Analytics & Tracking Blog
Expert guides on GTM, GA4, conversion tracking, server-side tagging, and data-driven marketing.
Value Optimisation on Meta: Feeding Purchase Values Through CAPI
Meta Value Optimisation targets users most likely to make high-value purchases. It requires consistent, accurate purchase values in your CAPI events. Learn how to implement it correctly.
Facebook CAPI Without a Developer: What's Realistic
Several no-code and low-code paths to Facebook CAPI exist for businesses without development resources. Here's an honest assessment of what's achievable without a developer.
FBP and FBC Cookies Explained: Meta's Attribution Building Blocks
The _fbp and _fbc browser cookies are Meta's primary attribution signals. This guide explains what they are, how they work, and why passing them in CAPI events matters.
How to Measure the Uplift After Implementing CAPI
After implementing CAPI, how do you know if it is working and how much it improved performance? This guide explains how to measure the uplift from CAPI implementation.
Facebook CAPI for Lead Gen: Sending CRM Qualified Leads Back to Meta
For B2B and lead gen businesses, sending only web form submissions to Meta is not enough. CAPI can send CRM-qualified leads back to Meta, teaching the algorithm to find better prospects.
Offline Conversions API vs Conversions API: What's the Difference
Meta has two server-side conversion APIs — the Conversions API (for website events) and the Offline Conversions API (for in-store or phone sales). Learn which you need and when to use both.
How CAPI Improves Meta's Ad Delivery and Lowers Your CPA
Facebook CAPI doesn't just recover lost conversions — it fundamentally improves how Meta's algorithm delivers your ads. Here's how more complete conversion data leads to lower CPA.
Hashing PII for Facebook CAPI: What Gets Hashed and How
Facebook CAPI requires SHA256 hashing of customer PII before sending. This guide explains exactly which fields to hash, how to normalise them before hashing, and common mistakes.
Common Facebook CAPI Errors and How to Fix Them
CAPI implementation errors are often silent — events may appear to send but fail to be processed correctly. This guide covers the most common Facebook CAPI errors and their fixes.
Aggregated Event Measurement: What Still Applies in 2026
Meta's Aggregated Event Measurement (AEM) framework, introduced post-iOS 14, continues to constrain iOS conversion tracking. Here is what still applies in 2026 and how to configure it.
How to Test Facebook CAPI Events with the Test Events Tool
Before going live with CAPI, use Meta's Test Events tool to verify events are arriving, deduplication is working, and customer data parameters are being received correctly.
Facebook CAPI for WooCommerce: The Complete Setup Guide
WooCommerce Facebook CAPI implementation using the official Meta plugin, server-side GTM, or custom PHP. This guide covers all three approaches with setup instructions.