Meta Conversions API Implementation, Done Properly

Open Events Manager, select your Purchase event, and check the Overlap section. If Meta reports a low deduplication rate while both pixel and server events are active, you are double-counting. We audit this for free and show you the numbers.

Meta rates matching from poor to great. The score is driven almost entirely by how many identifiers you send and how well they are normalised before hashing. Email plus phone plus `external_id` plus `fbc` moves it substantially. We report yours before and after.

Under Consent Mode v2, denied consent means we do not transmit identifiable customer data. Events can still be sent without personal identifiers where your legal basis allows, but attribution quality drops — correctly so. We configure this to your legal advice, not around it.

Usually, yes. Most broken implementations need `event_id` alignment and a proper hashing pipeline rather than a full rebuild. The audit tells us which.

We start with whatever you already have. The official plugin handles basic event delivery, but its payload is usually thin — limited customer parameters, no persistent `external_id`, and deduplication that is easy to misconfigure. Where the plugin gets you most of the way, we extend it. Where match quality is the bottleneck, we build the server-side implementation properly. The audit tells us which, and we explain the reasoning before doing either.

A standard implementation starts around €1,500, covering event architecture, hashing and matching, deduplication, and consent handling for a single storefront. Repairing an existing setup is usually less, because the diagnosis narrows the work. Multi-market implementations scale with the number of storefronts. You get a fixed number after the free audit.

Yes. Meta recommends running both, because they capture different signals — the pixel sees browser-side behaviour, the API sees confirmed server-side events. Running both with correct deduplication gives better coverage than either alone. Running both without deduplication double-counts every conversion, which is the failure we find most often.

Usually one to two weeks for a single storefront, including validation in Events Manager. The implementation itself is fast; the time goes into confirming deduplication is genuinely working and that Event Match Quality has moved, rather than assuming it from the configuration.

It improves the data your bidding algorithm optimises against, which usually improves performance — but the size of the effect depends entirely on how much you were losing before. If your current setup is already sending well-matched events, the gain is marginal. If you are under-reporting or double-counting, the change can be substantial. The audit quantifies your gap before you commit.

Event Match Quality is Meta's score for how reliably it can connect your events to real people. It is driven by how many customer identifiers you send and how well they are normalised before hashing — email, phone, `external_id`, and click IDs each move it. A low score means the algorithm cannot learn what your buyers look like, so it optimises toward the wrong audience with your budget.