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The Facebook dashboard shows fewer sales than your client's Back-Office Shopify or WooCommerce.
This "gap" in the data is not a temporary bug. It is the direct consequence of ad blockers (AdBlockers), iOS restrictions (Apple), and the end of third-party cookies.
The traditional Facebook Pixel is dying. To maintain a positive ROAS (Return on Advertising Spend) in 2025, there is only one technical solution: Facebook CAPI (Conversion API).
At A-Track, we deploy this technology for brands that refuse to manage their marketing budgets blindly. Here’s how it works.
What is Facebook CAPI? (Definition)
The Conversion API (CAPI) is a tracking method that allows you to send events (Purchase, Add to Cart, View Content) directly from your server to Meta's servers, without going through the user's browser.
Before (Pixel): The client's browser shouts to Facebook, "I bought!" -> Often blocked by Safari or AdBlock.
Now (CAPI): The website whispers to the server, and the server confirms to Facebook, "He bought." -> Impossible to block.
Why the Pixel alone is no longer enough for your clients
Relying entirely on the browser-side Pixel for your acquisition strategy has become dangerous for three reasons:
Signal loss (iOS17+): Apple drastically limits the lifespan of cookies and masks IP addresses. The Pixel loses track of the user after 24 hours or 7 days.
AdBlockers: In Switzerland, nearly 30% of internet users use extensions that purely and simply block the fbevents.js script (the Pixel). These conversions never appear in your reports.
Loading time: The Pixel slows down the site. CAPI is invisible and does not impact speed.
The Holy Grail: Event Match Quality (EMQ)
This is THE metric that agencies must monitor. In your Business Manager, under the "Data Sources" tab, you will see a score out of 10 called Event Match Quality (EMQ).
This score rates the quality of the data you send to Meta.
Pixel alone: Average score of 3/10 or 4/10. Meta struggles to recognize who purchased.
CAPI + Pixel: Target score of 8/10 or higher.
Why is this vital? The higher the score, the smarter Meta's algorithm is. It finds potential buyers more easily, which lowers your CPA (Cost per Acquisition).
How to implement CAPI correctly? (Technical Architecture)
Be careful, this is where many agencies fail. It is not enough to check a box "Enable API" in a Shopify plugin. A robust implementation requires a clean Server-Side setup.
The best practice recommended by Meta is "Redundant": keep the Pixel (Browser) AND add CAPI (Server).
The trap: If you send the "Purchase" event twice (once via the Pixel, once via the Server), Facebook will count 2 sales. Your reports will be inaccurate.
The A-Track solution: We configure a unique Event ID via Google Tag Manager. Facebook receives both signals, sees they have the same ID, and keeps the best of the two (deduplication).
2. The infrastructure via Stape.io
Rather than renting complex servers (AWS/Google Cloud), we use Stape.io.
This allows us to set up a proxy in Europe (Compliance with nFADP/GDPR).
This facilitates sending hashed (encrypted) data such as email or phone, essential for increasing the EMQ score.
The Business Argument: Selling CAPI to Your Clients
Your e-commerce clients do not understand the technicalities ("Event ID", "GTM", "JSON"). Talk to them about money.
The A-Track Pitch for Agencies:
Dear Client, today you are losing about 20% of your sales data in Facebook Ads due to iPhones and ad blockers. This means the algorithm is working at a disadvantage. By installing CAPI through our partner A-Track, we will 'feed' the algorithm with reliable data. Result: Facebook will target better, and your cost per sale will decrease. It’s an infrastructure investment that often pays off in less than 2 months of ad budget.
The A-Track Expert's Advice
Don't forget about 'Advanced Matching' data. With Server-Side, we can retrieve the hashed (encrypted) email of the logged-in user and send it to Facebook. This is the most powerful way to boost your EMQ score and retarget people across multiple devices (Cross-device).
Are Your Facebook Campaigns Running Slow?
If your event quality score (EMQ) is below 6/10, you are leaving money on the table.
Let A-Track audit your Facebook Ads setup and deploy the Conversion API to maximize your clients' ROI.