Meta CAPI setup — the exact server-side tracking spec
Browser Pixel data is incomplete — especially after iOS privacy changes. This technical brief documents how we implement Meta Conversions API (custom, partner, or Gateway) with event deduplication, a compact EMQ scorecard, and pointers to offline CRM stages. Preview the setup outline below; email unlocks the full PDF. For Event Match Quality targets after CAPI is live, use the EMQ guide; for full printable EMQ + offline worksheets, use the EMQ & offline worksheet; for CRM stages, use the offline conversions guide.
- Pixel + CAPI dual firing with shared event_id
- 2026 Gateway / simplified CAPI notes (software vs cloud cost)
- Compact weekly EMQ scorecard in the PDF
- Offline CRM Booked/Won pointer + reconciliation links
- Test Events validation workflow
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Setup outline (ungated) — full steps in the PDF
- Prerequisites: Business Manager Admin, pixel ID, server/Gateway path, money-event definition
- Send Purchase, Lead, CompleteRegistration, Subscribe server-side — not PageView
- Generate CAPI access token or provision Gateway; secrets server-side only
- Dual-fire Pixel + CAPI with the same event_id for deduplication
- Validate in Test Events; fill compact EMQ scorecard before scale
- Plan offline CRM stages if phone/WhatsApp closes exist
For developers and marketing ops
Written for the person implementing tags — not a high-level overview. Includes the event list we standardize across SMB engagements and the failure modes that duplicate conversions.
Why CAPI before creative scale
Done right, CAPI recovers 15–40% of lost attribution signal. Done poorly, it duplicates events and breaks reporting. Fix the signal layer before you raise Meta budgets.
What the full PDF includes
Prerequisites, event list, integration steps, deduplication rules, Test Events workflow, and the parameters we require for usable Event Match Quality. After CAPI is live, use the Meta Event Match Quality guide for 8+/10 ops targets and the EMQ & offline worksheet PDF for printable scorecards and CRM stage maps.
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