Marketing Intelligence
Your Meta Ads conversion tracking, fixed
Your operator finds what is broken in your Meta Ads tracking and fixes it.
What usually goes wrong with Meta Ads tracking
Meta learns from the events you send it about your Facebook and Instagram ads: from the Meta Pixel in the browser, and from the Conversions API on your server. When the two are out of step, Meta optimizes on the wrong picture.
The same sale is counted twice
The Pixel and the Conversions API both send the purchase, and no shared event ID tells Meta they are one event.
Event Match Quality is low
Server events arrive with too few customer details for Meta to match them to an account. Meta shows this as a low Event Match Quality score, and events it cannot match are not used to optimize delivery.
The click ID never reaches the server event
Meta's click ID and browser ID are not passed along with your server events, so a conversion cannot be tied back to the ad click.
Only the Meta Pixel is running
Everything depends on the browser, with no server path next to it, although Meta itself recommends running both.
Consent is handled in the browser, but not on the server path
The Pixel waits for consent and the server events do not, or the other way round.
Sales that close offline never reach Meta
Store, phone or CRM sales are not sent to Meta as offline events.
Ads Manager and GA4 showing different numbers is a question of its own: why GA4 and Meta report different numbers.
How we fix your Meta Ads tracking
The same four methods run for every platform. On Meta Ads, they look like this:
Server to server
The Conversions API sends your conversions from your server to Meta, next to the Pixel, with a shared event ID, so Meta can tell it is one sale.
Server-side cookies
Your server-side tracking keeps Meta's first-party cookies, with the browser ID and the click ID, and passes them with your server events whenever they exist, as Meta asks.
Client side
The Meta Pixel stays in the browser, with Advanced Matching sending hashed customer details so more events can be matched.
Data sync
Store, phone and CRM sales go to Meta as offline events through the Conversions API, the route Meta recommends for them.
Want to know what a setup involves? Read CAPI Gateway or your own server: what a Meta Conversions API setup takes.
Adjusted to the country you sell in
Your tracking follows the consent choices and privacy settings you decide on for each country. Meta's Pixel can wait until a visitor consents, and your server events follow the same choice. For the United States, Meta offers Limited Data Use, a setting for US state privacy laws, on both the Pixel and the Conversions API. Which rules apply where is a decision for you and your legal advisor. The tracking is then set up to follow it.
What you get
Reports
Built on your data, when you need them.
Sparring sessions
Meetings about your data: what it says, and what to do next.
Audits
A full check of your tracking and data, with what to fix first.
Part of one system
This is not a separate service. Your Meta Ads tracking is one part of Marketing Intelligence, the one system behind conversion tracking for every ad platform.
Talk to a human
A call with a real person. We listen, look at where your marketing stands, and tell you what we would do.
Schedule a call