Meta shows fewer conversions than your backend.
You know people are buying or submitting high-intent leads, but Meta reports a trickle — so it under-optimizes or mis-allocates budget.
Track Pillar · Meta Conversions API
If Meta can't see your real conversions, it can't optimize your spend.
We implement Meta Conversions API (CAPI) so your purchases, leads, and high-value actions flow reliably from backend to Meta — with proper deduplication, privacy controls, and match quality.
- Backend-sourced conversions that align with your GA4 and revenue numbers — not just what the browser manages to send.
- Clean deduplication between pixel and CAPI to avoid double counting or missed events.
- Compliance-aware implementations that won't blow up later when consent or privacy rules shift.
Ideal for teams who rely on Meta for acquisition or remarketing and can't afford black-box reporting.
Before vs After · Signal quality
Before
- Pixel blocked by browsers, iOS, ad blockers.
- Purchases under-report vs backend/GA4.
- Meta optimization stuck on partial data.
After
- Server-side events aligned with backend truth.
- Pixel + CAPI deduplicated via event IDs.
- Higher match quality → better delivery & ROAS.
The cost of weak Meta signals
You're paying Meta to guess.
When Meta can't see the real picture — who converted, how much they're worth, and what they did — it makes optimization decisions on incomplete data. CAPI exists to fix that, but only if it’s engineered properly.
Pixel-only setups are getting worse over time.
iOS, browsers, ad blockers, and privacy tools keep eroding pixel-based data. Each quarter the signal loss creeps higher.
You tried CAPI — now you’re scared of double counting.
Someone added CAPI through a plugin or quick integration, but deduplication and event mappings are unclear. You don’t fully trust any of the numbers.
Nobody can explain how Meta events are actually wired.
Growth relies on it, engineering doesn’t own it, and analytics is stuck reverse-engineering events from Ads Manager.
How we think about Meta CAPI
Not "turn on a plugin" — engineer a signal system.
Meta CAPI is infrastructure. We design it to be stable, explainable, and aligned with your analytics, not something you constantly re-patch before the next campaign push.
Backend truth first
We start from where revenue and conversions actually live — your checkout, billing, CRM or backend — then map that to Meta events.
CAPI as part of your tracking stack
We don’t treat CAPI as a bolt-on. It fits into GA4, server-side tagging, UTMs, and your broader attribution model.
Deduplication & identity done right
Event IDs, user identifiers, and traffic sources are engineered to avoid double counting and maximize match quality.
Privacy and consent aware
CAPI is implemented with your CMP, Consent Mode, and regional rules in mind — we don’t build anything you can’t defend later.
Meta CAPI services
Everything you need for a clean, reliable Meta signal layer.
Whether you're fixing a broken setup or rolling out CAPI from scratch, we anchor everything to one goal: Meta sees high-quality, trustworthy conversions that match your business reality.
Meta CAPI discovery & audit
Understand what’s actually happening today before we change anything.
- Audit of current pixel, CAPI integrations, and key events (purchase, lead, custom).
- Comparison of Meta-reported conversions vs backend and GA4.
- Health check on match quality, event parameters, and deduplication.
- Risk map of plugins, integrations, and manual workarounds.
Architecture & event design
Design a clean, future-proof way to send signals into Meta.
- Event schema aligned across Meta, GA4, and your backend.
- Mapping of events to campaign objectives and optimization goals.
- Plan for how pixel + CAPI will coexist (or when pixel can be reduced).
- Design choices: direct CAPI, via sGTM, or hybrid depending on your stack.
Implementation (direct or via sGTM)
Implement CAPI using the approach that fits your engineering reality.
- Server-side endpoints or server GTM routes that accept and transform events.
- Secure handling of user data (emails, phone, external IDs) with hashing and minimization.
- Event ID, timestamp, and source parameters wired for clean deduplication.
- Test Events Tool, logs, and dashboards wired up for ongoing visibility.
Platform-specific setups
Shopify, WooCommerce, custom stacks — without relying blindly on plugins.
- Shopify and WooCommerce implementations that tie to order and refund logic.
- Headless and custom checkout flows mapped properly to Meta events.
- Subscription and recurring billing flows included where relevant.
- Logic for cancellations, partial refunds, and high-value actions beyond purchase.
Governance, QA & monitoring
So Meta CAPI doesn’t silently break when your product or site changes.
- Test plans for key events and campaigns.
- Monitoring patterns for sudden drops, spikes, or parameter changes.
- Rollout and rollback strategies for changes to events or schemas.
- Documentation so growth, analytics, and engineering know how it works.
Optimization & experimentation support
Make sure better data translates into better decisions.
- Aligning CAPI events with Meta bid strategies and optimization choices.
- Ad account structures that take advantage of the new signal quality.
- Support for experiments (e.g. creative, audience, LTV-based bidding).
- Feedback loop into your analytics and BI so wins don’t stay trapped in Ads Manager.
Implementation blueprint
A focused rollout — not a never-ending "CAPI project."
Timelines vary with complexity, but most teams don't need a massive overhaul. They need a tight, well-engineered path from backend to Meta that everyone understands.
- Week 0–11
Audit & alignment
We review your stack (Shopify/WooCommerce/custom, GA4, sGTM, CRM), current Meta setup, and align on target events and KPIs.
- Week 1–22
Design & implementation
We design the CAPI architecture, wire up endpoints or sGTM, and implement key events with proper parameters and IDs.
- Week 2–33
QA, monitoring & rollout
We validate against backend and GA4, tune match quality, set up monitoring, and support rollout into live campaigns.
If your Meta spend is already significant, we can phase changes (by campaigns or events) to reduce performance risk while you upgrade.
Where Meta CAPI pays off
Different businesses, same pattern: better signals, better decisions.
The details vary by business model, but the outcomes are consistent: more reliable performance data, fewer attribution fights, and better confidence in scaling Meta spend.
E-commerce · High AOV
Closed the gap between Meta and backend revenue from ~40% loss to within 3–5%.
We re-implemented CAPI via sGTM, aligned event logic with GA4 and backend, and tuned match quality. The result: more stable ROAS and fewer 'mystery' performance swings.
Subscription SaaS
Gave Meta visibility into real LTV, not just first-month revenue.
We pushed subscription and upgrade events via CAPI, feeding better value signals into Meta’s bidding and campaign optimization.
Lead-gen · Regulated
Improved signal quality while staying within a tight compliance box.
We designed a CAPI setup that respected data minimization and consent constraints, while still giving Meta enough context to optimize.