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Meta CAPI & Conversion APIs
Meta CAPI, deduplication, event match quality, conversion API payloads, enhanced conversions, and the signal path from pixel to platform.
Conversion APIs do not automatically fix attribution loss. They only improve measurement when event names, match keys, deduplication IDs, consent state, and destination payloads are validated as a complete signal path.
Related writing
Curated field notes and guides that support this topic hub.
How to Validate Your Meta CAPI Event Match Quality
Event Match Quality below 6 means Meta can't match your conversions to users. Here's how to diagnose why your EMQ is low and fix the data gaps that are killing your ROAS.
Low Meta CAPI match quality is inflating your CPA. Here's the fix order
A CAPI match quality score under 6.0 optimizes worse and costs more per conversion. Work through hashing, external_id, and IP/user-agent mismatches in this order to fix it.
Facebook CAPI Deduplication: Why Your Conversions Are Double-Counting
If you're running both the Meta Pixel and Conversions API without proper deduplication, Meta is counting every conversion twice. Here's how to diagnose it, fix it, and verify the fix actually worked.
Meta conversion tracking breaks quietly. Check the signal path.
Deduplication needs an exact event_id and event_name match between Pixel and CAPI. Here's where gateways and sGTM break that match without throwing an error.
The 3 Meta CAPI Mistakes That Are Costing You Conversions
Meta's Conversions API is supposed to close the attribution gap. But most implementations have the same 3 mistakes that make the data worse, not better.
How to Run Meta Ads for Healthcare Without Sending PHI
A practical setup for HIPAA compliant Meta ads: what data you can safely send to the Pixel and CAPI, what has to be stripped, and how to verify it in the payload.
Google Enhanced Conversions: Server-Side vs Tag-Based
A practical comparison of Google Enhanced Conversions for Web via gtag/GTM versus server-side upload, covering match quality, latency, and which setup actually fits your stack.