I help businesses run the Meta Pixel and the Meta Conversions API (CAPI) together, using a browser and server-side tracking setup that suits their website. That covers Pixel setup, CAPI integration, deduplication of browser and server events, Google Tag Manager and server-side GTM, and integrations for Shopify, WooCommerce and custom sites.
The Meta Pixel runs in your visitor's browser, and the browser is not always a dependable place to measure conversions. When some events never reach Meta, or arrive without enough customer information, Meta has less data to attribute results and optimise your campaigns. Sending the same events from a server through the Conversions API gives Meta a second, more dependable signal.
Store owners who need purchases, add-to-carts and checkouts sent to Meta once, with the correct value and currency.
Brands on other platforms, including custom-built stores and digital product shops, that rely on Meta Ads for sales.
Agencies that need Meta Pixel and CAPI implemented properly for their clients, including white-label work.
Service businesses that need form submissions, bookings and other leads tracked reliably in Meta.
Anyone seeing errors in Events Manager, duplicate purchases, missing events or a low Event Match Quality score.
Each project is scoped to your website and goals. These are the parts of a Meta Pixel and Conversions API setup I work on, and when you'd need each one.
Installing the Pixel through GTM or your platform's integration, with standard events and parameters. Needed when you're starting out, or when your current Pixel was added by several apps or developers.
Sending the same events server-to-server so Meta receives them even when the browser doesn't deliver them. Needed when Meta Ads are an important sales or lead channel.
A GTM web container that captures events, and a server container on Stape.io or Google Cloud that forwards them to Meta from your own tracking subdomain.
Server-side tracking setupGiving each browser and server event the same event name and event_id so Meta counts it once. Needed whenever the Pixel and CAPI both send the same event.
Sending customer information such as email and phone, normalised and hashed, plus parameters like fbp and fbc, so Meta can match events to people.
Reviewing the Event Match Quality score for each event in Events Manager and identifying which parameters are missing. Useful when Meta shows low match quality warnings.
ViewContent, AddToCart, InitiateCheckout and Purchase with product IDs, values and currency that match your catalog. Needed for ecommerce campaigns and catalog ads.
Tracking forms, bookings and other lead actions as Meta events, including embedded and third-party tools where possible. Needed for lead-generation campaigns.
Diagnosing Events Manager errors, duplicate or missing events, catalog mismatches and conflicting plugins or apps, then fixing the cause.
Configuring the Pixel and CAPI to respect your cookie banner and consent choices, so events are only sent when your consent setup allows it.
A typical setup sends each event to Meta twice: once from the browser and once from your server.
Meta deduplicates the two copies when the browser and server events use the same event name and the same event_id. The browser event and the server event are then counted as one conversion, and Meta can use the details from both.
I review your current Pixel, Events Manager and website, and agree which events and values Meta needs to receive.
You get a plan listing each event, its trigger, parameters, event_id and whether it's sent from the browser, the server or both.
I build the Pixel and Conversions API setup in GTM and server-side GTM, or through your platform's integration where that fits better.
I configure event_id deduplication, advanced matching and customer information parameters for each event.
Every event is tested in GTM Preview, server container preview and Meta's Test Events tool, including real test conversions.
Once events are confirmed in Events Manager, you receive documentation and a walkthrough of the setup.
Every platform gives different access to pages, checkout and data, so the implementation method changes from site to site.
Built around Shopify's customer events and checkout limitations, with server events sent through server-side GTM.
Shopify conversion trackingA dataLayer for store events, sent through GTM and a server container, avoiding stacked tracking plugins that fire the same event.
GTM-based tracking for forms, bookings and key pages on non-store WordPress sites.
GTM added through custom code, with form tracking and custom JavaScript where customer data needs to be collected.
Workarounds for limited checkout access, such as a thank-you page redirect where GTM can fire the purchase.
A dataLayer specification your developers implement, or that I implement with access to the code.
The web container that captures events and sends them to the Pixel and the server container.
Managed hosting for the server-side GTM container, with a custom tracking subdomain.
Self-hosted server-side GTM for teams that prefer to run their own infrastructure.
Three published projects where I implemented or repaired a Meta Pixel and Conversions API setup.
Meta Ads was reporting purchases twice because of a plugin-based CAPI setup with no proper event_id deduplication. I replaced it with a custom GTM web and server setup on Stape.io, with a custom domain, a custom loader and a clean event_id strategy shared by the Pixel and CAPI.
Read the WooCommerce case studyPayhip offers no GTM access on checkout pages and no backend access. I built a custom thank-you page redirect so GTM could fire the Purchase event, sent to Meta through both the Pixel and the Conversions API with event_id deduplication.
Read the Payhip case studyA Shopify store relying on native integrations and PagePilot had Events Manager errors, purchases not matching the catalog, duplicate events and weak match quality. I rebuilt the tracking with GTM web and server containers on Stape.io and the Conversions API, with event_id deduplication and live purchase testing.
Read the Shopify case studyI work remotely with businesses and agencies worldwide.
Tell me about your website, platform and the events you need. I'll reply with how I'd set it up.
Request a setupSeeing duplicates, errors or missing events in Events Manager? Request an audit of your current Pixel and CAPI.
Request an auditPlanning a larger tracking project or agency work? Book a call to talk through the scope.
Book a callThe Meta Conversions API (CAPI), formerly called the Facebook Conversions API, lets your server send website events directly to Meta. It works alongside the Meta Pixel, which sends events from the visitor's browser.
In most setups, yes. Meta recommends using the Pixel and the Conversions API together. The Pixel captures browser activity, CAPI sends events from your server, and deduplication makes sure each event is only counted once.
When a browser event and a server event have the same event name and the same event_id, Meta treats them as one event. That's why each event needs a shared event_id generated on the website and passed to both.
Event Match Quality is a score in Meta Events Manager that shows how well the customer information sent with an event can be matched to a Meta account. Sending more relevant, correctly formatted parameters, such as hashed email and phone, usually improves it.
Not always. Some platforms offer their own CAPI integration. Server-side GTM gives you more control over which events and parameters are sent, and works across platforms, so I recommend it when a site needs a custom or more reliable setup.
Yes. Duplicates usually come from several apps or plugins sending the same event, or from browser and server events without a shared event_id. I find the source, remove conflicting tracking and set up deduplication.
Usually admin access to your Meta Business Manager and Events Manager, Publish access to Google Tag Manager, and access to your website or platform. If code changes are needed, I can make them or give your developer exact instructions.
It depends on your platform, the number of events and whether server-side GTM is needed. Share your project details on the contact page and I'll reply with a quote.
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Learn moreShare your website and the events you need to track, and I'll tell you how I'd set it up.
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