Tracking and CAPI: reconcile events with sales
An event in Ads Manager does not prove an order was counted correctly. We reconcile Pixel, CAPI, and CRM or store records to establish reliable measurement.
The Measurement Gap: Why Standard Web Pixels Diverge
Browser and server events can record different user actions, duplicate conversions, or lose critical transaction parameters. Neither an event firing nor a high Event Match Quality score alone proves that a purchase was completed or attribution is accurate.
We inspect agreed data without unsubstantiated percentage claims. Our approach connects browser and server signals, matches user consent choices, and explicitly documents technical measurement boundaries.
Three Pillars of Dependable Tracking
1. Event Mapping & Parameter Structure
We define where each event originates, what counts as a conversion, how it maps to orders or CRM records, and which parameters are transmitted.
2. CAPI & Deduplication Logic
We pair browser and server events using transaction and event IDs, verify values and currencies, and validate scenarios with test purchases.
3. Consent & Transmission Boundaries
We align data forwarding with granted user consent. Server-side tracking addresses technical delivery challenges but does not constitute legal certification.
Our Structured Process
Phase 1: Architecture & Data Audit
We audit CMP, Tag Manager, events, and infrastructure, reconciling advertising figures against store or CRM records.
Phase 2: Agreed Implementation
We configure the server endpoint, set up CAPI match parameters, deduplication logic, and parameter payloads according to plan.
Phase 3: Validation & Documentation
We verify event flows in DebugView, Events Manager, and your store backend, documenting tested journeys and remaining limits.
Who implements and what comes next?
If the cause of discrepancy is not yet established, we agree on a diagnostic scope with read access. Confirmed fixes can be implemented directly by us or handed over to your team with explicit acceptance criteria. Ongoing work is agreed separately: monitoring key events, investigating new discrepancies, and updating tags when your site or CRM changes.
Real Case: Server-side tracking for dvere-erkado.cz
Real ongoing project for the Czech online shop dvere-erkado.cz. The work on server-side CAPI, deduplication, and event matching demonstrates clean technical implementation, not a generic guarantee of lower CPAs or higher ROAS.
Erkado (dvere-erkado.cz)
Since April, we have been working with the Czech online store dvere-erkado.cz. We manage campaigns for online purchases, B2B client acquisition, and showroom hiring. We analyze the website and ad measurement, and write blog articles. Based on UX audit findings, targeted mobile interface improvements were made and part of the errors resolved. The collaboration is ongoing.
Campaigns
Focus
Sales · B2B · Hiring
Tracking
Data
Server-Side Setup
Website
UX / Audit
Mobile Checkout
Frequently Asked Questions
How is user consent handled in server-side tracking?
We verify which events and parameters may be transmitted under the chosen configuration and agree on rules before setup. Server-side tracking alone does not automatically guarantee full legal compliance; legal advice is not included in this service.
How does your setup differ from default shop integrations?
We first check your existing integration. If it fulfills the requirement reliably, we do not replace it with custom code. Changes are made where confirmed errors in events, matching, or consent exist.
What access permissions are required?
For diagnostics, we agree on read access to relevant ad, analytics, and business platforms. Implementation rights for GTM, CMS, CRM, or server infrastructure depend on the agreed architecture and are authorized separately.
Does fixing tracking directly lower advertising costs?
Clean measurement helps you understand performance and transmit reliable signals, but does not guarantee lower CPAs. Business and campaign impact is evaluated separately from technical event delivery.
// Expert Articles on Tracking & Data Quality
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Seven Meta CAPI and server-side tracking errors: deduplication, consent, data fields, hosting, plugins, monitoring and complete purchase journeys.
Jul 6, 2026
Meta CAPI and Pixel: Eleven Criteria for Reliable E-Commerce Tracking
Compare Pixel and Conversions API across eleven criteria: event accuracy, deduplication, consent, costs and confirmed sales.
Discuss Measurement & Data Alignment
Describe your platform, store, or CRM and the numbers that currently fail to match. We will determine the appropriate depth of review.
Discuss measurement