Facebook Conversion API (Server-Side)

iOS 14.5+ broke the pixel. You're losing 30-60% of conversion data — Meta's algorithm is optimizing on noise, your CPL is climbing, and your reports lie about ROAS.

• ▸ 60% of conversions lost without server-side tracking after iOS 14.5+
• ▸ +10-15% ad efficiency on average after CAPI deployment
• ▸ CPL drops 15-30% within 2 weeks as Meta re-learns on clean data

Server-side event delivery via Make.com → Facebook Conversion API. Lead, Schedule, Purchase, and custom events fire from your CRM with hashed email, phone (E.164), name, city, and IP — Meta sees the full conversion within 15-30 minutes regardless of browser tracking.

1. 01
   Event mapping

   Identify the events that matter: Lead (form submit), Schedule (call booked), Purchase (Shopify/Stripe payment), and any custom funnel steps.
2. 02
   Make.com router

   Each event source (Pipedrive stage change, Cal.com booking, Shopify order) routes through one Make scenario.
3. 03
   Data hashing

   Email lowercased + SHA-256, phone normalized to E.164 + SHA-256, name + city + IP packaged per Meta's CAPI spec.
4. 04
   Send to Conversion API

   POST to graph.facebook.com Conversion API with proper event_id for deduplication against pixel events.
5. 05
   Dedup with pixel

   Same event_id used by client-side pixel and server-side CAPI — Meta merges them, no double-count.
6. 06
   Verify in Events Manager

   Test events with Test Event Code, monitor Event Match Quality (target 7+), validate within 48 hours.

• ✓+10-15% ad efficiency from cleaner attribution
• ✓Event Match Quality score 7-9 (vs ~4 pixel-only)
• ✓CPL drops 15-30% within 14 days of deployment
• ✓Recover Lead and Purchase events lost to iOS 14.5+

• Lead Capture → CRM
  Lead from form straight into CRM with tags and UTM. 0 missed leads.
• Welcome Sequence
  5-letter nurture sequence. Contact warmed up to purchase.
• HQ/LQ Lead Routing

  Qualification via Typeform. Sales works only with quality leads.