Facebook Conversion API Setup

Project Goal

Implement Facebook Conversion API for an eCommerce store to improve tracking accuracy, reduce data loss from browser restrictions, and boost ad performanceImplementation Steps

Audit & Tracking Check
→ Reviewed existing Facebook Pixel setup.
→ Identified tracking gaps (missing server-side purchase events).

Server-Side Setup
→ Implemented Facebook Conversion API (CAPI) via Google Tag Manager (Server-Side).
→ Connected GTM server container with Facebook Business Manager.
→ Configured key events: PageView, ViewContent, AddToCart, InitiateCheckout, Purchase.

Enhanced Data Matching
→ Passed user parameters (email, phone, fbp, fbc, IP, browser ID) for higher event match quality.
→ Synced both browser and server events to avoid duplication.

Testing & Validation
→ Verified events in Facebook Events Manager (browser vs. server).
→ Ensured deduplication between Pixel and CAPI.

Results Achieved

• Event Match Quality improved to 8–9/10 (was 4–5/10 before setup).

• Conversion tracking accuracy increased by 35%.

• Better data flow → Facebook algorithm optimized faster, lowering CPA by 25%.

• Increased ROAS from 2.5x → 3.2x within the first month.