Meta Marketing API ingestion and server-side Conversions API implementation: event match quality, deduplication, and reporting that survives signal loss.
Sending events is not the same as being measured
Most Conversions API implementations we review are technically live and practically useless. Events arrive with two identifiers instead of six, so match quality sits low and Meta cannot attribute them. Browser and server events are not deduplicated, so conversions double count. Value and currency are missing, so ROAS cannot be computed at all. The integration passes its health check and still leaves the optimization algorithm underfed.
What we build on Meta
- Meta Marketing API ingestion at campaign, ad set, and ad level with breakdowns into your warehouse
- Server-side Conversions API implementation with full customer parameter coverage
- Deterministic event deduplication between pixel and server using shared event IDs
- Event match quality measurement and improvement, tracked as a number rather than assumed
- Value and currency on every purchase event so ROAS is computable end to end
- Consent-aware sending so opted-out users are excluded at source, not filtered later
How we work
Audit the current pixel and CAPI setup and baseline event match quality
Fix identifier coverage and deduplication first, since that is where most of the loss is
Add Marketing API ingestion so in-platform numbers can be checked against your own data
Monitor match quality and delivery continuously after launch
Typical stack
Frequently asked questions
It is Meta's score for how well your events can be matched to real people, driven by how many identifiers you send: email, phone, name, location, external ID, click ID, browser ID. A low score means Meta discards or fails to attribute a large share of your conversions, which starves campaign optimization. It is the single most useful number for judging whether a CAPI setup is working.
Not if it is implemented correctly. Both sources send the same event ID, and Meta deduplicates on it. Running both is the recommended setup, since the pixel catches what the server misses and the server catches what ad blockers and cookie loss remove. Double counting is a symptom of missing or mismatched event IDs.
Server-side GTM is a delivery mechanism; CAPI is the destination. GTM can send Meta events server-side, and that is a valid path. What matters is identifier coverage, deduplication, and consent handling, which is where implementations usually fall short regardless of the plumbing.
Consent state is checked before an event is sent, so an opted-out user generates no server event at all. Filtering after the fact is both a compliance risk and pointless, since the data has already left your estate.
Go deeper
Audit your Meta measurement
We will baseline your event match quality and show you exactly where conversions are being lost.
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