Analytics & Tracking
Meta Pixel & CAPI Setup
A comprehensive Meta Pixel and Conversions API implementation that gave a growing brand accurate, privacy-resilient conversion tracking across its funnel.
The Problem
Browser-only tracking was missing a large share of conversions, so ad optimisation was based on incomplete data.
Rising privacy restrictions and ad blockers reduced the reliability of client-side pixels.
The team could not confidently tell which campaigns were actually driving sales.
Our Solution
We implemented the Meta Pixel for client-side events and the Conversions API (CAPI) for server-side events.
Server-side event matching improved attribution accuracy and resilience to browser restrictions.
Deduplication and event validation ensured clean, consistent reporting for campaign optimisation.
Key Features Delivered
- Meta Pixel installation with standard and custom events
- Server-side Conversions API (CAPI) integration
- Event deduplication between browser and server
- Consent-aware and privacy-resilient tracking
- Conversion validation and debugging
- Reporting aligned to ad campaign objectives
Technologies Used
- Next.js
- Vercel
- Meta Pixel
- Conversions API (CAPI)
- Server-Side Events
- Google Tag Manager
Results
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