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Meta Conversion API Setup with Google Tag Manager

By Goutham Veerabathini

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On November 6, 2024

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In this blog

Performance marketers face a growing challenge: how to track accurate conversion data in a world of rising privacy regulations, ad blockers, and tracking limitations like iOS 14.5. When client-side tracking with cookies becomes unreliable, your campaign performance suffers. The solution? Setting up Meta Conversions API formerly Facebook Conversions API using Google Tag Manager for server-side tracking.

Frequently Asked Questions (FAQs)

Facebook Conversions API ensures accurate attribution by bypassing browser limitations and tracking user actions directly from the server. This improves data reliability by minimizing ad blockers' impact and enhancing Facebook's ability to match conversions to the correct ad campaigns.
Yes, Facebook CAPI complements the Facebook Pixel. While Pixel collects client-side data, CAPI captures server-side data, allowing event deduplication between the two. This dual approach ensures higher data accuracy and helps prevent missing conversions due to cookie restrictions.
To secure server-side data, always implement HTTPS for communication between your servers and Facebook’s endpoints. Encrypt your data to avoid any vulnerabilities, and limit access to the GTM server container through permissions to protect sensitive event information.
Facebook CAPI mitigates the effects of iOS 14.5's App Tracking Transparency by capturing server-side events that are less reliant on browser-based tracking. This reduces data loss from opt-outs and enhances the accuracy of audience targeting.
Yes, Facebook CAPI allows you to track offline conversions, like phone orders or in-store purchases, by sending transaction data directly to Facebook. This helps attribute offline actions to digital ad campaigns more accurately.
Discrepancies may arise due to differences in event definitions or timing between platforms. To minimize this, ensure both GA4 and Facebook are tracking identical events with consistent parameters, and always compare data over similar attribution windows for accuracy.
avatar image Goutham Veerabathini

Marketing enthusiast who enjoys writing articles on a wide range of topics including Marketing, SaaS, Technology, Construction, Life lessons, Public Policy Nature, and Sustainability. Good at Public Policy analysis with a deeper understanding of societal issues and potential solutions. Also loves to volunteer & contribute to society in every possible way.

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