Server-side tracking and Meta’s Conversion API (CAPI) can be a game changer for data accuracy – but only if it’s implemented correctly.
One common mistake I often see is forgetting to send the event ID along with both the browser and server events.
Without this ID, Meta can still attempt to deduplicate the two signals using other parameters, but the process becomes less reliable. That means the same user action could be mistakenly counted twice, leading to inflated results and misinformed algorithm decisions.
This kind of issue can quietly undermine your entire optimization strategy. Everything looks like it’s performing better than it is, which can affect everything from budget allocation to creative testing.
Server-side tracking isn’t just about getting more data – it’s about getting better data. And details like event IDs are critical to that goal.
If you’re exploring server-side and CAPI, or if you’re unsure whether your current setup is working as expected, it’s worth taking a second look.
Clean implementation matters more than ever.