Delivery Monitoring
When Signal Sparrow forwards a conversion, it doesn't just fire and forget. Every send is tracked as a delivery with a status, retried automatically if it fails, and surfaced so you always know things are healthy.
Automatic retries
If a platform is briefly unavailable or rate-limits a request, Signal Sparrow retries automatically on a widening schedule (a minute later, then five, then longer), for up to 10 attempts. This handles the normal hiccups of the internet without you lifting a finger.
If a delivery still can't succeed after all its attempts, it's set aside in a dead-letter list so it's visible and can be reviewed or retried, rather than disappearing.
The freshness window
Signal Sparrow only forwards recent conversions — events older than 7 days are not sent. Ad platforms give little to no credit for stale conversions, and sending them can distort your data, so this keeps everything clean and current.
Pipeline health
Your Pipeline Health view is the at-a-glance dashboard for all of this. It shows:
- How many events delivered successfully.
- Any failures, with the reason.
- Token warnings — a heads-up when a platform connection is about to expire so you can reconnect before anything is missed.
If failures start piling up, Signal Sparrow will alert you rather than letting the problem go unnoticed.
No double-counting
If you also run a browser pixel for a platform (like the Meta pixel), Signal Sparrow attaches a shared event ID so the platform recognizes the two as the same event and deduplicates them. You get the reliability of server-side delivery and the coverage of your pixel, without inflating your numbers.
Test before you rely on it
On any connected destination you can send a test event to confirm the connection is live and the platform is accepting data. It's the quickest way to prove everything is wired up correctly.