Facebook Conversion API (CAPI) Setup

Meta Pixel Setup is the foundational step for any business running Facebook and Instagram ads. A correctly implemented Meta Pixel tracks every important user action on your website — page views, product views, add to cart, checkout initiations, purchases, lead form submissions, and registrations — and sends this data to Meta to power campaign optimisation, conversion reporting, and audience building.

We implement the Meta Pixel via Google Tag Manager, giving you clean control over when and how the Pixel fires without touching your website code. We configure all standard events with the correct parameters (content_ids, content_type, value, currency, num_items) required for Dynamic Product Ads, and set up custom events for actions unique to your business — quote requests, trial sign-ups, appointment bookings, or any other conversion that matters.

We also configure Meta's Automatic Advanced Matching, which hashes and sends customer data (email, phone, name, address) from form fields to improve event match rates by up to 30%. After setup, we validate every event in Meta Events Manager and Meta Pixel Helper, confirm that Standard Events appear with the correct parameters, and ensure no duplicate PageView events are firing. A properly implemented Meta Pixel is the prerequisite for everything from conversion-optimised ad delivery to Advantage+ Shopping campaigns.

Facebook Conversion API (CAPI) Setup establishes a direct, server-to-server connection between your website and Meta's platform, sending conversion event data without relying on the browser — bypassing iOS 14+ tracking restrictions, ad blockers, and cookie-based attribution limitations that are causing most businesses to miss 20–40% of their Meta-attributed conversions.

Our CAPI implementation sends events from your server (via server-side GTM or a direct API integration) to Meta's Conversions API endpoint, running in parallel with your browser-based Meta Pixel. We configure SHA-256 hashing of all customer data parameters (email, phone, first name, last name, city, state, country, zip, date of birth), implement event ID deduplication to prevent double-counting, and map all your standard and custom events to the correct CAPI event names and parameters.

After implementation, we verify event quality in Meta Events Manager, check that Event Match Quality scores have improved (target: 7.0+ out of 10), confirm deduplication is working correctly, and compare CAPI-reported conversions against your actual order data. Higher Event Match Quality directly translates to better ad delivery, lower CPMs, improved ROAS, and more accurate conversion attribution across your Meta campaigns.

Event Match Quality (EMQ) Optimization is a specialist service focused on maximising the score that Meta assigns to each conversion event based on how well the customer data you send can be matched to a Meta user profile — directly impacting your ad delivery efficiency, ROAS, and conversion attribution accuracy.

Meta's Event Match Quality score is determined by how many customer identity parameters you send (email, phone, first name, last name, city, state, country, zip, date of birth, gender, external ID, IP address, user agent, Facebook Login ID, click ID) and how accurately they match Meta's user records. A score below 6.0 means Meta cannot reliably attribute many of your conversions to specific users, weakening your Advantage+ campaigns and lookalike audiences.

We audit your current Meta Pixel and CAPI event payloads, identify which customer data parameters you are collecting but not sending, implement additional parameter capture (particularly phone number, which often dramatically improves EMQ scores), ensure correct formatting of all parameters (lowercase, trimmed, correctly hashed), and activate Automatic Advanced Matching for all form-based events. The result is measurably higher Event Match Quality scores, better ad optimisation, and more conversions attributed back to your Meta campaigns.

Facebook Ecommerce Tracking with Meta Pixel and Conversions API gives your Facebook and Instagram Shopping campaigns, Dynamic Product Ads, and Advantage+ Shopping campaigns the complete, accurate product and purchase data they need to deliver your ads to the highest-value audiences and report true ROAS.

We implement the complete Meta ecommerce event funnel — ViewContent (with product ID, name, price, and category), AddToCart, InitiateCheckout, AddPaymentInfo, and Purchase (with product IDs array, value, currency, and number of items) — both via Meta Pixel in the browser and via Conversions API from your server. We synchronise your product catalogue feed with Meta Commerce Manager, ensuring product IDs in your events match the IDs in your catalogue for Dynamic Product Ads to function correctly.

We also configure purchase event parameters for accurate revenue reporting, set up the Meta Pixel for your specific platform (Shopify, WooCommerce, Magento, or custom), and validate every event in Meta Events Manager. For ecommerce businesses spending on Meta, this complete tracking setup is the difference between Dynamic Product Ads that retarget based on actual browsing behaviour and ads that show random products to unqualified audiences.

Lead Generation Tracking for Meta Ads captures every enquiry, form submission, quote request, appointment booking, and phone call click from your website and sends it to Meta as a Lead conversion event — giving Meta's delivery algorithm the conversion signal it needs to find more users likely to become your customers.

We implement the Meta Lead event (and any relevant custom events for your specific lead types) via both Meta Pixel and Conversions API, with customer data parameters to maximise Event Match Quality. We configure the event to fire on genuine form submission confirmation (not just button clicks), handle multi-step forms and AJAX submissions, and include conversion value parameters where applicable to enable value-optimised delivery.

We also connect your Facebook Lead Ads (native Meta lead forms) to your CRM or email platform via Zapier, Make, or direct API integration, ensuring leads captured within Meta are immediately available in your sales pipeline. For businesses where the cost and quality of leads is the primary KPI, our Meta lead generation tracking setup gives you the data needed to identify which campaigns, audiences, and creatives produce the highest-value leads.

A Meta Tracking Audit & Fixes service is a comprehensive review and repair of your entire Meta Pixel and Conversions API setup — identifying and fixing every issue that is causing missed conversions, duplicate events, poor Event Match Quality scores, or inaccurate data in Meta Events Manager.

Our audit process reviews your Meta Pixel implementation (checking for duplicate Pixel IDs, multiple PageView fires per page load, missing standard events, incorrect event parameters, missing Automatic Advanced Matching), your Conversions API setup (checking event deduplication, customer data hashing, parameter completeness, and server response error rates), and your Meta Events Manager data quality alerts.

We compare reported conversions in Meta against your actual order management system data to quantify how much conversion data is currently being missed. Common issues we discover and fix include: Pixel firing on all pages but missing on Shopify's checkout domain, purchase events missing the items array, Conversions API events not being deduplicated against Pixel events, Event Match Quality below 6.0 due to missing phone or email parameters, and custom conversions defined incorrectly in Meta Events Manager. After the audit, your Meta tracking will be clean, complete, and optimised for maximum campaign performance.