Hi, I’m Mehedi H Masum, a certified Web Analyst and Web Designer with expertise in GA4, GTM, and Server-Side Tracking. I help businesses optimize their analytics and create impactful designs. Let’s work together to elevate your digital presence!
This project involved implementing Facebook Pixel and Conversion API (CAPI) for an e-commerce website to ensure accurate tracking and improve data consistency across marketing campaigns. Using Stape Server, the setup included server-side tracking to enhance data reliability and overcome the limitations of client-side tracking, such as ad blockers and browser restrictions.
Objectives:
Set up Facebook Pixel to track essential user interactions on the e-commerce website.
Configure Facebook Conversion API (CAPI) using a Stape server for improved event tracking and data reliability.
Align client-side and server-side event tracking to minimize data discrepancies.
Ensure compliance with privacy regulations like GDPR and CCPA through secure data processing.
Key Deliverables:
Pixel and Conversion API Integration:
Installed and configured Facebook Pixel to track events such as Page View, View Content, Add to Cart, Initiate Checkout, and Purchase.
Implemented Facebook Conversion API using Stape Server for server-side event tracking.
Stape Server Configuration:
Set up a Stape server with a custom domain for first-party data tracking.
Configured the server to forward event data from the e-commerce site to Facebook Ads Manager seamlessly.
Event Deduplication:
Ensured accurate event deduplication between browser (client-side) and server-side events to avoid duplication errors in reporting.
Enhanced Tracking Accuracy:
Reduced data loss caused by browser limitations, ad blockers, and Intelligent Tracking Prevention (ITP).
Improved attribution accuracy, especially for purchase conversions.
Testing and Debugging:
Validated event triggering using Facebook Pixel Helper and Event Testing tools.
Debugged and resolved any inconsistencies between server-side and client-side event data.
Technologies and Tools Used:
Facebook Pixel and Conversion API
Stape Server
Shopify (or relevant CMS)
Google Tag Manager (GTM)
Facebook Event Manager
Outcome:
This implementation significantly improved the reliability of event tracking for the e-commerce website, ensuring consistent data flow to Facebook Ads Manager. By combining Facebook Pixel with Conversion API, the business achieved better campaign optimization and enhanced ROAS (Return on Ad Spend) through precise targeting and conversion tracking.
GA4 Google Tag Configuration with Tagging server url for Meta Conversion API Events
GA4 Server Side View Item Event Configuration
GA4 Server Side Add to cart Event Configuration
GA4 Server Side Begin Checkout Event Configuration
GA4 Server Side Purchase Event Configuration
Facebook Pixel Base Tag Configuration
Facebook Pixel View Content Event Configuration
Facebook Pixel Add to Cart Event Configuration
Facebook Pixel Begin Checkout Event Configuration
Facebook Pixel Purchase Event Configuration
Gooogle Analytics 4 Server Side Tracking setup in GTM Server Container
Lookup Table setup for Facebook Pixel Events only
Facebook Conversion API setup in Tag Manager Server Container
Facebook Pixel and Conversion API Events Overview in Meta Event Manager
Browser and Server Side Events debug in Meta Event Manager
Browser and Server Side Events debug in Meta Event Manager
Purchase Event Realtime debug in Meta Event Manager
