GTM Server-Side + Meta CAPI Implementation
Server-side GTM container deployment with Facebook Conversion API, recovering 85% of lost conversion data after iOS 14+ changes.
Client
Fashion E-Commerce Brand
Result
📈 85% conversion data recovered — EMQ score 4.2 → 8.7
Project Overview
Tech Stack
Category
Tracking Setup
Key Result
📈 85% conversion data recovered — EMQ score 4.2 → 8.7
Case Study Details
After iOS 14.5, this e-commerce client saw their Meta reported conversions drop by 60%. Facebook ROAS reporting became unreliable, making budget decisions almost impossible.
The Problem
Client-side pixels rely on browser data — blocked by iOS, ad blockers, and ITP. Server-side tracking sends events directly from the server to Meta, bypassing these restrictions entirely.
What We Built
- GTM Server container on Google Cloud Run
- Facebook CAPI integration with event deduplication
- Custom transport URL for all client-side events to pass through server
- Event Match Quality score improved from 4.2 to 8.7/10
- Hashed PII (email, phone) for improved matching
Tech Stack Used
Key Result
85% conversion data recovered — EMQ score 4.2 → 8.7
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