Meta CAPI
Meta Pixel and Conversions API, Set Up Properly
We connect the Meta Pixel and Conversions API with shared event IDs, so Meta receives complete conversion data without double counting.
- Pixel + CAPI deduplicated
- Better event matching
- Tested in Events Manager
What's included
- Pixel audit and cleanup
- Conversions API connection
- Event ID deduplication
- Customer information parameters
- Standard and custom events
- Events Manager diagnostics review
Overview
Why Pixel Alone Is Not Enough
The Meta Pixel runs in the browser, so consent choices, blockers and browser limits reduce what it can send. The Conversions API sends the same events from a server, which makes the data more complete.
The important part is deduplication. When the Pixel and the API send the same event with the same event ID, Meta keeps one. Without it, conversions are counted twice and campaign results look better than they are.
Signs you need this
- Events Manager shows deduplication warnings
- Purchases are counted twice
- Event match quality is low
- CAPI was added by a plugin nobody checked
- Meta and store orders do not line up
What we deliver
Features and Deliverables
Pixel Cleanup
Duplicate pixels and hard-coded events removed.
CAPI Connection
Server events via server-side GTM, a platform integration or the Gateway.
Event IDs
Matching event IDs on browser and server events for deduplication.
Match Parameters
Hashed email, phone and click IDs sent where consent allows.
Event Mapping
Standard events such as Lead, AddToCart and Purchase with values.
Diagnostics
Events Manager warnings reviewed and resolved.
How It Fits Your Tracking Architecture
The same event leaves the browser through the Pixel and the server through the Conversions API, both with one event ID, so Meta counts it once.
Visitor
Website
Data Layer
GTM
Server
GA4
Google Ads
Meta CAPI
Other Platforms
Process
How We Deliver It
01
Audit
Review pixels, events and Events Manager.
02
Plan
Choose the CAPI method and event map.
03
Implement
Build Pixel and CAPI events with IDs.
04
Validate
Use Test Events and check deduplication.
05
Document
Record events, parameters and ownership.
Use cases
Where This Makes the Biggest Difference
Ecommerce
Purchase and AddToCart with order values.
Lead Generation
Lead events with better matching.
Shopify Stores
Native integration checked and extended.
WooCommerce
Server events without plugin conflicts.
What is the Meta Conversions API?
It is Meta’s server-to-server API for sending website and offline events. It works alongside the Pixel to provide more complete conversion data.
Why are my purchases counted twice?
Usually because the Pixel and the API send the same event without a shared event ID, or because two pixels or plugins are active. We fix the source and verify deduplication.
Do I need server-side GTM for CAPI?
Not always. CAPI can be set up through server-side GTM, a platform integration such as Shopify, or Meta’s Conversions API Gateway. We recommend the option that fits your stack.
What is event match quality?
It is Meta’s score for how well an event can be matched to a Meta account. Sending permitted customer parameters, hashed, improves it.
Is sending customer data allowed?
It depends on your consent setup and local law. Data is hashed before it is sent, and we only send parameters your consent configuration allows.
Related services
Works Well With
We review your analytics and conversion tracking end to end and give you a clear.
Not Sure Where Your Tracking Stands?
Start with a free tracking audit. We review your current setup and tell you what to fix first.