Analytics & Tracking Blog
Expert guides on GTM, GA4, conversion tracking, server-side tagging, and data-driven marketing.
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.
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.