Meta Conversions API setup and fixes
The Meta Conversions API (CAPI) sends your purchases and leads from a server, together with the pixel, so Meta still receives the conversions the browser blocks. When it is set up wrong you get duplicated purchases, low Event Match Quality or server events that never arrive. I start with a 49 USD diagnosis: a written report of what is broken and a fixed price to fix it.
Diagnosis. The full setup or fix gets its own fixed price, which you approve before any work starts.
Sound familiar?
- Events Manager shows each purchase twice, or more purchases than real orders.
- Event Match Quality is low and Meta keeps suggesting more customer information.
- Server events show as not received or the integration looks inactive.
- Meta Ads reports far fewer purchases or leads than your store or CRM.
- Cost per result went up and nothing changed in the campaigns.
Why it happens
- No shared event_id. Meta removes the duplicate only when the pixel event and the server event carry the same event_id. Without it, every purchase counts twice.
- Too little customer information. Server events without hashed email or phone, and without the fbp and fbc browser values, are hard for Meta to match, so Event Match Quality drops.
- Purchase on the wrong page. If the purchase fires on a thank-you page that customers skip after an external payment, those sales never arrive.
- Two tools sending the same event. A platform app plus a plugin or a GTM setup, all sending CAPI at the same time.
How I fix it
Diagnosis: Events Manager, the tags on your site and a week of real orders compared against what Meta reports.
Choose the method that fits your site: Google Tag Manager server-side, your platform's native integration or Meta's Conversions API Gateway.
Set up deduplication with event_id and send the customer information Meta needs to match each event.
Test with Meta's Test Events tool and with a real or test purchase.
Check the numbers again after 7 days and leave you a written record of the setup.
What is included
- Diagnosis report with each problem and its impact.
- Meta Conversions API with event_id deduplication.
- Purchase and lead events with value and currency.
- Customer information sent hashed, for better Event Match Quality.
- Verification in Events Manager and a written record of the setup.
Vehicle inspection center: I replaced the client's tag manager with my own web and server containers and connected the Meta Conversions API. The client installed one snippet once, and from then on all tracking is configured in GTM without touching the site.
Guides
Frequently asked questions
GTM server-side, the Conversions API Gateway or a plugin?
A plugin or the platform's own app is enough for many small stores. GTM server-side gives full control and works for Meta, GA4 and Google Ads at once. The Gateway is simple but has a monthly cost. In the diagnosis I tell you which one fits your case and why.
Does CAPI fix the iOS problem?
It recovers a good part of the conversions the browser loses, but not all of them. What changes most is that Meta learns from more complete data, so campaigns usually stabilize.
Is there a monthly cost?
Only if you use a server container or the Gateway, which need hosting. For small business traffic it is usually low, and I explain it before we start.
Do you need admin access to my ad account?
I need access to the pixel or dataset in Events Manager and to your site or tag manager. Access to the ad account itself is optional.
Other services
Something broken or worth automating?
Tell me what is happening. You get an answer the same day with what I see and a proposal.