digital — tracking
Meta Conversions API: signal the browser can't send.
Ad blockers, browser privacy features and iOS have steadily dimmed what the browser pixel can report — real enquiries happening, unseen by the platform optimising for them. The Conversions API restores that signal server-to-server. It's an engineering job with privacy obligations attached, and we build it as exactly that.
what we actually do
Implemented with engineering care.
Server events, deduplicated
CAPI events sent alongside the browser pixel with event IDs that let Meta count each enquiry once — the dedup discipline most rushed setups skip, and the reason their numbers inflate.
Consent honoured end to end
The same consent state that gates the browser gates the server: no consent, no event, on either channel. Server-side is a transport, not a loophole — anyone selling it as a consent workaround is selling you a liability.
Match quality verified
Event coverage and match-quality diagnostics checked after launch and monitored after changes — because a CAPI feed that silently degrades is worse than none; it looks authoritative while being wrong.
the honest bit
When CAPI is overkill.
A modest ad budget on a clean, verified pixel is often enough — the setup cost of server-side measurement should be earned by the spend it informs. The line: when campaign decisions hang on accurate counts and the budget is meaningful, CAPI pays; below that, spend the money on better campaigns instead. We'll tell you which side you're on before quoting.
straight answers
Asked often.
What is the Conversions API and why would I need it?
A server-to-server channel for telling Meta about conversions, alongside the browser pixel. Ad blockers, browser privacy features and iOS changes mean the pixel alone misses a share of real outcomes; CAPI restores signal so campaign optimisation works with fuller data.
Doesn't server-side tracking bypass user consent?
It must not, and ours doesn't — consent applies to the data, not the transport. Our implementations honour the same consent state end to end: no consent, no event, browser or server. Anyone selling CAPI as a consent workaround is selling you a liability.
Is this overkill for a small business?
Sometimes, honestly. Modest ad budgets can run on a clean pixel alone. CAPI earns its setup cost when spend is meaningful and decisions hang on accurate counts — we'll tell you which side of the line you're on before quoting.