Stop losing events Meta never gets to see

Our Event Match Quality had been sitting in the "poor" band for over a year and nobody upstream ever flagged it. Within three weeks of the CAPI rebuild it was up in the high 7s, and cost per lead dropped with it.

We assumed Safari traffic just didn't convert as well and had more or less written it off as a weaker channel for us. Turned out the pixel was losing a third of those events before they ever reached Meta — the customers were there the whole time, we just couldn't see them. CAPI recovered them, the reporting stopped contradicting what our order system said, and the account finally had a real picture of iOS performance instead of a guess dressed up as a dashboard.

Our pixel and a half-finished CAPI setup from a previous agency were both firing on checkout. Every purchase was counted twice for months before anyone caught it. Deduplication alone paid for the project.

Ad blockers were quietly stripping the pixel on a big enough share of our audience that our retargeting pools had shrunk without us noticing, and we'd been blaming creative fatigue for months. Moving the call server-side stopped the block entirely, and within a couple of weeks those audiences were back to a size we could actually spend against.

We'd turned on Consent Mode ourselves and traffic from the EU basically vanished from reporting overnight. They wired it into the CAPI feed properly instead of just flipping a switch, and the modelling actually holds up now.

Our account had been stuck in the Learning Phase for months and support kept telling us to just wait it out. Once the server-side feed was sending complete data, it exited within days and CPA settled at almost half of what we'd been paying.

Enhanced conversions had been switched on for over a year with nobody ever checking whether it was actually matching. It wasn't — hashed data was missing on two of our three conversion actions. That gap alone explained most of our reporting drift.

Our retargeting audiences had been quietly shrinking for a year and marketing just assumed the category was saturated. It was the pixel under-reporting engagement the whole time, not the market.

We'd been told our tracking was "basically fine" by two previous freelancers. The actual audit turned up three conversion actions counting on "every" instead of "one," inflating volume for a year.