Meta’s bidding learns from the events you send it. When events go missing, it learns from an incomplete story.
Ads Manager says one thing, and your store, GA4 or CRM says another. iOS and browser privacy changes broke pixel-based tracking for most Meta advertisers, so the numbers you use to judge campaigns may no longer hold up.
We set up Conversions API, or CAPI, alongside the pixel. CAPI sends events from your server to Meta, which restores reporting accuracy and improves campaign results.
A full Conversions API setup
Event deduplication and strong match quality
Consent handling and privacy compliance
Attribution windows, which set how long after a click a sale still counts
We compare Ads Manager with your sales records and see which events the pixel is missing.
CAPI goes in so conversions travel straight from your server to Meta, alongside the browser pixel.
Deduplication keeps the pixel and CAPI from counting the same sale twice.
We check events in Events Manager, work on your Event Match Quality score and set attribution windows for reporting.
We have run Meta Ads through every algorithm and privacy change of the last several years, and we know what used to work that no longer does. That history is why we check tracking before we touch anything else in an account.
It’s server-side event tracking that sends conversions directly from your server to Meta, getting around browser limits. It greatly improves reporting accuracy after Apple’s iOS privacy changes.
Yes. The two work together. The pixel handles browser events, CAPI handles server events, and deduplication stops anything from being counted twice.
Check Meta’s Event Match Quality score, which shows how well your events match to users. We aim for high match quality and verify events through Events Manager.
Yes, measurably. Better data gives the algorithm more complete information to work with, which usually means lower cost per sale and a higher return on ad spend over time.
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