Meta CAPI & Enhanced Conversions Setup

What's included

Meta Conversions API

• Server-side deployment through GTM on Stape or Google Cloud, or a direct integration where that suits your stack better
• Event mapping across your funnel, using standard events wherever they exist
• Deduplication between browser pixel and server events with consistent event_id and event_name pairs
• Customer parameter coverage including email, phone, name, location, external ID, and the fbc and fbp cookies
• Hashing verification, since one unhashed field can invalidate a whole payload
• Event Match Quality reviewed per event, with the specific parameters that would raise it
• Test event validation and Events Manager diagnostics cleared

Google enhanced conversions

• Enhanced conversions for web through GTM with user-provided data variables configured
• Enhanced conversions for leads where your conversions close offline
• Consent mode interaction checked, so signals only pass when they should
• Google Ads diagnostics reviewed and outstanding warnings resolved

Validation

• Purchase and lead deduplication tested end to end, including duplicate transaction_id and order_id handling
• Reconciliation between platform-reported conversions, GA4, and your backend
• Load and latency check on the server container
• Consent gating verified on every server-side event

Deliverable

• Documentation of every event, parameter, and dedup key
• Before and after match quality figures
• Monitoring so a drop in match rate surfaces quickly

Why it matters

Server-side tracking usually gets sold as a way to recover data lost to ad blockers. That's true and it's the smaller half of the benefit. The bigger effect is match quality. Meta and Google both bid better when they can identify who converted, and identification depends on how many hashed parameters you send and whether they're formatted the way the platform expects.

Deduplication is where these builds go wrong. Send the same purchase from the browser and the server without a shared event_id and the platform counts it twice, ROAS looks excellent, and the client finds out when revenue doesn't reconcile. Getting the keys right is most of the job.