Recovering under-reported sales with Meta Pixel & CAPI

A direct-to-consumer brand was scaling Meta ads but the Pixel was under-reporting purchases badly, so their media buyer was optimising against unreliable signal and pausing profitable campaigns.

The problem

iOS privacy changes and ad blockers had degraded the Meta Pixel’s ability to report conversions. The media buyer was seeing roughly 40% fewer purchase events than Shopify reported, making it impossible to optimise campaigns with confidence.

What I did

• Deployed a deduplicated Pixel + Conversions API setup through server-side GTM
• Matched events with hashed customer data (email, phone, address) for improved match quality
• Monitored Event Match Quality until it stabilised above 8.5/10
• Reconciled Meta-reported purchases against Shopify order data

The result