Analytics & Tracking Blog
Expert guides on GTM, GA4, conversion tracking, server-side tagging, and data-driven marketing.
Facebook CAPI for Shopify: Comparing Your Implementation Options
Shopify stores have multiple Facebook CAPI options — native Meta integration, Shopify Customer Events, and server-side GTM. This comparison helps Shopify merchants choose the right approach.
The Customer Information Parameters That Matter Most for CAPI
The customer information parameters in your CAPI events determine how well Meta can match events to users. This reference guide covers all parameters, their hashing requirements, and priority.
How iOS 14 Changed Facebook Ads Measurement Forever
Apple's iOS 14 ATT framework permanently changed how Meta tracks conversions. This explainer covers what changed, what it means for your campaigns, and how server-side tracking helps.
CAPI Gateway vs Server-Side GTM vs Partner Integrations: Which to Choose
There are three main paths to implementing Facebook CAPI — Meta's CAPI Gateway, server-side GTM, and platform partner integrations. This comparison helps you choose the right one.
Event Match Quality (EMQ): What It Is and How to Raise Your Score
Event Match Quality (EMQ) measures how well Meta can match your CAPI events to Meta users. A higher score means better attribution and ad optimisation. Learn how to improve it.
Event Deduplication in Facebook CAPI: Getting event_id Right
Running both the Facebook Pixel and CAPI means Meta receives each event twice. Event deduplication via event_id prevents double-counting. Learn how to implement it correctly.
How to Set Up Facebook CAPI with Server-Side GTM: Step by Step
Server-side GTM is the most flexible path to Facebook CAPI. This step-by-step guide covers container setup, Facebook tag configuration, and event forwarding to the Conversions API.
Facebook Conversions API Explained: Why the Pixel Alone Isn't Enough
The Facebook Pixel alone misses 20-40% of conversions due to ad blockers and iOS 14 restrictions. Learn how the Conversions API fills these gaps with server-side event tracking.