Meta Conversions API setup
Marc Alexander sets up the Meta Conversions API so your purchases and leads reach Meta from a server, not only from the visitor's browser. Each event is counted once, and only sent when the visitor has agreed. At Halfords he rebuilt the Meta, TikTok and Reddit conversions API feeds on Stape.
What you get.
£800 to £1,500, depending on your platform and how many events Meta needs.
- Purchases, leads and the funnel events Meta uses, sent from a server
- Deduplication with the pixel by event ID, checked in Meta's Test Events
- Customer details hashed before they leave your server, to raise the match rate
- Events sent only after the visitor accepts marketing cookies
- Built on your server-side GTM container, Stape or Shopify, whichever fits
- CRM leads and offline sales sent to Meta, where you need them
- Documentation of every event and a handover call
How it works.
Check
Marc compares what Meta reports with your own sales or leads, and looks at the pixel, any apps sending events and your banner.
Plan
Which events go to Meta, what each carries, and where the server side runs: your container, a hosted gateway or Shopify.
Build and test
Events go live alongside the pixel, then deduplication, match quality and consent are tested before anything changes in your campaigns.
Hand over
Documentation and a walkthrough, so your team or agency knows what sends what.
Straight answers.
Do we still need the Meta pixel?
Usually, yes. The pixel and the Conversions API work best together: the browser and the server both send each event with the same event ID, and Meta counts it once. The server copy fills in what the browser loses to blockers and short-lived cookies.
Shopify already has a Meta integration. Why pay for this?
For a standard store, Shopify's own Meta channel may be enough, and Marc will say so. It struggles with customised or headless checkouts, events sent twice by an old pixel or app, and consent that isn't passed through. That's where the work is.
Does it get round consent or ad blockers?
No. Under UK GDPR and PECR, Meta advertising needs the visitor's agreement first. Events only go to Meta when the visitor has accepted marketing cookies, whether they're sent from the browser or the server.
Do we need server-side GTM?
Not always. If you have a server container, the Conversions API runs from it. If not, a hosted gateway such as Stape's can be enough for Meta on its own. If several platforms need server data, server-side GTM (from £2,000) is the better buy.
Can Meta optimise for leads that turn into sales?
Yes. Leads and sales recorded in your CRM can be sent to Meta from the server, so campaigns learn from the leads that became customers, not just form fills.
Google Ads has its own version, enhanced conversions: see conversion tracking. If your GA4 numbers are wrong too, start with the GA4 mini audit, from £175.
Last updated
Free tool
What does your site fire before consent?
Paste a page address. The tracking checker shows what a first-time visitor triggers before agreeing to anything, ranked by how much it matters.
Related work.
Ask about the Conversions API.
Tell Marc which platform your site runs on, how the pixel is set up today and what Meta is under-reporting. Project work is invoiced 50% at the start and 50% on completion.
Mini audit from £175.
Prefer to talk first? Choose "20-minute intro call" in the form.
Or email [email protected].