Project overview
The store was losing data for ad optimization because Meta only saw a fraction of conversions. We diagnosed the cause (the pixel fired without consent), implemented GDPR-compliant server-side measurement and raised both event coverage and data match quality.
The challenge
Correct conversion measurement required solving several intertwined problems.
Low event coverage
The pixel reported only a fraction of conversions, so the ads lost data needed for optimization.
GDPR compliance
The pixel fired without user consent - a fine risk and data Meta cannot use anyway.
Browser and server consistency
Event identifiers had to be synchronized to avoid duplication and double-counting revenue.
Match quality (EMQ)
Server events were sent with sparse data, lowering the match quality score in the Meta panel.
Our solution
The solution runs from diagnosing the cause to enriching and de-noising the data.
Diagnosis
We found that low coverage came from firing the pixel without consent - coverage effectively equaled the consent rate.
Consent gate on both channels
We implemented consent-aware re-fire symmetrically for the browser pixel and for CAPI on the server.
Synchronization and dedup
Shared, stable event identifiers (purchase by transaction number) - zero double-counted revenue.
Enrich and de-noise
We added identifiers to user data and cut junk events, which raised the match quality.
Describe what you want to improve - quote in 24h
Tell us what you need - an app, website or store, an integration or an AI agent. You get a concrete quote for what you want: what we will do, how much it costs and when we can start.
Project duration
approx. 1 week
Scope of work
Tracking & Analytics / Meta CAPI
Technologies
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