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Meta Pixel & CAPI for a DTC brand with under-reported sales

Deployed a deduplicated Pixel + Conversions API setup through server-side GTM. Event Match Quality climbed to 8.7/10 and Meta-attributed purchases rose 42%, giving the media buyer accurate signal to optimise against.

ClientDTC ecommerce brand
PlatformShopify
Timeline2 weeks
ToolsMeta CAPI, Server-side GTM, Shopify

Deployed a deduplicated Pixel + Conversions API setup through server-side GTM for a DTC brand whose Meta ads were optimising against incomplete data.

What I did

  • Set up server-side GTM with Meta CAPI client
  • Configured event deduplication between browser Pixel and server CAPI
  • Hashed and matched customer PII for improved Event Match Quality
  • Monitored and optimised until EMQ stabilised above target

The result

8.7/10Event Match Quality
+42%Meta-attributed purchases
Meta CAPIServer-sideShopify

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