Tracking & analytics · E-commerce & fashion
Meta Conversions API and GA4 server-side tracking through Tag Manager
Browser pixels miss a growing share of conversions. We set up server-side tracking through Google Tag Manager, sending GA4 events and Meta Conversions API events with deduplication and advanced matching. Meta reported a 100% increase in matched events versus the pixel alone.
- Industry
- E-commerce & fashion
- Services
- Meta Conversions API, Server-side tracking, GA4, Google Tag Manager
- Pillar
- Grow
The brief
Ad blockers and iOS privacy changes meant the Meta Pixel was seeing only part of the store’s purchases, so campaigns were optimising on incomplete data.
What we did
- Deployed a server-side Google Tag Manager container and routed GA4 and Meta events through it.
- Implemented the Meta Conversions API with event deduplication so browser and server events are not double counted.
- Enabled advanced matching so hashed customer data (email, phone, name, location) improves attribution.
- Tested every event in Meta’s Test Events tool and GA4 DebugView.
Outcome
Meta’s Events Manager showed a 100% increase in events compared with the pixel alone, with 52% of purchase events carrying advanced matching data. Campaigns now optimise on the full set of purchases.
