): https://sc-static.net/scevent.min.js Privacy Policy: https://snap.com/en-US/privacy/privacy-policy When You Enable LinkedIn Insight Tag + Conversions API: Service: LinkedIn Marketing API Purpose: Send conversion events to LinkedIn for ad optimization Script URL (if browser pixel enabled): https://snap.licdn.com/li.lms-analytics/insight.min.js Privacy Policy: https://www.linkedin.com/legal/privacy-policy When You Enable Reddit Pixel + Conversion API: Service: Reddit Ads API Purpose: Send conversion events to Reddit for ad optimization Script URL (if browser pixel enabled): https://www.redditstatic.com/ads/pixel.js Privacy Policy: https://www.reddit.com/policies/privacy-policy When You Enable X (Twitter) Pixel + Conversion API: Service: X Ads API Purpose: Send conversion events to X for ad optimization Script URL (if browser pixel enabled): https://static.ads-twitter.com/uwt.js Privacy Policy: https://x.com/en/privacy Important Notes: No automatic data sharing: LayerSync does NOT send any data to ad platforms unless you explicitly enable them in your LayerSync dashboard Consent-aware: LayerSync respects user consent state via the window.LayerSync.setConsent() API and only fires browser pixels and server events after consent is granted You control the data: You choose which platforms to enable, what events to track, and what user data to include (emails, phones, etc.) Required account: This plugin requires a LayerSync account to operate. The plugin alone does not function without API credentials from layersynchub.com. Privacy Policy LayerSync sends the following data to the LayerSync SaaS hub (https://layersynchub.com): Per-Event Data: Event name (e.g. purchase, add_to_cart) Timestamp Page URL and referrer User agent IP address (configurable — can be anonymized) event_id for deduplication Visitor consent snapshot at the moment of the event LayerSync first-party visitor ID (layersync_uid cookie — UUIDv4, 2-year sliding expiry) For E-Commerce Events: Product SKU, title, category, image URL, price, currency, quantity Order ID, total, currency (for purchase / refund events) For Lead / Form Events: Form ID, submission ID, field values you’ve configured as trackable Hashed User Data (when available, hashed BEFORE leaving your server): Email (SHA-256) Phone (SHA-256) First name (SHA-256) Last name (SHA-256) City, state, zip, country (SHA-256) LayerSync hashes PII server-side before forwarding to any ad platform. External Data Sharing (Only When You Enable Each Platform): Per-platform data forwarding is documented in the External services section above. No data is sent to any ad platform unless you explicitly enable it in your LayerSync dashboard. Privacy Controls: IP Anonymization: Available in Settings → Privacy. Consent Integration: Respects window.LayerSync.setConsent({...}) for Cookiebot, CookieYes, OneTrust, Borlabs Cookie, Complianz, and custom consent managers. Default-denied mode: Treats all visitors as consent-denied until a CMP signals otherwise — suitable for EU/UK traffic. Right to delete: Send a POST /api/v1/privacy/delete request to LayerSync with the visitor’s external_id (or hashed email / phone) and all matching events, audit rows, customer profile entries, landing signals, and delivery records are removed. Your Responsibilities: Disclose LayerSync’s data flow in your site’s privacy policy Obtain user consent before tracking, where required by law Configure data retention and privacy settings appropriately Honor user data-deletion requests via the LayerSync privacy API Support Documentation Support Contact us Trademarks & Third-Party Services LayerSync integrates with various third-party analytics and advertising platforms. All trademarks, service marks, and company names mentioned in this plugin are the property of their respective owners. Third-Party Platforms: Meta, Facebook, Instagram, and Facebook Pixel are trademarks of Meta Platforms, Inc. Google, Google Analytics, Google Ads, and GA4 are trademarks of Google LLC. TikTok is a trademark of ByteDance Ltd. Pinterest is a trademark of Pinterest, Inc. Snapchat is a trademark of Snap Inc. LinkedIn is a trademark of Microsoft Corporation. X (Twitter) is a trademark of X Corp. Reddit is a trademark of Reddit, Inc. WooCommerce is a trademark of Automattic, Inc. Integration Requirements: Users must have active accounts with third-party platforms to use their respective features API access requires platform-specific credentials and compliance with their terms of service Data transmission follows each platform’s API specifications and privacy policies Users are responsible for compliance with each platform’s terms of service LayerSync is an independent plugin and SaaS, and is not officially affiliated with, endorsed by, or sponsored by any of the companies mentioned above. All product names, logos, brands, and trademarks are property of their respective owners. Data Privacy: LayerSync forwards event data to enabled ad platforms only with user consent. No data is transmitted to any third party unless explicitly configured by the site administrator.