Accurate conversion tracking for Meta campaigns.

Meta Pixel installed via Google Tag Manager with base code on every page and standard event tracking on contact forms (Lead), purchases (Purchase), and quote requests (CompleteRegistration). We verify every event fires correctly in Meta's Events Manager before any campaigns go live.

CAPI implementation sending key conversion events (leads, purchases) directly from your server to Meta — capturing what the browser Pixel misses. Deduplication configured to prevent double-counting events that both Pixel and CAPI capture. We implement via direct API integration or Meta's partner integrations (Shopify, WooCommerce, and major platforms have native CAPI support).

Event Match Quality (EMQ) score determines how accurately Meta can match conversion events back to the Facebook user who converted. We implement customer information parameters (hashed email, phone, name where available) to improve EMQ — higher EMQ means better attribution, better lookalike audiences, and more effective Smart Bidding.

Beyond standard events, we set up custom conversions for actions unique to your business — specific form submissions, page visits that indicate high intent, video completions, or scroll depth thresholds. Custom conversions allow campaign optimisation toward the specific actions that map to your business outcomes.

The Pixel powers all website-based retargeting audiences — visitors to specific pages, time-based segments (visited in last 7/14/30 days), and action-based segments (visited pricing page, started but did not complete a form). These audiences are built from the moment the Pixel is installed — the sooner it goes live, the sooner retargeting can begin.

Meta's Events Manager is reviewed every week as part of campaign management — checking event volume trends, EMQ scores, and error alerts. Tracking drift (events stopping firing, deduplication breaking) can go unnoticed for weeks in unmonitored accounts, causing Smart Bidding to optimise on degraded data.

Before any Meta campaign goes live, the Pixel and CAPI need to be installed and verified. We treat this as a prerequisite — not an optional add-on. Running Meta Ads without accurate conversion tracking is spending budget without the ability to optimise or measure.

Many businesses running Meta Ads since before 2021 have Pixel-only setups that have never been updated for iOS 14 changes. If your Meta reporting shows declining conversion volume that does not match your actual business results, tracking degradation is likely the cause. A CAPI implementation audit and upgrade typically recovers 15–30% of reported conversions.

For ecommerce, CAPI integration with Shopify, WooCommerce, or BigCommerce recovers purchase events lost to iOS privacy — critical for Target ROAS bidding, which depends on accurate purchase data. Most major ecommerce platforms now have native CAPI support that we configure as part of setup.

Account migrations frequently break tracking — pixels transferred incorrectly, CAPI connections dropped, event deduplication broken. A full tracking audit and rebuild is part of every new Meta account onboarding at Scalepoint.