No double-counting
Pixel and server events share an event_id, so Meta and TikTok count each conversion once.
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Conversions API
Server-side conversion tracking that counts every sale once.
We build Meta Conversions API, Google Enhanced Conversions and TikTok Events API tracking as a monitored server-side pipeline: deduplicated against the pixel, with customer information hashed to improve match quality.
What you get
More of your conversions, counted once.
Conversions the pixel misses
Server-side events still arrive when ad blockers, iOS changes or cookie loss stop the pixel.
Offline sales counted too
CRM and delayed conversions, like subscription renewals, reach the platforms through the same pipeline.
Signal loss caught early
You hear about a drop in match quality when it happens, not at the quarterly review.
The problem
Why pixel-only tracking undercounts
Every conversion the pixel misses makes the platform's optimization weaker and your reported ROAS less accurate. Most CAPI setups done from a plugin or tag-manager template forward weak events with poor customer-information match rates: the platform receives them but can't attribute them. A real implementation is a server-side data pipeline with identity resolution, not a checkbox.
Before and after
What changes.
Pixel only
- Pixels miss conversions to ad blockers, iOS changes and cookie loss
- Plugin setups forward weak events
- Poor match rates the platform can't attribute
- Signal loss found at the quarterly review
Server-side pipeline
- Campaign optimization learns from more of your sales
- Platforms can attribute more of the events they receive
- Reported ROAS that reflects more of what you sold
- One pipeline for every client account, not a setup per client
What an implementation includes
What’s included.
- Server-side event pipelines for the Meta Conversions API and TikTok Events API
- Google Enhanced Conversions (tag or server-side tagging) and offline conversion imports, deduplicated on transaction ID
- Event deduplication: pixel and server events share an event_id, so nothing is counted twice
- Customer-information hashing and enrichment to maximize event match quality
- First-party data integration from your CRM or commerce backend for offline and delayed conversions
- Consent-mode and privacy-compliance handling built into the event flow
- Match-rate and event-loss monitoring dashboards per account
How we work
How we run it.
Step 1
Baseline current pixel coverage and match rates so improvement is measurable
Step 2
Build the server-side event pipeline against a staging ad account first
Step 3
Roll out account by account, with deduplication verified on each account before it goes live
Step 4
Monitor match quality continuously, because CAPI degrades silently when checkout or CRM fields change
Typical stack
What it runs on.
- Meta Conversions API
- Google Enhanced Conversions
- TikTok Events API
- Server-side GTM
- Node.js / Python event services
- BigQuery / Snowflake
FAQ
Common questions.
What is the Conversions API (CAPI)?
The Conversions API is Meta's server-to-server channel for sending conversion events directly from your backend to Meta, instead of relying on the browser pixel. Google (Enhanced Conversions) and TikTok (Events API) offer equivalents. Server-side events survive ad blockers and browser privacy restrictions that now block a meaningful share of pixel fires.
How much lift does a proper CAPI implementation deliver?
Meta reports that advertisers typically see more attributed conversions after adding the Conversions API; we measure the change per account. Better event match quality also improves campaign optimization. The gain comes almost entirely from implementation quality (deduplication and customer-information match rates), not from merely turning CAPI on.
Can't we just use a Shopify or WordPress plugin for CAPI?
Plugins send basic events but usually forward thin customer information, producing low match quality, and they cannot include CRM data, offline conversions, or delayed events like subscription renewals. If your funnel is simple, a plugin is fine. At agency scale, or with any offline component, server-side implementation pays for itself in attribution accuracy.
Do you implement CAPI across many client accounts for agencies?
Yes. That is our core use case. We build one multi-tenant event pipeline that serves all client accounts with per-client credentials, consent handling, and match-rate monitoring, so the agency rolls out server-side tracking as a productized service instead of a bespoke project per client.
Audit your conversion tracking
We'll baseline your current pixel coverage and match rates, and show you exactly what a server-side implementation would recover.