Meta Pixel + CAPI (Dual-Track)

Browser-based pixels are dying. Ad blockers, iOS privacy changes, and cookie restrictions mean you are missing 20-40% of conversions.

Meta Conversion API (CAPI) sends events directly from your server, bypassing all of that.

What is Meta CAPI?

Browser Pixel vs Server-Side

How It Works

****

 User Action → Your Server → AdsMAA → Meta CAPI                     ↓               [Enrich with user data]               [Hash PII for privacy]               [Send to Meta servers] ****

Why Server-Side Tracking?

The Attribution Problem

Without CAPI, Meta cannot properly attribute conversions:

Impact on Your Campaigns

The actual conversions are the same - CAPI just lets Meta see them.

Setup Guide

Step 1: Get Your Credentials

From Meta Events Manager:

1. Go to Meta Events Manager
2. Select your Pixel
3. Go to Settings
4. Find Conversions API section
5. Click Generate Access Token
6. Copy the token (save it securely)

Also note your Pixel ID from the top of the page.

Step 2: Connect in AdsMAA

1. Go to Integrations → Tracking & E-commerce
2. Find Meta Conversion API card
3. Click Connect
4. Enter your credentials:

5. Click Connect

Step 3: Verify Connection

1. Go to Meta Events Manager
2. Click Test Events
3. Trigger an event on your website
4. You should see it appear with "Server" as the source

Event Match Quality

Event Match Quality (EMQ) measures how well Meta can match events to users.

EMQ Score Breakdown

How to Improve EMQ

Send these user parameters when available:

AdsMAA Automatically Handles This

When you use our SDK:

****`javascript // User identifies themselves adsmai('identify', { email: '[email protected]', phone: '+1234567890', name: 'John Doe' });

// We automatically: // 1. Hash all PII (SHA256) // 2. Include fbc/fbp cookies // 3. Add IP and user agent // 4. Send to Meta CAPI ****`

Deduplication

When you run both Pixel AND CAPI, Meta may receive duplicate events.

How Deduplication Works

If both Pixel and CAPI send an event with the same event_id and event_name, Meta keeps only one.

AdsMAA Handles Deduplication

Our SDK generates consistent event IDs:

****`javascript // When you call: adsmai('track', 'Purchase', { value: 99.99, orderId: 'ORD-123' });

// We generate: event_id = hash('Purchase' + 'ORD-123' + timestamp)

// Same ID sent to both Pixel and CAPI // Meta deduplicates automatically ****`

Recap

Here is what you learned:

• CAPI sends events server-side - Bypasses ad blockers and cookie restrictions
• Improves Event Match Quality - Better attribution and campaign optimization
• Send user parameters - Email, phone, name improve matching
• Deduplication prevents double-counting - Use consistent event IDs

Meta CAPI is essential for accurate conversion tracking in 2024 and beyond.

Next step: Connect Google Analytics 4 for complete analytics coverage.